Link building is the process of acquiring hyperlinks from other websites to your own, a cornerstone of search engine optimization (SEO). These links signal credibility to search engines like Google, helping your pages climb the rankings and earn greater visibility.
Despite changes in algorithms and the rise of AI-generated content, link building remains a powerful ranking factor. According to Semrush, 8 of the top 20 SEO ranking signals relate to backlinks. Ahrefs backs this up, showing a strong correlation between referring domains and organic traffic.
Let’s decode link building for 2025 and beyond.
Why Link Building Is Essential in 2025
Search engines still view links as votes of confidence. Google's original PageRank algorithm revolutionized search by treating backlinks as endorsements of content quality and relevance. Today, while Google's algorithm has expanded to include other critical factors like user experience and content depth, backlinks continue to serve as important trust signals. Pages that earn high-quality, authoritative links remain more likely to rank well for competitive search queries.
Benefits Beyond Rankings
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Increased referral traffic
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Faster indexation of new pages
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Enhanced domain authority
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Brand recognition and thought leadership
What Makes a Backlink Valuable?
Not all backlinks are equal. These five factors determine how much a link helps (or hurts) your rankings:
Authority of the Linking Page
High-authority domains like Forbes or NYT pass stronger "link equity." Evaluate authority using metrics like Ahrefs' Domain Rating (DR), Semrush's Authority Score, or Moz’s Domain Authority (DA).
Relevance
A link from a niche-relevant site, such as a fitness blog linking to a protein supplement store, is more impactful than one from an unrelated source.
Anchor Text
Anchor text signals what the linked page is about. Natural variation is key, avoid over-optimization with exact-match keywords.
Link Placement
Links embedded in the main content (editorially placed) carry more weight than those in footers, sidebars, or author bios.
Link Type
Dofollow links pass link equity and directly boost SEO rankings, whereas nofollow, sponsored, and UGC links typically don't affect rankings but still provide referral traffic and valuable brand visibility.
The Four Types of Link Building
Earned Links
These come naturally when others find your content valuable.
Example: Data studies, infographics, original research
Manual Outreach
Reaching out to relevant site owners and offering value in exchange for a backlink.
Techniques: Guest posting, broken link building, unlinked mentions
Added Links
Placing your link in directories, profiles, or forums. Often considered low-value but useful for foundational authority.
Paid Links (Use with Caution)
Google frowns upon paid backlinks. If used, they should be tagged as rel="sponsored" to avoid penalties.
Best Link Building Strategies (That Work in 2025)
Guest Posting 2.0
Instead of mass-publishing, focus on high-quality, niche-relevant sites. Provide value through unique insights.
Broken Link Building
Identify broken pages on relevant websites and suggest your content as a replacement using tools like Ahrefs’ Broken Link Checker or Semrush’s Backlink Audit > Broken Pages to efficiently discover opportunities.
The Skyscraper Technique
Identify top-performing content in your niche. Create something better, then pitch it to the same linking sources.
Unlinked Brand Mentions
Use tools like Semrush Brand Monitoring or Google Alerts to find sites that mention your brand but don’t link. Politely request a link.
Digital PR
Earn links from authoritative media by creating buzz-worthy stories or unique data sets. HARO (now Connectively), press releases, or creative stunts all work here.
Resource Page Outreach
Find resource pages in your niche using queries like:
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"keyword" + inurl:resources
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"keyword" + “useful links”
Pitch your content for inclusion.
Linkable Assets
Create valuable, link-worthy assets like calculators, interactive tools, insightful case studies, engaging visuals and infographics, or original research to naturally attract backlinks.
Competitor Link Analysis
Use Ahrefs or Semrush to analyze competitors' backlinks, identifying high-authority domains linking to them, content formats attracting most links, and opportunities or gaps where your site could be featured instead.
Advanced Outreach Tips
Personalize at Scale
Use tools like BuzzStream, Pitchbox, or GMass to automate outreach while customizing key details (name, URL, content reference).
Build Relationships First
Engage on Twitter, LinkedIn, or in comments before asking for links. A warm outreach converts better than a cold pitch.
Use Two-Step “Feeler” Emails
Instead of asking for a link immediately, open with value: “Would you be open to seeing a guide I wrote on [Topic]?”
Once they reply, then make the pitch.
How to Track Link Building Success
Use these tools to monitor performance:
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Semrush’s Backlink Audit: Detects new, lost, and toxic links
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Ahrefs Site Explorer: Tracks referring domains and link growth
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Google Search Console: See which pages gain traffic from earned links
Key Metrics to Watch:
Monitor your link-building progress by tracking growth in referring domains, changes in domain authority, referral traffic, and backlink quality indicators like anchor text relevance, link placement, and link type.
Common Link Building Mistakes to Avoid
Common link-building mistakes include buying untagged paid links, which can trigger search penalties; over-optimizing anchor text, potentially alerting spam filters; ignoring relevance by acquiring off-topic links with minimal SEO value; overlooking link velocity, since sudden spikes can appear unnatural; and prioritizing quantity over quality, as a single authoritative link often outweighs many low-quality links.
Real-World Case Studies
Skyscraper Success
Julie Adams used the Skyscraper technique to create content on "Mars facts" and earned editorial links from science blogs, boosting her organic traffic by 194%.
Broken Link Outreach
Backlinko replaced outdated SEO tool links with their own guide and saw high response rates with polite, helpful outreach.
E-commerce Link Win
Matt Lawry published a guide on “Australian Gin” and outreached to gift blogs, landing powerful backlinks to his product category page.
Conclusion: Link Building in 2025 Is Relationship-Centric
Link building goes beyond algorithms, it's about cultivating trust, establishing authority, and nurturing genuine relationships. Ultimately, your aim is to earn editorial validation by becoming a trusted and credible resource.
Ready to grow your authority, rankings, and organic traffic?
Contact Local CEO to build a custom link building strategy designed for long-term SEO success.
