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What is Link Building? (2026 Edition)

What is link building?

How backlinks work, why they still matter, and how modern link building actually builds rankings, traffic & authority.

diagram showing back link power being passed from one website to another

A simple definition of link building

Link building is the process of getting other websites to link to your site.
These links — called backlinks — act as signals of trust, authority and relevance. When high-quality websites link to you, Google interprets it as proof that your content is worth ranking.

Backlinks help your pages:

  • Rank higher in Google

  • Get found and crawled faster

  • Build brand authority

  • Increase organic traffic

  • Compete in tough search results

In short: content shows what you know — links show what others think of it.

How Links Work Inside Search Engines

Search engines use backlinks as a way to understand:

  1. Authority – If respected sites link to you, you’re likely credible
  2. Relevance – Links from related sites reinforce your topical expertise
  3. Popularity – More trusted sites linking = higher likelihood you deserve visibility

 

Google’s early algorithm (PageRank) was built around link evaluation. While the algorithm has evolved, backlinks remain one of the strongest ranking signals today.

 

Why Link Building Still Matters in 2026

Links Are Still a Core Ranking Factor

Despite AI, SGE rollouts, and more advanced ranking systems, backlinks consistently correlate with higher rankings. They help Google determine:

  • Which site is more trustworthy

  • Which content deserves page one

  • Which brands are authority leaders

There is no medium-competition SERP today where authoritative backlinks are not a major factor.

Links Strengthen E-E-A-T & Brand Authority

Backlinks contribute to:

  • Experience — experts tend to get referenced

  • Expertise — credible authors are cited

  • Authority — major sites link to authoritative voices

  • Trust — trustworthy brands get natural mentions

Good links help Google understand the entity behind your brand — an increasingly important signal in AI-powered search.

Where Link Building Fits in Your SEO Strategy

SEO has three pillars:

  1. Technical — site health, indexing, site speed

  2. Content — quality, depth, intent match

  3. Links — external validation of authority

If your technical SEO is solid and your content is strong, but competitors outrank you, the missing piece is often authoritative backlinks.

Key Link Types & Concepts You Need to Know

Internal vs External Links

  • Internal links connect your own pages

  • External links (backlinks) come from other websites

Bear in mind that this article focuses on external links.

Follow, Nofollow, Sponsored & UGC Links

TypeMeaningSEO Impact
NofollowDon’t count this normallyLimited
FollowPasses authorityStrongest
SponsoredIndicates a paid placementSafe when used correctly
UGCUser-generated contentLimited but natural

A natural backlink profile includes all of these.

Editorial, Outreach & Self-Created Links

  • Editorial links (most valuable)

  • Outreach links (guest posts, placements)

  • Self-created links (profiles, directories)

Natural vs Manipulative Links

Google penalises manipulative patterns such as PBNs, link schemes, and unnatural anchor footprints. Sustainable link building earns or acquires links that would exist even if Google didn’t.

What Makes a High-Quality Backlink?

Relevance (Topical, Local, Audience Fit)

A relevant DR 20 link often beats an irrelevant DR 70 link. Relevance is the strongest indicator of value. Relevance at the domain level is stronger but page level relevenace will also pass some power as long as the site has some cross over to your topic. 

A site about golf with a page on baking an apple pie is pointless.

Authority & Trust of the Linking Site

While metrics such as DR and DA are useful, the real signals include:

  • Real organic traffic

  • Strong, clean backlink profile

  • Editorial standards

  • No spam footprint

Link Placement, Context & Anchor Text

Best case

A link placed naturally inside a relevant page on a topical related site, using contextual descriptive anchor text.


Worst case

Sidebar widgets, footer links, boilerplate site-wide links, keyword-stuffed anchors.

Indexation & Site Health

If the linking page isn’t indexed, Google can’t see the link.
If the linking site is penalised, hacked, or deindexed, the link offers no value

High-Quality vs Low-Quality Backlinks

FeatureHigh-Quality LinkLow-Quality / Toxic Link
RelevanceStrong topical + contextual relevanceNo relevance
AuthorityReal site with real trafficFake metrics, no traffic
PlacementIn-content, editorialSidebar/footer/sitewide
Anchor TextNatural, descriptiveStuffed, exact match
IndexationFully indexedNot indexed / thin content
Source QualityClean, trusted domain, real trafficPBN, spam, AI mass content
Editorial ReviewManually placed within relevant contentAuto-inserted or system-generate

Red Flags of Toxic Links

  • PBNs

  • Gambling/casino adjacency

  • Link farms

  • AI mass-generated blogs

  • Sites selling links openly

Old-School vs Modern Link Building

What Used to Work (But Doesn’t Now)

  • Article directories

  • Link wheels

  • Keyword-stuffed guest posts

  • Large-scale reciprocal linking

  • Automated link spam

  • Forum signatures

Google’s Crackdown on Spammy Links

Google continues to refine spam detection via:

  • Penguin algorithm (now real-time)

  • Link Spam Update

  • Manual actions

  • AI-based pattern analysis

The message is clear: manipulative link building isn’t worth the risk.

Principles of Sustainable Link Building

  • Provide value

  • Build relationships

  • Create assets worth linking to

  • Avoid shortcuts

  • Prioritise relevance over volume

Link Building Strategies That Actually Work in 2026

Digital PR Campaigns

Earn links from:

  • News publications

  • Industry sites

  • Journalists

  • Bloggers

Digital PR increases both visibility and entity strength.

Content-Led Link Building (Linkable Assets)

Examples:

  • Data studies

  • Statistics pages

  • Tools

  • Templates

  • Expert guides

Check our article “How To Create A Link Building Strategy” for a deper dive.

Guest Posting (Done Right)

Still effective when:

  • Sites are relevant

  • Content is valuable

  • Placement is editorial

  • Articles genuinely help audiences

 

Bad guest posting is just paid link placement. Good guest posting builds authority.

Collaborations & Partnerships

Link-worthy partnerships include:

  • Podcasts

  • Co-branded studies

  • Joint webinars

  • Expert roundups

  • Interviews

This is relationship-driven link building — the future-proof kind.

Link Reclamation & Unlinked Mentions

If someone mentions your brand but doesn’t link it, that’s a missed opportunity.
Reclaiming unlinked mentions has one of the highest success rates in link building.

Citations & Directories

Very useful when using the main citation aggregators and niche-specific citations. Avoid mass-submission spam services.

Measuring Link Building Success

Leading Indicators (Short Term)

  • New referring domains

  • Anchor distribution

  • Link relevance improvements

  • Indexation of newly acquired links

  • Growth in website authority metrics

Lagging Indicators (Long Term)

  • Improved keyword rankings

  • Increased organic visibility

  • Higher organic traffic

  • Increased brand searches

  • More conversions and sales

Link building takes time, but is compounding

Tools to Track Link Building Performance

  • Ahrefs

  • Semrush

  • Moz

  • Majestic

  • Google Search Console

  • Google Analytics

Each measures a different part of link performance.

How Long Does Link Building Take?

Link building is often an ongoing strategy,if you stop and your competitors don’t then expect to see them pass you but typical timelines to ensure success would look something like:

  • Low competition: 1–3 months

  • Medium competition: 3–6 months

  • High competition: 6–18 months

SEO compounds — the more authority you build, the faster future links work.

Link Building Risks, Penalties & Staying Safe

Google’s Link Spam Policies (Plain English)

Google penalises links intended solely to manipulate rankings.
Examples include:

  • Buying links without “sponsored” tags

  • Large-scale guest posting for anchor text

  • PBN links

  • Automated link building

  • Excessive exact-match anchors

Patterns That Trigger Problems

  • Unnatural spikes in backlinks

  • Dozens of identical anchors

  • Obvious paid placements

  • Links from low-trust niches

  • Massive sitewide linking

Google detects patterns better than individual links.

When to Use the Disavow Tool

Use only when:

  • You have a manual action

  • You inherited toxic links

  • You’ve been hit by negative SEO

Most sites never need disavow.

Building a Risk-Aware Link Strategy

  • Avoid shortcuts

  • Use editorial relevance

  • Keep a natural mix of link types

  • Monitor monthly

Link Building in an AI Search / SGE World

Links & AI Overviews

Pages shown in AI Overviews tend to:

AI-powered search still relies on:

  • Authoritative sources

  • Strong entities

  • Verified brands

  • Trusted citations

  • High-quality publications

Backlinks feed all of these signals.

Entity Signals & Brand Authority

Modern SEO depends heavily on:

Modern SEO isn’t just about pages — it’s about brands.

Links contribute to:

  • Knowledge graph development

  • Brand associations

  • Semantic relationships

  • Digital identity

Digital PR is now as much about entity building as link acquisition.

Future-Proofing Your Link Building

A simple rule:

Would this link still have value even if Google didn’t exist?

Phil Roskams (The Link Bulder) Tweet

Should You Do Link Building Yourself or Hire an Agency?

When DIY Makes Sense

  • You have time

  • You have writing skills

  • You’re in a low-competition industry

  • You don’t have a budget

  • You understand best practices for link builsing

When to Hire Specialists

  • Competitive markets

  • High-growth goals

  • No internal resources

  • Need predictable monthly links

  • Want quality control + systems

How to Choose a Good Link Building Agency

Look for:

  • Transparent processes

  • Real examples of placements

  • Focus on multiple metrics not just DR or DA

  • Ethical practices

  • Reporting on every link

  • Strong editorial quality

Red flags:

  • Guaranteed metrics

  • Selling “DA 50+ links”

  • PBNs

  • No transparency

  • Cheap packages with 10 links for $1000

Key Takeaways: The Principles of Effective Link Building

  • Links are still essential in 2025

  • Quality > quantity every time

  • Relevance is the real ranking power

  • Sustainable link building = real marketing

  • Authority compounds — the more you build, the easier rankings come

  • Shortcuts are what get sites penalised

  • The goal isn’t links — it’s trust, visibility and brand authority

Picture of Written by Phil Roskams

Written by Phil Roskams

Phil Roskams is an SEO and link-building expert with over 14 years of experience driving organic growth for brands. He has led hundreds of successful link-building campaigns across competitive sectors, including finance, B2B, medical, and legal. Known for his ethical, data-driven approach, Phil helps businesses earn high-authority backlinks that build trust and visibility.

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