An in-depth guide to link building

Link building can play an incredibly powerful role in many digital marketing strategies for B2B businesses. External links pointing to your domain is an SEO tactic that has driven results since search marketing took off in the late 90s. 

Link building is still an imperative part of Google’s PageRank algorithm. It will remain one of the most important ranking factors in an AI and zero-click dominated search world in which businesses can fake E-E-A-T signals – something Google is fighting against.

What is Link Building?

In Layman’s terms, link building is the generation of links from an external site to your website. This passes ‘link juice’ from one domain to the other which Google perceives as extremely valuable – especially if the linking website has a highly relevant topical authority. Topical authority is a specific area or niche that scrapers think your website operates in. 

Google’s set of E-E-A-T guidelines help to prioritise genuine helpful, well researched and unique content. In turn, you achieve maintained SEO growth. And, one of the most important factors – which can fall into each of the four categories – is link building. Having relevant, high quality, non-spammy links will help you to hit the authoritative and trust elements of the guidelines.

Appeasing these signals will, typically, cause Google to push you up the SERPs. 

Key Trends in Link Building 2025

AI search is a massive talking point with the SEO industry. Not only are searches being dominated by AI Overviews on the SERPs, but AI generated content, rightly, is being penalised by search engines. The latter means that Google must prioritise content that demonstrates expertise and authority. 

It’s worth noting that when building links, even in the age of AI, links aren’t just about algorithms. They’re about building relationships and trust at a human level to maximise conversions. By emphasising smart link-building strategies, agencies can strengthen their SEO foundation and help brands thrive in an evolving digital landscape.

For marketing agencies like us, a robust link-building strategy positions your clients as leaders in their industries. This might involve creating captivating content that earns links naturally, collaborating with respected publishers, or participating in niche-specific online communities. The focus should always be on quality over quantity, ensuring relevance and alignment with your brand’s values.

Types of Link Building Strategies

White hat link strategies are non-spammy ways of building reputable links from sites. There are multiple techniques within this category that can revolutionise any B2B SEO strategy. 

Thought Leadership

Establish industry authority with insightful, original content. Showcase expertise, attract organic links and solidify your brand’s reputation as a trusted resource in trade publications.

Data Campaigns

Create value-driven link opportunities with exclusive research or data. Capture attention, earn citations and strengthen your E-E-A-T credentials with unique insights in a range of outlet types.

Case Studies

Highlight real-world success with engaging case studies. Driving links via case studies can be easier with two solid brand names in one study. They’re a fantastic way of demonstrating expertise and showing your audience the impact of your solutions.

Hard News

Secure high-authority links by delivering timely, impactful business news.

Measuring the Success of Your Link Building Efforts

Tracking the success of your link-building efforts is essential to refining your efforts and maximising ROI. Here are some of the key metrics we focus on to help you assess link building performance:

Key Metrics to Track

• Domain Authority (DA): A higher DA indicates that your link-building efforts are increasing your site’s credibility and trustworthiness in search engines.
• Referral Traffic: Monitor the amount of traffic coming from external sources. Quality backlinks often drive engaged users directly to your site.
• Keyword Rankings: Improved rankings for targeted keywords show that your link-building strategy is influencing your site’s search visibility.

It’s also worth noting, though, that one of the most important metrics is numbers. The more high quality links the better. 

Whether you’re new to link building in 2025 or looking to dip into something new, our link building and digital PR services offer the final touch on any comprehensive SEO strategy. 

Contact us to discuss in more detail.