In the digital age, link-building continues to be an important aspect of search engine optimization (SEO) as well as digital marketing in general. The goal of link-building is to help a website increase its organic traffic, visibility, and authority. However, as developments in AI keep evolving, how we interact with the web, search engine algorithms that help us navigate the content found on the internet are getting increasingly sophisticated.
Link building best practices are methods that ensure that link-building is relevant, effective, and ethical in the ever-changing landscape of SEO. Businesses adopting link-building best practices can rank better while not risking penalties and building a credible brand in the long term. Since 2025 is expected to provide even more developments in AI and updated algorithms, businesses should strengthen their ethical and strategic approach to link-building.
What are Link Building Best Practices?
Link building best practices are the ethical, strategic, and effective processes of obtaining quality backlinks from relevant and authoritative websites. These best practices cover many processes, from guest posting to the creation of value-based content, and even digital PR, to influencer or blogger outreach.
All of these have the same goal: to keep your website credible and ranking on search engines without using spammy or manipulative processes. Because algorithms are always changing, link-building must always be about user value while remaining authentic and relevant to have sustainable success.
Roles of Link Building Best Practices in 2025
1. Increases Search Engine Rankings: Credible backlinks from a high-authority source, likely other websites on the same topic, provide credibility and a chance for a website to rank better on search engines.
2. Increases Domain Authority: By consistently acquiring quality links, or backlinks to a website, you increase not only its overall domain authority but also its trust and visibility.
3. Increases Organic Traffic: Quality backlinks gain more organic visitors to a website, which leads to more engagement and conversions.
4. Increases Brand Authority: Publishing and actively engaging on credible platforms allows a brand, product, or service to build thought leadership and trust with the audience.
5. Increases Long-Term SEO Sustainability: Best practices will keep your links in the sweet spot to remain against algorithmic penalties or being devalued.
6. Encourages Quality Collaborations: Strategic link building often involves collaboration. This opens up the possibilities for joint value or influencer marketing.
7. Increases Content Distribution: When a backlink is added into the right spot, it allows you to get your content in front of a larger audience, generating more shares and more backlinks without additional work.
Top 10 Link Building Best Practices
In this blog, we will dissect the top 10 link building best practices, outline steps to create them, and explain how each one helps with SEO.
1. Create High-Quality, Link-Worthy Content
Producing high-quality, link-worthy content is producing content that has real-world value to your audience. This can appear as long-form how-tos, or as simple as an in-depth blog post, whitepaper, infographic, or interactive tool.
The focus is on producing content to educate, engage, resolve an issue, or bring a new idea to life. When your content is informative, new, and researched, it is less likely to receive a direct link and much more likely to receive references and links naturally, from other websites.
Steps to Follow:
- Find content gaps by researching rivals and keywords.
- Create good, thorough content (blogs, guides, tools).
- Promote your content through outreach and share on social media.
How It Helps in SEO: Earn backlinks, dwell time, and page authority naturally — all important ranking factors.
2. Guest Blogging on Authoritative Sites
Guest posting is similar to regular blogging, but you are writing original articles for other, well-established websites in your industry, in exchange for a backlink to your website. It is a mutually beneficial strategy used by both the host site (which is receiving value/free content) and you (the author receiving exposure and a quality backlink).
With guest posting, you need to make sure the topics you pitch are original and relevant to the industry and the authoritative blog. Repeatedly contributing to respected blogs starts to build you up in your audience’s eyes as a thought leader, and maybe even brings about visibility in the form of networking and mentions of your brand, all while generating links that help your SEO.
Steps to Follow:
- Find niche-relevant blogs with strong domain authority.
- Pitch an original topic idea.
- Provide a contextual backlink somewhere in the article or author bio.
How It Helps in SEO: Growth in domain authority, brand credibility development, and sending qualified traffic to your website.
3. Broken Link Building
Broken link building is a white-hat tactic where you find dead or broken links on websites in your niche and point out your relevant content as an alternative. This tactic allows webmasters to replace their broken or obsolete resources while also getting a valuable inbound link. This is a win-win scenario as the website provides a better experience to their end-users, and you improve your backlink profile.
To be successful, you’ll need to locate tools to find 404 pages on high authority domains and the replacement content you provide should reflect the original link’s intent. Many webmasters genuinely appreciate the proactive help, so the conversion rates are typically very high, and in addition, this represents an environmentally friendly, stay-in-your-lane, scalable means to building links.
Steps to follow:
- Use Tools like Ahrefs, Screaming Frog, or Check My Links to find 404 pages.
- Develop or Append content similar to the dead link.
- Contact the webmaster to recommend your page.
How It Helps in SEO: Broken link building builds backlinks while allowing you to help other webmasters maintain a healthy site, thus strengthening your link portfolio.
4. Reclaim Unlinked Brand Mentions
Reclaiming unlinked brand mentions is a way to seek out mentions in which your brand, product, or service is referenced on the web without a hyperlink, then reach out to the publisher and request a link back to your site. Unlinked mentions can often be found in reviews, articles of useful information like “Best Camping Equipment”, news pieces, and blog posts. Since the author has already recognized your brand, this is a warm lead, and most will add links upon request.
You can also set up tools like Google Alerts or even Brand Mentions to monitor and find where your name is popping up on the web and take advantage of an opportunity to reach out. This is a good way of converting passive brand recognition to active SEO value and increasing your backlinks without the added work of creating new content or negotiating a new relationship.
Steps to follow:
- Watch for mentions of the brand with Google Alerts or Brand Mentions.
- Find the mentions that do not include a link.
- Contact requests a backlink to your site.
How it helps in SEO: A quick win for link acquisition; improves SEO without needing new content.
5. Use HARO (Help a Reporter Out)
HARO (Help a Reporter Out) is a tool that is one of the best link building practices, which connects journalists with expert sources for their articles. If you sign up and respond to relevant queries, you can be featured in great outlets like Forbes, Business Insider, or niche blogs – usually with a backlink to your website. It’s a fantastic method to establish your brand’s reputation and obtain high-quality backlinks.
To have success, you need to respond promptly, provide expert value, and respond professionally. Journalists want credible, quotable sources, so the more unique and valuable commentary you provide, the better your chances are. HARO can be a valuable tool for thought leaders, owner-operators of small businesses, and marketers who are trying to increase visibility.
Steps to follow:
- Sign up for HARO and select the relevant categories.
- Respond quickly and provide value.
- Follow up professionally, only if necessary.
How it helps in SEO: It gets you high-quality backlinks from credible news sites, which increases the credibility of your domain.
6. Resource Page Link Building
Resource pages are collections of valuable resources, articles, guides, or helpful references surrounding a specific topic. Universities, nonprofits, and credible blogs all maintain resource pages to help their audience. Link building with resource pages is about getting your content listed on these types of pages.
For example, if you maintain a sustainability blog and are providing a guide to zero-waste living, this would be a perfect fit for a “green living resources” page.
Outreach is imperative — consider personalizing your pitch. Email them and explain your content will be valuable to their audience. These types of links tend to stick around and will be contextually strong links and will continue to pass SEO value even over time.
Steps to Follow:
- Search for resource pages using a search term like “Helpful Resources + keyword.”
- Make sure your content is a fit.
- Send a polite, personalized outreach email asking if they would add you to their resources page.
How It Helps with SEO: Provides contextually relevant backlinks and referral traffic from interested readers.
7. Skyscraper Technique
The Skyscraper Technique is a method in which you find a certain piece of content that has been linked to a ton, you make a much better version of it, and then you will reach out to the websites that are linking to that original piece of content to suggest your new and improved version. It is a simple idea: people will always want to link to the best piece of content available.
So by improving the piece of content with, for example, updated stats, inspiring visuals in the example, adding some depth, and improving readability, you find a piece of content that both readers and site owners would much rather link to over the original.
Steps to follow:
- Look for content that can be linked by using BuzzSumo or Ahrefs.
- Make a more in-depth, more updated piece with better visuals.
- Outreach to the websites linking to the original.
How it helps with SEO: Builds authoritative backlinks, improves your content quality, and elevates you to a thought leader.
8. Submit to Niche Directories
Niche directories are similar to web directories in that they are essentially a listing of your website on an industry-specific directory. Niche directories contain curated information targeted at businesses, professionals, or content in a specialized field. Niche directories are more trusted and relevant than general web directories, thus increasing the value of backlinks.
If you are a local business, listing in a niche or local directory will also naturally improve your local SEO and make it easier for users to find your services. Be sure to only select high-quality directories that link to trusted and verified sites, and make sure that they are not spammy directories to receive maximum value from your backlinks.
Steps to follow:
- Find niche directories or local directories (be sure not to use any spammy directories).
- Submit the accurate information about the business, making sure to complete your NAP (name, address, phone).
- Also, add a relevant description with keywords and your URL.
How it helps in SEO: Increases your backlink profile diversity, rank in local SEO, and trustworthiness.
9. Collaborate with Influencers and Bloggers
When the goal of working with influencers and bloggers for the best link building practice is not just for them to promote the products or services you offer, but to bring life and content to something you create together, you have made a far bigger leap into being a person trying to connect with another human. This can come in many forms: interviews, guest posts or features, reviews, podcast interviews, or expert roundup posts.
While the traditional form of linking lacks pyramid power to establish real connections while building your link profile, working with influencers and bloggers on these efforts can add a genuine and personable element to your link building that generates real audience connections.
Steps to follow:
- Identify influencers or niche content creators appropriate to your organization.
- Co-create a blog post, video, or interview.
- Request that they backlink to your blog or site anywhere that is appropriate.
How it helps in SEO: Creates genuine backlinks, increases brand awareness, drives traffic, and enhances social shares on your blog.
10. Publish Original Research and Data
Publishing original research, surveys, or data-driven reports is one of the best ways to generate backlinks. Journalists, bloggers, and content marketers are always looking for credible stats and insights to back their content. This can take the form of whitepapers, charts, infographics, or blog posting reporting on your research (check out my how to write a white paper post).
In addition to ensuring your data is visually appealing (where applicable) and easy to read, make sure to promote your written data via outreach activities and press releases, and if someone ends up publishing an article referencing your work.
Steps to follow:
- Conduct surveys, analyze the data to spot trends, or compile case studies.
- Turn your data into easy-to-read infographics or reports,
- Promote it with PR, newsletters, and outreach to bloggers.
How it helps in SEO: Attract citations and backlinks from high quality sources like authoritative blogs, news sources or academic sources.
Tips to Follow Link Building Best Practices
1. Produce Quality Content: Create content and information that has worth, solves problems, and motivates other websites to link naturally to your content.
2. Utilize Guest Posting Wisely: Write high-quality articles for quality blogs and websites that link back to you in context and are relevant to your industry.
3. Quality Over Quantity: Links from a few niche-relevant, high-authority sites are more valuable than dozens of links from unrelated or low-quality websites.
4. Make Relationships, Not Links: Build connections with industry influencers, bloggers, and editors that can turn into long-lasting collaboration and linking opportunities.
5. Utilize Digital PR: Find newsworthy content or reportings you can share with journalists and publications, this will earn you organic backlinks through their coverage.
6. Audit and Disavow Bad Links: Regularly find and audit your backlinks for any toxic URLs that could understandably affect your SEO performance.
7. Utilize data and tools effectively: Tools such as Ahrefs, SEMrush, or Moz will help you track your competitor’s performance, your link performance, and other opportunities to earn backlinks.
Need Help with Link Building?
If you want to develop a scalable SEO and the best link building practice with white-hat methods, we can help! No more excuses: it’s time to get started growing your online presence. Link-building successfully requires strategy, consistency, and knowing the right people. If you’re not currently able to earn quality backlinks or don’t have enough time to manage a full-scale campaign, our expert SEO team can help.
Our team uses white-hat link-building techniques that support long-term goals; we can support your business or online presence via guest posting and content outreach, with digital PR and influencer marketing as well. Whether you’re a start-up or small e-commerce brand or a content site with a niche, we create solutions that adapt to each client’s niche and their ultimate goals. Let our experts help provide a lift to your domain authority and rankings. Get in touch with us today for a free backlink audit and strategy session.
Conclusion
In 2025, as digital competition continues to grow, following link-building best practices has never been more important for scalable, sustainable SEO growth. The shift from quantitative link-building to qualitative, relevant, ethical, and trustworthy link building has changed how brands and marketers think about their backlink strategy. Quality, ethical, and trustworthy link-building doesn’t just drive search engine ranking; it drives credibility, authority, and long-term digital growth.
Best practices allow for the confidence in link-building that can allow a brand to navigate the consistent changes of algorithms while anchoring their SEO strategy for future marketing initiatives. Good link building consists of valuable content, strategic partnerships, and constant evaluation.
Frequently Asked Questions
1. Why is link building significant for SEO?
Link building is a very important part of search engine optimization because it is basically a vote of confidence from one website to another. When reputable websites link to your work, it’s an endorsement.
2. Which backlinks are the best?
The best backlinks are contextual, do-follow links from high-authority websites that are agency/niche relevant. Contextual means the link appears naturally in the content as opposed to a footer or sidebar. High-authority websites possess both domain authority and trust, and do-follow connections are valuable to search engines.
3. Can bad backlinks hurt my website?
Yes, they can. If your website has links from spam, irrelevant, or low-quality websites, it can hurt your SEO performance. Google’s algorithms are smart, and they will identify when an owner is trying to manipulate links. If they see a pattern of unnatural links or toxic backlinks, the site can experience penalty consequences that will hurt the ranking of the site.
4. How can I build backlinks naturally?
To build backlinks naturally, you should focus on creating content (in whatever form) that is high-quality, useful, and engaging, that our industry or sector will want to link to as a reference. Consider creating how-to-reports, data-driven reports, original research, and infographics- as these forms of content tend to yield natural links.
5. Are paid links a good idea?
No, generally, paid links are not a good idea. Paying for backlinks is a risk and is against Google’s Webmaster Guidelines. Buying links solely for the benefits of search engine optimization is considered a black-hat technique and can create a penalty if caught.
