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Link Building: Everything You Need to Know

Link Building: Everything You Need to Know

Table of Contents

When it comes to link building, there’s the good, the bad, and the downright ugly. It’s a strategy that has often gotten a bad rap—mainly because, when done poorly, it can tank your site faster than expired yogurt. 

But here’s the thing: when done right, link building is still one of the most powerful tools in your content marketing kitchen. It’s your secret ingredient to boosting your website’s authority, increasing visibility, and getting your content noticed by the right audience.

The beauty of solid link building is that it doesn’t just bring traffic—it builds trust and positions your site as a reliable source of information. 

In this post, we’re rolling up our sleeves and demystifying the process. Whether you’re a blogger, an eCommerce brand, or an SEO pro, we’re sharing the essentials, practical tips, and real-life examples that will empower you to approach link building with confidence.

Let’s break it down by starting with a few key definitions.

What is Link Building?

Link building is like getting a shout-out from other websites—it’s the process of acquiring links (backlinks) from external sites that point back to your own. These backlinks are crucial for SEO because they’re like digital high-fives, signaling to search engines that your content is valuable, relevant, and worth paying attention to.

Think of it as other sites vouching for you, showing that you’re popular and respected in your niche.

But, just like with friendships, not all links are created equal. There are different types of links that matter for SEO, so let’s break them down one-by-one.

Types of Links

Not all links are the alike. There’s a few different types of links to consider:

Inbound Links (aka Backlinks):

These are the bread and butter of link building. Inbound links come from other websites and point directly to your site. They are essential for improving your search engine ranking and building domain authority. For example, if a popular tech blog links to your article on the latest smartphone reviews, that backlink tells search engines, “Hey, this content is trustworthy!” It can be a big deal for SEO and credibility.

Outbound Links:

Outbound links are links you create from your site to another. While they don’t directly boost your rankings, they help provide context, support your content, and show that you’re relying on credible sources. For example, if you’re quoting a statistic or referencing research, linking out to the source not only builds trust with your audience but can also improve your content’s usefulness and authority.

Internal Links:

Internal links are the unsung heroes of your website. These are links that connect different pages within your own site, helping users navigate seamlessly from one piece of content to another. They also distribute link equity across your pages, giving search engines a clearer picture of what’s important on your site and how to navigate from one page to another. For instance, linking from your homepage to a blog post about a related topic can help both users and search engines value your content more effectively.

Why is Link Building Important?

Link building isn’t just a nice-to-have; it’s a must-have for anyone serious about SEO and driving traffic.

Here’s why it’s so crucial:

SEO Benefits:

Quality backlinks are like golden tickets for search engines—they signal that your site is reliable, authoritative, and worth showing to more people. When reputable websites link to your content, search engines see that as a vote of confidence. For example, if your article on digital marketing tips gets linked to by multiple respected industry blogs, search engines take that as a sign that your content is top-notch. The result? A potential boost in your rankings, bringing your content closer to the top of the search results.

Domain Authority and Page Authority:

Backlinks also play a key role in building your Domain Authority (DA) and Page Authority (PA). Think of DA as the overall strength of your entire website and PA as the strength of individual pages. When high-quality sites link back to your content, it’s like getting a badge of credibility that tells search engines your site is the real deal. The higher your DA, the more likely you are to see better visibility in search engine results, driving more traffic to your site. There was a time where we were told that DA isn’t a metric that matters to Google, but that information changed with the Google Leaks.

How to Choose Which Content to Build Links To

When it comes to link building (aka obtaining backlinks) you can either naturally get backlinks from other websites linking to your content on their own, or you can put efforts into trying to “build” backlinks to your content. The first happens because another website found your content to be great, and wants to link to it on their content. 

Whereas building links to your content requires manual work, usually website owners reaching out to other website owners to build relationships and links together.  To get the most from your efforts, you should first focus on creating content that stands out and truly adds value – this way links naturally come to you.

Let’s first explore what makes content worthy enough to gain backlinks naturally. Then, we’ll cover how to identify which pieces of content you should work towards building links to. 

What Kind of Content Can Naturally Get Backlinks:

For content to attract backlinks on it’s own, the content needs to be:

  • Well-Researched: Accurate, up-to-date, and packed with expert insights. For example, a detailed guide on “How to Start a Blog” with fresh strategies and data can position your content as a go-to resource.

  • Informative and Engaging: Actionable content that keeps readers hooked, like step-by-step guides or real-life examples. A post on “The Benefits of Mindfulness in the Workplace,” with practical tips and exercises, is more likely to attract backlinks.

  • Visually Appealing: Content with infographics, images, or videos catches attention. A well-designed infographic on “How to Make Pasta From Scratch” can become a powerful link magnet for cooking blogs.

Examples of Link-Worthy Content

Certain content types naturally attract more links because they provide exceptional value. These are the pieces that pack a punch like:

  • In-Depth Guides and Tutorials: Long-form guides and tutorials that cover topics thoroughly are highly linkable. For example, a detailed step-by-step guide on “12 Must See Places in Rome” can easily become a go-to resource, attracting links from other websites looking to share valuable insights.
  • Original Research and Case Studies: Offering unique data or firsthand case studies makes your content stand out. A post like “How Our Email Campaign Increased Open Rates by 50%” brings something new to the table, which marketers and analysts love to link to as a reference point. It’s helpful to understand your first-hand experience with a topic.
  • Infographics and Visual Content: Infographics, charts, and other visual content are highly shareable and often picked up by other sites. An infographic showing “10 Key SEO Statistics for 2025” is bound to get shared and linked to by blogs and industry sites.

How to Identify Which Posts to Build Links To 

If you are trying to figure out which pieces of content that you should put effort into building links to, let the numbers guide you! Analyzing your content’s performance can help you zero in on what’s actually worth put efforts to building links. Take a look at the following metrics for your post: 

  • Traffic and Engagement: Use tools like GA4 to identify which posts are driving the most traffic and engagement. Content that’s already performing well (and already has some backlinks) has a better shot at earning more backlinks. For example, if your “Ultimate Guide to Athens, Greece” is pulling in 30% of your traffic, that’s a clear sign it’s resonating with your audience and worthy of a link-building push.
  • Social Shares and Interactions: Pay attention to social shares and engagement metrics. Content that’s widely shared or frequently interacted with on social media is often link-worthy. Tracking these social metrics helps you understand which pieces resonate most with your audience and, therefore, have higher link potential.
  • Previous Backlinks: Review your backlink profile to see which pieces have already garnered links. Tools like Ahrefs Free Backlink Checker and Semrush can help track your historical backlinks. If a post has attracted backlinks in the past, it’s a good candidate to continue building links—especially if you have added some updates or changes to the content.
  • Reviving Older Content:
    Maybe you have a post or page on your website that used to perform well, but has seen a drop in traffic or authority over time. One way to help try to recover that performance is to refresh the content and then focus on building new backlinks. This can help restore the page’s visibility and ranking potential.

To summarize what pieces of content you should focus your link-building efforts, focus on building links to content that’s:

  • Already driving significant traffic.
  • Earning high engagement on social media.
  • Already attracting some  backlinks.
  • Or a post that used to perform well and you’d like to recover traffic or domain authority for.

These are all clear indicators if a content is worth trying to build new links to.

How to Choose Your Anchor Text

Figuring out your anchor text is the next step in the link building equation. Anchor text is the clickable text in a hyperlink that guides both users and search engines to the linked content. Choosing the right anchor text is key for both SEO and user experience. Here’s how to make sure you get it right:

Types of Anchor Text

Exact Match:
This is when your anchor text uses the exact keyword or phrase you’re targeting. For example, if you’re linking to a page about “SEO best practices,” using “SEO best practices” as your anchor text is an exact match. While it’s powerful for targeting keywords, don’t overdo it—too much exact match anchor text can lead to over-optimization issues.

Partial Match:
A partial match anchor text uses a variation of your target keyword. For example, instead of “SEO best practices,” you might use “effective SEO strategies.” This keeps your anchor text varied while staying relevant, which search engines love because it can feel more natural.

Branded:
Branded anchor text includes your company or brand name, like “ContentYum’s guide to SEO.” It’s great for boosting brand visibility while still offering relevant context for the link. This type is a win-win for both brand building and SEO.

Generic:
This is your “click here” or “read more” type of anchor text. While it’s not keyword-focused and doesn’t always tell a user a whole lot about where they are going next, it can still be okay to do as long as it’s not overused.

Anchor Text Best Practices

Relevance:
Your anchor text needs to be relevant to the linked content. For example, don’t link to a page about “content marketing strategies” with an anchor text like “our latest product.” Keep the anchor text relevant to avoid confusing users.

Natural Integration:
Your anchor text should flow naturally within your content. Instead of awkwardly inserting a link like “We provide the best SEO services,” aim for something like “Our guide to SEO best practices.” It keeps the experience smooth and engaging for the reader while giving clear expectations of what the link represents.

Avoid Over-Optimization:
Using the same anchor text over and over can lead to penalties. Mix it up with a variety of exact match, partial match, branded, and generic anchor text. For example, instead of repeatedly using “email marketing tips,” switch it up with “improving your email campaigns,” “email marketing strategies,” or “learn about email marketing.”

By choosing your anchor text wisely, you’ll not only boost your SEO but also enhance the overall user experience which is a win-win for everyone.

When Should You Prioritize Building Links?

Link building isn’t about racking up as many links as possible—it’s about timing your efforts strategically to align with your SEO goals. Here’s when to add link building to your overall SEO strategy efforts:

Key Stages for Link Building

Post-Publication:
Right after publishing new content, prioritize building links to give it the best chance of gaining traction. New content benefits greatly from early link-building efforts to boost visibility and authority. For example, if you’ve just published a guide on “Effective Email Marketing Strategies,” reaching out to industry influencers or bloggers can help get it noticed and attract valuable backlinks.

During Content Promotion:
As you promote your content through social media, email newsletters, or even paid ads, incorporate link-building strategies. Share your content with potential link partners, like industry forums or related blogs, to increase your chances of earning backlinks while promoting the content.

New Website Launches:
For new websites, link building is helpful to establish authority and gain initial traction. Start by targeting industry-related sites and directories to build foundational backlinks that will help boost your site’s credibility and ranking.

Content Updates:
When you refresh or update older content, it’s a prime opportunity to build new links. Updated content often offers more value, making it attractive for others to link to. For example, after adding new data to an article, let your network know about the refreshed piece to encourage new backlinks.

Seasonal Campaigns:
You can also align your link-building efforts with seasonal topics or events. For instance, during the holiday season, focus on building links to holiday-themed content or promotions. This allows you to capitalize on increased interest and attract relevant, timely backlinks.

Competitive Analysis:
Regularly analyze your competitors’ link profiles to uncover backlink opportunities. By understanding where they’re getting their backlinks, you can target similar or higher-quality sites. Tools like Ahrefs or Semrush can help you identify potential link sources and refine your overall strategy.

How Many Links Do You Need?

It depends!! Determining the right number of links for your site isn’t as simple as aiming for a magic number—it’s about quality, strategy, and what makes sense for your goals. Here’s how to approach it like a pro:

Determining Link Quantity

Competitive Analysis:
Take a peek at what the competition is cooking up by examining the backlink profiles of sites ranking for your target keywords. This will give you a sense of how many links—and what type—you need to compete effectively. Tools like Ahrefs and Semrush are your secret weapons for getting the scoop on your competitors’ backlinks.

Content Goals:
Your link-building efforts should match your content objectives. If you’re going after super competitive keywords, you’ll likely need a bigger stack of high-quality backlinks. On the other hand, if your content is niche, a handful of well-placed, high-quality links might be all you need to gain traction. Again, take a look at who is currently ranking for your target keyword and get an idea of what their backlink profile looks like.

Quality vs. Quantity:
When it comes to link building, quality always beats quantity. It’s better to have a few links from authoritative, relevant sites than a bunch of low-quality links. For example, a single link from a major industry publication can do more for your SEO than a dozen links from smaller, less reputable sites.

Sustainable Practices:
Think long-term with this strategy. A slow and steady approach to link building will serve you better than trying to grab a bunch of links at once. Focus on building links naturally over time.

Link Building Strategies and Techniques

At ContentYum, we exclusively focus on PR-style link building, which means we prioritize securing high-quality placements in top-tier publications that are relevant to your industry. Our strategy is built on fostering relationships with website owners, editors, journalists, and influencers to ensure that our clients receive authoritative backlinks that provide real SEO value. Here’s the strategies we use:

PR-Style Link Building:
Unlike traditional methods, ContentYum’s link-building efforts are centered around public relations. We don’t go after just any backlink—we carefully target highly relevant publications, blogs, and media outlets that have real authority in your niche. By leveraging our network of trusted media contacts, we secure placements that help elevate your brand’s reputation and visibility.

Quality Over Quantity:
We believe in quality over quantity, which is why we focus on securing a few strong backlinks from respected sites rather than mass-producing low-quality links. This targeted approach ensures that each backlink offers real value, driving meaningful traffic and boosting your site’s authority.

Our outreach is both personalized and strategic, targeting only the most relevant websites in your niche. We build genuine connections with website owners, editors, and influencers to ensure your content is featured in the right places. By cultivating strong relationships with media outlets, we consistently secure high-quality, authoritative backlinks that elevate your brand and boost your SEO.

Common Link Building Mistakes to Avoid

To keep your link-building strategy strong and ethical, it’s important to avoid any bad habits that could spoil your efforts. Here are a few mistakes to watch out for:

Over-Optimized Anchor Text:
Using the same exact match anchor text over and over is like serving the same dish every night—it quickly becomes stale and unappetizing. Search engines agree and may penalize your site for over-optimization. Keep things fresh by mixing up your anchor text with variations and natural language that reflects the context of the link. A diverse anchor text profile is key to keeping your SEO strategy well-balanced.

Ignoring Relevance:
Links from irrelevant or low-quality sites are like mystery ingredients in a recipe—they don’t belong and could ruin the whole dish. Make sure your backlinks are coming from websites that are highly relevant to your industry and content. A link from a respected tech blog, for example, adds a lot more flavor to a tech-focused page than one from an unrelated site, like a travel blog. Quality and relevance always win.

Neglecting No-Follow Links:
Don’t underestimate the power of no-follow links. While they don’t directly impact SEO, they can still drive traffic and increase your visibility. Plus, including no-follow links creates a more natural backlink profile and can even lead to opportunities for follow links later on. It’s all about balance, just like in a well-crafted recipe.

Using Automated Link Building Tools:
Taking shortcuts with automated link-building tools can leave you with a pile of spammy, low-quality links—definitely not what you want on your SEO plate. These links can hurt your site’s authority and lead to penalties. Instead, focus on manual efforts that prioritize quality and relevance. Building genuine relationships and earning links naturally is the best way to ensure your SEO strategy stays strong and healthy.

Tools and Resources for Link Building

Having the right tools in your link-building toolkit can make a world of difference. Here are some of our go-to recommendations for elevating your link-building game:

  • Having one of these SEO tools are a must for understanding your link profile and improving your overall SEO strategy.
      • Ahrefs:
        Ahrefs is like a Swiss Army knife for SEO—it offers everything from backlink profile analysis to keyword research and SEO performance tracking. With Ahrefs, you can uncover new link opportunities through analyzing the competition and keep tabs on the quality of your own backlinks.
      • Semrush:
        Semrush also provides powerful tools for backlink analysis, competitive research, and campaign tracking. It’s perfect for spotting potential link sources, analyzing competitors’ strategies, and measuring how effective your own link-building campaigns are.
      • Moz:
        Moz is another go-to for link analysis and domain authority tracking. Moz makes it easy to evaluate the quality of your backlinks and monitor your site’s authority over time.
      • Majestic:
        Majestic specializes in backlink analysis and is excellent for visualizing your site’s link profile. Its “Trust Flow” and “Citation Flow” metrics help evaluate the quality of your backlinks, making it easier to identify valuable link-building opportunities.
  • HARO (Help a Reporter Out):
    HARO connects you with journalists looking for expert sources. By providing valuable insights to media outlets, you can earn high-quality backlinks from reputable publications, enhancing your PR-style link-building efforts.
  • Check My Links:
    This browser extension is a simple but powerful way to identify broken links on any webpage. It’s especially useful for broken link building—find the broken links, offer up your content as a replacement, and you’ve got yourself a valuable backlink.
  • Screaming Frog:
    Screaming Frog is like a detective for your website. It crawls your site, helping you identify broken links and analyze your link structure. Armed with this data, you can make smarter, more strategic decisions for your link-building campaigns.
  • BuzzSumo:
    BuzzSumo helps you identify trending content in your industry and find influencers who are likely to share your content or link to it. It’s a great tool for content discovery and outreach, which can lead to valuable backlinks.
  • Link Whisper:
    Link Whisper is a powerful internal linking tool for WordPress. It helps you automatically find and suggest relevant internal links within your site, making it easier to build a strong internal linking structure that boosts SEO.

How ContentYum Can Help with Your Link Building Needs

At ContentYum, we believe that successful link building isn’t just about quantity—it’s about quality, strategy, and ethical practices. Here’s how we can help you boost your SEO performance with our tailored PR-style link-building services:

High-Quality Link Acquisition:

We focus on securing high-quality backlinks from authoritative sites that are relevant to your industry. Our PR-style approach means you’ll get links from reputable sources that not only boost your site’s credibility but also improve your search engine rankings.

Customized Link Building Strategies:

No two sites are the same, and neither are our link-building strategies. We craft customized plans based on your specific goals, whether you want to improve domain authority, rank for competitive keywords, or build your brand’s visibility.

Ethical and White-Hat Techniques:
We only use ethical, white-hat link-building practices, so you can rest easy knowing that your site is safe from penalties. Our strategies are designed to follow search engine guidelines, ensuring long-term SEO success.

At ContentYum, we take the complexity out of link building by securing placements on real, authoritative sites that are relevant to your niche. Our PR-style approach ensures every link adds real value to your brand and improves your rankings the right way.

Let’s cook up some real SEO success with ContentYum’s expert link-building services—focused on quality, relevance, and results you can trust