In the world of SEO, link building holds a crucial role in enhancing website visibility and ranking on search engines. However, successful link building requires meticulous research to identify opportunities and develop effective strategies. In this comprehensive blog post, we will guide you through the process of conducting link building research, equipping you with the necessary tools to achieve your goals.

Understanding Link Building Research

Link building research serves as the foundation for a successful link building campaign. It involves a systematic analysis of various elements that contribute to effective link building, including potential link sources, competitor strategies, and market trends. By conducting thorough research, you gain valuable insights that inform your link building efforts and enable you to develop tailored strategies for maximum impact. Let’s delve deeper into the key aspects of link building research:

  1. Identifying Link Prospects: Link prospects are websites, blogs, or online platforms that have the potential to provide high-quality backlinks to your website. Link building research helps you identify these prospects by exploring relevant niches, industries, and communities where your target audience resides. By analysing the characteristics of potential link sources, such as their authority, relevance, and engagement, you can prioritise your outreach efforts and focus on sources that are most likely to yield valuable links.
  2. Enhancing Link Quality: Not all backlinks are created equal. Link quality plays a crucial role in determining the impact of your link building efforts on your website’s visibility and search engine rankings. Through research, you can assess the authority, credibility, and relevance of potential link sources. Tools like Moz’s Domain Authority or Ahrefs’ URL Rating provide metrics that help you evaluate the quality of these sources. By prioritising high-quality links from authoritative and relevant websites, you can strengthen your website’s link profile and enhance its reputation in the eyes of search engines.
  3. Improving Overall Campaign Effectiveness: Link building research helps you develop a strategic and data-driven approach to your link building campaign. By analysing competitor strategies, you can gain insights into their successful tactics, identify gaps in their link profiles, and uncover untapped opportunities. Additionally, researching market trends allows you to stay ahead of the curve and adapt your strategies to align with evolving industry practices. This continuous learning and adaptation improve the effectiveness of your link building campaigns over time.

In summary, link building research is a vital component of successful link building. It involves analysing potential link prospects, assessing link quality, and staying informed about industry trends. By conducting research, you can identify valuable opportunities, create tailored strategies, and maximise the impact of your link building efforts. Remember, a well-informed and research-based approach will lead to stronger backlink profiles, improved search engine rankings, and ultimately, increased organic traffic to your website.

Defining Link Building Goals

Setting clear and specific link building goals is a critical step before embarking on any research or implementation. These goals provide direction, purpose, and measurable targets that align with your overall SEO and business objectives. Defining link building goals helps you stay focused, track progress, and evaluate the success of your campaigns. Here’s a detailed breakdown of this process:

  1. Aligning with SEO and Business Objectives:
    Link building should be integrated into your broader SEO and business strategies. Consider your website’s overall goals, such as increasing organic traffic, improving search engine rankings, enhancing brand visibility, or driving conversions. Link building should support these objectives by boosting your website’s authority, credibility, and relevance in the eyes of search engines and users. By aligning link building goals with your SEO and business objectives, you ensure that your efforts contribute to the growth and success of your website.
  2. Setting Specific and Measurable Targets:
    To make your link building goals effective, they need to be specific and measurable. For example, rather than a vague goal of “increasing backlinks,” specify the number of backlinks you aim to acquire within a certain timeframe. Set targets that are attainable and realistic based on your resources and industry benchmarks. Measurable targets allow you to track progress, evaluate the success of your link building campaigns, and make data-driven decisions for optimisation.
  3. Considering Different Aspects of Link Building:
    Link building goals can encompass various aspects of your campaign. Some common link building goals include:
  • Acquiring high-quality backlinks from authoritative websites within a specific industry or niche.
  • Improving domain authority by obtaining links from a diverse range of relevant sources.
  • Enhancing brand visibility and exposure by securing links from influential blogs or media outlets.
  • Increasing referral traffic from backlinks to specific landing pages or content assets.
  • Improving keyword rankings by targeting strategic anchor text and acquiring links from relevant pages.

By defining goals that encompass different aspects of link building, you can create a well-rounded and comprehensive strategy.

  1. Breaking Goals into Milestones:
    Breaking your link building goals into milestones or smaller targets can help you stay motivated and maintain momentum throughout your campaign. Set intermediate milestones that align with your overall objectives and allow you to celebrate incremental achievements. For example, if your ultimate goal is to acquire 100 high-quality backlinks, set milestones for acquiring 25, 50, and 75 links along the way.
  2. Regularly Assessing and Adjusting Goals:
    Link building is an iterative process, and goals may need to be adjusted based on ongoing analysis and results. Regularly assess the progress of your link building campaigns, evaluate the effectiveness of your strategies, and make necessary adjustments to your goals. This flexibility ensures that your link building efforts remain aligned with changing market conditions, industry trends, and the evolving needs of your website.

In conclusion, defining clear and measurable link building goals is essential for guiding your research and shaping your strategies. Aligning goals with your SEO and business objectives, setting specific targets, breaking goals into milestones, and regularly assessing and adjusting them will empower you to track progress, measure success, and optimise your link building campaigns for maximum impact.

Conducting Competitor Analysis

Competitor analysis is a crucial aspect of link building research as it provides valuable insights into the strategies and tactics employed by your top competitors. By studying their backlink profiles and link building strategies, you can extract valuable insights and identify potential opportunities for your own campaign. Here’s a detailed breakdown of conducting competitor analysis:

  1. Identifying Top Competitors: Start by identifying your main competitors in the industry or niche. These are the websites or businesses that rank well for your target keywords or target the same audience as you. Competitor analysis is most effective when focused on a select group of direct competitors rather than a broad range of unrelated websites.
  2. Analysing Backlink Profiles: Once you have identified your competitors, analyse their backlink profiles. Tools like Ahrefs, Moz, or SEMrush provide comprehensive data on competitor backlinks. Look for patterns and trends in their link profiles, such as the types of websites linking to them, the anchor texts used, and the overall diversity of their link sources. Identify the websites that consistently link to your competitors, as these are potential link prospects for your own campaign.
  3. Evaluating Link Building Strategies: Study your competitors’ link building strategies and tactics. Examine the methods they use to acquire backlinks, such as guest posting, content collaborations, broken link building, or influencer partnerships. Pay attention to the types of content they create, whether it’s blog posts, infographics, videos, or interactive tools. By understanding their strategies, you can gain inspiration for your own campaigns and identify areas where you can differentiate and excel.
  4. Extracting Insights and Potential Opportunities: As you analyse your competitors’ backlink profiles and strategies, extract valuable insights and potential opportunities. Look for gaps in their link profiles where you can target specific websites or industries that they haven’t tapped into. Identify the types of content or resources that consistently attract backlinks for your competitors, and consider how you can create similar or even superior content to attract links. Additionally, observe the tactics that seem to be most effective for your competitors and brainstorm ways to adapt and improve upon them for your own campaign.

Identifying Relevant Linkable Assets

Linkable assets are the content, resources, or features on your website that have the potential to attract backlinks. Conducting research to identify and evaluate these assets is crucial for successful link building. Here’s a detailed breakdown of the process:

  1. Evaluating Existing Content and Assets: Start by evaluating the content and assets already present on your website. Assess the quality, relevance, and uniqueness of your existing pages, blog posts, guides, videos, infographics, tools, or any other resources. Identify the pieces that have gained natural backlinks or have the potential to do so. This evaluation helps you understand your current linkable assets and their strengths and weaknesses.
  2. Identifying Link-Worthy Content and Resources: Based on your evaluation, identify the content and resources that are link-worthy. These are the assets that provide valuable information, solve problems, offer unique insights, or entertain your target audience. Look for content that is comprehensive, well-researched, visually appealing, and highly shareable. These assets have a higher probability of attracting backlinks from other websites.
  3. Conducting Gap Analysis: Perform a gap analysis to identify areas where you can create new linkable assets. Assess the topics, themes, or types of content that your competitors or other industry authorities have covered but you haven’t. Look for opportunities to provide a fresh perspective, update outdated information, or dive deeper into specific subtopics within your industry. By identifying gaps in the existing content landscape, you can create unique and valuable assets that have a higher likelihood of attracting backlinks.

In summary, conducting competitor analysis provides insights into your competitors’ backlink profiles and link building strategies, allowing you to extract valuable insights and identify potential opportunities. Identifying relevant linkable assets involves evaluating existing content and assets on your website, identifying link-worthy content and resources, and conducting gap analysis to discover opportunities for creating new assets. These research-driven steps lay the foundation for an effective link building campaign by ensuring that your efforts are well-informed, targeted, and focused on delivering valuable content that attracts backlinks.

Keyword Research for Link Building

Keyword research is a critical component of link building as it helps you identify relevant target keywords that can drive targeted traffic and attract valuable backlinks. Here’s a detailed breakdown of conducting keyword research for link building:

  1. Identify Relevant Target Keywords: Start by brainstorming and identifying keywords that are relevant to your industry, niche, or the content you want to promote. Consider the terms and phrases your target audience would use when searching for information related to your offerings. Use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to expand your list and discover related keywords. Look for keywords with a moderate to high search volume and reasonable competition.
  2. Assess Link-Building Potential: As you compile your list of target keywords, assess their link-building potential. Focus on keywords that are commonly used in link anchor texts or are frequently linked to by authoritative websites. These keywords often indicate topics or content that naturally attract backlinks. Tools like Ahrefs’ Content Explorer or Moz’s Link Explorer can help you identify pages or content related to your target keywords that have a significant number of backlinks. Prioritise keywords that have a higher likelihood of generating link-building opportunities.
  3. Integrate Keywords into Content Creation: Once you have identified your target keywords, integrate them strategically into your content creation process. Develop high-quality, informative, and engaging content that naturally incorporates your target keywords. Create comprehensive blog posts, articles, guides, or resources that provide valuable insights or solve problems related to your target keywords. By aligning your content with the keywords that have link-building potential, you increase the likelihood of attracting backlinks from relevant websites.

Prospecting and Outreach Research

Prospecting and outreach research are crucial steps in the link-building process. It involves identifying potential websites, blogs, and influencers in your industry or niche who can provide valuable backlink opportunities. Here’s a detailed breakdown of conducting prospecting and outreach research:

  1. Research Relevant Websites and Blogs: Identify websites and blogs that are relevant to your industry, niche, or target audience. Look for authoritative websites, influential blogs, or reputable online publications that align with your content and offerings. Explore industry directories, social media platforms, or online communities to discover potential link prospects. Analyse their content quality, engagement, and relevance to ensure they are suitable targets for your outreach efforts.
  2. Gather Contact Information: Once you have identified potential link prospects, gather their contact information. Look for contact pages, email addresses, or social media profiles on their websites. Tools like or Voila Norbert can assist in finding email addresses associated with specific domains. Collecting accurate contact information is crucial for effective outreach, as it allows you to establish communication and present your link-building proposition.
  3. Assess Suitability for Outreach: Before initiating outreach, assess the suitability of each prospect for your specific link-building goals. Consider factors such as their domain authority, relevance, audience size, and engagement metrics. Look for websites or blogs that have a history of linking to external sources or featuring guest content. Prioritise prospects that align with your target audience and have the potential to provide high-quality backlinks.
  4. Personalised Outreach: Craft personalised outreach messages that demonstrate your familiarity with the prospect’s content and explain why a collaboration or link placement would be mutually beneficial. Tailor your outreach based on the prospect’s website, industry, or recent articles to show genuine interest. Personalised and well-researched outreach messages significantly increase your chances of getting a positive response and securing quality backlinks.

In summary, conducting keyword research helps you identify relevant target keywords with link-building potential, enabling you to align your content and strategies accordingly. Prospecting and outreach research involves identifying suitable websites, blogs, and influencers in your industry, gathering contact information, and conducting personalised outreach to secure valuable backlink opportunities. These research-driven steps enhance the effectiveness of your link-building campaigns and increase the likelihood of acquiring high-quality backlinks from relevant sources.

Analysing Link Metrics and Authority

When conducting link building research, it’s essential to analyse the authority and quality of potential link sources. This evaluation allows you to prioritise your outreach efforts and focus on high-quality link opportunities. Here’s a detailed breakdown of analysing link metrics and authority:

  1. Understand Domain Authority (DA) and Page Authority (PA): Domain Authority (DA) and Page Authority (PA) are metrics developed by Moz that provide insights into the relative strength and authority of a website or webpage. Domain Authority measures the overall authority of an entire domain, while Page Authority assesses the authority of a specific webpage. These metrics are based on various factors, including the quality and quantity of backlinks pointing to the domain or page.
  2. Utilise SEO Tools for Link Analysis: SEO tools such as Moz, Ahrefs, SEMrush, or Majestic provide link analysis features that allow you to evaluate the authority and quality of potential link sources. These tools offer metrics like DA, PA, referring domains, backlink profiles, and spam score. By inputting the URLs of potential link sources, you can obtain valuable insights into their link metrics.
  3. Assess Domain Authority and Relevance: Domain Authority serves as an indicator of a website’s overall authority and can help you gauge the quality and trustworthiness of potential link sources. Aim to target websites with a higher DA, as they tend to have a stronger online presence and are more likely to provide valuable backlinks. However, keep in mind that relevance is equally important. Look for websites that are relevant to your industry, niche, or content to ensure that the backlinks obtained are contextually valuable.
  4. Evaluate Page Authority and Link Relevance: In addition to assessing domain authority, it’s crucial to evaluate the Page Authority of specific webpages where your backlinks may be placed. Page Authority helps determine the strength and influence of individual pages. Consider the relevance of the page’s content to your target keywords, audience, or industry. Acquiring backlinks from pages with higher Page Authority that align with your content and target keywords can boost the effectiveness of your link building efforts.
  5. Consider Other Link Metrics: While Domain Authority and Page Authority are valuable metrics, it’s important to consider additional link metrics when analysing potential link sources. These metrics may include the number of referring domains, the quality and relevance of backlinks, anchor text diversity, and social signals. Evaluate these metrics to gain a comprehensive understanding of the overall link profile and the potential value of acquiring a backlink from a particular source.
  6. Prioritise High-Quality Link Opportunities: Based on your analysis of link metrics and authority, prioritise your outreach efforts and focus on high-quality link opportunities. Target websites with higher domain authority, relevant content, and a strong backlink profile. These are the sources that are more likely to provide valuable and authoritative backlinks that can positively impact your SEO efforts.

Remember, while link metrics and authority are important, they should not be the sole determining factors in your link building strategy. It’s equally crucial to consider factors like relevance, audience alignment, and the overall value a potential link source can provide to your website and users. The combination of link metrics and relevance will help you make informed decisions and secure high-quality backlinks for your link building campaigns.

Monitoring and Tracking Link Building Efforts

Once you have implemented your link building campaigns, it’s crucial to establish a robust system to monitor and track the progress and effectiveness of your efforts. Here’s a detailed breakdown of monitoring and tracking link building efforts:

  1. Utilise SEO Tools and Analytics: Take advantage of SEO tools and analytics platforms to monitor the impact of your link building campaigns. Tools like Google Analytics, Google Search Console, Ahrefs, or Moz provide valuable data and insights. Monitor metrics such as organic traffic, referral traffic, keyword rankings, and the number of acquired backlinks. These tools allow you to track the performance of your campaigns and identify areas for improvement.
  2. Track Backlink Acquisition: Monitor and track the acquisition of backlinks from your outreach efforts. Use backlink analysis tools to identify new backlinks and assess their quality and relevance. Regularly review your backlink profile to ensure that acquired links align with your objectives and maintain a healthy link profile.
  3. Measure Keyword Rankings: Continuously track the rankings of target keywords associated with your link building efforts. Monitor keyword positions in search engine result pages (SERPs) to assess the impact of your backlink acquisition on keyword visibility. Fluctuations in keyword rankings can provide insights into the effectiveness of your link building strategies and help identify areas for optimisation.
  4. Analyse Traffic and Conversion Metrics: Evaluate the impact of your link building efforts on organic traffic and conversions. Monitor changes in traffic patterns, user behavior, and engagement metrics. Analyse the pages or content that receive the most traffic from acquired backlinks to identify opportunities for further optimisation or content expansion.
  5. Evaluate Link Building Strategies: Regularly assess the effectiveness of different link building strategies and tactics. Identify the approaches that generate the highest-quality backlinks and the most significant impact on your SEO objectives. Analyse the correlation between specific strategies and observed improvements in organic rankings, traffic, or conversions. Based on this evaluation, refine your link building approach and allocate resources to the most effective tactics.

Staying Up-to-Date with Industry Trends

The SEO landscape is dynamic, with constant changes and updates. Staying informed about industry trends, algorithm updates, and best practices is crucial to maintaining the effectiveness of your link building efforts. Here’s how to stay up-to-date:

  1. Follow Industry Publications and Reputable Blogs: Regularly read industry publications, authoritative blogs, and reputable websites that focus on SEO and link building. Subscribe to newsletters, RSS feeds, or social media accounts of industry experts to receive the latest insights, news, and case studies. Stay informed about emerging trends, algorithm updates, and successful link building strategies employed by others.
  2. Participate in Forums and Online Communities: Engage in relevant forums and online communities where SEO professionals and link builders share knowledge and discuss industry trends. Participate in discussions, ask questions, and contribute your insights. These platforms provide opportunities to learn from peers, exchange ideas, and stay updated with the latest industry discussions.
  3. Attend Webinars and Conferences: Participate in webinars, virtual conferences, or industry events focused on SEO and link building. These events feature industry experts sharing their experiences, strategies, and insights. Attend presentations, join networking sessions, and take advantage of learning opportunities to stay at the forefront of link building best practices.
  4. Continuously Adapt Your Strategies: Based on the knowledge and insights gained from staying up-to-date, continuously adapt your link building strategies. Implement emerging trends, align your tactics with the latest SEO practices, and adjust your approach to leverage algorithm updates effectively. By keeping your strategies in line with industry trends, you ensure that your link building efforts remain relevant, effective, and capable of delivering long-term results.

In summary, establishing a robust monitoring and tracking system allows you to assess the impact of your link building efforts and optimise your strategies. Additionally, staying up-to-date with industry trends ensures that your link building campaigns are informed by the latest insights and best practices, leading to continued success in your SEO endeavors.


Link building research is an essential pillar of successful SEO campaigns. Through meticulous research, you can identify valuable link prospects, create engaging linkable assets, and develop tailored strategies that boost your website’s visibility and authority. By implementing the steps outlined in this blog post, you will be well-equipped to conduct effective link building research and achieve your SEO goals. Stay committed, adapt to industry trends, and reap the rewards of your well-earned backlinks.

Remember, the true power of link building lies not just in acquiring links but in building meaningful relationships with your audience and industry peers. Invest time, effort, and creativity into your research, and watch your link building efforts yield long-term SEO success.

Neil Manchip SEO Consultant