Link building plays a crucial role in search engine optimisation (SEO) by enhancing a website’s visibility, authority, and organic rankings. It involves acquiring backlinks from external sources, indicating to search engines that your website is reputable and trustworthy. However, planning and executing an effective link building strategy can be challenging due to the constantly evolving SEO landscape. In this blog post, we will provide you with real-world examples and proven strategies for link building success.

Strategy 1: Guest Posting

Guest posting is a popular link building strategy that involves contributing high-quality content to other websites in exchange for a backlink. By leveraging guest posting, you can tap into the existing audience of a relevant website and increase your own visibility.

Real-world examples of successful guest posting campaigns:

  1. Example: A fitness enthusiast writes a guest post titled “10 Effective Exercises for a Stronger Core” for a popular fitness website. The article provides detailed instructions, accompanied by images and videos, to help readers achieve their fitness goals. The post generates engagement and earns a backlink to the enthusiast’s fitness blog.
  2. Example: A tech startup founder contributes a guest post on “The Future of Artificial Intelligence in Business” for a leading technology publication. The article discusses current AI trends, their impact on various industries, and the potential benefits for businesses. This guest post establishes the founder as an industry expert and drives traffic to their startup’s website.

Tips for successful guest posting:

  1. Identify reputable websites in your niche that accept guest contributions: Look for authoritative websites with an engaged audience that aligns with your target market. Research their guest posting guidelines or reach out to the website’s editors to inquire about guest posting opportunities.
  2. Craft unique and compelling content that adds value to the target website’s audience: Focus on providing valuable and actionable insights that resonate with the readers. Consider conducting thorough research, sharing personal experiences, or offering practical tips that readers can apply in their own lives or businesses.
  3. Adhere to editorial guidelines, ensuring your content aligns with the website’s tone and style: Carefully review the website’s guidelines to understand their preferred writing style, formatting, and content length. By adhering to these guidelines, you increase your chances of getting your guest post accepted and published.
  4. Avoid overly promotional content and focus on providing genuine value to readers: Guest posting is not an opportunity for blatant self-promotion. Instead, aim to educate, entertain, or inspire the readers. Share your expertise and insights without pushing your products or services excessively. By focusing on providing value, you build credibility and attract natural backlinks.
  5. Engage with the audience and respond to comments: Once your guest post is published, actively monitor the comments section and engage with readers who leave feedback or ask questions. By demonstrating your expertise and responsiveness, you further enhance your reputation and encourage readers to visit your own website for more information.

Remember, guest posting is a long-term strategy that requires patience and consistency. By consistently contributing high-quality content to reputable websites in your niche, you can gradually build a network of backlinks that boost your SEO efforts and increase your online visibility.

Strategy 2: Resource Link Building

Resource link building involves creating valuable resources, such as guides, infographics, or tools, and acquiring backlinks by offering these resources to relevant websites. This strategy provides value to users while attracting links from authoritative sources.

Real-world examples of websites earning backlinks through resource link building:

  1. Example: An e-commerce website specialising in organic skincare products creates an infographic titled “The Benefits of Natural Ingredients for Healthy Skin.” The infographic provides visually appealing and informative content, highlighting the advantages of using natural ingredients in skincare routines. As a result, the infographic earns backlinks from beauty bloggers, health-related websites, and even wellness magazines.
  2. Example: A financial planning company develops an interactive retirement savings calculator that allows users to estimate their retirement savings goals based on various factors like age, income, and investment strategy. The calculator is shared and linked to by personal finance bloggers, financial advisors, and even educational institutions offering retirement planning courses.

Tips for successful resource link building:

  1. Create high-quality and valuable resources that address specific needs or provide unique insights: Identify gaps in existing resources within your industry and develop content that fills those gaps. Offer comprehensive guides, informative infographics, interactive tools, templates, or industry reports that provide actionable information or solve common problems.
  2. Identify websites that may find your resource relevant and valuable: Research websites, blogs, industry publications, or online communities that cater to your target audience. Look for opportunities where your resource can complement their existing content or provide additional value to their readers. Consider websites that frequently link to resources similar to yours.
  3. Personalise your outreach to demonstrate the value your resource brings to the linking partner’s audience: When reaching out to potential linking partners, take the time to understand their website and audience. Tailor your outreach message to explain how your resource can benefit their readers or add value to their existing content. Show that you’ve done your homework and explain why you believe your resource is a valuable addition to their website.
  4. Emphasise the benefit of linking to your resource for their readership: Highlight the unique aspects or benefits of your resource and explain how it can enhance the user experience on their website. Emphasise how linking to your resource can provide valuable information, increase engagement, or offer a practical solution to their audience’s needs. Make it clear that linking to your resource will be beneficial to their readers.

By creating valuable resources and promoting them strategically, you can attract authoritative backlinks from websites that appreciate the value you provide. Remember, the key is to focus on developing resources that genuinely help and engage users, making them more likely to be shared and linked to by relevant websites.

Strategy 3: Broken Link Building

Broken link building involves identifying broken links on relevant websites and reaching out to suggest your own content as a replacement. By helping webmasters fix broken links, you provide value while earning backlinks to your website.

Real-world examples of websites earning backlinks through broken link building:

  1. Example: A health and wellness blogger discovers an article on a popular fitness website that contains a broken link to a recipe for a healthy smoothie. The blogger creates a similar recipe and contacts the website owner, informing them about the broken link and offering their own recipe as a replacement. The website owner appreciates the contribution and adds a link to the blogger’s recipe.
  2. Example: An online photography magazine comes across a photography tutorial page on a photography enthusiast’s website that has a broken link to a recommended camera accessories store. The magazine has a comprehensive list of reputable camera accessory stores and contacts the website owner, suggesting their list as a replacement. The website owner updates the broken link with a link to the magazine’s list.

Tips for successful broken link building:

  1. Use tools like Broken Link Checkers to find broken links on relevant websites: There are several tools available that can scan websites for broken links. Identify websites in your niche or industry that have broken links, ensuring they are relevant to your content or expertise. Tools like Check My Links, Ahrefs, or SEMrush can help you identify broken links on websites.
  2. Create high-quality content that serves as a suitable replacement for the broken link: Develop content that not only matches the topic or intent of the broken link but also provides additional value to readers. Ensure that your content is well-researched, informative, and comprehensive. By offering a high-quality replacement, you increase the chances of the website owner accepting your suggestion.
  3. Approach webmasters in a respectful and helpful manner: When reaching out to webmasters or website owners, be polite and respectful. Start by informing them about the broken link, providing the specific URL where the broken link is located. Offer your content as a suitable replacement, explaining how it aligns with the original intent of the broken link and how it can benefit their audience. Make it clear that you’re providing a solution to a problem, rather than simply asking for a link.
  4. Follow up if necessary: Sometimes, webmasters may not respond immediately or may overlook your initial outreach. If you don’t receive a response within a reasonable timeframe, consider sending a follow-up message to remind them about the broken link and your suggested replacement. However, be mindful not to be pushy or aggressive in your follow-up communication.

Broken link building can be a mutually beneficial strategy as it helps website owners fix broken links while providing you with an opportunity to earn relevant backlinks. By offering valuable content as replacements, you increase your chances of getting your suggested link accepted. Remember to approach webmasters with a helpful and respectful attitude, emphasising the value you provide.

Strategy 4: Skyscraper Technique

The skyscraper technique involves identifying popular content in your niche, creating superior and more comprehensive versions, and reaching out to websites that linked to the original content, offering them your improved resource.

Real-world examples of websites earning backlinks through the skyscraper technique:

  1. Example: A technology blog comes across a popular article titled “The Top 10 Productivity Apps for Entrepreneurs.” They decide to create a more comprehensive resource by expanding the list to 25 apps, providing in-depth reviews, and categorising them based on specific productivity needs. The blog then reaches out to websites that linked to the original article, showcasing their improved version and offering it as a valuable resource. As a result, several websites update their links to point to the blog’s resource.
  2. Example: A fashion website discovers a well-received blog post titled “10 Summer Fashion Trends.” They decide to take the skyscraper approach by creating a detailed guide on “The Ultimate Guide to Summer Fashion: 25 Trendy Outfit Ideas.” The guide includes styling tips, outfit inspiration images, and suggestions for different occasions. The website then contacts fashion bloggers and lifestyle publications that linked to the original post, presenting their enhanced guide as a more comprehensive and up-to-date resource. This effort results in new backlinks from influential fashion websites.

Tips for successful skyscraper technique:

  1. Identify popular content in your niche using tools like BuzzSumo or Google search: Look for articles, blog posts, infographics, or other content pieces that have gained significant traction, social shares, or backlinks in your industry. Pay attention to topics that resonate with your target audience and have the potential for improvement or expansion.
  2. Enhance the original content by adding value, improving visuals, or providing updated information: Once you’ve identified the popular content, strive to make your version even better. Consider adding more examples, including additional tips or insights, incorporating multimedia elements such as images or videos, or updating the information with the latest data or research. Your goal is to create a more comprehensive, valuable, and visually appealing resource.
  3. Reach out to websites that linked to the original content: Contact the webmasters or content creators who linked to the original content and inform them about your improved resource. Highlight the enhancements you made and explain why your version provides more value to their audience. Emphasise how your resource can complement and enrich the content they have already linked to. Personalise your outreach and make a compelling case for why they should consider linking to your superior version.
  4. Be persistent but polite in your outreach efforts: Remember that outreach can be a numbers game, and not every website will respond or update their links. Be prepared for rejections or non-responses. However, maintain a polite and respectful approach throughout your outreach. Follow up if necessary, but avoid being pushy or overly persistent. Building relationships and earning backlinks takes time and effort.

The skyscraper technique allows you to leverage existing popular content while adding value and attracting relevant backlinks. By creating superior resources, you can position yourself as an authority in your niche and increase the likelihood of earning valuable backlinks from websites that appreciate the improvements you’ve made.

Strategy 5: Digital PR and Content Marketing

Digital PR and content marketing involve creating newsworthy content, such as surveys, studies, or expert insights, and leveraging media and industry contacts to earn backlinks and exposure.

Real-world examples of websites earning backlinks through digital PR and content marketing campaigns:

  1. Example: An e-commerce company conducts a study on “Consumer Shopping Habits During the Holiday Season” and releases a detailed report with key insights and trends. They pitch the study to journalists covering retail and consumer behaviour, resulting in media coverage in major news outlets. As a result, they earn backlinks from high-authority news sites, industry publications, and blogs.
  2. Example: A financial services firm collaborates with industry experts to create a comprehensive guide on “Financial Planning for Retirement.” They promote the guide through targeted outreach to personal finance bloggers, financial advisors, and retirement-focused websites. The guide is featured and linked to by several industry influencers and earns backlinks from trusted sources in the finance sector.

Tips for successful digital PR and content marketing:

  1. Create compelling and unique content: Develop content that is informative, insightful, and relevant to your target audience and industry. This can include conducting original research, surveys, studies, or publishing expert insights and thought leadership articles. The key is to provide valuable and shareable content that stands out from the competition.
  2. Build relationships with journalists, bloggers, and influencers: Actively engage with media professionals, influential bloggers, and industry experts in your niche. Attend industry conferences, participate in online discussions, and establish connections through social media platforms like Twitter and LinkedIn. By building relationships, you increase the likelihood of getting your content noticed and shared by these influential individuals, leading to potential backlinks and media coverage.
  3. Use social media platforms to promote your content: Leverage social media channels to share and promote your content. Identify relevant hashtags and industry-specific communities where your target audience and influencers congregate. Engage in conversations, share snippets or teasers of your content, and encourage discussions around your topic. This can help increase the visibility and reach of your content, attracting the attention of potential linking partners.
  4. Monitor industry news and trends: Stay up-to-date with the latest news, trends, and discussions in your industry. This allows you to identify opportunities to contribute your expertise or unique insights to ongoing conversations. By offering valuable commentary or analysis, you can position yourself and your content as authoritative sources, attracting backlinks from publications covering the topic.

Digital PR and content marketing provide opportunities to generate buzz, attract media attention, and earn high-quality backlinks. By creating compelling and newsworthy content, building relationships with industry influencers, and leveraging social media, you can increase the visibility and reach of your content, ultimately leading to more backlinks and SEO success.

Strategy 6: Influencer Collaboration and Outreach

Influencer collaboration involves partnering with influential individuals in your niche, such as industry experts or popular bloggers, to create content together or secure their endorsement. This collaboration can lead to backlinks, increased visibility, and credibility.

Real-world examples of websites earning backlinks through influencer collaboration:

  1. Example: A fitness brand partners with a well-known fitness influencer to create a workout video series. The influencer promotes the videos on their social media channels and website, providing a backlink to the brand’s website where the videos are hosted. This collaboration not only attracts traffic and engagement but also earns valuable backlinks from the influencer’s website and social media profiles.
  2. Example: A beauty blog teams up with a popular makeup artist to create a tutorial video showcasing a specific makeup look using products from a cosmetic brand. The makeup artist shares the video on their YouTube channel, blog, and social media platforms, including a backlink to the blog post featuring the tutorial. This collaboration generates traffic, engagement, and backlinks from the makeup artist’s channels.

Tips for successful influencer collaboration and outreach:

  1. Identify influencers who align with your brand values and have an engaged audience: Look for influencers whose audience matches your target market. Consider factors such as their expertise, engagement levels, and credibility within your industry. Make sure their values align with your brand to ensure a genuine and authentic collaboration.
  2. Propose mutually beneficial collaborations: Reach out to influencers with specific collaboration ideas that provide value to both parties. This could include interviews, guest posts, co-creating content, hosting joint webinars or events, or product reviews. Tailor your proposal to highlight the benefits for the influencer, such as exposure to your audience or access to exclusive resources.
  3. Nurture long-term relationships with influencers: Building strong relationships with influencers can lead to ongoing link building opportunities. Engage with their content, share their posts, and provide value through collaboration. Stay in regular communication and offer support beyond the initial collaboration to foster a mutually beneficial partnership.
  4. Leverage social media and influencer networks: Utilise social media platforms to connect with influencers, engage with their content, and showcase your brand. Explore influencer networks or platforms that facilitate collaborations between brands and influencers. These platforms can help you discover relevant influencers, streamline communication, and facilitate the collaboration process.

Influencer collaboration and outreach offer the opportunity to tap into an influencer’s engaged audience, increase brand visibility, and earn valuable backlinks. By identifying suitable influencers, proposing mutually beneficial collaborations, and nurturing long-term relationships, you can leverage their influence and credibility to drive traffic and improve your SEO success.


Link building is a vital component of SEO, contributing to improved visibility, authority, and organic rankings. By implementing proven strategies and learning from real-world examples, you can successfully build high-quality backlinks for your website. Remember to tailor these strategies to your niche and goals, experimenting and adapting as needed. To learn more about our SEO services, visit the York SEO services page and start driving your website’s success.

Neil Manchip SEO Consultant