Building backlinks

Backlinks remain one of the most important ranking factors for search engine optimization. By building quality backlinks to your website, you can help boost your site’s authority in the eyes of Google and other search engines. This allows you to rank higher in search results and drive more organic traffic to your site.

In this comprehensive guide, we’ll cover everything you need to know about backlinks, including:

  • What are backlinks and why are they important?
  • Different types of backlinks
  • How to find link building opportunities
  • Creative link building strategies and tactics
  • Important factors for quality backlinks
  • Risks to avoid when building links
  • Using tools to monitor and manage links
  • Measuring the impact of your link building efforts

Let’s dive in!

A backlink is simply a link from one website to another. When Site A links to Site B, Site A passes authority and equity to Site B through that link. The more high-quality backlinks a website has, the more authority it has in the eyes of search engines.

Google’s algorithm uses backlinks as one of the top factors for determining rank and relevance. Websites with more backlinks tend to rank higher in search results. Backlinks help search engines understand the popularity and importance of a webpage or website.

Here are some of the key benefits of building backlinks:

  • Increase search engine ranking potential – More backlinks generally lead to better rankings, as they indicate popularity and authority.
  • Earn more referral traffic – Quality backlinks drive referral traffic from other websites, expanding your reach.
  • Boost brand visibility and awareness – Backlinks help establish domain authority and credibility.
  • Improve user experience – Backlinks from authority or hub pages provide a better user experience by directing visitors to useful information.

Simply put, links remain one of the strongest signals of quality and relevance to search engines. A proper backlink strategy is critical for achieving high search engine rankings and traffic growth.

Not all backlinks are created equal when it comes to SEO value. There are several different types of backlinks to consider:

These occur naturally when other sites link to your content as a useful resource for their audience. For example, if you publish a comprehensive guide to keyword research, other bloggers may link to it when referencing keyword research. These editorial links are the most valuable type of backlink because they are earned organically.

Influencer backlinks come from people or sites with authority in your industry. Examples include guest posts on authority blogs or links from an industry leader’s site. Landing backlinks from recognizable influencers in your niche provides tremendous value.

directories that link back to your website can help demonstrate relevancy and authority in your niche. Examples include industry-specific directories or local business directories. While directory links are less valuable than editorial links, they can still benefit your overall link profile.

These are backlinks you can directly sponsor or pay for, such as sponsored guest posts, sponsored directory listings, or paid placements on authority sites in your niche. While search engines are cracking down on “paid links”, high-quality sponsored backlinks from relevant sites are still worthwhile.

If you develop tools, apps, or widgets that others find useful, they may add them to their site which links back to you as the creator. These “widget backlinks” can help highlight your expertise. An example is creating a specialized calculator widget that a site adds to their blog posts.

Overall, a diverse backlink profile with editorial links, influencer links, quality directories, reputable sponsored placements, and widget links provides the best SEO results. The key is ensuring your backlinks come from trusted sources relevant to your website and content.

Now that you know why backlinks matter and the types to pursue, here are some proven tactics for actually finding and securing backlink opportunities:

A great place to start is examining competitors backlink profiles using tools like Ahrefs, SEMRush, or Moz. Look at what websites are linking to your competitors, particularly industry authorities. Make a list of sites you’d also like to earn backlinks from. Reach out and ask to contribute content, or build relationships by engaging with the site/authors on social media.

Search Site:”URL”

Use this Google search operator to find what pages are already linking to a particular URL. For example, search “” to see what Ahrefs pages link to Study these linking pages/sites and look for opportunities to expand to other relevant pages.

Link intersect allows you to see what sites link to Site A as well as Site B. So you can enter a competitor URL and your own URL to see sites linking to you both – aka link building prospects. Moz, Majestic, and Ahrefs all offer link intersect tools.

Use tools like BuzzStream or Link Explorer to analyze link profiles of websites in your space. Uncover what links they have earned that your site lacks, and make a list of target sites. Prioritize landing links from similar quality sites.

Leverage Online Tools & Directories

Sign up for and optimize free listings on online directories like Yelp, Manta, Cylex, Yellow Pages, etc. Submit your site to aggregators and social bookmarking sites. Participate in relevant webmaster communities. Provide value and put links back to your content.

Routinely publish in-depth content and resources people will want to link to over time. For example, create comprehensive how-to guides, industry studies or annual reports, rankings/reviews of top products, insightful case studies, visual asset libraries, and tools/calculators. Update and promote them consistently.

Overall, tap into both automated tools and manual research to uncover prospects. Analyze where competitors and similar sites are earning high-value links, and identify sites you want links from. Brainstorm creative assets and content those sites may be interested in. Then reach out and build relationships with high-value prospects over time.

Beyond just “cold emailing” websites for links, there are many creative strategies and tactics for generating high-quality backlinks. Here are some of the most effective:

Leverage Guest Posting

One of the best ways to earn high-value editorial links is through contributor content and guest posting. Identify blogs and resources accepting contributor posts in your niche. Craft value-driven posts with embedded links back to relevant content.

Many sites openly accept contributed posts. You can also build relationships with authors and privately pitch relevant article ideas. Focus on providing truly useful content vs overly self-promotional. Write detailed guest posting guidelines for your own site and invite influencers to contribute.

Cultivate Referrals

Proactively look for opportunities to rave about other companies’ products/services and link to their content. They’ll often return the favor. Identify popular resources you already use and love. Share their content socially and link to it from blog posts when relevant. Email them to say you’ve been referencing their brand and most helpful content.

Roundup posts that link out to multiple other resources can lead to referral links in return. Identify a theme and compile a list of high-quality pages around that topic. For example “Our Favorite Posts on Building Website Traffic” or “Best of Instagram Marketing Tips”. Reach out to the site owners you’ve linked to make them aware.

Use BuzzStream, Pitchbox, or outreach tools to identify pages on other sites that could benefit from including one of your links as a resource. For example, an SEO strategy post that’s missing recommendations on keyword research. Email the authors and politely suggest adding your guide as a useful link for their readers. Provide 3-4 personalized reasons your link would be relevant to the specific page.

Find broken links on high-authority pages that match your site’s content focus using tools like Check My Links or Dead Link Checker. Reach out to the site owner and offer to provide a replacement link to your relevant content if helpful. Most site owners will happily update broken links, giving you a quality backlink.

Seek opportunities to exchange links with other sites in a relevant context to provide value for each site’s audience. Don’t blast spam link exchange requests. Identify sites where your content/links would be useful to readers and proactively share their content if valuable for your own users.

Influencer Marketing & Contributor Networks

Partner with influencers and bloggers relevant to your niche. Provide them discounts/free products in exchange for reviews with links back to your site/products. Or compensate them to contribute articles allowing author bio links. Services like BlogDash, BuzzStream, and Traackr help connect with influencers. Just ensure content is helpful, not overly promotional.

Resource Page Development & Promotion

Build out “best of”, “guide to”, or additional resource pages on your site. Then use social media, guest posts, link inserts, broken link outreach, and influencer marketing to promote them and build high-value links over time. For example, an exhaustive guide to ecommerce SEO linked from sites also discussing ecommerce optimization.

Offering Premium Tools & Resources

Develop premium tools, calculators, quizzes, and design asset libraries related to your industry/topics that people will want to use and naturally link to. For example, a tool helping people determine their ideal coverage amounts for different insurance types. Make them “link-worthy” with strong branding and calls-to-action to link back to your site.

PR Opportunities & Linkable Brand Assets

Identify PR and newsjack opportunities around insights/data you exclusively have in your niche. Craft linkable brand assets like infographics, interactive quizzes, or contests/sweepstakes that reporters will organically link to. Proactively pitch them by highlighting the value for their audience + include your links.

Community Building & Events

Sponsoring or speaking at industry conferences and hosting local workshops/webinars allows you to build community while securing valuable backlinks. Links naturally come from the event page, wrap-up posts, and related social shares if you do a good job. Provide generous value to become a trusted resource.

Overall, get creative and provide truly useful content/resources that others naturally want to reference and recommend. Every strategy ultimately comes down to consistently adding value. By combining promotion of existing assets with the development of new link-worthy content, you can secure high-quality backlinks over time.

websites interlinking

As you build backlinks, focus on securing links that truly add value, from sources considered reputable and high-quality. Here are the key factors that make a backlink high-value:

Relevance – Links should come from sites relevant to your industry and content focus. A photography backlink doesn’t help a finance site. Stay laser-focused on earning links from niche-authority sites.

Trustworthiness – Sources should have an established positive reputation. Quickly-earned links from spammy or questionable sites can actually hurt your site. Vet sites before seeking links.

Authority – Links from authoritative, well-known industry sites carry more weight vs brand new blogs. Domain authority metrics can help identify established, trusted sites to obtain backlinks from.

Popularity/Traffic – Links from popular, highly-trafficked sites are viewed as more valuable by search engines vs low-traffic blogs. Alexa rank helps gauge site traffic.

Link Velocity – Earning links at a natural pace over time is better vs an unnatural spike. Consistency avoids penalties. Use tools like Moz’s Link Intersect to compare link growth rates.

Anchor Text Diversity – A mix of branded, URL, and various descriptive anchors is ideal vs over-optimization of exact-match keywords. Avoid aggressive anchor text manipulation.

Contextual Relevance – Links naturally placed in contextually relevant content are the best, vs forced into irrelevant content. Backlinks should make sense in the surrounding text.

Link Location – Links higher up on a page/in the content carry more value than buried in sidebars, footers, etc. Higher placement indicates editorial endorsement.

Linking Page Quality – Links from a site’s most important, informative pages are ideal vs minor side-pages or blog archive listings. Analyze linking page authority.

Follow vs NoFollow – “Follow” links pass more equity. But “Nofollow” links from trusted sites can still provide value. A mix of both is fine.

Overall, links from reputable sites, strategically placed in relevant, high-quality, contextual content provide the maximum SEO benefits. Focus on building links that truly make sense as recommendations – not forcing manipulative or deceptive links simply to gain rankings. Patience and persistence pay off.

There can be risks associated with certain link building tactics. As Google and other search engines crack down on artificial link schemes, you want to avoid:

Comment Spam – Repeatedly spamming low-value comments with promotional anchor text links. Provide truly useful information instead.

Link Schemes – Participating in linking rings, rapid reciprocal linking, paid links disguised as editorial content, etc. Focus on earning links naturally.

Over-Optimization – Aggressively repeating exact-match anchor text links. This looks unnatural. Use branded and varied descriptive anchors.

Irrelevant Links – Getting links from totally unrelated sites just for the sake of links. Only pursue reputable, niche-relevant sites.

Low-Quality Directories – Submitting to low-end directories filled with spam sites just to increase link totals. Vet directories carefully for quality.

Private Blog Networks – Buying or building a network of low-quality sites to link back to each other. Search engines heavily penalize “PBNs” and spam.

Spam Outreach – Mass emailing webmasters aggressively requesting links. This lack of personalization can be seen as spam.

Linking to Bad Neighborhoods – If a site you link to returns the favor by linking back from a “bad neighborhood” – aka a network of toxic, manipulative sites – it can hurt your own reputation. Be cautious who you exchange links with.

Essentially, focus on a slow and steady approach of earning high-quality links from reputable sites. Don’t take shortcuts in a chase for quick wins. Prioritize links your visitors will appreciate as recommendations vs manipulative self-promotion. Avoid tactics that clearly violate Google’s webmaster guidelines and could trigger penalties. Patience and persistence in securing legitimate editorial links achieves the best long-term results.

Link tracking and analytics tools are invaluable for monitoring your overall link building efforts. Here are some top tools and key features:

Ahrefs – Backlink checker, link intersect, alerting when you earn links, tracking new vs lost links.

Moz – Backlink analysis, metrics like Domain Authority and Page Authority, campaign tracking.

SEMrush – Backlink audit capabilities, notifications when competitors earn links.

Majestic – Historical link data, lets you analyze growth of link profiles over time.

Linkody – Tracks new links earned, analyzes anchor text diversity.

BuzzStream – Identifies link building prospects based on your competitors’ backlink profiles.

Pitchbox – Database of potential link opportunities and automated email outreach.

These tools allow you to monitor competitors’ links, identify prospect opportunities, keep track of all outreach and placements, get alerts when you earn links, analyze overall link growth or losses, export link data for reporting, and more. Use them consistently to guide your efforts and compile proof of successes.

Some key metrics to track include:

  • Total backlink count from all domains
  • Number of referring domains (filters out multiple links from one source)
  • Referring Domain Rating – average quality of linking sites
  • Domain Authority/Page Authority scores
  • Anchor text diversity percentages
  • Link growth speed over time

Tracking both link volumes and more qualitative factors like authority scores provides insights into how impactful your link building efforts are for organic rankings and traffic. Closely monitor progress.

The most important impact of link building is how it affects your overall search engine rankings and organic site traffic. Here are key ways to measure and track results:

Analyze website
  • Use rank tracking software to see how you rank for target keywords over time. Correlate ranking improvements with link building activities.
  • Analyze search engine traffic in Google Analytics – track increases in organic goal completions, lower bounce rates, and more time on site.
  • Compare website traffic before and after launching a successful link building campaign using date segments in Google Analytics.
  • Set up Goal URLs in Google Analytics for key landing pages and monitor conversions driven specifically from organic search.
  • Analyze the “Top Pages” report to see which pages get the most organic traffic. Pages with more backlinks should see higher representation.
  • Check Google Search Console for impressions, clicks, and position improvements for target keywords.
  • Use attribution modeling to credit link building for assisting conversions across multiple channels.
  • Check rankings and traffic for key landing pages on a daily, weekly, and monthly basis to spot positive trends.

The core objective is driving more qualified organic traffic that ultimately leads to business success metrics like signups, sales, and revenue growth. Track both vanity search metrics like rankings as well as bottom-line business results to determine ROI.

Gauging the true return from link building requires diligent tracking across search, web, and business analytics platforms over key periods of time. But used correctly, links remain one of the most powerful assets for growing organic visibility, traffic, and conversions.


Links should never be viewed simply as a metric to “build”, but rather a long-term investment into your content’s visibility, usefulness, and authority. By taking the time to cultivate high-quality referral links, you shape search engines’ perceptions of your brand and content over the months and years ahead.

Approach link building strategically, creatively, and with immense patience. Dedicate the time needed to build relationships, provide ongoing value, and earn links naturally vs chasing quick wins. The links with greatest lasting power all share a common trait: they place the user experience first.

With this comprehensive guide’s strategies, tactics and tools, you now have an in-depth understanding of how to build an effective backlink profile that fuels sustainable search engine success. Just remember – it’s a marathon, not a sprint. Keep link building consistent over the long-term, and you’ll reap the search visibility rewards.

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