How to Get Backlinks
That's the short version. Here's how to actually build a backlink strategy that works.
1. Start with content worth linking to
No outreach tactic works if there's nothing worth linking to. Before you do anything else, make sure you have at least one genuinely useful asset; original research, a free tool, a detailed guide, or data nobody else has published. This is the foundation everything else builds on.
2. Try digital PR
Digital PR means getting your business featured in relevant press, industry publications, or niche websites; usually by pitching a journalist or editor a story, data point, or expert comment they'd want to publish. A single feature in a respected publication can be worth more than dozens of low-quality links.
- Monitor journalist request platforms for opportunities relevant to your industry
- Pitch original data or survey results — journalists need something newsworthy, not a sales pitch
- Build relationships with a handful of relevant publications rather than mass-emailing everyone
3. Guest post on sites your customers already read
Find websites and blogs your target customers visit, and pitch them a genuinely useful article (not a thinly-veiled advert). Most sites will let you include a link back to your site in your author bio or naturally within the content, in exchange for free, quality content for their audience.
4. Reach out directly for relevant link building
Find pages that already link to similar content or competitors, and reach out to suggest your own (better, more current) resource as an addition or replacement. This works especially well for:
- Resource page link building — many sites maintain "useful links" pages that are open to relevant additions
- Broken link building — find dead links on other sites and suggest your content as the replacement
- Unlinked mentions — find sites that mention your brand without linking, and ask them to add one
5. Use local and industry directories and partnerships
If you serve a local market, getting listed in reputable local business directories, trade bodies, and partner sites is a quick, legitimate way to build a base of relevant links. Look for genuine partnerships, sponsorships, or supplier relationships too; these often come with a natural backlink opportunity.
6. Avoid the shortcuts that backfire
Buying links, joining link farms, or using automated link networks can get you a quick volume of links, but Google actively penalises this. It can tank the rankings you're trying to build rather than help them. Stick to links earned through genuine relevance and value.
7. Track and measure your backlinks
Use a backlink tool (Ahrefs, Semrush, or Google Search Console's links report for a free option) to see which links you've earned, monitor for new and lost links, and check the quality of sites linking to you. This tells you what's working so you can do more of it.
Frequently asked questions
How many backlinks do I need?
There's no fixed number; quality matters far more than quantity. A handful of links from relevant, trusted sites will outperform hundreds from low-quality or unrelated ones.
How do I check my backlinks?
Google Search Console shows your backlinks for free under the "Links" report. For more detail; including competitor backlinks and link quality scores; tools like Ahrefs or Semrush give a fuller picture.
Are all backlinks equal?
No. Links from relevant, reputable, high-authority sites carry far more weight than links from unrelated or low-quality sites. A "nofollow" link (one tagged not to pass ranking value) is also worth less than a standard "dofollow" link, though both can still drive referral traffic.
Last updated: June 2026.
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