20 Link Building Strategies That Work In 2025

Building high-quality backlinks remains a cornerstone of effective SEO in 2025. The tactics for successful link building have evolved, emphasising quality, relevance, and genuine relationships over sheer quantity. In this article, we’ll explore 20 link building strategies that work today, from time-tested methods like guest blogging to modern approaches like digital PR and HARO. Each technique is outlined with best practices to help you improve your website’s authority and search rankings. Here are the 20 best backlinks strategies:

1. Guest Posting
2. Broken Backlink Building
3. Infographic Link Building
4. Forum & Q&A Participation
5. Look at Your Competitors’ Link Profiles
6. Create Interactive Content
7. Skyscraper Technique
8. Resource Link Building
9. Original Research & Data Studies
10. Roundup Content
11. Outreach Link Building
12. Press Releases & Digital PR
13. HARO (Help a Reporter Out)
14. Influencer Collaborations
15. Link Exchanges (Reciprocal Links)
16. Ego Baiting
17. Testimonial Link Building
18. Unlinked Brand Mentions Backlinks
19. Local Business Directories & Citations
20. Social Media Links

1. Guest Posting

Guest posting – writing articles for other websites in your industry – continues to be a highly effective link building strategy in 2025. Contributing valuable content to reputable blogs earns you a backlink (usually in your author bio or within the content) and exposes your brand to a wider audience. Quality is key: focus on authoritative sites relevant to your niche rather than mass submitting to any site that will have you.

In fact, surveys show guest posting remains one of the most popular link-building tactics, used by nearly two-thirds of SEO professionals, which underscores its effectiveness when done properly. To succeed with guest blogging: build relationships with editors or site owners, pitch unique topics that haven’t been covered before, and ensure the content you deliver is truly top-notch and tailored to their audience. 

By providing genuine value to another site’s readers, you’ll not only earn a strong backlink but also establish yourself as an authority in your field – a win-win for SEO and brand building.

2. Broken Backlink Building

Broken backlink building is a classic white-hat SEO strategy that still works wonders. This approach involves finding broken links (dead links that return a 404 error) on other websites and suggesting your own relevant content as a replacement. The idea is to help webmasters fix errors on their site while gaining a backlink for your effort. 

To do this, you can use tools like Ahrefs or Check My Links (a Chrome extension) to scan reputable sites or resource pages in your niche for broken links. When you find one, reach out to the site owner with a friendly email: politely alert them to the broken link and recommend your content as an updated, relevant resource to link to instead. Because you’re doing them a favour by pointing out an issue, webmasters are often receptive to this kind of outreach. 

For best results, ensure the content you’re offering truly matches what the broken link was supposed to point to (in topic and quality). Broken link building not only earns you backlinks from otherwise lost opportunities but also helps improve the web by fixing broken references – making it a noble and effective strategy.

3. Infographic Link Building

People love visual content, and infographic link building leverages this by creating and sharing infographics that others will want to publish and link back to. In 2025, infographics remain shareable assets that can earn you backlinks if they present useful, interesting data or insights in a digestible visual format. The process is straightforward:

• Create a high-quality infographic on a topic relevant to your industry (for example, statistics, tips, or processes presented visually). Ensure the design is clean, attractive, and mobile-friendly.
• Publish the infographic on your own site along with an explanatory post or embed code. This gives you a source URL to which others can link.
• Outreach to relevant websites or bloggers: Reach out to industry blogs, news outlets, or even infographic roundup sites, offering them the infographic to share with their audience. When they do, they should credit you with a link.
• Promote on social media and infographic submission platforms to increase visibility.

The key is that your infographic must offer real value – whether it’s new data, a how-to diagram, or a compelling story – so that websites want to feature it. Infographics that hit the mark can attract natural backlinks over time as people reference your visual in their own articles or presentations. Just be sure to avoid spammy infographic distribution; focus on quality placements and relevant sites for genuine SEO benefit.

4. Forum & Q&A Participation

Participating in forums and Q&A sites (like Reddit, Quora, or niche-specific forums) can be a subtle link building method that’s more about brand building and referral traffic than raw PageRank. The idea is to engage with communities related to your industry by answering questions, providing help, and occasionally dropping a link to your content when truly relevant and helpful. 

In 2025, this tactic works best when done authentically: blatant link spam will be ignored or removed, but being a valuable contributor can earn you respect, profile clicks, and sometimes a followed link if the platform allows. For instance, if someone asks a question that your blog post directly answers, you can provide a summary of the solution and link to your post for the full details. Many forums use nofollow attributes on links (meaning they may not pass SEO value), but don’t let that discourage you – the direct traffic and brand exposure are still beneficial. Over time, active participation in forums and Q&A can establish you (and by extension, your website) as an authority. 

Plus, interesting insights shared on forums sometimes get picked up by bloggers or journalists, potentially leading to additional organic backlinks down the line. Remember to keep your tone conversational and avoid overt self-promotion; the goal is to help the community while gently showcasing your expertise and resources.

5. Look at Your Competitors’ Link Profiles

One smart way to uncover new link opportunities is to look at your competitors’ backlinks. If other websites are linking to your competitors’ content, they might be willing to link to yours as well – especially if you have similar or better content. 

In practice, this involves using SEO tools (such as Ahrefs, SEMrush, or Moz’s Link Explorer) to analyse the backlink profiles of your top competitors or other industry leaders. Identify which sites are linking to them and note the context: Is it a guest post? A resource page? A mention in an article? These insights can guide your own link building efforts. 

For example, if you find that multiple competitors have links from a particular blog or directory in your niche, consider reaching out to that site with your own content or listing. If a competitor earned links by publishing a “101 Guide” on a topic, you might create an even more comprehensive guide (see the Skyscraper Technique below) and promote it to those same linking sites. 

Additionally, competitor analysis can reveal broken links pointing to their pages (which you can swoop in on as per broken link building) or unlinked brand mentions of competitors (which indicates journalists or bloggers writing about your niche – you could get them to mention you too). 

By systematically reviewing who links to your rivals, you essentially compile a roadmap of potential link sources for your own site. Just make sure that when you approach these opportunities, you offer equal or greater value – nobody will switch a link or add a new one unless there’s a compelling reason, such as superior content or a unique perspective that your site provides.

6. Create Interactive Content

In 2025, interactive content will become a link magnet. Interactive pieces – like quizzes, calculators, tools, interactive maps, or any content that users can actively engage with – tend to attract backlinks because they offer a unique experience or utility that static articles might not. 

For example, a finance site might create a mortgage calculator; a marketing site could publish an interactive quiz to assess “What type of marketer are you?”; a travel blog might have an interactive map of hidden gems in a city. Such content often gets shared widely and other websites will link to it as a useful resource for their own readers. The novelty and usefulness factors are key: an effective interactive asset either simplifies a task, entertains, or provides personalised information. 

To use this strategy, brainstorm needs or questions in your industry that could be answered with an interactive tool or visualisation. Invest in developing that content (there are many platforms and plugins that can help build interactive widgets without heavy coding). Once live, promote it through outreach and social media, highlighting how it can benefit the users of the target site. 

Webmasters and bloggers are generally happy to link to a tool that adds value or fun for their audience. Additionally, interactive content tends to have longer on-site engagement, which is good for your own user experience metrics. It’s a more involved strategy in terms of content creation effort, but the payoff can be significant: high-quality natural backlinks and recurring traffic as users come back to utilise the tool.

7. Build Skyscraper Technique

Coined by Brian Dean of Backlinko, the Skyscraper Technique is a powerful content-driven Backlink strategy that remains effective. The method is straightforward: find a piece of content in your niche that has attracted a lot of backlinks, create an even better version of that content, and then reach out to the sites linking to the original, suggesting they link to your improved version instead. 

The “even better” content could mean it’s more up-to-date (crucial in fast-changing fields), more comprehensive, better designed, or incorporates new data and insights. Essentially, you’re building a taller “skyscraper” than the existing tallest in town. For example, if there’s an article titled “50 Tips for Healthy Eating” that has tons of links, you could craft an article “100 Expert Tips for Healthy Eating in 2025” with more expert contributions, fresher research, and maybe multimedia elements. Once your superior content is published, use a tool to gather a list of all the sites that link to the original piece. Then, craft a polite, personalised outreach email to each, letting them know about your new resource. Emphasise what’s new or better about it and why their readers would benefit from it. 

Not everyone will switch their link, but some will – especially if the original content is outdated or the site owner finds your piece genuinely valuable. The skyscraper technique works because it targets proven link-worthy content and leverages that success by offering an upgrade. Just be prepared to put in the work to truly make your content outstanding; minor tweaks or adding a couple of extra bullet points won’t cut it when you’re asking someone to change or add a link. Go above and beyond, and you’ll see results with this strategy.

8. Resource Link Building

Many websites (including .edu, .gov, and authoritative .com sites) maintain resource pages – curated lists of links to helpful resources on a particular topic. Resource link building is the practice of getting your site listed on those pages. For instance, a university’s website might have a page for “Recommended resources for learning coding” or a popular blog might list “Top resources for new mums.” If you have content or tools that fit a given resource page, you can reach out to the site curator and suggest adding your link. The key is to ensure your content is genuinely useful and relevant to that resource list. 

Start by searching for resource pages in your niche. You can use Google search operators like keyword + intitle:”resources” or keyword + “useful links” to find them. Once you identify a potential page, evaluate the quality of sites already listed – this gives you a sense of the standard required. If you believe your content can sit alongside those resources, email the webmaster or use any suggested submission process on the site. Your pitch should be concise and highlight what your resource offers (e.g., “I noticed you have a resource page for small business marketing. We created a free social media calendar template that has helped many small businesses plan their posts – it might be a valuable addition to your list.”). 

Resource pages are often maintained for the benefit of the community, so if your contribution is truly beneficial, many webmasters will be happy to include it. The links from these pages are typically contextual (surrounded by relevant text) and on-topic, which makes them high-quality backlinks. Plus, they can send referral traffic from users browsing those curated lists.

9. Original Research & Data Studies

Publishing original research, surveys, or data studies is one of the most powerful ways to earn backlinks naturally. In the era of content saturation, new data stands out. Journalists, bloggers, and industry professionals love to cite fresh statistics or unique insights. If your company or website has access to data – whether through customer surveys, industry analysis, case studies, or experiments – consider compiling that into a well-structured report or blog post. 

For example, an SEO agency might analyse 1000 search results to identify new ranking factors and publish a study, or a fitness blog might survey 500 people about their workout habits and share the findings. Once the research is live on your site, promote it via press releases, social media, and direct outreach to relevant publications. 

Often, even a single juicy statistic (e.g., “78% of shoppers abandon carts due to high shipping costs”) from your study can get picked up and referenced in dozens of other articles, each time earning you a backlink as the source. Make sure to present your data in an easily digestible format – use charts, key findings summaries, and clear methodology. 

This lends credibility and makes it easier for others to understand and quote your work. Also, explicitly encourage sharing by providing embed codes for charts or tweeting out key stats. Over time, a well-executed piece of original research can become a backlink goldmine, cited year after year. Not only does this strategy earn you backlinks, but it also significantly boosts your authority in your field (people start seeing you as a go-to source for information).

10. Roundup Content

Roundup content can refer to two link building angles: creating your own roundup or being featured in someone else’s. Both can be beneficial.

Being featured in roundup posts: Many bloggers do weekly or monthly roundups of the best content they’ve read (e.g., “Top 10 Marketing Articles This Week”), or experts will do an “expert roundup” where they ask multiple people to answer one question and compile the responses. To get included in these, you need to be visible and active in your niche. Network with other content creators, and promote your best content widely so that curators discover it. You can also find sites that regularly do roundups and politely reach out to suggest one of your recent posts if it’s a great fit for an upcoming roundup. Getting featured will land you a backlink and often some commentary around why your piece was chosen (which is great for credibility).

Creating your own roundup: Alternatively, host a roundup on your site. A popular method is an expert roundup where you ask a question to a bunch of industry experts/influencers (for example, “What’s your top SEO tip for 2025?”). You compile the answers into a single article. Each participant is likely to share the post with their audience, and some might even link to it from their own blogs or profiles (“As featured in X’s expert roundup”). This can generate multiple backlinks and a lot of social buzz. Another kind of roundup is a content roundup (e.g., listing the best resources on a topic). If you regularly publish quality roundups, other websites might link to your list as a reference (for instance, “For more, see this comprehensive roundup of XYZ”).

Whether participating or hosting, roundup posts are great for building relationships in your industry. They create a sense of community and reciprocity – if you feature others, they are more likely to feature or at least mention you in the future. Just ensure any roundup you’re involved with has genuine value to readers (avoid thin “link swap” type roundups with no substance). When done right, roundups can drive traffic and earn links in a very organic way.

11. Outreach Link Building

Outreach link building isn’t a single tactic but rather the backbone of most link building strategies like guest posting, broken link building, skyscraper, etc. It deserves its own mention because how you do outreach in 2025 can make or break your link building success. 

Outreach means contacting website owners, editors, or influencers to pitch your content or collaboration. The best practices for outreach have become more refined over time: gone are the days of blasting out generic emails to hundreds of prospects (that “spray and pray” approach now often lands you in spam). 

Instead, personalised, targeted outreach is the way forward. When reaching out, always address the person by name and show that you’re familiar with their website or work – maybe reference a recent article of theirs you enjoyed, or explain why your content would complement their site specifically. Be clear and concise in your ask (e.g., whether you’re suggesting a guest post, asking them to update a link, or offering a resource for their audience). It often helps to build a relationship before making an ask: engage with them on social media, comment on their posts, or interact in a non-promotional way so they recognise your name. 

In 2025, trust and authenticity are crucial; people are inundated with cold pitches, so taking the time to craft a thoughtful outreach email will set you apart. Also, follow any stated guidelines – many sites have submission or contact guidelines, and ignoring these can get your request tossed out. Remember that outreach is a numbers game to some extent (not everyone will reply or say yes), so maintain a polite persistence. A brief follow-up after a week or two is okay if they didn’t respond, but don’t pester. When done right, outreach opens the door to guest post spots, link placements, collaborations, and more. It’s essentially networking for SEO, and those human connections can pay off in valuable backlinks and partnerships.

12. Press Releases & Digital PR

Traditional press releases as an SEO tool have lost some sheen (syndicated press release links are usually nofollow and low-impact), but digital PR is thriving as a backlink strategy. Digital PR involves creating newsworthy stories or content and proactively pitching them to journalists and media outlets with the goal of getting press coverage and backlinks. 

Examples could be: a unique study or report (as mentioned in strategy #9), a bold industry prediction, a charity initiative your company is doing, or even a quirky stunt or product launch that could grab headlines. When you have a compelling story, you can still use press release distribution services to get the word out, but more effectively, you should identify specific journalists or publications that would find it interesting and reach out directly. 

Personalised pitches to journalists tend to get better pickup than mass-distributed releases. If your story is truly newsworthy, you might earn mentions in news articles, which often come with a backlink to your site (for example, a quote from your founder with a link to your company). Even if some news sites link with nofollow (as is common), the exposure and brand authority you gain can indirectly lead to other opportunities. 

Digital PR can also include techniques like newsjacking – where you inject your expert comment or data into a trending news story to get quoted. This is akin to HARO but proactive on your part. The main idea is to treat link building more like PR: focus on storytelling and relationships with media. 

As Google’s algorithms continue to prioritise authority and trustworthiness, being mentioned by reputable news sites or popular blogs (with or without a link) can boost your E-A-T (Expertise, Authoritativeness, Trustworthiness). But when those mentions do include backlinks, they’re some of the highest-quality links you can get. Keep in mind, that successful digital PR requires creativity and sometimes effort beyond pure SEO – you might need to collaborate with marketing or PR folks, and timing is everything for news. When executed well, though, a single campaign can earn you dozens of powerful backlinks that would be impossible to get otherwise.

13. HARO (Help a Reporter Out)

HARO (Help A Reporter Out) is a platform that connects journalists with sources. It has become a staple in link building because it’s essentially a way to earn press mentions and backlinks by providing expert quotes or information. 

Here’s how HARO works: you sign up as a source and receive daily emails with queries from journalists/bloggers who need quotes for their articles. The queries span all industries – for example, a tech writer might ask “Looking for cybersecurity experts to comment on password safety tips.” If one of the queries is relevant to your expertise, you can send a response with your insights. If the journalist selects your contribution, you’ll be quoted in their piece, often with a mention of your business and a backlink to your site. 

In 2025, HARO remains effective but also competitive – popular queries receive hundreds of pitches. To improve your success rate, respond only to queries that closely match your knowledge (so you can provide a truly valuable answer) and respond quickly (journalists often pick from the first solid answers they get). Keep your pitch concise, on-point, and avoid overt self-promotion. A brief bio line at the end can mention your business and website. Nearly half of link builders report using HARO regularly as a tactic, which shows how mainstream it’s become – but that also means you need to stand out with quality responses. 

The beauty of HARO is that it can land you links from high-authority news sites, industry publications, and even .edu domains if a student journalist is writing a piece. These links are typically very trustworthy. Even when you don’t get a backlink (sometimes they’ll just mention your name and company), you still get a brand mention which can be valuable. Consistency is key: if you dedicate time to answering a few relevant HARO queries every week, over time you could accumulate a number of excellent media mentions and backlinks without any direct cost except your time.

14. Influencer Collaborations

Leveraging influencer collaborations is another creative way to build links in 2025, blurring the lines between content marketing and link building. The idea is to partner with influencers or thought leaders in your niche to create content, and through that partnership, earn links and exposure. There are many forms this can take, such as:

• Co-created content: For example, collaborate on an expert interview or a podcast episode. The influencer might embed the content on their site or promote it, often linking back to your site for the full interview transcript or show notes.
• Guest appearances: Appear as a guest on an influencer’s YouTube channel, webinar, or podcast. They will usually link to your site in the description or mention. Conversely, have them appear on your platforms and they are likely to link to or share that content with their audience.
• Social media campaigns: While social posts themselves might not give dofollow links, an influencer sharing your content widely can result in secondary links. For instance, an influencer’s tweet about your new article could lead other bloggers to discover and link to it.
• Content endorsements: If an influencer genuinely likes your product or content, they may blog about it or include it in their newsletters, providing a backlink. Sometimes a gentle nudge or a partnership (like giving them free access to your service) can facilitate this.

The key is authenticity – the collaboration should make sense and provide value to both parties’ audiences. Influencers have built-in trust with their followers, so a mention or link from them often carries weight. Also, influencer sites themselves can have strong authority. A mention on a popular YouTuber’s website or a renowned expert’s blog can significantly boost your backlink profile. One thing to note: always adhere to transparency guidelines. If any incentive (like payment or free product) is involved for the influencer, the link might need to be nofollow or marked as sponsored to stay within Google’s rules. 

However, many influencer collaborations are organic, where both sides simply benefit from shared content creation. By engaging in such partnerships, you’re effectively tapping into someone else’s community, which can lead to an influx of both referral traffic and SEO value from new backlinks.

15. Link Exchanges (Reciprocal Links)

Link exchanges – also known as reciprocal linking – refer to an agreement where you link to someone’s site and, in return, they link back to yours. This tactic has been around since the early days of SEO, and while it has a bit of a bad reputation if abused, moderate and relevant link exchanges can still work in 2025 when done carefully. 

Google’s guidelines warn against excessive link exchanging (“you link to me, I link to you” schemes) as it can appear manipulative. However, in the natural web ecosystem, it’s perfectly normal for two quality sites in related fields to link to each other’s good content occasionally. The key is relevance and context. For instance, imagine you run a hotel blog and you partner with a local travel tour company: you could write a post mentioning their tour as a recommended activity (linking to them), and they could feature your hotel in an article about where to stay (linking back). Both links make sense contextually and provide value to readers, rather than being a random swap solely for SEO. Many SEO surveys indicate that over half of link builders use reciprocal links as one of their tactics – but the successful ones do it quietly and judiciously. 

If you’re considering a link exchange, avoid doing it on a large scale or with low-quality sites. Do not interlink entire blogrolls or footers sitewide, as that looks spammy. Instead, treat each exchange as a one-off editorial decision: is this other site something I genuinely want to recommend to my audience? If yes, and they feel the same about your site, then a reciprocal link can be natural. It’s also wise to stagger exchanges (not literally “You post yours today, I’ll post mine tomorrow” which is easy to trace). Maintain diversity in your link profile – reciprocal links should be just a small part of it. When executed with care, link exchanges can provide a quick win for both parties, but always prioritise quality and authenticity to stay on the right side of search engine guidelines.

16. Ego Baiting

Ego baiting is a clever link building method that plays on individuals’ vanity (in a friendly way!) to earn shares and links. The concept involves creating content that prominently features or flatters influencers, companies, or communities, with the hope that those mentioned will share or link to the content because they’re proud to be included. Common examples of ego bait content include: “Top 20 Must-Follow Blogs in [Industry]”, “10 Best [Niche] Influencers of 2025”, or even a thoughtful analysis praising a company’s approach to something. 

When those people or brands find themselves highlighted, they’re likely to mention the accolade on their own site or social media (often linking back to the source). To do ego bait effectively, be genuine – only include people or sites that truly deserve the recognition or that align with the story you’re telling. Make sure the content is detailed and well-researched; a shallow list with names thrown together won’t impress anyone. Once the post is live, you can notify the featured parties (for example, send a quick email or tag them on Twitter to say “We featured you in our latest article about XYZ”). Don’t explicitly ask for a link – usually, if they’re going to mention it, they’ll do so naturally. 

Ego baiting works because it’s human nature to appreciate recognition, and many will reciprocate by sharing it with their audience or linking to it as “featured on X site”. A side benefit is it helps you build rapport with influencers. However, be mindful not to overdo ego-bait posts just for links; they should fit naturally into your content strategy. When you do publish one, ensure it provides value to all readers, not just those featured – for example, a “top 10 tools” list is useful to others searching for tool recommendations. This way, ego baiting can bring you sustainable traffic in addition to the initial surge of attention from those mentioned.

17. Testimonial Link Building

Testimonial link building is a simple yet often overlooked technique where you earn backlinks by providing testimonials or reviews for products and services you use. Companies love showcasing positive testimonials from their clients or customers on their websites – it builds trust for their brand. 

In return, they often include the name and a link to the client’s website along with the testimonial to prove authenticity. To leverage this, identify tools, services, or products in your industry that you genuinely use and are happy with. Many of these businesses have dedicated pages for testimonials or case studies. Reach out to them (usually to their marketing or customer success team) and offer a concise, compelling testimonial. In your communication, you can mention that you’d be fine with them sharing it on their site and providing your name, title, and website URL. 

Often, if they add your testimonial, they’ll naturally link your company name or include a link next to it. This results in a nice backlink from a relevant, legitimate source. For example, if you’re a freelance graphic designer and you use a particular design software, sending them a testimonial about how it improved your workflow could get you listed on their testimonials page with a link to your portfolio site. 

This tactic not only gets you a backlink but also increases your exposure – you might get referral traffic from people who see your testimonial. It’s a win-win: the product company gets fresh testimonial content, and you get a backlink (and goodwill with that company). A few tips: focus on providing a specific and honest endorsement (bland praise won’t stand out), and target companies that are authoritative or at least established (a link from a small startup’s site is fine, but one from a well-known brand is even better). Also, ensure the site actually lists testimonials publicly – some might use them in marketing materials but not on the website, so do a quick check. 

Testimonial link building is about leveraging professional relationships you already have, so it’s a very natural way to build links with minimal effort.

18. Unlinked Brand Mentions Backlinks

Sometimes your brand or website gets talked about online without getting a link – these are known as unlinked brand mentions. Perhaps a blog or news article mentioned your company or quoted something from you but didn’t hyperlink it. 

Link reclamation is the process of turning those mentions into actual backlinks. The strategy here starts with finding where you’ve been mentioned. You can set up Google Alerts for your brand name (and common misspellings) or use SEO tools like Ahrefs’ Content Explorer or Mention.com to track citations of your brand or key people (like your CEO’s name). When you discover an article or post that names your brand without linking, reach out to the author or webmaster with a polite note. Thank them for mentioning you, and kindly ask if they could add a hyperlink to your site for readers who might want to learn more about your brand. 

In many cases, unlinked mentions are simply oversights rather than deliberate, and the author will be willing to edit in a link – after all, it helps their readers too. The success rate for this tactic is pretty high relative to cold outreach because the hard part (getting them to talk about you) is already done! You’re not coming out of the blue; they are already aware of your brand and found it noteworthy enough to mention. Just ensure that when you ask, you provide the exact URL that should be linked and perhaps the anchor text if appropriate, making it as easy as possible for them. Also, check the context of the mention: if it’s negative or neutral in a way that a link wouldn’t add much, you might choose to skip it. But if it’s positive or a resource listing, definitely pursue it. Regularly monitoring for unlinked mentions should be part of your link building routine. 

Over time, reclaiming these links can significantly bolster your backlink profile with minimal new content creation – you’re capitalising on the buzz that already exists around your brand.

19. Local Business Directories & Citations

For businesses that have a local presence, local directories and citation sites are crucial for both SEO and customer discovery. While some SEO purists argue that directory links aren’t as “powerful” as editorial links, in 2025 they still serve an important role, especially for local SEO.

A citation is any online mention of your business’s name, address, and phone number (NAP), and it often includes a link to your website. Think of platforms like Google Business Profile, Yelp, Yellow Pages, Bing Places, or niche-specific directories (for example, a directory of health clinics for a medical practice). Listing your business on these sites will usually provide a link back to your site, often nofollow, but that’s okay. The benefits are twofold:

1. SEO Benefit: Google’s algorithm for local search considers citations as a trust factor. Consistent NAP information across reputable directories can improve your local search rankings (like showing up in Google Maps results). The link, even if nofollow, confirms your business’s online identity and can indirectly help your site’s authority.
2. Direct Traffic and Visibility: Many customers use these directories to find services (someone might search Yelp for “best restaurants in Manchester” or check a chamber of commerce site for local plumbers). Being listed means you can get referral traffic and new customers directly from the directory itself.

When doing local backlinks through directories, focus on quality and relevance. Ensure you’re listed on major platforms (Google, Bing, Yelp, Apple etc.) and respected industry-specific sites. Avoid spammy, unrelated directories – those won’t help and could hurt if they look like link farms. Always keep your information up to date and exact (same spelling, address format, etc., across all listings). This consistency boosts your credibility in the eyes of search engines. 

Additionally, seek out local citation opportunities beyond the obvious: local business associations, local news sites’ “local business listings” or event pages, sponsorships of local events (which often yield a link on the event’s site), and so on. Each of these links might not carry huge weight individually, but together they build a solid foundation for your site’s local authority. And if you operate purely online without a local component, you can generally skip this strategy – it’s mainly for those targeting geographic areas.

20. Social Media Links

While social media links (like a Facebook post or a Tweet linking to your site) are typically nofollow and don’t directly boost your search rankings, social media plays an important supporting role in link building. In 2025, the lines between content platforms are blurred – great content tends to get shared, and those shares can eventually lead to organic backlinks. Here’s how to use social media for link building: 

firstly, share your content actively across relevant platforms (Twitter, LinkedIn, Facebook, Instagram, Pinterest, Bluesky, Tumblr – wherever your audience hangs out). The more people who see your content, the greater the chance that someone with a website or blog might link to it. Social media can make your content go “viral” within a niche community, massively increasing its reach without relying solely on Google. 

Secondly, engage with your industry’s community on social media. By building relationships with other content creators and influencers on these platforms, you increase the likelihood of collaboration or mutual sharing (which can lead to links). For instance, a conversation on Twitter with an industry peer could result in them noticing your blog and referencing one of your posts in their next article. 

Additionally, maintain a strong social profile for your brand – fill out your bios (most allow a link to your site), and be active. Although profile links are nofollow, a well-maintained social presence adds to your brand’s credibility and can indirectly improve SEO by generating branded searches (people searching your brand after seeing it on social, which signals to Google that your site has a presence). Also, some social sites like YouTube or Pinterest can be search engines themselves; a popular YouTube video or an infographic on Pinterest can carry links back to your site and drive substantial traffic. 

In summary, think of social media as the promotion engine for your content: it won’t replace traditional link building, but it amplifies everything you do, making your linkable assets more visible and increasing the odds of organic backlinks from those who discover your content through social channels.

How to create a link-building strategy?

With so many link building tactics available, it’s important to have a clear plan. Creating a link-building strategy involves deciding which approaches make the most sense for your website and goals, and then organising your efforts for maximum impact. Here’s a step-by-step guide to crafting your strategy:

1. Define Your Goals: Start with what you want to achieve. Is it higher rankings for specific keywords, increasing overall domain authority, driving referral traffic, or boosting brand awareness? Your goals will influence the types of links you pursue. For example, if you want to rank for a certain keyword, you might focus on getting links to that specific page; if it’s general authority, you’ll work on a broad range of links to your domain.
2. Identify Your Linkable Assets: Take stock of the content or assets on your site that are most worth linking to. Do you have comprehensive guides, interesting blog posts, infographics, tools, or research? If not, you may need to create some link-worthy content. It’s much easier to attract links when you have something valuable to offer. Think about content that addresses common questions or provides unique value – these will be your link bait.
3. Research and Choose Tactics: Not all strategies are suitable for every situation. Using the list above, pick a handful that aligns with your resources and audience. For instance, a B2B company might benefit from guest blogging on industry sites and participating in HARO, whereas a local cafe might focus on local directories, local press, and Instagram (social media) to get mentions. If you’re just starting, you might choose a mix of quick wins (like directories, and unlinked mentions) and long-term plays (like content creation for skyscrapers or original research).
4. Build a Prospect List: Once you know your tactics, list out specifics. If you plan to do guest posts, list target websites to pitch. For broken link building or skyscrapers, compile the sites you’ll reach out to (e.g., those linking to similar content). If doing testimonials, list companies you’ll approach. Essentially, create a spreadsheet of “link prospects” segmented by tactic.
5. Outreach and Execution: Start executing each tactic methodically. Send outreach emails, submit those directory listings, respond to HARO queries, publish that expert roundup – whatever the action steps are, do them consistently. Personalise your outreach and track responses. It helps to use tools or even a simple spreadsheet to track who you contacted, when, and the outcome, so you can follow up if needed or avoid duplications.
6. Monitor Results: Keep an eye on new backlinks using tools like Google Search Console or SEO software. This will let you know when a link you worked for goes live (or even when unexpected natural links appear). Monitoring also helps you understand which tactics are yielding results and which aren’t, so you can adjust your strategy.
7. Refine and Iterate: Link building is an ongoing process. Regularly review your strategy – maybe every quarter – and refine it. You might find that some tactics are too time-consuming for the return, while others are surprisingly effective. Double down on what works (provided it’s sustainable and white-hat) and consider dropping or tweaking what doesn’t. Also, stay updated with SEO news, because best practices can evolve with search engine algorithm changes.

Remember, a good Backlink strategy is not only about getting lots of links, but about getting the right kinds of links: those that are high-quality, relevant, and sustainable. By planning your approach and executing it diligently, you’ll build a robust backlink profile that stands the test of time (and algorithm updates).

What are some of the best practices for high-quality link-building strategies?

When working on link building, it’s crucial to adhere to best practices to ensure your efforts result in high-quality backlinks and not harmful ones. Here are some golden rules and tips for effective, high-quality link building:

• Prioritise Quality Over Quantity: It’s far better to have 10 links from reputable, relevant websites than 100 links from low-quality or unrelated sites. High-quality links carry more authority and pose less risk of penalty. Always ask yourself if the site you’re getting a link from is one you’d want to be associated with – if not, skip it.
• Focus on Relevance: A good backlink comes from a site that’s topically related to you and enhances your Pagerank. For example, a link from a food blog to a tech software site will be less relevant (and thus less valuable) than a link from a technology or business blog. Search engines evaluate the context of links, so seek links from sources within your industry or niche whenever possible.
• Earn Editorial Links: An editorial link is one that a website gives because they genuinely value your content (as opposed to you placing it yourself). These are the gold standard – think of a journalist citing your research, or a popular blogger spontaneously linking to your post because they found it useful. Many strategies we discussed (like original research, infographics, and ego bait) are designed to earn these editorial links. Keep creating link-worthy content and the editorial links will grow over time.
• Natural Anchor Text: The anchor text (the clickable text of a link) is a factor in how Google understands the relevance of the link. The best practice is to keep it natural and varied. If all your backlinks have keyword-stuffed anchors (e.g., every link to your site says “best cheap laptops UK”), that looks suspicious. You want a healthy mix – some brand name anchors, some URL anchors, some generic (like “click here”), and some with descriptive keywords. Usually, when you’re earning links naturally or through outreach, you can’t control the anchor 100%, which is fine. If you are providing anchor text (like for guest posts or directory listings), avoid over-optimisation.
• Diversify Your Link Profile: Relying on just one type of link building (say, only guest posts or only directory links) can be risky or limiting. A diverse backlink profile – including a mix of blogs, news sites, forums, profiles, etc. – looks more organic and resilient. It also means you’re tapping into multiple audiences. Just ensure each link source type is used appropriately (for example, forum links should come from genuine engagement, not spam posts).
• Steer Clear of Black-Hat Tactics: This includes buying links outright from link farms, using private blog networks (PBNs), automated link spamming in comments or forums, and other schemes against Google’s guidelines. These might give a short-term boost but carry a high risk of getting your site penalised in search results. In 2025, Google’s algorithms – aided by AI – are better than ever at detecting unnatural link patterns, so it’s simply not worth the risk.
• Be Patient and Consistent: High-quality link building is a gradual process. You might not see results overnight – often it takes a few months for new backlinks to impact your SEO significantly. Consistency is key; a few link building activities each week or month will compound over time. Avoid the trap of building a bunch of links in one burst and then stopping, as a sudden spike and drop-off can look unnatural. Steady growth is the goal.
• Foster Relationships: Behind every link is a person (or at least a webmaster). Building good relationships in your industry can lead to more linking opportunities organically. Engage on social media, attend industry events (even virtual ones), and comment on others’ blogs – being an active community member makes others more inclined to link to or collaborate with you.
• Audit Your Backlinks: Occasionally audit your existing backlinks. Using tools like Ahrefs, Semrush or Google Search Console, identify if you have any toxic or spammy links pointing to your site (perhaps from previous SEO work or scraper sites). Disavow links that are harmful to avoid any negative impact. Also, auditing helps you appreciate what’s already working – for instance, if you notice a lot of good links came from a certain guest post, maybe do more content on that topic.
• Integrate Link Building with Content and On-Page SEO: Remember that off-page SEO (links) works best in tandem with on-page SEO and quality content. Make sure your site’s content is excellent and your pages are optimised (meta tags, good user experience, fast loading, etc.). High-quality backlinks pointing to low-quality content won’t yield great results – users might click the link and then leave quickly if the content disappoints, which could hurt rankings. So, use link building to amplify already strong content.

By following these best practices, you ensure that your link building strategies are sustainable and beneficial in the long run. The aim is to build a backlink profile that Google admires and that your competitors envy – one built on real value and relevance.

What are high-quality backlinks?

Not all backlinks are created equal. High-quality backlinks are those links that carry strong authority, trust, and relevance, and they can significantly boost your SEO more than dozens of low-quality ones. In simple terms, a high-quality backlink is a link from a website that is itself reputable and relevant and the link is given in an editorial, natural way. Key characteristics of high-quality backlinks include:

• Source Authority: The linking site has high authority. This could mean it has a high domain rating/domain authority (as measured by SEO tools), or it’s a site widely recognised in its field (like a well-known news outlet, .gov or .edu domain, or a leading blog in the industry). When an authoritative site links to you, it’s like a vote of confidence from a leader, which search engines take seriously.
• Relevance: The backlink comes from a context relevant to your content. For example, if you run a fitness blog, a link from an article about workout routines on a health site is highly relevant (good), whereas a link from a random article about car repairs is irrelevant (not helpful for SEO). Relevance also applies at the page level – even a high-authority site isn’t as valuable if the link is from a completely unrelated page or section.
• Anchor and Placement: A quality backlink often has a descriptive anchor text that makes sense (not a spammy one) and is placed within the main content of a page (as opposed to hidden in a footer or sidebar). Contextual, in-content links tend to carry more weight.
• Editorial Nature: This means the link was given by choice of the content creator, not forced or paid for in a sneaky way. Examples are a journalist citing your study, a blogger recommending your product, or a resources page listing your tool – all done voluntarily because they thought it would benefit readers. These links usually stand the test of time and algorithm changes.

High-quality backlinks are important because they signal to search engines that your site is trustworthy and authoritative. One way to think of it: a single link from the BBC or a .gov site could outweigh 100 links from small, low-quality blogs. That said, what are high-quality backlinks in practice can vary by industry – sometimes a niche forum link might actually send you qualified traffic and be “high quality” for your specific context. To dive deeper into the attributes of high-quality backlinks and why they matter, you can refer to our detailed guide on what high-quality backlinks are. It breaks down the factors that make a backlink valuable and how to evaluate your backlink profile through that lens.

How much do high-quality backlinks cost?

If you’re embarking on a link building campaign, you might wonder about the cost of high-quality backlinks. It’s a bit of a tricky question because, ideally, you earn backlinks through great content and smart outreach, which in theory costs only your time and effort. However, realistically, achieving high-quality backlinks often involves investment in content creation, tools, or services. Here are a few ways to look at cost:

• Time and Effort: The most significant “cost” for organic link building is usually the time you or your team spend on it. Writing guest posts, researching prospects, reaching out, creating infographics or research content – all of that has a labour cost. High-quality links don’t come for free; you invest hours into creating the content or building the relationships that earn those links.
• Opportunity Cost: Sometimes, the fastest way to get a high-quality backlink is to create something exceptional (like a study or a tool). The opportunity cost is that you could have spent that time on another marketing activity. Businesses weigh whether focusing on link building provides a better ROI than, say, more PPC ads or more social media marketing. Often, a balanced approach is best.
• Outsourcing to Agencies or Freelancers: Many companies hire SEO agencies or link building specialists to do the job. These professionals bring expertise and established networks but of course, require a fee. The cost can vary widely – from relatively affordable monthly retainers for a few links, to high-end digital PR campaigns costing thousands. It often correlates with the quality and quantity of links expected. A handful of top-tier links via a PR campaign might cost more than dozens of mid-tier links through standard outreach.
• Direct Monetary Cost of Links: It’s worth noting that buying links (paying a site owner to place a link) is against Google’s guidelines if the link passes PageRank. Yet, it’s an open secret that in some industries, high-authority sites or bloggers won’t post a guest article or link mention without a “fee” or sponsored arrangement. Some might charge for the effort to review and upload your content (skirting the definition of selling a link). If you go down this route, proceed with caution: ensure the link is high-quality and try to make it look as natural as possible, and be aware of the risks. Google can penalise sites for buying links if caught. Many SEO agencies that offer link building will bundle this cost into their service.

In summary, high-quality backlinks can be costly – either in time, money, or both – but they are usually worth it because of their impact on rankings and traffic. The exact cost will depend on your approach (do-it-yourself vs hiring experts, organic vs paid campaigns). For a breakdown of typical link building costs and what you might expect to pay for professional help, check out our in-depth article on link building costs which covers different pricing models and considerations when budgeting for link acquisition.

How do you find an SEO company to create backlinks?

If all this sounds like a lot of work, you’re not wrong – link building is one of the more challenging aspects of SEO. Many businesses decide to enlist the help of experts. So, how do you find a good SEO company to help build backlinks for your site? Here are some tips to guide you:

• Look for Experience and Track Record: A reputable SEO agency should have case studies or examples of successful link-building campaigns. Don’t hesitate to ask for references or results they’ve achieved for other clients, especially in similar industries. Longevity can also be a positive sign (if a company has been doing SEO for 10+ years, they’ve likely adapted through many algorithm changes).
• Check Their Own Presence: Often, a competent SEO company will have a strong online presence themselves – good search rankings for SEO-related queries, active blog or resources, maybe even a community presence. If they can rank their website or create popular content, it’s a good indicator they know what they’re doing. However, some very good boutique agencies might not focus on their own SEO, so this is just one factor.
• Beware of Over-the-Top Promises: Be cautious of companies that guarantee a certain number of links per month or specific rankings. Quality link building is not a purely mechanical process, and nobody can guarantee #1 on Google for a competitive term without resorting to risky tactics. Similarly, if someone promises, say, 100 links in a month for a low fee, those are likely to be low-quality at best or spam at worst. Aim for those who emphasise quality of links and a strategic approach.
• Ask About Their Techniques: When interviewing a potential SEO partner, ask how they plan to acquire backlinks. A trustworthy company will be transparent about their methods (e.g., content outreach, guest posting, digital PR, etc.) and will avoid shady practices. If they mention private blog networks, automated link building, or anything that sounds like a scheme, that’s a red flag. You want a team that builds links in line with search engine guidelines – essentially what we’ve covered in the strategies above.
• Consider Specialisation: Some agencies specialise in link building specifically (sometimes called link building agencies or digital PR agencies), while others do full-service SEO. If you only need link building and have other SEO aspects handled a specialised team might be a good fit. They often have established relationships with publishers. On the other hand, a full-service SEO agency can integrate link building with your overall SEO strategy more holistically.
• Evaluate Communication and Fit: Finally, the company should be willing to communicate and report regularly. You’ll want updates on what links have been acquired, what content is being created, etc. The style of communication matters too – choose an SEO company that you feel understands your business goals and with whom you can build a good working relationship.

Finding the right SEO partner can make a big difference in your backlink success. Take your time to vet options, and don’t be afraid to ask questions. We have a guide on how to choose a good SEO company which provides more detailed advice and red flags to watch out for during your selection process. The right company will use white-hat techniques to steadily grow your backlink profile, freeing you up to focus on other areas of your business while your SEO gains momentum.