Key Takeaways:
- Quality beats quantity: One link from an authoritative website is worth more than a hundred weak links
- The best backlinks come from outstanding content that people voluntarily link to
- Manipulative link schemes can lead to Google penalties – sustainable link building is the safe path
Backlinks remain one of the most important ranking factors. Google interprets links as recommendations: The more high-quality websites link to you, the more trustworthy your site appears.
But link building has changed. Techniques that worked ten years ago can lead to penalties today. In 2025, it's about quality, relevance, and genuine value.
Why Backlinks Still Matter
Google was founded on the idea that links function like academic citations. A frequently cited study is probably valuable. A frequently linked website likewise.
This basic idea still holds. Studies consistently show: Pages with more high-quality backlinks rank better. The SEO basics confirm backlinks as one of the top 3 ranking factors.
Not All Links Are Equal
| Link Type | Value | Example |
|---|---|---|
| Editorial from authority site | Very high | Mention in industry magazine |
| Guest post on relevant site | High | Article on industry blog |
| Directory listing | Medium | Business directory |
| Forum profile | Low | Forum signature |
| Spam link | Negative | Purchased link from link farm |
Google evaluates context, relevance, and authority of the linking page. A link from a topically relevant blog with real readers is more valuable than links from a hundred irrelevant sites.
Strategy 1: Create Link-Worthy Content
The best link building strategy: Create content people want to link to. Sounds simple but requires real investment.
Content Types That Attract Links
Original data and studies: Your own surveys, market analyses, or data evaluations are frequently cited as sources.
Ultimate guides: Comprehensive tutorials on a topic that unite everything in one place.
Free tools: Useful online tools are often recommended. Our SEO tools are an example.
Infographics: Visually prepared information is gladly shared and embedded.
Expert roundups: Collect opinions from multiple experts on a topic – they often share the post themselves.
Strategy 2: Write Guest Posts
Guest posts on relevant blogs bring links, reach, and positioning as an expert.
Finding Suitable Blogs
Search for:
- "[Industry] blog write for us"
- "[Topic] guest post"
- Blogs that link to your competitors
Check before pitching:
- Does the blog have real readers?
- Is the topic relevant to your expertise?
- Are guest posts already present?
The Perfect Pitch Email
Avoid mass mailings. Personalize each inquiry:
- Show you know the blog
- Name concrete topic ideas
- Explain what value you offer
- Link to your previous work
Expect rejections. A success rate of 10-20% is normal.
Strategy 3: Broken Link Building
Websites often link to pages that no longer exist. You can use these "dead links" for yourself.
The process:
- Find relevant pages in your industry
- Check their outgoing links for 404 errors
- Create content that can replace the missing link target
- Contact the webmaster and suggest your replacement
Tools like Ahrefs or Screaming Frog help find broken links. This method works because you're helping the webmaster solve their problem.
Strategy 4: Digital PR
Classic PR work also works for link building. When media report about you, they often link to your website.
Finding PR-Worthy Topics
- Original studies with surprising results
- Statements on current industry topics
- Innovative products or services
- Local success stories
- Expert comments on trending topics
HARO and Similar Platforms
HARO (Help A Reporter Out) connects journalists with experts. You receive inquiries and can be quoted as a source – often with a link.
Other platforms:
- ResponseSource
- Qwoted
- Direct contacts with industry journalists
Strategy 5: Competitor Analysis
See where your competitors get links:
- Use tools like Ahrefs or Majestic
- Analyze competitors' link profiles
- Identify sources you could also reach
- Contact them with better content
If someone links to your competitor, they might link to you too – provided you offer something better.
What to Avoid
Google is good at detecting unnatural link patterns. Avoid:
Link buying: Paid links violate Google guidelines and can lead to penalties.
Large-scale link exchange: "I link to you, you link to me" doesn't work anymore.
Private Blog Networks (PBNs): Networks of your own websites just for link building are risky.
Automated link building tools: Spam links hurt more than they help.
Irrelevant guest posts: Articles on sites without topical connection appear unnatural.
Link Building Timeline
Don't expect quick results. Sustainable link building takes time:
| Month | Activity |
|---|---|
| 1-2 | Create link-worthy content |
| 3-4 | First outreach campaigns |
| 4-6 | Publish guest posts |
| 6-12 | Continuous work, first rankings |
| 12+ | Organic links come naturally |
The more authority your website builds, the easier further link building becomes. High-quality sites naturally attract links.
Check your current link profile and SEO performance with our SEO Analyzer.
Frequently Asked Questions
How many backlinks do I need to rank?
There's no fixed number. The count depends on competition. For less competitive keywords, a few good links can suffice. For highly competitive terms, you might need hundreds. Focus on quality over quantity.
Are nofollow links worthless?
Not completely. Nofollow links transfer less link power but still bring traffic and brand awareness. A nofollow link from a major news site is more valuable than a dofollow link from a spam blog.
Can I use links from social media?
Social media links are almost always nofollow and transfer little SEO value. But: Social shares increase your content's visibility, which can lead to real backlinks. Social media is indirectly valuable for link building.