Link building is a vital component of search engine optimisation (SEO) that can significantly impact your website’s visibility, organic traffic, and search rankings. In this blog post, we will provide beginners with a comprehensive, step-by-step guide to help them start their link building journey effectively. By implementing these strategies, you can harness the power of backlinks to improve your online presence and achieve your business goals.

Step 1: Understanding the Basics of Link Building

Link building is a fundamental practice in SEO that involves acquiring hyperlinks from external websites to your own. These hyperlinks, also known as backlinks, act as “votes of confidence” for your content and play a significant role in search engine algorithms. Understanding the basics of link building is essential for beginners embarking on their link building journey.

Backlinks serve as endorsements or recommendations from other websites, indicating to search engines that your content is valuable, relevant, and trustworthy. When a reputable website links to your site, it signals to search engines that your content is worth promoting in search results.

The number and quality of backlinks to your site influence its authority, which is a key factor in determining search rankings. Search engines consider websites with a higher number of quality backlinks to be more authoritative and relevant to specific topics or keywords.

However, it’s important to note that not all backlinks are equal. Search engines also evaluate the relevance and credibility of the websites linking to yours. A backlink from a well-established and reputable website in your industry carries more weight than a backlink from a low-quality or unrelated site.

Building a diverse and natural backlink profile is crucial for long-term SEO success. A diverse backlink profile consists of links from a variety of sources, such as blogs, news sites, industry directories, social media platforms, and authoritative websites within your niche. This diversity signals to search engines that your website is valued by different types of online communities.

Creating a natural backlink profile means that the links pointing to your site are acquired organically, without resorting to spammy or manipulative tactics. Search engines are constantly improving their algorithms to detect and penalise websites that engage in unnatural or manipulative link building practices. It’s important to focus on earning backlinks through high-quality content, genuine relationships, and valuable contributions to your industry.

By understanding the basics of link building, you can lay a solid foundation for your link building journey. Remember that building a diverse and natural backlink profile takes time and effort. Stay focused on creating valuable content and building relationships within your industry, and the quality backlinks will follow, contributing to your website’s authority, relevance, and overall SEO success.

Step 2: Setting Clear and Measurable Goals

When starting your link building journey, it’s essential to set clear and measurable goals to guide your strategy effectively. By establishing specific objectives, you can track your progress and measure the success of your link building efforts. Here’s how to set SMART goals for your link building campaign:

  1. Specific: Define your goals with clarity. Instead of a vague goal like “improve search rankings,” be specific about the aspects you want to target. For example, you could aim to increase rankings for specific keywords, improve visibility in a particular geographic region, or enhance rankings for a specific product or service page.
  2. Measurable: Ensure your goals are quantifiable so that you can measure your progress. For instance, instead of aiming for “increased Domain Authority,” set a measurable goal such as “increase Domain Authority from 30 to 40 within six months.” This allows you to track your progress and determine whether you have achieved your desired outcome.
  3. Achievable: Set goals that are realistic and attainable within your available resources. Consider factors such as your budget, time constraints, and existing authority in your industry. While ambitious goals are great for motivation, they should still be within reach given your current capabilities.
  4. Relevant: Align your link building goals with your overall business and marketing objectives. Consider how link building can contribute to your larger goals, such as increasing online sales, driving more leads, or expanding your brand’s reach. Link building should complement your broader marketing strategy and support your business objectives.
  5. Time-bound: Assign a timeframe to your goals to create a sense of urgency and to facilitate effective planning. Determine a specific deadline for achieving your goals, whether it’s within a few months, six months, or a year. This helps you stay focused, track progress, and make necessary adjustments along the way.

By setting SMART goals, you provide a clear direction for your link building campaign and ensure that your efforts are aligned with your overall business objectives. These goals act as milestones that you can work towards, track progress, and evaluate the success of your link building efforts.

Remember, link building is a long-term strategy that requires patience and persistence. It may take time to see tangible results, but by setting clear and measurable goals, you can stay motivated and make data-driven adjustments to optimise your link building strategies as you work towards achieving your desired outcomes.

Step 3: Conducting a Link Audit and Identifying Opportunities

A crucial step in kickstarting your link building journey is conducting a comprehensive link audit. This process involves evaluating your existing backlink profile to gain insights into its quality, relevance, and overall health. By performing a link audit, you can identify areas for improvement and discover valuable opportunities to enhance your link building strategy. Here’s how to conduct a link audit effectively:

  1. Utilise Link Analysis Tools: To gather data on your backlinks, utilise reputable link analysis tools such as Google Search Console, Moz’s Link Explorer, Ahrefs, or Majestic. These tools provide valuable information about the links pointing to your website, including the number of backlinks, referring domains, anchor text, and the authority of linking sites.
  2. Evaluate Link Quality: Assess the quality of your backlinks by considering factors such as the authority and relevance of the linking domains. Look for links from high-authority websites within your industry or niche, as they carry more weight in search engine algorithms. Identify low-quality or spammy links that may be detrimental to your site’s SEO and take appropriate actions to disavow or remove them.
  3. Identify Broken Links: Broken links, also known as dead links, are hyperlinks that lead to non-existent or inaccessible web pages. They can negatively impact user experience and harm your SEO efforts. During your link audit, identify any broken links pointing to your site and take steps to fix or replace them. You can reach out to the website owners and request a link update or redirect the broken links to relevant and functioning pages on your site.
  4. Analyse Anchor Text Distribution: Anchor text is the clickable text within a hyperlink. Analyse the distribution of anchor text in your backlinks to ensure it appears natural and diverse. A healthy backlink profile should have a mix of branded anchor text (your website or brand name), keyword-rich anchor text (relevant to your content), and generic anchor text (such as “click here” or “read more”).
  5. Explore Competitor Backlinks: Conducting a competitor backlink analysis can provide valuable insights and identify potential opportunities for your own link building strategy. Analyse the backlink profiles of your competitors to identify high-quality websites that are linking to them. Consider reaching out to these websites and offering them valuable content or partnerships that may lead to backlinks to your site as well.
  6. Seek Relevant Link Building Opportunities: Based on the findings of your link audit, identify potential opportunities for link building. Look for websites within your industry or niche that have high authority and a strong online presence. Consider reaching out to them for guest posting opportunities, resource link building, or other collaboration possibilities that can earn you valuable backlinks.

By conducting a comprehensive link audit, you gain a clear understanding of your existing backlink profile, its strengths, and areas that need improvement. This process helps you identify opportunities to enhance your link building strategy, target high-authority websites, and fix any issues that may be affecting your site’s SEO performance. Remember to regularly monitor and update your backlink profile as part of ongoing link building efforts.

Step 4: Choosing the Right Link Building Strategies

When it comes to link building, there are several strategies and techniques you can employ. Each strategy has its own benefits and approaches, so it’s important to choose the right ones that align with your goals, available resources, and target audience. Here are some common link building strategies to consider:

  1. Content-Based Link Building: Content-based link building involves creating high-quality, valuable content that attracts links naturally. Two popular techniques within this strategy include: a. Guest Posting: Write informative and engaging articles as a guest author for other websites within your industry. This allows you to showcase your expertise, gain exposure to new audiences, and earn backlinks to your site in author bios or within the content itself. b. Skyscraper Technique: Identify popular and link-worthy content in your niche, create something even better, and reach out to websites that have linked to the original content, offering them your improved version. This technique leverages the existing interest in a topic to earn quality backlinks.
  2. Relationship-Driven Link Building: Relationship-driven link building focuses on building connections and collaborations within your industry. This strategy emphasises networking and leveraging relationships to earn backlinks. Some effective techniques within this strategy include: a. Influencer Outreach: Identify influencers or thought leaders in your industry and build relationships with them. Collaborate on content, interviews, or joint projects that can lead to backlinks and increased exposure to their audiences. b. Networking: Engage with other professionals, bloggers, and website owners in your niche. Participate in industry events, conferences, and online communities to establish connections and explore opportunities for guest posting, partnerships, or link exchanges.
  3. Technical Link Building: Technical link building involves leveraging technical aspects of websites to acquire backlinks. This strategy focuses on identifying broken links or resource opportunities that can be capitalised on. Some techniques within this strategy include: a. Broken Link Building: Find broken links on websites within your niche and reach out to the website owners, informing them about the broken links and suggesting your content as a replacement. This technique offers value to the website owner by helping them fix their broken links and earns you a new backlink in return. b. Resource Link Building: Create valuable resources, such as guides, tools, or directories, that provide valuable information to your target audience. Promote these resources to relevant websites, organisations, or influencers who might find them useful and be willing to link to them as a valuable reference.

When choosing link building strategies, consider your goals, available resources, and target audience. Evaluate which strategies align best with your objectives and resources. It’s also important to continuously monitor and adapt your strategies as you gain insights and feedback from your link building efforts.

Remember, successful link building requires a combination of different strategies, creativity, and persistence. Experiment with different techniques and approaches to find what works best for your website and audience.

Step 5: Creating High-Quality, Link-Worthy Content

When it comes to link building, creating high-quality content is the cornerstone of a successful campaign. Well-crafted, valuable, and engaging content naturally attracts backlinks from other websites. Here’s how you can create link-worthy content:

  1. Conduct Thorough Keyword Research: Before creating content, conduct keyword research to identify relevant topics and target keywords. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to discover keywords that have decent search volume and match the interests of your target audience. Incorporate these keywords strategically into your content to optimise it for search engines and attract organic traffic.
  2. Address Your Audience’s Pain Points: Understand the needs and pain points of your target audience. Your content should provide solutions, answer questions, or offer valuable insights related to their interests. By addressing their pain points and providing helpful information, your content becomes more valuable and share-worthy, increasing its potential for attracting backlinks.
  3. Create Unique and Comprehensive Content: Aim to create content that stands out from the competition. Offer unique perspectives, in-depth analysis, original research, or practical advice that provides genuine value to your audience. Avoid duplicating existing content or simply rehashing information available elsewhere. The more unique and comprehensive your content, the more likely it is to attract backlinks.
  4. Incorporate Visuals and Multimedia Elements: Visuals such as images, infographics, charts, and videos can enhance the appeal of your content and make it more shareable. Visual elements break up the text, make it easier to consume, and increase engagement. Including multimedia elements can also increase the likelihood of others linking to your content, as they may embed or reference the visuals in their own articles or posts.
  5. Make it Easy to Share: Ensure your content has social sharing buttons and encourages readers to share it on their preferred social media platforms. The more easily shareable your content is, the greater its potential to reach a wider audience and attract backlinks. Additionally, consider creating embeddable resources, such as infographics or widgets, that other websites can incorporate into their own content while linking back to your site.
  6. Promote Your Content: Creating great content is only half the battle. To maximise its link-building potential, actively promote it. Share your content on social media, reach out to influencers and industry experts, and engage with relevant online communities or forums. By increasing the visibility of your content, you improve the chances of it being discovered and linked to by others.

Remember, link-worthy content is valuable, informative, and engaging. By conducting thorough keyword research, addressing your audience’s pain points, incorporating visuals and multimedia elements, and actively promoting your content, you increase its chances of attracting backlinks from other websites. Investing time and effort into creating exceptional content will not only improve your link-building opportunities but also enhance your overall SEO and digital marketing efforts.

Step 6: Implementing Your Chosen Link Building Strategies

After carefully selecting your preferred link building strategies, it’s time to put them into action. Implementation is a critical step that involves executing the techniques and tactics associated with your chosen strategies. Here’s a closer look at how you can implement different link building strategies effectively:

  1. Conducting Outreach for Guest Posting: If guest posting is one of your chosen strategies, start by identifying reputable and relevant websites that accept guest contributions. Study their guidelines and content requirements to ensure your pitches align with their expectations. Craft personalised outreach emails that clearly convey the value you can offer to their audience. Tailor each email to the recipient and highlight how your guest post can contribute to their website. Remember to follow up politely if you don’t receive an immediate response.
  2. Identifying and Fixing Broken Links: If you plan to leverage broken link building, begin by finding websites in your niche that have broken links. Use tools like Check My Links (a Google Chrome extension) or Broken Link Checker to identify broken links on these websites. Once you’ve identified broken links that can be replaced with your relevant content, reach out to the website owners or webmasters. Politely notify them about the broken links and suggest your content as a replacement. Be sure to emphasise how your content provides value and improves their users’ experience.
  3. Reaching Out to Influencers: If influencer outreach is part of your strategy, start by identifying influencers in your industry or niche. Research their work, interests, and engagement with their audience. Establish genuine connections by engaging with their content through comments or social media interactions. Once you’ve built rapport, craft personalised outreach messages that highlight the mutual benefits of collaboration. Propose ideas for partnerships, collaborations, or content contributions that can earn you backlinks from their platforms.
  4. Personalise Your Outreach Emails: Regardless of the specific strategy, personalising your outreach emails is crucial. Generic, mass-emailing approaches are less likely to yield positive results. Take the time to research and understand the recipient’s website, needs, and audience. Tailor your outreach emails to demonstrate that you’ve done your homework and show how your content or collaboration can benefit them. Personalised outreach efforts are more likely to grab the attention of website owners and influencers, increasing the chances of securing backlinks.
  5. Leverage Social Media: Social media platforms can amplify the reach of your content and enhance your link building efforts. Share your valuable content on platforms where your target audience is active. Engage with influencers, industry experts, and relevant communities by tagging them, mentioning them, or sharing their content. By building relationships and actively participating in discussions, you increase the visibility of your content and may attract natural backlinks. Additionally, social media can be a valuable platform for announcing partnerships, collaborations, or guest contributions, further expanding your link-building opportunities.

Throughout the implementation process, it’s essential to track and measure your efforts. Keep a record of your outreach emails, responses, and collaborations. Monitor the status of broken links you’ve reported and the publication of your guest posts. Use tools like email tracking software, Google Analytics, or link monitoring tools to gather data and analyse the impact of your link building efforts.

Remember, successful implementation requires patience, persistence, and ongoing refinement. Stay organised, maintain a positive and professional demeanor in your outreach, and continuously adapt your strategies based on feedback and results. Implementing your chosen link building strategies effectively will maximise your chances of earning quality backlinks and driving organic traffic to your website.

Step 7: Monitoring, Analysing, and Adjusting Your Link Building Efforts

Monitoring and analysing the performance of your link building campaign is a vital step in ensuring its effectiveness and making data-driven adjustments. By utilising various tools and metrics, you can track your progress, measure the impact of your efforts, and optimise your strategies. Here’s how you can effectively monitor, analyse, and adjust your link building efforts:

  1. Utilise Google Analytics: Google Analytics is a powerful tool that provides valuable insights into your website’s performance. Monitor referral traffic to identify the traffic generated from your backlinks. Analyse metrics such as bounce rate, time on page, and conversion rates for the visitors coming from referral sources. This data helps you understand the quality and engagement of the traffic driven by your link building efforts.
  2. Track Moz’s Domain Authority: Moz’s Domain Authority (DA) is a widely recognised metric that predicts the ranking potential of a website. Keep an eye on your website’s DA over time to gauge the impact of your link building campaign. An increase in DA indicates that your backlinks are positively influencing your website’s authority and visibility in search engine rankings.
  3. Monitor Backlink Data with Ahrefs: Ahrefs is a comprehensive SEO tool that provides in-depth backlink data. Use it to monitor the quantity and quality of your backlinks. Track the growth of your backlink profile, identify new links, and analyse the domain authority and relevancy of linking websites. This information helps you evaluate the effectiveness of your link building strategies and identify areas for improvement.
  4. Analyse Traffic and Conversion Patterns: Look for patterns in traffic and conversion rates that coincide with specific link building activities. Identify which backlinks are generating the most engaged visitors, driving conversions, or leading to desired actions on your website. This analysis helps you focus on the link building strategies and sources that provide the best results.
  5. Adjust Strategies Based on Performance: Continuously refine and optimise your link building strategies based on the insights gathered from monitoring and analysis. If certain strategies are not delivering the desired results, consider adjusting your approach. Explore alternative tactics, target different websites or influencers, or refine your outreach messaging. Pay attention to the types of content and sources that are generating the most valuable backlinks and prioritise those in your future efforts.
  6. Stay Updated with Algorithm Changes: Keep abreast of search engine algorithm updates and changes in SEO best practices. Search engines often refine their algorithms to ensure the quality and relevance of search results. Stay informed about any changes that may impact link building practices, and adjust your strategies accordingly to align with the evolving guidelines.
  7. Monitor Competitor Activity: Keep an eye on your competitors’ link building activities. Identify their successful tactics, learn from their strategies, and adapt them to suit your own goals and resources. Tools like Ahrefs or SEMrush can provide valuable insights into your competitors’ backlink profiles and strategies.

Remember, link building is an ongoing process, and monitoring and analysis are crucial for optimising your efforts. Regularly assess the performance of your link building campaign, make data-driven adjustments, and continue to refine your strategies based on the results. By staying proactive and adaptive, you can enhance the effectiveness of your link building efforts and drive sustainable organic traffic to your website.

In conclusion, monitoring and analysing the performance of your link building campaign allows you to make informed decisions and adjustments. Utilise tools such as Google Analytics, Moz’s Domain Authority, and Ahrefs’ backlink data to track your progress, evaluate the impact of your efforts, and optimise your strategies for better results. Stay updated with industry changes, monitor competitor activity, and continuously refine your approach to stay ahead in your link building journey.


Building a successful link building campaign requires a systematic approach and persistence. By understanding the basics, setting clear goals, conducting thorough audits, selecting appropriate strategies, creating high-quality content, implementing techniques effectively, and monitoring your progress, you can kickstart your link building journey on the right foot. Remember to be patient, as link building takes time, and consider seeking professional SEO services for further guidance. Now it’s time to take action and unlock the potential of link building for your website’s success. If you are in need of link building or any SEO services, please view our Exeter SEO services page for more information.

Neil Manchip SEO Consultant