Building backlinks: Complete guide with basics, tips and strategies

Building backlinks for your own website is considered a key factor for top positions on Google for good reason. With the right link building strategies, you can direct valuable links to your site and permanently increase your visibility in the search results.

In this comprehensive guide, we show you what’s important when building links, from the basics to advanced tactics. Find out how you can boost your ranking and attract more visitors to your website with relevant, high-quality backlinks.

In this comprehensive guide, you will learn step by step what really matters when it comes to successful link building – from the basics to proven strategies that even experienced marketers use.

Learn not only how to build high-quality and relevant backlinks, but also which common mistakes you should avoid and what actually works in practice.

We also show you how to identify and get rid of harmful or unnatural links in order to build a strong, secure backlink profile in the long term, without any risk to your rankings.

Let’s go! 🚀

What is link building?

Link building (also known as backlink building) is an essential part of search engine optimization (SEO) and refers to the process of building targeted backlinks from other websites as part of off-page optimization. The aim is to improve the authority, visibility and ranking of a website in search engines such as Google.

Definition of backlinks

Backlinks, also known as inbound links, are hyperlinks on other websites that point to your own site. The more high-quality backlinks point to a website, the better the ranking in the search results of Google & Co.

For search engines, backlinks are like “recommendations” or trust signals. They signal that other websites consider your content to be relevant and valuable. However, not all links are created equal – some can even have a negative impact on visibility.

Importance of backlinks for SEO

The SEO topic of “backlinks”, or more specifically backlink building, is one of the most important ranking factors for the search engine Google and others such as Bing, Yandex or Yahoo.

Backlinks transfer so-called “link juice” to the linked page and thus increase its authority on the web. In particular, a thematically relevant dofollow link from trustworthy domains can be very valuable for your own link profile.

Through targeted link building, your website can achieve better positions in the search results (SERPs) and generate more organic traffic.

However, it is important to build up a natural, diverse link profile and avoid spam links in order to prevent penalties from Google.

Why are backlinks important?

Backlinks are at the heart of a website’s SEO success. They are like recommendations from other sites that show Google: “Hey, this content is trustworthy and relevant!” The more high-quality backlinks a page has, the greater the impact on its visibility and ranking in search results.

Backlinks are therefore indispensable for companies that want to be at the top of their industry. They are a key ranking factor and Google itself confirms the importance of high-quality links for a good ranking.

But backlinks not only boost your ranking, they also directly attract visitors! For example, if an external website links to your site, this is a direct invitation for its readers to view your content.

Every backlink is therefore an opportunity to increase your reach and attract new users to your site – a win-win situation for SEO and visitor numbers.

However, link building is not a one-off task, but a strategic, ongoing process. If you want to hold your own against the competition and remain in the search results in the long term, you cannot avoid regular and sustainable link building.

This means: quality before quantity, continuous commitment and the development of a natural link profile.

Natural backlink profile: What is important?

A natural and sustainable backlink profile helps you on your way to long-term visibility. But what should you pay attention to when designing your link profile?

The quality of the websites that link to your site makes a huge difference!

Links from trustworthy, established domains with high authority are much more valuable than links from weak or even spam-suspicious sites. But how do you recognize whether a site is trustworthy?

This is where metrics such as Domain Authority (DA), Trust Flow (TF) and Domain Rating (DR) come into play. These provide you with a quick overview of the “strength” of a website.

You can use these metrics to assess whether a website could be a potential link source for you:

• Domain Authority (DA), a metric from Moz, rates the strength of a domain on a scale of 1 to 100. Websites with high DA values are particularly valuable to search engines.
• Trust Flow (TF), developed by Majestic, shows how trustworthy a site is based on the quality of its backlinks.
• Domain Rating (DR), from Ahrefs, measures the strength of a site’s backlink profile and also rates it on a scale of 1 to 100.

In our link marketplace, you’ll find these metrics for each link source so you can easily see which links are really giving you a boost.

Relevance of the backlinks

In addition to quality, the relevance of the backlinks also counts. Links from websites that are thematically relevant to your site are particularly valuable, as they signal to search engines that your content is relevant to the topic in question.

Imagine you have a website about healthy eating: a backlink from a health or nutrition blog would be ideal here! Such topic-relevant links show Google that your site provides exactly the content that users are looking for.

Diversity of link sources

A natural and trustworthy backlink profile is made up of a healthy variety of link sources. A mix of different sources – from directories, forums and blogs to online magazines – has an organic effect and helps to build your link profile.

Avoid using only one type of link source. A natural mix of sources shows the search engines that your link profile is growing “healthily” and has not been built up artificially.

Building backlinks: The ultimate step-by-step guide

Do you want your website to be at the top of Google? Then you can’t avoid the topic of backlinks. Here you can find out step by step how to build strong links that will really boost your ranking:

1. research and objectives

The first step in link building: targeted research and clear goals!

Start with a keyword research to find relevant terms under which you want to be visible in the rankings. Then create a list of potential websites that appear in the top 30 results and are possible link sources.

It helps to look at pages that already have strong rankings and authority – this shows you where a backlink would be particularly valuable.

2. finding new link sources

SEO tools such as SEMRush and Sistrix make the search for potential backlink sources much easier. They analyze which websites your competitors receive links from and show you pages that could also provide relevant backlinks for you. This allows you to target these sources and build up your own link profile.

3. content creation

A strong link profile starts with high-quality content. Create content that is so helpful, interesting or unique that others will link to it voluntarily – because it offers real added value.

Linkable assets are particularly suitable: Content that is frequently used as a reference and is often shared. Some proven formats that are regularly linked to include XXL guides, infographics, tools, studies, videos, checklists, white papers, glossaries, comparison tables and visualized workflows.

Such content offers enormous added value and increases the likelihood that they will link to your content – organically and without much effort.

3. link source analysis

Use SEO tools to identify relevant domains with high authority. Tools such as Ahrefs, Moz or our own backlink platform will help you to find websites with a good domain rating (DR) and trust flow (TF).

These metrics show the strength and trust of a website and are important indicators of a high-quality link source.

5. making contact

Write directly to bloggers or operators of thematically relevant sites and offer them your content as a potential link source. Make sure that your approach is friendly and concise and makes the added value of your content clear.

If you want to save time or build strong backlinks on relevant pages, you can also use our link platform for high-quality links!

6. backlink monitoring

A strong link profile needs to be maintained! Therefore, monitor your backlinks regularly with SEO tools such as Semrush to keep an eye on your progress and any changes in your link profile. This way, you can react quickly if inferior or unwanted links appear and take action if necessary.

7. optimization

SEO is a continuous process. Therefore, update your link profile regularly and check which links strengthen your authority. Targeted, continuous building of new links and the improvement of existing backlinks help to consolidate your rankings in the long term.

Build backlinks: The best strategies for a strong link profile

Possible strategies for high-quality link sources are, for example:

1. develop unique, valuable content (linkable assets)

Linkable assets are special content that other websites like to link to. Typical formats for this are

• Unique guides: Solve a specific problem of your target group and offer valuable insights.

• XXL-Guides: Comprehensive instructions on important topics that serve as detailed resources.

• Infographics: Visual content that conveys information simply and vividly and is often shared.

• Tools and statistics: Useful calculators, checklists or exclusive data collections that are regularly used as a source or aid.

• Exciting studies and survey results: These create real added value and position you as an expert in your field – perfect for digital PR and specialist articles.

• Videos & explanatory films: Moving content is often easier to understand and has a high viral potential.

• Checklists and templates: Practical templates that solve a problem directly and are therefore often saved or linked.

• Whitepapers & PDFs: In-depth content available for download – ideal for topic-specific links.

• Industry-specific glossaries: Explanations and reference works for technical terms that are frequently linked.

• Comparison tables & recommendations: Objective comparisons of tools, products or solutions with high utility value.

• Visualized processes or workflows: Clear representations that explain complex processes simply.

With these “linkable assets” you make your website attractive for natural backlinks. Other website operators recognize the added value for their own readers and are happy to link to your site. This way, backlinks are created organically – a more sustainable and effective SEO strategy than artificially built links.

2. guest posts on blogs relevant to the topic

Guest articles are a fantastic way to show your expert status and build valuable backlinks at the same time. You can publish guest posts on blogs that match the content of your site, for example, and place a targeted dofollow backlink back to your content, either in the article itself or in the author profile.

Research blogs and websites with high authority in your industry and offer to write a valuable guest article for them. Be sure to pay attention to quality and relevance: Your post should offer real added value for the blog’s readership and be a good fit for the target site in terms of content.

3. digital PR for reach and high-quality backlinks

With digital PR, you can place your content on well-known websites or in online magazines and secure high-quality links.

Focus on news-worthy content such as exciting statistics, press releases, trends, interviews, specialist articles or research results that are picked up and linked to in the press. This will not only help you achieve SEO success, but also a wider reach for your company.

4. broken link building

Imagine you discover a broken link on someone else’s website that refers to a topic that you also cover. You offer the operator your content as a replacement, thus helping them and gaining a high-quality link. This is exactly what broken link building is!

You make use of the broken links on other pages and suggest your page as an alternative. It is ideal if your content complements or deepens the existing topic – this increases the chance that your suggestion will be accepted.

This is how it works:

• Identify broken links: Use SEO tools or manually search pages for links that no longer work. A broken link can often be recognized by HTTP status codes such as 404 (Not Found) or 410 (Gone).

• Contact: As soon as you have found a broken link, contact the website operator. Show them how your content can fill the gap and explain why your site offers a sensible alternative. Personalized, concise emails increase the chances of success here.

This strategy increases the link popularity of your site and creates a real win-win scenario for you and the linking site.

5. directories & industry portals

Classic directory entries also still have their justification, provided they are thematically appropriate and reputable. Here, companies can enter their URL, company information and often a description with keywords to ensure topic-relevant links.

It is best to enter your website in all relevant business directories, regional portals or specialist platforms. These links are often trustworthy, well maintained and help local companies in particular to be found.

Important: Pay attention to quality when selecting directories. Automated entries in low-quality web catalogs can be perceived as manipulative by search engines. Carefully select high-quality directories that fit the topic and build trust. This investment pays off in the long term for link building.

6. local portals for regional companies

Listings in local portals and business directories are particularly valuable for regional businesses, such as cafés, tradespeople or medical practices. These entries increase visibility for local search queries and significantly improve local SEO. Companies with several locations or supra-regional offers should also use local SEO in a targeted manner to become more visible in certain regions.

An essential component of local SEO is a well-optimized Google My Business profile, among other things. Google Maps reaches over one billion users every day, making it a powerful marketing tool for local visibility.

By fully optimizing your profile and collecting reviews, you can strengthen your presence in local search results and build valuable backlinks.

7. clever use of social media profiles

Even if many marketers say otherwise: social media links can be valuable, even if they are marked as nofollow backlinks. This is because they bring visibility, reach and, with a bit of luck, follow-up links from other sites.

So actively use your profiles to draw attention to new content and promote your website.

8. activate existing contacts

Do you already have good relationships with partners, customers or other players in your industry? Then look up the e-mail address or telephone number and use vitamin B for link building!

Personal contacts are often more willing to link to your site, for example as part of a recommendation, a joint project or by integrating your content into their own.

Dos and don’ts when building backlinks

Care is the be-all and end-all when building links. Because only through a strategic, sustainable approach can you achieve long-term success that will strengthen your website and make it relevant for Google.

In the following, we will therefore show you what you should pay attention to and what mistakes you should avoid.

Link building: You should definitely avoid these 5 mistakes

Even with a well-thought-out strategy, there are some stumbling blocks lurking in link building. Because not every measure actually benefits your website – in the worst case, it can even damage your online presence.

Inexperienced website operators in particular often fall into typical traps that can have a negative impact on their ranking. It is therefore important to know the most common mistakes in order to avoid them.

1. No participation in link exchange systems or link farms:

   Link exchange and so-called link farms are methods in which pages artificially link to each other. The arguments for these practices, such as faster link building and supposedly better rankings, appear tempting.

   The problem: search engines quickly recognize such patterns and classify them as manipulation. This can not only lower rankings, but also lead to harsh penalties.

2. No unnaturally fast link growth:

   In link building, it is important to consider link velocity – this means how quickly new backlinks are built.

   Although a rapid increase in backlinks can also be a positive signal for Google, there is also a risk that too high a speed could give the impression that unnatural methods are involved. Search engines could classify this as an attempt at manipulation. Therefore, focus on long-term, steady growth instead of rapid link building.

3. Make anchor texts varied:

   A common mistake is to use too many identical anchor texts. If all links are optimized for your most important keyword, this has a manipulative effect.

   Google prefers a natural link profile with a variety of anchor texts, i.e. a mixture of keyword anchors, brand anchors and neutral terms such as “click here”.

4. Stay away from links from spam sites or sites with a dubious reputation:

   The quality of the page that links to you has a direct influence on your SEO. Links from spam sites or sites with a bad reputation can therefore weaken the authority of your site.

5. It is therefore always better to use SEO tools to check the quality of a domain before you build links from it.

6. Do not use automated link building tools or software:

   Automated link building tools usually generate many low-quality links in a short time. These methods may look like a shortcut in the short term, but in the long term they usually do more harm than good, as Google attaches great importance to naturalness and relevance. Both can hardly be achieved through automation.

The effective “tiered link building” method explained simply

Tiered link building is a sophisticated strategy in which backlinks are structured in several levels (so-called “tiers”) in order to strengthen the “link juice” – i.e. the link power – in a safe and targeted manner.

The aim is to maximize the effect of high-quality backlinks on your main page without directly endangering it. With the layered structure, you increase the strength of your backlinks through additional links that have an indirect effect on your main page.

How tiered link building works

The method is based on the idea that high-quality backlinks to your main page (Tier 1) gain even more power if they are in turn supported by backlinks.

These additional links reinforce the original “link juice” without associating your main page with potentially riskier backlinks.

Example of tiered link building

Imagine your main page receives high-quality backlinks (Tier 1) from well-known, reputable websites such as blogs, news portals or thematically relevant industry portals. These links offer a direct boost to your ranking due to their high domain authority.

In the second tier (Tier 2), you link to these Tier 1 links with backlinks from sources that are less valuable but still thematically relevant, such as forums, social media profiles or blog comments. The Tier 2 links strengthen the link power of the Tier 1 links and make them even more valuable for your main page.

Structure of the tiers at a glance

• Tier 1: High-quality links from trustworthy, relevant websites (e.g. news portals, well-known blogs) point directly to your main page and increase its authority.

• Tier 2: Backlinks to the Tier 1 links from sources such as social media, forums and niche blogs to increase the value of the Tier 1 links.

• Tier 3: A third level of linking to the Tier 2 links, consisting of blog comments or directory listings that increase the visibility and power of the Tier 2 links.

Practical examples of tiered link building

Guest posts as Tier 1 links:

If you publish a guest article on a well-known website, this article contains a backlink to your main page. By linking to this guest article in social media or blog comments (Tier 2), you strengthen the article itself and thus also the backlink to your main page.

Social media profiles and shares as Tier 2:

You can also support your Tier 1 links with social media posts. To do this, share the link to a high-quality article that contains a backlink to your main page in thematically relevant groups and platforms. Each of these shares strengthens the Tier 1 link and thus the SEO effect on your main page.

Forums and niche blogs as Tier 3:

To further increase the effectiveness, you can add comments or mentions in thematically relevant forums to your Tier 2 links. These indirect backlinks ensure that the entire link structure is strengthened without your main page being directly involved.

When is tiered link building suitable?

Tiered link building is particularly suitable for experienced SEOs who want to maximize their ranking potential without violating Google guidelines. With this method, the link profile can be strengthened organically and efficiently, minimizing the risk of unnecessarily endangering the main page.

Link building: Recognize and remove harmful backlinks

Harmful backlinks can severely affect your SEO results and worsen your ranking. Spam sites or dubious sources can reduce the “trust” of your website, which has a negative impact on your visibility. It is therefore important to regularly check which pages link to you and to remove or disavow problematic links at an early stage.

Typical signs of harmful backlinks are, for example:

• Low domain authority & dubious content: Links from pages with low visibility or low-quality content are considered untrustworthy by Google – they weaken your own profile.

• Unnaturally high link density & over-optimized anchor texts: If a page is overloaded with many links or a conspicuously high number of keywords are used in the anchor text, this can be an indication of manipulative link building strategies.

• Lack of thematic relevance: Backlinks from websites that have nothing to do with your site in terms of content appear unnatural and can do more harm than good.

How to get rid of harmful backlinks

Once you have identified a toxic link with the help of an SEO tool such as Ahrefs, SEMrush or the Google Search Console, you have two options:

1. Either contact the operators of the linking site and ask them to remove it or

2. You use the disavow function in the Google Search Console to signal to Google that these links should not be evaluated.

Create disavow file

Sometimes a harmful link cannot be removed – for example, because the website is no longer active or the operator is not responding. In such cases, the disavow file offers a useful solution: You can use it to tell Google that you expressly distance yourself from these links and that they should not be included in the rating of your site.

You can upload this file to Google Search Console and enter the toxic links so that Google ignores them. A well-maintained disavow file secures your link profile by neutralizing harmful links for your ranking.

Optimize internal linking: How to use the full potential of your website

In addition to external links, well thought-out internal linking is also important in order to exploit the full potential of your website. With a clear, strategic link structure, you not only strengthen your SEO, but also improve user-friendliness – a real win-win!

You can think of internal links as signposts for your visitors and the search engine crawlers that navigate through your pages. They help Google to understand the structure of your site and recognize important content.

The clearer and more logical the linking, the better valuable content can be found and placed higher in the search results. This ensures a longer dwell time and reduces the bounce rate – both positive signals for Google.

5 practical tips for effective internal linking for better visibility!

With the right internal links, you can not only increase the visibility of important pages, but also increase the length of stay and reduce bounce rates. Here you will find 5 practical tips on how to design your internal linking effectively:

Tip 1: Use meaningful anchor texts

Anchor texts are the clickable texts of links and play a major role for SEO. Therefore, choose descriptive, relevant anchor texts that concisely describe the topic of the linked page and contain the most important keywords.

A well-chosen anchor text not only ensures that users immediately understand what to expect, but also gives the search engine crawlers valuable information about the relevance of the target page.

SEO tools such as the Google Search Console help you to analyze anchor text distribution and gain valuable insights into your linking structure.

Better, but fee-based tools such as Semrush also show you an optimal distribution and help you to optimize it much more precisely with proactive suggestions for solutions.

Important: Even though precise anchor texts are important, you should avoid using too many keywords in them, as this can quickly have a manipulative effect.

Rather go for variety and use a natural mix of different anchor texts: “Exact Match” (exact keywords), “Phrase Match” (related terms), “Generic Match” (“click here”) and “Brand Match” (brand name). This variety has a natural effect and supports a healthy backlink profile.

Tip 2: Link to thematically related pages

Link your pages to each other by linking thematically related content. This increases the relevance of the content and leads visitors to more in-depth information. This improves the user experience and helps Google to better understand your content.

Tip 3: Place important links high up

Ideally, place the most important internal links in the first few paragraphs, if appropriate. Google also values links in the main content more highly than links in the sidebar or footer. The placement therefore helps the crawlers to recognize which content is particularly valuable and should therefore be given more attention.

Tip 4: Distribute targeted link power

Analyze the structure of your website and identify the most important pages that should achieve rankings. Direct “linkjuice” (link power) from less important pages to these top pages in order to increase their authority. In this way, you ensure that the most important content is given more weight in the eyes of Google. However, you should always build important internal links carefully and in moderation.

Tip 5: Be careful with “nofollow” and “noindex”

Only use “nofollow” and “noindex” selectively, as these attributes can slow down the link juice. Pages that are important for the SEO ranking should always be “dofollow” so that the link power is fully transferred.

Conclusion: Successfully build backlinks with the right tools and strategies

A healthy backlink profile is no coincidence, but the result of a targeted strategy. With high-quality backlinks from trustworthy and relevant websites, you can increase your visibility in the search engines and bring your website to the top of the search results in the long term. To achieve this sustainably, it is crucial to carefully plan and regularly review both internal and external linking strategies.

Always pay attention to three key factors: quality, relevance and diversity. They form the foundation for sustainable rankings, strengthen trust in your website and protect you from being penalized by Google in the long term. A structured approach to building and developing your link building is therefore essential.

With a combination of targeted link building, optimization of internal linking and the removal of bad backlinks, you can build your link profile and improve the user experience at the same time.

However, it is particularly important that you don’t rely on just one method, but on different approaches such as the tiered link building strategy and the continuous maintenance of your link profile.

FAQ: The most frequently asked questions about building backlinks

What are backlinks and why are they important for SEO?

Backlinks are links that lead from other websites to your site, recommendations, so to speak, that transfer trust and authority. They are one of the most important ranking factors for Google: the more high-quality backlinks you have, the better your chances of achieving top positions in the search results.

What is important for a natural backlink profile?

A natural backlink profile is all about quality, relevance and diversity. Links from trustworthy, thematically relevant sites and a healthy mix of link sources such as blogs, directories or portals are crucial. One link from a strong site is much more valuable than many weak links.

What are the best strategies for backlink building?

Successful strategies for backlink building include high-quality content marketing, guest posts on relevant blogs, the development of linkable assets such as infographics and tools, digital PR and broken link building. The focus should always be on quality and relevance.

What mistakes should you avoid at all costs when link building?

Unnatural methods such as buying links, link farms or automated link spam are a no-go and risk penalties from Google. Building links too quickly or using too many identical anchor texts can also appear unnatural. Quality and naturalness should be at the forefront of every link building strategy.

How do you go about building backlinks for a new website?

Start with high-quality, relevant content that offers real added value. On this basis, initial backlinks can be gained through guest posts, press releases or directory entries. Social media links can also be a good starting point.

How can you further expand backlinks for an existing, established site?

A targeted link building strategy works best for established sites. This includes regular content updates, the development of linkable assets, collaborations with strong portals, guest posts or broken link building – all of which will strengthen your link popularity in the long term.

How does link building through content marketing work?

Content marketing is based on creating high-quality content that is thematically relevant to your offering and offers real added value. Guest posts on relevant blogs or the publication of guides, infographics and studies create natural backlinks in a valuable editorial environment.

What are linkable assets and how do they help with link building?

Linkable assets are content worth linking to, such as comprehensive guides, tools, infographics, videos or studies that solve a specific problem for the target group. They are so useful that other websites are happy to link to them voluntarily.

How does broken link building work?

With broken link building, you search for broken links on other websites and suggest your site to the website operator as a thematically suitable alternative. This allows you to generate high-quality, context-relevant backlinks with minimal effort.

How can PR measures help with link building?

Digital press relations, i.e. sharing stories, news or exciting trends about your brand as part of your online marketing strategy, can lead to valuable backlinks on strong news portals and online magazines. All you need are topics with news value and a targeted approach to suitable media and editorial offices.