Link Building for SEO: The Definitive Guide

  • April 17, 2024
  • SEO

All website owners want to see their pages climb to the top of search engine results, but not everyone knows how to get there.  One of the key strategies is link building for SEO.  So let’s talk about what link building is, why it’s important, and how you can do it well to make your website more visible in search results

What Is Link Building for SEO?

Link building for SEO is about getting other websites to link back to your site.  A hyperlink, or link, is what you click on to go from one webpage to another.  Search engines like Google use these links to navigate and understand the internet; they look at links between the pages on your site and also the links from other sites to yours. When your site gets more links from different places, it tells search engines that your website is important and relevant. 

This can help your site appear higher in search results, making it more likely that people will find and click on your site when they’re searching for something you offer. Essentially, good link building can increase your site’s visibility and attract more visitors

The Importance of Link Building for SEO

Link building for SEO is crucial because it heavily influences how search engines like Google rank your website in their search results.  Let’s put it simply: Search engines aim to provide users with the most relevant and authoritative pages. How do they gauge this?

One of the main ways is by looking at backlinks. What are backlinks? 

They are just links from other websites to yours. When your website has a lot of backlinks, especially from trustworthy and relevant sites, it signals to search engines that your content is valuable and credible. This is similar to getting good references for a job; the better the references, the more trustworthy you appear. If your website has more high-quality backlinks, it’s more likely to show up higher in search results. 

Why does this matter? 

Because websites that appear higher in search results tend to get more visitors.  People usually click on the first few links they see.  So, effectively building backlinks can help increase the number of people visiting your site organically—that is, without paying for ads. This makes link building a powerful tool for enhancing your website’s visibility and success.

Types of Links

Natural Links

These are the gold standard in link building for SEO. They occur organically when someone finds your content compelling enough to share by linking to it from their site. For example, if you write a detailed guide or an insightful analysis that resonates with readers, a blogger or editor might include a link to your article because they believe it enhances the value of their content. This type of link is powerful because it’s genuine and uninitiated by you.

Manual Outreach Links

These links are an active part of link building for SEO and are obtained by reaching out to other bloggers, influencers, or website owners in your industry. This might involve sending emails to let them know about an article you’ve published that you think their audience would appreciate, or perhaps offering to write a guest post for their blog.

Self-Created Links

You can also create links to your site yourself.  This can be done by joining forums, commenting on blogs, or submitting your website to directories. These activities allow you to leave a link back to your site.  However, these links tend to be less valuable because they are easier to create and can sometimes be seen as spammy if not done carefully.

Niche Edits or Link Insertions

This method involves adding your link into already published content on another site, a technique that can be particularly effective if handled correctly. For successful link building for SEO, the key here is to ensure that your link adds real value and fits seamlessly into the existing content. You typically negotiate with the content owner to include your link, making it relevant and beneficial for both their audience and your SEO goals.

Simple Strategies to Start Building Links

Content Creation

One of the best ways to get links is to create content that people find valuable enough to share. This could be anything from a well-researched blog post, an engaging video, an informative infographic, or even a comprehensive guide.  For example, if you write an article that solves a common problem in your industry, other websites are more likely to link to it as a resource.

Guest Blogging

This is a tried-and-true method for link building for SEO. It involves writing articles for other blogs in your industry. In return, they typically allow you to include a link back to your own site in the article. This not only helps with SEO but also exposes your brand to a broader audience. Just make sure the blog’s audience aligns with your niche and that the blog itself has a good reputation.

Local Partnerships

For local businesses, this is particularly effective. You can partner with other local businesses to create joint content or participate in community events.  For instance, if you run a bakery, you could partner with a nearby coffee shop to offer a special promotion and link to each other’s websites.  This helps build your local SEO profile and drives direct traffic.


If there’s a product or service that you use and love, consider offering to write a testimonial for them. Businesses often publish testimonials on their websites and include a link back to the website of the person or company that provided the testimonial. This can be an easy way to gain a valuable link from a relevant and authoritative site.

Mistakes to Avoid in Link Building for SEO

Avoiding these mistakes involves focusing on earning links naturally through good practices like creating valuable content, engaging with your community, and maintaining the integrity of your website. These approaches are more likely to earn you the respect of both users and search engines in the long term.

Buying Links

One of the riskiest moves in link building for SEO is purchasing links. Search engines like Google have become very adept at identifying and penalizing this practice. Buying links is often seen as an attempt to manipulate search rankings, similar to cheating on a test. If you’re caught, the penalties can be severe, ranging from a drop in rankings to being completely removed from search results.

Irrelevant Links

It’s important for link building for SEO that the links you acquire are relevant to your business and industry. For instance, if you have a gardening website and you get a link from a website about car sales, it doesn’t make sense to search engines or users.  This can confuse search engines about what your site is about, which might hurt your ability to rank well in the areas that matter to you. Moreover, such links may not carry much weight with search engines and could potentially harm your site’s credibility.

Overusing Keywords

Keywords are important in your links because they tell search engines what the link is about. However, using the same keywords too many times in your links (a practice known as “keyword stuffing”) can appear manipulative to search engines.  This can make your site look spammy and may lead to penalties. For example, if every link to your site uses the exact phrase “best organic dog food,” it starts to look unnatural. Instead, it’s better to use a variety of phrases like “high-quality dog food,” “organic dog meals,” or simply “learn more about dog food.”

Measuring Your Success

To effectively gauge the impact of your link building for SEO strategies, you should closely monitor three key performance indicators:


Check if your website’s position in search engine results is improving for the keywords you’re targeting.  You can use tools like Google Analytics or Google Search Console to track your rankings over time.  For example, if you were previously on the second page of Google for “handmade leather shoes” and now you’re on the first page, that’s a clear sign of improvement.


Another crucial measure of successful link building for SEO is the volume of traffic your site receives. An increase in the number of visitors, particularly from search engines, often suggests that your link building strategies are effective. Tools such as Google Analytics can provide detailed insights into how much traffic is coming to your site and how these visitors are finding you—whether through direct links, search engines, or referrals from other websites.

Link Quality

Assess the quality of the links you are getting.  Are they from reputable and relevant sites within your industry?  High-quality links are generally from trusted sources that have content closely related to your own. For instance, if you run a fitness blog, a link from a well-known health magazine’s website would be more beneficial than a link from a random blog that covers unrelated topics.


Link building for SEO doesn’t have to be a complex process; it’s about connecting with others and sharing valuable content.  As you move forward, remember to focus on building relationships as much as you’re building links. It’s also important to be patient and persistent. Results from link building will not appear overnight. This means that link building for SEO requires a long-term commitment and consistent effort.

Monitor your progress, adjust your strategies as needed, and keep learning. SEO is always evolving, and staying informed will help you adapt and thrive. I hope this guide helps you understand that with the right approach, your efforts in link building for SEO can significantly enhance your online presence and success.

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