Skip to main content

Link Building Strategies

🎯 Overview​

This guide covers proven link building strategies used by successful SEO professionals. Each strategy includes implementation steps, expected results, and best practices.

Strategy Selection

Choose strategies based on your resources, industry, and goals. Start with 2-3 complementary approaches rather than trying everything at once.

📚 Content-Based Link Building​

The foundation of sustainable link building is creating content that naturally attracts links.

1. The Skyscraper Technique​

Created by Brian Dean of Backlinko, this strategy involves finding popular content and creating something significantly better.

Step-by-Step Process:

Phase 1: Research

  1. Identify linkable topics in your niche
  2. Use Ahrefs Content Explorer or BuzzSumo to find highly-linked content
    • Search your topic keywords
    • Filter for content with 50+ referring domains
    • Analyze top 10 results
  3. Analyze why people linked to that content
    • Original data or research?
    • Comprehensive information?
    • Unique angle or format?

Phase 2: Create Superior Content

  1. Make it significantly better:

    • More comprehensive and detailed
    • More current (updated data and information)
    • Better design and visuals
    • Original research or data
    • Better examples and case studies
    • Improved user experience

  2. Add unique value:

    • Original expert commentary
    • Exclusive interviews
    • Custom graphics or infographics
    • Interactive elements (calculators, tools)
    • Video or multimedia content

Phase 3: Outreach

  1. Identify everyone who linked to the original content
  2. Use Ahrefs or SEMrush to find backlinks
  3. Filter for quality prospects (DA 30+, relevant sites)
  4. Create personalized outreach
  5. Follow up strategically (2-3 touches)

Example Outreach Email:

Subject: Quick question about your [Topic] resource page

Hi [Name],

I was researching [topic] and came across your excellent article on [their site]:
[URL]

I noticed you linked to [competitor's content]. That's a great resource!

I just published a comprehensive guide on [topic] that includes:
- [Unique element #1]
- [Unique element #2]  
- [New data or research]

Here's the link: [Your URL]

I thought it might be a valuable addition to your piece. Either way, keep up the great work!

Best,
[Your Name]

Success Metrics:

  • Time Investment: 20-40 hours per piece
  • Expected Links: 20-100+ for competitive topics
  • Timeline: 2-3 months for full results

Real Example: Brian Dean's "200 Ranking Factors" guide earned 300+ linking domains using this method.

2. Original Research & Data Studies​

Creating unique research and data makes your content inherently linkable.

Why It Works:

  • Journalists need data for stories
  • Bloggers want to cite authoritative sources
  • Few people create original research
  • Establishes thought leadership

Research Types:

Industry Surveys

  • Poll your audience or industry
  • Analyze and publish results
  • Create visual data representations

Example: Moz's "State of Local SEO" survey

Data Analysis Studies

  • Analyze large datasets
  • Find interesting patterns or insights
  • Present findings with visuals

Example: Backlinko's "We Analyzed 1 Billion Pages" study

Benchmarking Reports

  • Compare performance across companies/industries
  • Provide averages and standards
  • Help businesses evaluate their performance

Example: HubSpot's "State of Marketing" report

Implementation Steps:

  1. Choose Your Research Focus

    • Select trending or controversial topics
    • Identify knowledge gaps in your industry
    • Consider what data you can access

  2. Collect Data

    • Surveys: Use SurveyMonkey, Typeform, Google Forms
    • API Data: Pull from public APIs
    • Web Scraping: Extract publicly available data
    • Customer Data: Analyze your own datasets (anonymized)

  3. Analyze & Visualize

    • Use Excel, Google Sheets, or Tableau
    • Create charts, graphs, and infographics
    • Hire a designer for professional visuals

  4. Package Your Research

    • Write comprehensive report
    • Create shareable infographic
    • Build interactive data visualization
    • Offer downloadable PDF

  5. Promote Strategically

    • PR outreach to industry publications
    • Journalist outreach (HARO, journalist databases)
    • Social media promotion
    • Email to your list
    • Paid promotion to relevant audiences

Budget Considerations:

  • Survey incentives: $500-$2,000
  • Design and visualization: $500-$3,000
  • PR/outreach help: $1,000-$5,000
  • Total: $2,000-$10,000+

Expected Results:

  • Links: 50-500+ for strong research
  • Media coverage: 5-50 publications
  • Timeline: 3-6 months
  • Shelf life: 1-2 years (annually updated)

3. Comprehensive Guides & Ultimate Resources​

Create the single best resource on a topic that becomes the go-to reference.

Characteristics of Link-Worthy Guides:

  • 3,000+ words of comprehensive content
  • Addresses every aspect of the topic
  • Includes examples, case studies, and data
  • Professional design and structure
  • Regularly updated
  • Easy to navigate (table of contents, jump links)

Format Options:

  • Definitive guides: "The Complete Guide to [Topic]"
  • Step-by-step tutorials: "How to [Achieve Result]"
  • Ultimate lists: "101 [Topic] Tips"
  • Resource compilations: "50 Best [Tools/Resources]"

Implementation:

  1. Research Comprehensively

    • Analyze top 20 ranking pages
    • Identify all subtopics
    • Find questions people ask
    • Note missing information

  2. Create Exceptional Content

    • Cover every relevant subtopic
    • Use clear structure with H2/H3 headers
    • Add visuals every 300-500 words
    • Include practical examples
    • Make it scannable with bullet points

  3. Design for Linkability

    • Professional formatting
    • Custom graphics and diagrams
    • Printable/downloadable version
    • Mobile-optimized experience
    • Fast page load speed

  4. Promotion Strategy

    • Share on social media
    • Email to your subscribers
    • Reach out to sites linking to competitors
    • Submit to content aggregators (Reddit, Niche forums)
    • Run targeted ads to seed initial traffic

Example: Backlinko's "Link Building Guide" has 2,500+ backlinks

4. Free Tools & Calculators​

Interactive tools naturally attract links as valuable resources.

Tool Ideas by Industry:

Marketing/SEO:

  • ROI calculators
  • Keyword research tools
  • Website graders
  • Social media analytics

Finance:

  • Loan calculators
  • Investment return calculators
  • Budget planners
  • Tax estimators

Health/Fitness:

  • BMI calculators
  • Calorie counters
  • Macro calculators
  • Workout planners

E-commerce:

  • Shipping calculators
  • Price comparison tools
  • Size converters
  • Product finders

Implementation Considerations:

Development:

  • Simple calculators: $500-$2,000 (freelancer)
  • Complex tools: $5,000-$50,000+ (agency)
  • Maintenance: Ongoing costs

Alternatives:

  • Use no-code platforms (Calconic, OutgrowCo)
  • Hire freelance developers on Upwork
  • Partner with development agencies

Promotion:

  • Submit to tool directories (Product Hunt, AlternativeTo)
  • Reach out to resource page curators
  • Create companion blog content
  • Run targeted ads to seed users

Examples:

  • HubSpot's Website Grader
  • CoSchedule's Headline Analyzer
  • Moz's Domain Authority Checker

Expected ROI:

  • Investment: $2,000-$20,000
  • Links: 100-1,000+
  • Traffic: Ongoing monthly visits
  • Lead Generation: Potential email captures

5. Visual Content: Infographics & Data Visualizations​

Visual content is highly shareable and linkable.

Why Infographics Work:

  • Easy to consume and understand
  • Highly shareable on social media
  • Bloggers embed them with credit links
  • Stand out in search results

Types of Infographics:

  • Statistical: Present data and research
  • Process: Explain step-by-step procedures
  • Comparison: Compare options or alternatives
  • Timeline: Show historical progression
  • List-based: Visual representation of tips/facts

Creation Process:

  1. Topic Selection

    • Choose data-rich topics
    • Find underserved niches
    • Leverage your research

  2. Design

    • DIY: Use Canva, Piktochart, Venngage
    • Freelance: Fiverr, Upwork ($50-$500)
    • Professional: Design agencies ($1,000-$5,000)

  3. Optimization

    • Create high-resolution version
    • Add branding and URL
    • Make it embeddable with code snippet
    • Create social-friendly sizes

  4. Distribution

    • Publish on your blog with detailed article
    • Submit to infographic directories
    • Reach out to sites that shared similar infographics
    • Share on Pinterest, Instagram, LinkedIn
    • Offer exclusive sharing to relevant sites

Embed Code Strategy:

Provide HTML embed code to encourage proper attribution:

<p><a href="https://yoursite.com/infographic"><img src="https://yoursite.com/infographic.png" alt="Infographic Title"></a></p>
<p>Via <a href="https://yoursite.com">Your Site Name</a></p>

Expected Results:

  • Cost: $100-$5,000
  • Links: 20-200+
  • Social shares: 500-5,000+
  • Timeline: 1-2 months

🤝 Relationship-Based Link Building​

Build genuine connections that lead to natural linking opportunities.

1. Guest Posting Done Right​

Guest posting remains effective when executed with quality and relevance.

The Right Approach:

Target Site Criteria:

  • Relevant to your niche (topical alignment)
  • Real audience (not a "guest post farm")
  • Domain Authority 30+ (quality threshold)
  • Engaged readership (comments, social shares)
  • Editorial standards (they edit submissions)

Quality Standards:

  • Write your absolute best content
  • Don't over-optimize anchor text
  • Focus on value for their audience
  • Include multiple external links (not just yours)
  • Build relationships, not just links

Finding Opportunities:

Google Search Operators:

[your topic] + "write for us"
[your topic] + "guest post guidelines"
[your topic] + "submit a guest post"
[your topic] + "contributor guidelines"
intitle:"write for us" + [your topic]

Competitor Analysis:

  • Find where competitors have guest posted
  • Use Ahrefs "Best by Links" report
  • Filter for guest post patterns

Tools:

  • Pitchbox
  • BuzzStream
  • Hunter.io (find contact emails)

Outreach Template:

Subject: Guest post idea for [Site Name]

Hi [Name],

I'm a regular reader of [Site Name] and particularly enjoyed your recent piece on [specific article].

I noticed you accept guest contributions and I have an idea that I think would resonate with your audience:

"[Compelling Title]"

This piece would cover:
- [Key point 1]
- [Key point 2]
- [Unique angle or data]

I've written for [credible sites] and can provide samples if helpful.

Would this be a good fit? I'm happy to adjust the angle based on your feedback.

Best,
[Your Name]
[Your Credentials/Site]

Avoiding Guest Post Penalties:

  • Focus on quality, relevant sites only
  • Vary your anchor text naturally
  • Don't do volume guest posting (10-20/year max)
  • Ensure sites have real editorial standards
  • Decline if site looks like a "guest post farm"

Expected Results:

  • Acceptance rate: 5-20%
  • Time per post: 10-15 hours
  • Link value: Varies by site (DA 40+ preferred)

2. Expert Roundups & Interviews​

Leverage other people's audiences while providing value.

Expert Roundup Posts:

Create articles featuring insights from multiple industry experts.

Process:

  1. Choose Compelling Topic

    • "25 SEO Experts Share Their #1 Ranking Factor"
    • "Top Marketing Leaders Predict 2024 Trends"
    • "What 50 Entrepreneurs Wish They Knew Before Starting"

  2. Identify & Recruit Experts

    • Aim for 20-50 participants
    • Mix of well-known and emerging voices
    • Ensure they have audiences to share with

  3. Ask Simple Question

    • Make it easy to answer (200-300 words)
    • Give them 1-2 weeks to respond
    • Send friendly reminder after 1 week

  4. Publish & Promote

    • Feature each expert with bio and photo
    • Link to their site and social profiles
    • Email each participant when live
    • Tag them on social media
    • Many will share (and some will link)

Expected Results:

  • Shares: 30-50% of participants
  • Links: 10-20% of participants
  • Social reach: Combined audience of all sharers

Being Featured in Roundups:

Find Opportunities:

HARO (Help a Reporter Out)
SourceBottle
JournoRequests
Twitter searches: "experts" OR "roundup" + your industry

Respond Quickly:

  • Most requests are first-come, first-served
  • Reply within hours, not days
  • Provide unique, valuable insights
  • Include your credentials

Benefits:

  • Builds brand awareness
  • Earns high-quality links
  • Establishes thought leadership
  • Creates networking opportunities

3. Collaborate on Content​

Partner with others to create link-worthy content.

Collaboration Types:

Co-Created Studies

  • Pool resources for large research project
  • Each partner promotes to their audience
  • All partners earn links from coverage

Joint Webinars

  • Create educational webinar with partner
  • Each promotes to their list
  • Archive on both sites with reciprocal links

Resource Compilations

  • Create comprehensive resource list
  • Feature multiple companies/tools
  • Each featured company shares (and often links)

Industry Reports

  • Partner with association or media company
  • Combine expertise and audiences
  • Share promotion responsibilities

Partnership Benefits:

  • Larger reach: Access to partner's audience
  • Shared costs: Split research/production expenses
  • More links: Multiple sites promoting
  • Credibility boost: Association with established brands

🔧 Technical Link Building​

Systematic approaches to identify and capture link opportunities.

Find broken links on relevant sites and suggest your content as replacement.

Why It Works:

  • Broken links hurt user experience
  • Webmasters want to fix them
  • You're providing helpful solution
  • Higher conversion than cold outreach

Process:

Step 1: Find Broken Link Opportunities

Option A: Find Resource Pages

[your topic] + "resources"
[your topic] + "links"
[your topic] + "useful sites"
intitle:resources + [your topic]

Option B: Find Competitor Backlinks

  • Use Ahrefs to analyze competitor backlinks
  • Filter for 404 errors (broken pages)
  • Identify linking pages

Step 2: Check for Broken Links

Tools:

  • Check My Links (Chrome extension)
  • Screaming Frog SEO Spider
  • Ahrefs Site Explorer
  • Dead Link Checker

Step 3: Create (or Find) Replacement Content

Options:

  • Use existing relevant content on your site
  • Create new content to match the broken page
  • Update old content to be more relevant

Step 4: Outreach

Subject: Broken link on [Page Title]

Hi [Name],

I was reading your excellent resource page on [topic]:
[URL]

While reviewing the links, I noticed one appears to be broken:
[Broken URL] - Returns 404 error

I recently published a comprehensive guide on [topic] that covers similar information:
[Your URL]

It might make a good replacement if you're updating the page.

Either way, thanks for putting together such a helpful resource!

Best,
[Your Name]

Success Metrics:

  • Conversion Rate: 5-15% (higher than typical outreach)
  • Time Investment: 2-3 hours per opportunity
  • Quality: Often results in highly relevant links

Tools & Resources:

2. Reclaiming Unlinked Brand Mentions​

Find mentions of your brand without links and request proper attribution.

Why It's Effective:

  • They already mentioned you
  • They're clearly aware of your brand
  • High conversion rate (50-70%)
  • Low-effort outreach

Finding Unlinked Mentions:

Tools:

  • Google Alerts: Set alerts for brand name
  • Ahrefs Content Explorer: Search brand name, filter for no backlink
  • BuzzSumo: Monitor brand mentions
  • Mention.com: Real-time mention tracking
  • Brand24: Comprehensive social listening

Google Search Method:

"your brand name" -site:yoursite.com
"your company name" -site:yoursite.com

Then check each result for unlinked mentions.

Outreach Template:

Subject: Quick question about your [Topic] article

Hi [Name],

I came across your article "[Article Title]" and wanted to say thanks for mentioning [Your Brand]!

I noticed the mention doesn't include a link. Would you be open to adding one? Here's the URL:
[Your URL]

It would help readers find more information if they're interested.

Thanks again for the mention!

Best,
[Your Name]

Follow-Up (if no response in 1 week):

Hi [Name],

Just wanted to follow up on my previous email about adding a link to our brand mention in your article.

Happy to provide any additional info if needed!

Thanks,
[Your Name]

Expected Results:

  • Success Rate: 50-70%
  • Time: 5-10 minutes per request
  • Volume: Depends on brand mentions (5-100+ monthly)

Identify and recover links that previously pointed to your site.

Common Causes of Lost Links:

  • Site redesign (changed URLs)
  • Page deletion or consolidation
  • CMS migration
  • Webmaster removed link
  • Linking site went offline

Finding Lost Links:

Tool: Ahrefs "Lost Backlinks" Report

Process:

  1. Go to Ahrefs Site Explorer
  2. Enter your domain
  3. Navigate to "Lost" backlinks
  4. Filter for high-quality links (DR 40+)
  5. Sort by most recent

Recovery Strategies:

If Your Page Was Deleted/Moved:

  • Set up 301 redirect to new location
  • Most links will automatically update

If Page Still Exists:

  • Reach out to webmaster
  • Ask if link removal was intentional
  • Politely request restoration

Outreach:

Subject: Quick question about link to [Topic]

Hi [Name],

I noticed your article on [topic] previously linked to our resource:
[Their Page URL]

The link appears to have been removed recently. I wanted to check if this was intentional or perhaps accidental during a site update?

If it was accidental, would you be open to adding it back? The resource is still active and relevant:
[Your URL]

Thanks for your time!

Best,
[Your Name]

Expected Results:

  • Recovery Rate: 20-40%
  • Best for: High-authority links (DR 50+)

Analyze where competitors get links and pursue the same opportunities.

Process:

Step 1: Identify Link Gaps

Use Ahrefs Link Intersect Tool:

  1. Enter 2-3 competitor URLs
  2. Enter your URL
  3. Tool shows sites linking to them but not you

Step 2: Qualify Opportunities

Good Targets:

  • Resource pages you could be listed on
  • Directories relevant to your business
  • Guest post opportunities
  • Mentions/citations you deserve

Skip:

  • Low-quality directories
  • Obvious paid placements
  • Irrelevant sites
  • Very difficult opportunities (major publications)

Step 3: Prioritize by Impact

Criteria:

  • Domain Rating/Authority
  • Relevance to your niche
  • Likelihood of success
  • Ease of outreach

Step 4: Execute Outreach

Customize based on link type:

  • Resource pages: Suggest your addition
  • Guest posts: Pitch similar topics
  • Mentions: Request inclusion
  • Reviews/comparisons: Request review

Expected Results:

  • Success Rate: 5-15%
  • Quality: Varies widely
  • Volume: Hundreds of opportunities for competitive niches

🎨 Creative & PR Link Building​

Innovative approaches that generate attention and links.

1. Digital PR & Newsjacking​

Leverage news cycles and trending topics to earn media coverage and links.

Digital PR Strategies:

Original Research (Covered Earlier)

  • Conduct studies reporters will cite
  • Pitch to journalists proactively
  • Respond to data requests

Newsjacking:

  • Monitor trending topics in your industry
  • Create rapid-response content
  • Offer expert commentary
  • Pitch timely angles to reporters

Example: When Google announces algorithm update, publish immediate analysis and insights.

Creative Campaigns:

  • Interactive maps or data visualizations
  • Surveys with newsworthy findings
  • Controversial (but defensible) opinions
  • Timely industry analysis

HARO (Help a Reporter Out):

What It Is: Free service connecting journalists with expert sources.

How to Use:

  1. Sign up at HelpAReporter.com
  2. Receive 3 daily emails with media requests
  3. Respond quickly (within 2-4 hours) with helpful insights
  4. Include your credentials and website

HARO Tips:

  • Be fast: First responses often win
  • Be specific: Provide detailed, useful answers
  • Don't pitch: Help first, promote subtly
  • Follow guidelines: Match their requirements exactly
  • Build relationships: Connect with journalists who use you

Expected Results:

  • Links per month: 1-10 (with consistent effort)
  • Link quality: Very high (major publications)
  • Time investment: 30-60 minutes daily

Other HARO Alternatives:

  • SourceBottle
  • Featured
  • Terkel
  • JournoRequests (Twitter)

2. Create "Link Bait" Content​

Content specifically designed to attract links naturally.

Link Bait Types:

Controversial Content:

  • Take a strong, defensible position
  • Challenge conventional wisdom
  • Spark debate (respectfully)

Example: "Why [Popular Strategy] Doesn't Work"

Ego Bait:

  • Feature influencers who will share
  • Create "Top [Number]" lists including them
  • Interview industry leaders
  • Publish expert predictions

Timely Content:

  • Respond to breaking news quickly
  • Create holiday/seasonal content
  • Annual trend predictions
  • Year in review roundups

Counter-Intuitive Insights:

  • Present surprising findings
  • Challenge assumptions with data
  • Offer unexpected solutions

Example: "We Analyzed 1,000 Sites: Long-Form Content Doesn't Always Win"

Entertainment Value:

  • Humor and personality
  • Creative visualizations
  • Interactive experiences
  • Unique perspectives

Balance: Link bait should still provide genuine value, not just controversy for attention.

Create scholarships for students to earn links from .edu domains.

How It Works:

  1. Create legitimate scholarship ($500-$2,000 annual award)
  2. Create scholarship page with application details
  3. Reach out to schools with scholarship information
  4. Schools list opportunity on financial aid pages
  5. You earn .edu backlinks

Requirements:

  • Legitimate scholarship with real awards
  • Clear application process
  • Transparent selection criteria
  • Annual commitment

Ethical Considerations:

  • Must be real scholarship, not just for SEO
  • Provide actual value to students
  • Follow through on commitments
  • IRS tax deduction for donations

Outreach:

  • Contact financial aid offices
  • Reach out to department heads (for niche scholarships)
  • Submit to scholarship databases

Expected Results:

  • Links: 50-200+ .edu links
  • Cost: $2,000-$5,000/year
  • Time: 20-40 hours setup, 10 hours/year maintenance

Controversy: Google has cracked down on scholarship schemes designed purely for links. Only pursue if you're committed to legitimately helping students.

Strategies specific to local businesses.

Local Tactics:

Sponsor Local Events:

  • Community festivals
  • School events
  • Sports teams
  • Charity fundraisers

Result: Link from event website, local news coverage

Join Local Organizations:

  • Chamber of Commerce
  • Rotary Club
  • Industry associations
  • Networking groups

Result: Directory listings with links

Local PR:

  • Pitch stories to local news
  • Announce community involvement
  • Share business milestones
  • Offer expert commentary on local issues

Result: Links from local news sites

Local Partnerships:

  • Partner with complementary businesses
  • Cross-promote each other
  • Create joint offerings or events

Result: Links from partner sites

Local Content:

  • Create local area guides
  • Cover local events
  • Feature local customers/partners
  • Local industry insights

Result: Links from local blogs and news

📊 Comparing Link Building Strategies​

StrategyDifficultyCostTimelineLink QualityScalability
SkyscraperHighMedium2-3 moVery HighLow
Original ResearchVery HighHigh3-6 moVery HighLow
Guest PostingMediumLow1-2 moMedium-HighMedium
Broken Link BuildingMediumLow1-2 moHighHigh
Unlinked MentionsEasyVery Low1 weekHighMedium
HAROMediumLowOngoingVery HighMedium
InfographicsMediumMedium1-2 moMediumMedium
Tools/CalculatorsHighHigh3-6 moVery HighLow
Link ReclamationEasyLow1 moVariesLow

🎯 Building Your Link Building Strategy​

Beginner Stack (First 3 Months):​

  1. Unlinked mentions - Quick wins
  2. Resource page outreach - Build foundation
  3. Quality guest posting - Establish authority (3-5 posts)

Intermediate Stack (Months 4-6):​

  1. Broken link building - Systematic approach
  2. Content upgrades - Improve top pages
  3. HARO responses - Earn authority links
  4. Competitor link gaps - Strategic targeting

Advanced Stack (Months 7-12):​

  1. Original research - Major link asset
  2. Digital PR campaign - Media coverage
  3. Free tool creation - Ongoing link magnet
  4. Strategic partnerships - Long-term relationships

💡 Strategy Selection Framework​

Choose strategies based on:

Your Resources:

  • Time-rich, budget-poor: Manual outreach, broken links, HARO
  • Budget-available: Tools, research, professional content
  • Team size: Delegation potential vs. solo execution

Your Industry:

  • B2B SaaS: Research, tools, guest posts
  • Local Business: Local PR, sponsorships, directories
  • E-commerce: Product guides, comparisons, visual content
  • Content Publisher: Guest posting, syndication, expert contributors

Your Goals:

  • Quick wins: Unlinked mentions, link reclamation
  • Long-term assets: Research, tools, comprehensive guides
  • Brand awareness: PR, influencer collaborations, expert roundups

🔗 Next Steps​

Last Updated: November 2024
Maintained By: Omar Corral