If you’ve ever wondered why your competitors seem to stick to the top of Google while your site gets buried, chances are the answer’s simple: backlinks.
Link building isn’t new. But the way we do it and what Google actually rewards has changed a lot. Gone are the days of dodgy directories and forum spam. In 2025, link building is about credibility, relevance, and earning links from websites that actually matter.
The problem? Most advice online is either outdated, overly technical, or clearly written by someone who’s never built a link in their life. That’s where this guide comes in.
We’ve cut through the noise to show you what’s actually working right now when it comes to link building. Whether you run an ecommerce brand, manage a digital marketing team, or wear every hat in your business, you’ll get practical tactics you can actually use (without a crazy budget or a huge team).
Some strategies are fast wins, others take a bit of effort but all of them are white-hat, sustainable, and grounded in what works for real businesses.
If you’re looking for shortcuts, this probably isn’t the guide for you. But if you want to build better links that actually move the needle, you’re in the right place.
Let’s get started.
1. What Makes a Good Backlink?
Not all backlinks are equal. One high-quality link can have more SEO value than dozens of poor ones but spotting the difference isn’t always obvious.
Here’s what matters:
Relevance
Links from sites that closely align with your industry or topic carry far more weight. If you sell gym equipment and earn a link from a fitness blog, that makes sense. But if a gardening website is linking to you without context, that’s a red flag.
Authority
Links from respected websites typically pass more value. Tools like Ahrefs or Moz assign scores to websites based on backlink quality and trust. While metrics like Domain Rating (DR) aren’t everything, they offer a rough gauge. You don’t need links from national publications to make an impact but you should avoid low-quality domains with no real audience.
Placement
Where your link appears on a page affects how useful it is. In-article links, surrounded by relevant content, are better than ones tucked into footers or sidebars. Google pays attention to the context around your link.
Anchor Text
The anchor (clickable text) should be natural and relevant. Avoid stuffing keywords this looks spammy and can get flagged. Branded or descriptive anchors tend to be safer and more effective.
Trustworthiness
Sites that are poorly maintained, overloaded with ads, or filled with unrelated outbound links aren’t worth your time. If it looks like a site selling links, steer clear.
Get these five elements right, and each backlink you earn will work harder to improve your rankings.
2. Guest Posting (Without Getting Penalised)
Guest posting is one of the oldest link building tactics out there but it still works, as long as you do it properly.
The biggest mistake people make? Churning out average content and paying to place it on irrelevant websites. Google has cracked down hard on low-quality guest posts that exist purely for link building. But when done right, guest posting can build genuine authority and drive targeted traffic.
Pick the Right Sites
Start by identifying websites that speak to your target audience. If you’re selling accounting software, for example, aim for blogs that cover finance, small business, or productivity. Check the site’s content quality, frequency, and whether they have a clear editorial focus.
Use tools like Ahrefs or Semrush to check domain strength, but don’t obsess over metrics. A smaller, niche site with a loyal readership often outperforms a large, irrelevant one.
Pitch with Purpose
When you reach out, make your pitch relevant to their audience not just your own. Suggest a topic that fits naturally with what they already publish. Keep it short, personal and avoid any mention of “backlinks” or “SEO” in your first message. That’s a red flag for many editors.
Write for Their Readers, Not Yours
Your content should actually offer value. Don’t just wedge in product mentions or brand links. Include one link back to a relevant page on your site where it makes sense. If your post feels like a plug, most editors will bin it.
Follow Up, Then Track
After publication, check how the link performs. Use tools like Google Search Console or Ahrefs to see if it’s helping rankings or driving traffic.
Guest posting isn’t dead it just needs to be done with care and intent.
3. Expert Commentary That Earns Real Links
Providing expert insight to journalists and bloggers is one of the quickest ways to earn links especially if you’re short on time or don’t have a content team.
These opportunities usually come through media request services. Journalists looking for quotes or commentary on a topic will put out a request, often with a tight deadline. Responding quickly (and well) can earn you a link from a reputable publication without having to write a full article.
Where to Find Requests
Start with these platforms:
- #JournoRequest on X (formerly Twitter)
- ResponseSource
- Qwoted
- Featured
- Connectively (previously HARO)
Some are free, others are paid but even the free options can uncover decent opportunities if you’re consistent.
What Journalists Want
Speed is key. Most requests close within hours. Make sure you’re subscribed to the right categories (e.g. finance, ecommerce, lifestyle) and check them regularly.
When replying, keep it short and specific. Answer their question clearly, include your name, job title, company, and a short bio. If they’ve asked for data, give a stat. If they want a quote, give one don’t just waffle about your business.
Stand Out Without Overselling
Journalists are looking for credible sources, not salespeople. Avoid jargon or hype. Be useful, direct, and professional. If your comment is well-received, you might even get added to their contact list for future stories.
Track and Build Relationships
If your quote gets used, share the article and thank the journalist. That’s how ongoing relationships start and how future links come more easily.
Done right, expert commentary is a low-effort, high-reward way to earn links from credible domains.
4. Link Insertions (When They’re Worth It)
Link insertions sometimes called niche edits involve placing your backlink into an existing piece of content on someone else’s website. Done properly, they can be a fast, low-effort way to build quality links. Done badly, they’re a waste of money and could trigger penalties.
Why Link Insertions Appeal
You don’t have to write an article or pitch a topic you’re slotting a link into content that’s already live and indexed. This often means quicker results and fewer moving parts. In theory, it’s efficient. In practice, it depends on where that link ends up.
When They’re Worth It
The key is relevance. Your link should fit naturally within the content. If you’re a recruitment agency and you’re placed in an article about hiring trends, that makes sense. If you’re in a blog about dog grooming, it doesn’t and Google will pick up on that.
You should also check that the site has real traffic and isn’t just a “link farm” churning out paid placements. Look for editorial quality, internal linking, and whether the site ranks for anything meaningful.
How to Approach It
Reach out to site owners with a clear, personalised pitch. Explain how your content complements their existing article. Offer to update a section with fresh insight, then include your link as part of that update. It’s more likely to be accepted and adds real value.
When used sparingly, link insertions can support a broader strategy. But they’re not a substitute for earning links through content and relationships.
5. Should You Bother with Link Exchanges?
Link exchanges can be tempting especially when another business or blogger offers to “swap links.” But while this used to be standard practice, it’s not as straightforward anymore.
Google’s official stance is cautious. Excessive reciprocal linking, especially if it’s irrelevant or purely for SEO, can look spammy. That said, link exchanges still happen and some can be genuinely useful.
When It’s Fine
If you run a local business and swap links with a trusted partner say, an accountant linking to a solicitor they regularly refer clients to that’s fine. It’s logical and helpful to the user. Google is unlikely to penalise anything that improves the browsing experience.
The same goes for community or industry directories, where member businesses link to each other. As long as the link sits naturally within the content and the sites are topically aligned, it can support your SEO.
When to Be Cautious
Avoid generic “link swap” outreach from strangers. If someone offers to link to you in exchange for a link back from a completely unrelated site, it’s not worth it. You’re creating an obvious footprint Google can pick up on.
Three-way or multi-site exchanges (where site A links to B, B links to C, and C links to A) are often used to mask these patterns but they rarely fool search engines for long.
Link exchanges aren’t automatically bad but they should never be your core strategy.
6. Broken Link Building A Smarter Approach
Broken link building has been around for years, but it still works when approached properly. The idea is simple: find a broken link on someone else’s website, create something relevant to replace it, and ask the site owner to link to your content instead.
It’s a win-win. They fix a dead link. You get a new backlink.
How to Find Opportunities
Start by identifying websites in your niche with resource pages or blog content. Use tools like Ahrefs, Screaming Frog or Semrush to scan those pages for broken links. Focus on high-authority sites one good opportunity is better than 50 low-value ones.
You can also use the Wayback Machine to check what the original (now missing) content used to say. This helps you understand what you need to recreate and how yours can improve on it.
Build Something Better
Once you’ve spotted the broken link and reviewed the old page, create a fresh version of the content. This could be a blog post, a short guide or a product-related page as long as it’s relevant and genuinely useful.
Reach Out and Be Direct
Email the site owner with a short, polite message. Let them know there’s a broken link on their site, share where it is, and suggest your page as a suitable alternative. Focus on being helpful not pushy.
Broken link building isn’t quick. But done right, it’s a low-risk way to pick up high-quality, relevant backlinks.
7. How to Turn Brand Mentions Into Backlinks
Unlinked brand mentions are often overlooked, but they can be one of the easiest link building wins especially for established businesses or those investing in PR.
A brand mention happens when someone references your business online but doesn’t include a link to your site. Turning those mentions into backlinks just takes a bit of digging and a well-timed nudge.
How to Find Mentions
Start with a tool like Google Alerts or Talkwalker to track your brand name. You can also use Ahrefs or Semrush to run content searches for your business name, key staff, or product lines.
Sort the results to filter out any pages that already link to you. What’s left are unlinked mentions and potential backlink opportunities.
How to Ask for a Link
Reach out with a brief, polite message. Thank them for the mention, and explain that a link would help users find more information easily. Keep it simple. You’re not demanding a link you’re making a small, reasonable request.
Example:
“Hi [Name], thanks for including [Brand] in your article really appreciated. Would you be open to linking our name to [URL]? It helps people find us more easily. Thanks again!”
This approach works best when the mention is positive and the site is legitimate think news coverage, resource round-ups, or interviews.
Over time, monitoring brand mentions should be part of your ongoing link building routine. It’s a low-effort way to get links that reflect real-world recognition.
8. Creating Content People Actually Link To
You’ve probably heard the phrase “just create great content and links will follow.” But what does that actually mean and how do you create content that people choose to link to?
The key is to stop writing for Google and start creating something that’s genuinely helpful, well-structured, and specific to your audience.
Here’s what works:
Solve a Problem Better Than Anyone Else
Start by answering questions your customers ask regularly but do it with depth and clarity. Think how-to guides, practical checklists, or product comparisons that show real value. These are the types of resources other websites will naturally want to link to.
Use Real Data or Insights
Original stats, case studies or findings from your own work can make your content more quotable. If you’re a digital agency, sharing data on campaign results or keyword trends (without revealing client details) gives other marketers something credible to cite.
Keep it Sharable and Easy to Reference
Use headings, summaries, and clear formatting to make the content easy to scan. Add visuals or examples where it helps but don’t overdo it. A clean, readable article is far more likely to earn a backlink than a bloated piece full of stock images and buzzwords.
Examples of Linkable Content
- Ecommerce: A seasonal gift guide with expert recommendations
- B2B: A short report on hiring trends within your sector
- Local business: A well-written blog answering common service-related questions
The takeaway? Write something people would send to a colleague not just something that ticks an SEO box.
9. Stealing Competitors’ Backlink Ideas
If your competitors are outranking you, chances are they’ve got links you don’t. Instead of guessing what’s working, use their backlink profile to find opportunities for your own site.
Find Out Who’s Linking to Them
Start with a tool like Ahrefs, Semrush, or Moz. Enter your competitor’s domain and head to their backlinks report. This will show you where their links are coming from blogs, directories, media coverage, and resource lists.
Filter the list to show only “dofollow” links and sort by domain rating. Ignore low-quality sites and focus on credible links that could apply to your business too.
Look for Patterns
Are they getting featured on industry blogs? Quoted in articles? Listed on tools round-ups or directories? Once you spot the type of content that’s earning links, you can plan how to replicate it.
For example, if they’ve earned a link from a post about “Top Email Platforms for Startups” and you offer something similar pitch the author with your own value-add.
Build and Outreach
Once you know where to aim, build a better version of the page or write a short pitch showing why you’re worth including. Don’t copy improve.
Competitor backlink analysis won’t give you instant wins, but it cuts the guesswork. And for many businesses, it’s the fastest way to build a list of proven link opportunities.
10. The Right Way to Use Business Citations
Business citations are listings of your company’s name, address, and contact details on external websites think online directories, trade associations, and local platforms. While they don’t always offer huge SEO value, they’re still important for visibility, especially for local search.
Why They Still Matter
Citations help Google confirm that your business is real and where it says it is. Consistency across directories reinforces trust in your location and contact details which can support your map listings and local pack rankings.
They also offer basic backlinks that add diversity to your profile. While most are low authority, they help signal legitimacy.
Where to List
Start with the obvious:
- Google Business Profile
- Yelp
- Yell
- Thomson Local
- Chamber of Commerce
- Industry-specific directories
Make sure all listings match your official business name, address, and phone number (NAP) exactly. Minor differences like using “Ltd.” on some listings and not others can create confusion for search engines.
Don’t Go Overboard
You don’t need hundreds of citations. Focus on a shortlist of high-quality, relevant directories. Avoid paid “citation blasts” they often create more noise than value.
For local businesses, citations support your wider SEO efforts. Just don’t expect them to do the heavy lifting on their own.
What Link Building Should Look Like in Your Strategy
There’s no single link building tactic that works for everyone. The best approach depends on your business, your industry, and how much time and resource you actually have.
If you’re running a local business, citations and community partnerships are more useful than chasing guest posts. If you’re managing an ecommerce site, expert commentary and content-led outreach might be a better fit. And if you’re a marketing manager in-house, you might find competitor analysis and brand mention tracking more efficient.
The key is to focus on relevance, quality and consistency. A handful of links from credible sources will always outperform dozens of weak ones.
Link building isn’t about volume anymore it’s about being useful and building trust. That means writing content people actually want to reference, answering media requests when you can offer insight, and keeping an eye on what’s working in your niche.
If you’re not sure where to start or don’t have the time to build links properly Fly High Media can help. We work with businesses across the UK to build real links that improve rankings and drive sales, without cutting corners.
Want us to take care of it for you? Get in touch with our team by filling out the form below.
