link building guide

Where should you start?

Not sure where to start? Pick the path that fits you, from complete beginner to agency owner, and read the guides in the order that makes sense. Every path is a reading order: each guide builds on the one before it.

Pick your path

New to link building

You know links matter but not much more. Start with what a backlink is and build up to how many you need.

8 guides · about 40 min
  1. What Are Backlinks? A Plain-English GuideThe one idea everything else builds on.
    4 min read
  2. Link Building: The Complete GuideThe big picture: what link building is and how it works.
    9 min read
  3. What Is Anchor Text? Types, Examples and What Ratio to UseThe words inside a link and why the mix matters.
    4 min read
  4. Dofollow vs Nofollow Links: What's the Difference?Which links pass authority and which mostly do not.
    4 min read
  5. Referring Domains Explained: What They Are and Why They MatterWhy 100 links from one site is still one vote.
    4 min read
  6. Domain Rating vs Domain Authority: DR and DA ComparedMaking sense of the scores every tool shows you.
    5 min read
  7. How Many Backlinks Do You Need to Rank?Turn the theory into a target for your own site.
    5 min read
  8. White Hat vs Black Hat Link Building: Where the Line Really SitsWhere the line is, before you build anything.
    5 min read

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Doing it yourself

You want to earn links with your own time rather than a budget. The tactics in the order most people should try them.

9 guides · about 38 min
  1. How to Get Backlinks (Earn, Ask or Pay)The three routes to a link: earn, ask or pay.
    5 min read
  2. Link Building Strategies: Every Tactic ComparedEvery tactic side by side on cost, effort and risk.
    2 min read
  3. Link Reclamation: Turning Unlinked Brand Mentions Into LinksThe quickest wins: links you are already owed.
    4 min read
  4. HARO Link Building: How Journalist Requests Earn Links in 2026Answer journalists and earn coverage.
    5 min read
  5. Broken Link Building: A Step-by-Step GuideReplace dead links with your page.
    3 min read
  6. Guest Posting: How It Works, What Google Says and What It CostsWrite for other sites, done properly.
    5 min read
  7. Blogger Outreach: How It Works and When to Use a ServicePitch bloggers who already cover your topic.
    5 min read
  8. Link Building Outreach Email Templates That Get RepliesThe emails that get replies.
    5 min read
  9. Link Building Tools: What Each One Does and What It CostsThe tools worth paying for once it is working.
    4 min read

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Advanced

You build links already. Protect what you have, get more from every link and avoid the mistakes that cost rankings.

7 guides · about 31 min
  1. Link Schemes: What Google Penalises and WhyExactly what Google penalises, from its own policies.
    5 min read
  2. How to Do a Backlink Audit (and When to Disavow)Check your profile and decide what to keep.
    5 min read
  3. Internal Linking for SEO: Structure, Anchors and AuditsPush the authority you earn to the pages that sell.
    4 min read
  4. What Is Link Juice? How Authority Flows Through LinksHow authority actually flows through a site.
    4 min read
  5. Digital PR for Links: How Campaigns Work, With ExamplesThe tactic that earns links at real scale.
    4 min read
  6. Tiered Link Building: How Tier 2 Links Work and the RisksWhat tiers are, and why most are not worth the risk.
    4 min read
  7. Link Building Case Studies: How to Tell a Real One From MarketingHow to tell a credible result from a sales pitch.
    5 min read

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Getting found in AI search

You want to show up in AI Overviews, ChatGPT and other assistants, and need to know where links fit.

5 guides · about 18 min
  1. AI SEO and Links: How Backlinks Fit Into AI SearchHow links fit into AI search, in one page.
    2 min read
  2. Generative Engine Optimization (GEO): What It Is and What WorksWhat GEO is and what the research says works.
    4 min read
  3. How to Rank in AI Overviews (and Google's AI Mode)How Google picks the sources it cites.
    4 min read
  4. LLM SEO: How to Get Cited by ChatGPT and Other AI AssistantsGetting cited by ChatGPT and other assistants.
    4 min read
  5. Brand Mentions: Why They Matter for AI Visibility and SEOWhy mentions matter even without a link.
    4 min read

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Hiring help

You would rather pay someone to build links. What it costs, what is safe, and how to pick a provider.

7 guides · about 32 min
  1. How Much Does Link Building Cost? Prices and Packages ComparedWhat links cost by type, from published prices.
    5 min read
  2. Is It Safe to Buy Backlinks? The Risks and How to Vet a SiteThe honest version of whether buying links is safe.
    5 min read
  3. Outsourcing Link Building: In-House, Freelancer, Agency or Platform?Freelancer, agency or platform: which fits you.
    4 min read
  4. Link Building Marketplaces: How They Work and When to Use OneHow marketplaces work and when to use one.
    4 min read
  5. Best link building servicesThe main services compared by use case.
    7 min read
  6. Best link building agenciesAgencies, if you want it fully managed.
    5 min read
  7. Link Building Reviews and ComparisonsEvery vendor review and head-to-head comparison.
    2 min read

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Agency owners

You sell SEO to clients and need links delivered under your brand, at a margin, without hiring a team.

6 guides · about 30 min
  1. White Label Link Building: How It Works for AgenciesHow white label works and how agencies price it.
    4 min read
  2. Outsourcing Link Building: In-House, Freelancer, Agency or Platform?The options for fulfilment without new hires.
    4 min read
  3. How Much Does Link Building Cost? Prices and Packages ComparedWholesale costs, so you can set your margins.
    5 min read
  4. Best link building servicesProviders compared on white label and minimums.
    7 min read
  5. Best guest post servicesGuest post suppliers side by side.
    5 min read
  6. Best digital PR agenciesWhen a client needs PR-level links.
    5 min read

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Still not sure?

Start with the beginner path. Even experienced SEOs find something in the guides on anchor text and link schemes. Or browse every core guide.