A client’s backlink profile caught my attention last week. They’d accumulated hundreds of links, but their organic traffic was flat. The problem? They were treating link building like a numbers game instead of a growth strategy.
Link building isn’t about collecting as many links as possible. It’s about earning the kind of links that actually impact your business. Get your approach right, and the returns compound. Better search visibility leads to more qualified traffic. More qualified traffic converts into pipeline. And that pipeline creates the content and case studies that earn even more high-quality links.
In this guide, I’ll walk you through what link building really is, why it matters for your business, and how to do it in a way that’s both effective and sustainable.
What is link building?
Link building is the process of obtaining hyperlinks, aka backlinks, from other websites to your own. These links signal to search engine algorithms (like Google’s) that your content is trustworthy, relevant, and worthy of attention.
You can think of each backlink as a vote of confidence. When TechCrunch links to your product announcement or an industry blog references your research, they’re essentially saying “this matters” to their audience. Search engines notice this social proof, and more importantly, so do potential customers.
But not all links carry the same weight. A mention in Forbes means a lot more than a listing on a random directory. Quality beats quantity every time.
To build that quality-focused approach into a good link building strategy, you’ll need to understand a few simple terms:
- Internal links: Links that point from one page to another to help distribute authority and guide users across your site
- External links: Links that come from other domains and act as ranking signals and referral traffic drivers
- Do-follow links: Links that pass ranking authority from the linking site to your site; what most people think of as “SEO links”
- No-follow links: Links that don’t pass on ranking authority, but that still help with traffic and brand awareness
- Anchor text: Clickable hyperlink text; concise, descriptive, and indicates what the destination page is about
Why link building matters for your business
Here’s what happens when you approach link building the right way:
Higher rankings and increased organic traffic
Since Google still uses backlinks as a core ranking factor, quality links help your pages rank higher on the SERP (search engine results page). That means more of your ideal customers find you when they’re seeking out solutions, which translates to more organic traffic.
Better referral traffic from relevant sources
A well-placed link on a relevant industry blog or publication sends pre-qualified traffic your way. These aren’t random browsers, they’re people who already understand your niche and have a genuine interest in what you offer. They convert at higher rates than typical website visitors because they arrive with context and intent.
Stronger domain-wide authority
High-quality backlinks don’t just help individual pages. They create a credibility lift that benefits your entire site. Tools like Ahrefs, Moz, or Semrush track this as domain rating or domain authority, and a higher score means your content has a better shot at search engine rankings.
Enhanced thought leadership and brand awareness
Getting mentioned in industry forums and respected blogs positions you as a trusted voice in your space. This helps you become a go-to brand in your category, which has effects that continue to compound.
Anchor text optimization: The art of not screwing it up
Before we get into the weeds on specific link building techniques, it’s worth taking a minute to talk about anchor text optimization. TBH, we’re a bit shocked by how many people still get this totally wrong.
Anchor text is a clickable string of words that tells you (and Google) what the linked page is about. Think: “beginner’s guide to content strategy” vs. “click here” or “21% increase.” Anchor text isn’t about referencing a data source or dropping a brand name—it’s about describing the destination.
Anchor text matters. A lot. Use it well, and it helps search engines understand your content, distributes context-rich signals, and nudges rankings upward. Abuse it, and you trip spam alarms and tank your site. Classic SEO tightrope walk.
Types of anchor text
If you pay attention to the links you click, it won’t take long for you to notice the many types of anchor text:
- Exact match: “link building strategies” pointing to a page about link building strategies
- Partial match: “advanced link building techniques” linking to that same page
- Branded: “DemandPlayBook”
- Naked URL: “https://demandplaybook.com“
- Generic: “click here” or “this article”
- Image anchors: alt text of an image acting as anchor text
So, what’s the best approach?
- Mix it up: An exact match can work when it’s contextual and natural, but every link should use different anchor text. If you’re screaming “best CRM software” like a keyword-stuffed robot, you’re asking for trouble.
- Natural language wins: If it sounds weird when you read it aloud, find another approach. You’re writing for humans, not just Googlebot.
- Rule of thumb: Anchor text should describe what the page is about without sounding like you wrote it to rank. That sweet spot between helpful and optimized is where the magic happens.
Effective link-building techniques
AI content has flooded the web, making genuine, human-created linkable assets more valuable than ever. With so much generic content competing for attention, the bar for what actually earns links has gone up, not down.
The good news? That means there are new opportunities if you’re willing to put in the work. These are the techniques that work in 2025:
Keyword research
Most people shove keyword research into a separate SEO playbook, but building links without researching keywords is like shooting arrows in the dark. You might hit something, but chances are you’re wasting time and working too hard.
At DemandPlayBook, we treat keyword research not just as a roadmap for content, but as the foundation for our entire seo strategy.
Step 1: Identify intent-driven keywords
We’re not just looking for high-volume keywords. We’re asking:
- Does this keyword reflect in-market intent?
- Will it support a page that has conversion potential?
- Are there linkable opportunities in the SERP?
Consider a keyword like “best project management software for small teams.” Everything it lacks in terms of search volume, it more than makes up for with intent. Its specificity is ideal for attracting links and delivering real value.
Step 2: Look at the SERP like a strategist
Take a look at what’s ranking. Are certain content formats dominating the SERP? Listicles? Comparison guides? In-depth tool reviews?
When the top 10 is packed with the same types of posts, it’s a signal: You need to get mentioned on those pages, not try to beat them at their own game.
Step 3: Build linkable assets around strategic keywords
There’s no point in creating content just to fill a calendar. Aim to build what I call “linkable assets with business intent.” These are pieces that serve a dual purpose: they target keywords that matter to your business and serve as something other sites actually want to link to.
Think downloadable templates, original research, or comprehensive guides designed to become definitive resources. These assets do the heavy lifting for both SEO and link acquisition.
Step 4: Use keyword data to personalize outreach
Generic outreach emails get ignored. To stand out in someone’s inbox, try referencing a ranking gap or SERP insight in your pitch.
“Hey Lisa, I noticed you ranked #7 for ‘best CRM for consultants.’ Loved how you focused on solo consultants—most roundups skip that angle. I’ve got an infographic on consultant productivity that could add a unique visual to your post.”
Now you’re not asking for a favor, you’re offering something that could genuinely add value.
TL;DR: Keyword research isn’t just a “content thing.” It’s the compass that can guide all your link building efforts. To earn mentions from sites that matter, start with what your customers are searching for, then build the assets they need.
Broken link building
This technique has staying power because it helps both parties. All you have to do is find broken links on sites in your space using tools like Ahrefs, then pitch your content as a replacement.
Just be sure you’re being helpful, not pushy. Lead with the broken link issue, briefly explain how it affects their site’s UX, then suggest your resource as one possible solution. Most admins appreciate the heads-up about broken links, even if they don’t use your suggestion.
Surround sound SEO
Here’s how surround sound SEO works: Rather than trying to rank #1 for ‘project management software,’ you aim to get mentioned on the 10–15 existing articles that already rank for that term. You’re not competing with them—you’re becoming part of the established conversation.
This creates a consensus effect, and you end up inheriting credibility from multiple sources. We’ve used this approach with clients through our Content Growth Model, and it consistently outperforms more traditional competitive strategies.
Digital PR and media outreach
Forget about blasting mass press releases. Modern digital PR is about positioning yourself as a go-to expert for specific topics. HARO (Help a Reporter Out) can be a powerful tool for earning mentions from news outlets. Combine it with digital PR to get backlinks from journalists, bloggers, and influencers.
Once you make a connection, continue to build your relationship by following their work, engaging thoughtfully with their content, and offering insights when they’re working on relevant stories. Podcast appearances, expert roundups, and quote opportunities often deliver better ROI than traditional PR because they target more specific audiences.
Guest blogging and thought leadership
Guest posting is still a great strategy, but most people approach it wrong. Generic pitches to every blog in your industry are a waste of everyone’s time.
To get the results you’re after:
- Target relevant audiences, not just high domain authority sites. A mention in a niche industry newsletter often delivers better results than a generic post on a major publication.
- Write for their readers, not your content calendar. Don’t pitch recycled content or thinly veiled product promotions. Give their audience something they can’t find anywhere else.
- Make your links feel natural. Contextual links that genuinely add value to the content will always outperform obvious link insertions.
Focus on publications where your ideal customers actually spend time. Authority metrics matter, but relevance and audience fit matter more. And don’t bother with shady link farms or buying links. Google’s algorithms are better than ever at spotting manipulative tactics.
Where most link building goes wrong
After years of running link building campaigns, I’ve seen the same mistakes kill otherwise solid strategies. Here are the ones that hurt the most:
Over-optimizing anchor text
Yes, we’ve already talked about this, but it’s worth repeating since it’s such a simple way to tank your site. If 70% of your links use the phrase “best marketing automation tools,” you’re on the express train to Google jail. Modern spam detection is sophisticated enough to spot these patterns from miles away. The fix is simple: vary your anchor text naturally and use words that actually describe the link.
Prioritizing quantity and vanity over relevance
More links = better, right? Not if they’re coming from irrelevant sites. A link from a high-quality niche blog will do more for you than 20 links from zombie domains with “SEO” in their names and no real readers. Same goes for chasing links from bit sites instead of smaller and more relevant ones. Instead of asking: “How high is their DA?” Ask: “Do their readers care about what we do?”
Ignoring link velocity and falling for black-hat tactics
Natural link growth happens gradually and will have ebbs and flows. Going from zero to 100 new links in 2 weeks looks exactly like what it usually is: a paid campaign or link scheme. Google’s algorithms are designed to spot these unnatural spikes. Buying links, link stuffing, or excessive exact-match anchor text will get you penalized. The best approach is to stay human and helpful while building consistently over time.
Using templated outreach that screams spam
We’ve all received those emails: “Hey [First Name], I just stumbled across your blog and LOVED your article on [Topic]…”
The problem isn’t just that they’re obvious templates. It’s that they show you haven’t actually read the content you’re pitching to complement. Take the extra time to reference something specific from their piece, or don’t bother reaching out at all. Oh, and since we’re on the topic of doing better, it’s time to stop asking for “just a quick link.”
All of these mistakes are more likely when you treat link building as purely transactional. The tactics that work long-term are the ones that create genuine value for both parties. Link building isn’t about tricks. It’s about earning trust, providing value, and showing up in places your audience already cares about.
How to measure link building success
If you can’t tie your links back to rankings, traffic, or revenue, you’re flying blind. The key is tracking metrics that connect link building activity to actual outcomes.
| Metric | What it tells you |
| Domain authority | Whether your site’s overall authority is improving over time |
| Referring domains | How many unique sites are linking to you |
| Backlink quality | Whether your links come from authoritative, relevant, trusted sources |
| Keyword rankings | Movement up or down for strategic search terms |
| Organic search traffic | Growth in visitors finding you through search |
| Conversion from referral traffic | Whether those links send people who actually convert |
Pro tip: Use Google Search Console, Ahrefs, or Semrush to monitor these changes monthly—but don’t stop there. The whole point is measuring the impact of SEO on pipeline and revenue, and for that you’ll need to connect your analytics to your CRM.
Link building as a growth multiplier, not a growth hack
Link building is a long game with exponential returns. A single high-quality link today could still drive value a year from now, especially if it’s on a “best of” list or an authoritative industry resource.
The flip side? Ignore link building or take shortcuts, and your search visibility will suffer. Your competitors will outrank you, strengthen their domain authority, and earn the mindshare you’re after.
Whether you’re trying to unseat incumbents or build an organic flywheel from the ground up, link building is one of the most defensible channels you’ve got.
The right approach builds momentum that lasts. If you’re ready to invest in a link building program that keeps paying off, let’s talk strategy.
