by The Computing Australia Group | Link Building in 2025
External links are like public endorsements for your website. Every time another site links to you, they’re essentially saying, “This content is worth visiting.” Search engines notice those endorsements – and reward them.
That’s why link building remains one of the most important off-page SEO activities, even in 2025. Done well, it can dramatically increase your visibility, authority, and revenue. Done poorly, it can trigger penalties and long-term damage.
This guide walks you through what link building is, why it matters, how to create a smart strategy, which tactics to use (and avoid), and how to deal with toxic backlinks – in clear, practical language.
What Is Link Building?
Link building is the process of acquiring hyperlinks (backlinks) from other websites to your own.
- When another website links to your page → that’s a backlink (or inbound link).
- When you link from one page on your site to another → that’s internal linking (also important, but a different practice).
In SEO terms, link building focuses on:
- Increasing the number of websites that link to you (quantity)
- Improving the trust, relevance, and authority of those linking sites (quality)
Both matter. But quality always beats raw numbers.
Why Is Link Building So Important?
Search engines use links as a major signal of trust and relevance. While algorithms are now much more sophisticated than in the early 2000s, backlinks are still one of the strongest ranking factors.
Here’s what smart link building can do for your business.
1. Boost credibility and trust
Each backlink is a vote of confidence. If respected websites in your space regularly link to you, it signals to Google – and potential customers – that your content can be trusted.
- A handful of links from high-authority, relevant sites can be worth far more than dozens from small, unrelated blogs.
- When those links come from familiar brands, users are more likely to click and trust what they see.
2. Establish topical authority
When multiple sites in your niche consistently link to your content, search engines start to see you as an authority on that topic. That can:
- Make it easier for new content to rank
- Help you compete against bigger brands
- Support your overall E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals
3. Improve search rankings
All else being equal, a page with a stronger backlink profile tends to outrank similar content with fewer or weaker links.
Good backlinks can:
- Help you rank for more competitive keywords
- Push your content onto the first page of search results
- Increase visibility across a broader set of related search terms
4. Drive relevant referral traffic
Quality backlinks don’t just help with rankings – they send real people to your site.
- Links tend to come from pages topically related to yours.
- Visitors who arrive via those links already have some intent or interest in what you offer.
- Some links (for example, from a popular blog or news site) can send consistent referral traffic for years.
5. Build relationships in your industry
Link building often involves outreach and collaboration:
- Contacting bloggers, publishers, and influencers
- Contributing guest posts or expert quotes
- Partnering on content, webinars, tools, or research
These activities can open doors beyond links: joint campaigns, referrals, and business partnerships.
6. Protect your brand and rankings
Monitoring and managing your backlinks:
- Helps you spot spammy or manipulative links that could harm you
- Allows you to take action (outreach, removal, or disavowal) before they escalate into ranking drops or manual penalties
What Is a High-Quality Backlink?
Not all links are created equal. A strong, natural backlink usually has these characteristics:
1. It’s from an authoritative website
Authoritative sites tend to have:
- A long history, strong content, and a good reputation
- High organic traffic and visibility
- A healthy backlink profile of their own
Examples of typically high-authority sites include:
- Major industry brands
- Popular industry blogs or publications
- National news outlets
- Government websites (.gov)
- Educational institutions (.edu)
Third-party metrics like Domain Rating / Domain Authority are just estimates, but they can help you compare sites at a glance.
2. It’s topically relevant
Relevance is just as important as authority.
If you sell Aboriginal art online, a backlink from:
- A not-for-profit organisation working in Aboriginal community welfare and culture
- A respected art history blog
- A museum or gallery with a First Nations collection
…will usually be far more valuable than a random link from a generic coupon site or a fashion blog.
The closer the linking site’s topic is to your own, the stronger the trust signal.
3. It’s placed naturally within useful content
High-quality links are:
- Embedded within meaningful, relevant content
- Surrounded by context that makes the link helpful
- Typically placed in the main body of a page, not in the footer, sidebar, or a long list of unrelated links
A link that feels forced or irrelevant to the surrounding content is a red flag – both to users and search engines.
4. It uses sensible anchor text
Anchor text is the clickable text of a link.
Good anchor text is:
- Descriptive but natural (e.g. “link building strategy guide” instead of “click here”)
- Varied - not the exact same keyword every time
- Contextual, fitting naturally within the sentence
Over-optimised, keyword-stuffed anchor text in large numbers can look manipulative and may trigger penalties.
5. It’s earned, not bought or manufactured
The strongest links are earned because your:
- Content is genuinely valuable
- Brand is known and trusted
- Relationships and outreach are authentic
Links from spammy directories, private blog networks (PBNs), or obvious link schemes are the opposite — they’re toxic and can hurt you.
Types of Backlinks (and When to Use Them)
A diverse backlink profile looks more natural and resilient. Here are common types of links you’ll encounter:
1. Editorial links
- Links you “earn” when someone cites your content, research, or tools.
- Usually the most valuable type of backlink.
2. Resource page links
- Links from “resources”, “tools”, or “further reading” pages.
- Great for high-quality guides, checklists, and tools.
3. Guest post links
- Links from articles you write for other websites.
- Safe if the content is high-quality, relevant, and not done at scale purely for links.
4. Niche directories and citations
- Listings on relevant industry or local directories (e.g. local chambers, professional associations).
- Important for local SEO and trust - but avoid spammy, low-quality directories.
5. Digital PR and news links
- Links from press coverage, thought leadership, or data studies.
- Can bring both brand exposure and powerful authority signals.
6. Partner and supplier links
- Links from partners, vendors, clients, and associations you already work with.
- Often an easy, underused starting point.
How to Build a Modern Link Building Strategy
A good link strategy is not “Get as many links as possible”. It’s:
Earn the right links to the right pages in a sustainable, compliant way.
Here’s a simple framework.
1. Clarify your goals
Decide what link building should achieve for your business:
- Higher rankings for specific service or product pages
- More organic traffic to your blog or resource hub
- Brand awareness in a new region or vertical
- Better local visibility in Google Maps
Your goals will guide which pages you prioritise and which tactics you use.
2. Identify your priority pages and keywords
Next, decide:
- Which pages deserve links (e.g. your best guides, most profitable services, key category pages)
- The primary keyword themes for each of those pages
For each page, list:
- 1–2 primary keywords (e.g. “SEO agency Perth”)
- 3–5 supporting phrases or questions (e.g. “SEO services Perth”, “local SEO Perth”)
This ensures your link building reinforces your overall keyword strategy rather than pulling it in random directions.
3. Analyse your existing backlink profile
Use an SEO tool (Ahrefs, Moz, Semrush, etc.) to answer:
- How many referring domains (unique websites) link to you?
- Which pages attract the most links?
- Are there toxic or obviously spammy links?
- How do your links compare to top competitors?
Look for:
- Pages that deserve more links (high-value pages with few backlinks)
- Content that already attracts links - you can often create similar or updated assets
4. Study your niche and competitors
A niche and competitor analysis helps you understand:
- Where your competitors’ best links come from
- Which content formats work (guides, tools, case studies, stats, etc.)
- Which sites regularly feature businesses like yours (blogs, magazines, directories)
- Opportunities for industry partnerships, sponsorships, or content collaborations
You’re not trying to copy everything competitors do – just to see what’s realistic and where gaps exist.
5. Plan your linkable assets
Links don’t appear out of thin air – they’re attracted by content worth linking to. That’s why content and link building are tightly connected.
Content That Attracts Backlinks
Some content formats naturally earn more links than others. Here are proven types you can build into your strategy.
1. Visual content
Visuals are highly shareable and easy to embed:
- Infographics
- Process diagrams and flowcharts
- Comparison charts and matrices
- Short explainer videos or animations
- Data visualisations
When someone shares or embeds your asset (and credits you), you gain a backlink.
Tip: Include a clear embed code and/or “credit us” instructions below your visual to encourage proper linking.
2. List posts (“listicles”)
Lists break complex topics into digestible chunks:
- “10 Ways to Improve Your Site Speed”
- “25 Link Building Tactics That Still Work”
- “7 Tools Every Small Business Needs for SEO”
Because they’re scannable and practical, list posts often:
- Get bookmarked and shared
- Earn links from blogs looking for roundups and resources
3. Original statistics, research, and data
If you publish unique data, people will link to it when they reference your findings:
- Surveys and polls
- Industry benchmarks (e.g. average conversion rate in your niche)
- Case studies with transparent numbers
- Data pulled from your platform (anonymised and aggregated)
Journalists, bloggers, and marketers are constantly looking for fresh stats to reference. If your data is useful and easy to interpret, it can attract links for years.
4. Ultimate guides and evergreen resources
Comprehensive, evergreen guides that cover a topic in depth are extremely linkable:
- “The Complete Guide to Cybersecurity for Small Businesses”
- “Local SEO for Tradies: A Step-by-Step Guide”
- “The Definitive Guide to WordPress Website Maintenance”
These guides work best when they:
- Provide clear structure (chapters, headings, diagrams)
- Include examples, templates, and checklists
- Stay updated as best practices change
5. Tools, templates, and checklists
Practical assets are link magnets:
- ROI calculators
- Audit checklists
- Proposal or email templates
- Downloadable spreadsheets
People love linking to helpful tools because they make their content more valuable.
Effective Link Building Tactics in 2025
Once you have linkable assets, you can start using ethical tactics to get them in front of the right people.
Here are tried-and-tested approaches that still work – when done properly.
1. Digital PR and thought leadership
- Pitch data-driven stories, expert commentary, and industry insights to journalists and niche publications.
- Share breaking insights (e.g. how a new Google update affects local businesses).
- Publish op-eds or thought pieces on trends affecting your audience.
This approach is more work, but it can earn you high-authority links and strong brand exposure.
2. Guest posting (the right way)
Guest posting is still effective if you:
- Target relevant sites your audience actually reads
- Provide unique, high-value content (not generic fluff)
- Avoid spammy, low-quality blogs built solely for guest posts
Focus on:
- Sharing real expertise
- Including natural, contextual links back to your most relevant resources
- Building ongoing relationships, not one-off link drops
3. Broken link building
Broken link building involves:
1. Finding pages in your niche that link to content which no longer exists (404 errors).
2. Creating or identifying similar, high-quality content on your site.
3. Reaching out to the site owner and suggesting they replace the broken link with your working resource.
You’re genuinely helping them clean up a poor user experience – and earning a link in the process.
4. Unlinked brand mentions
Sometimes people mention your brand, product, or content without linking.
- Use SEO tools or Google searches to find unlinked mentions.
- Politely contact the site owner and ask if they’d be willing to add a link to your site as the source.
Because they already know you and have chosen to mention you, the conversion rate here can be high.
5. Partnerships, sponsorships, and community involvement
Consider:
- Sponsoring local events, sports teams, or industry meetups
- Joining business associations, chambers of commerce, or trade bodies
- Partnering on webinars, podcasts, or co-branded content
Many of these activities include natural links from event pages, sponsor lists, or partner resources – plus strong offline benefits.
6. Local SEO and citation building
If you serve a specific geographic area, local citations and links are crucial:
- Google Business Profile
- Major local directories (e.g. Yellow Pages equivalents)
- Local business listings, tourism sites, and community hubs
- Industry-specific directories and professional associations
Make sure your NAP (Name, Address, Phone) details are consistent across all listings.
Handling Toxic Backlinks
Just as good links can boost your rankings, toxic links can undermine them.
What are toxic backlinks?
Toxic backlinks are links that violate link quality guidelines or appear manipulative. Common culprits include:
- Spammy, low-quality directories with no real users
- Private Blog Networks (PBNs) built only to manipulate rankings
- “Link farms” and automated link schemes
- Paid links that pass PageRank (without proper tagging)
- Site-wide footer or sidebar links from irrelevant sites
Important:
A link from a small, low-traffic site is not automatically toxic. Many legitimate blogs and local businesses have modest traffic. A link becomes toxic when it’s clearly unearned or manipulative.
How to assess and deal with toxic links
1. Audit your backlink profile regularly
- Use tools to spot sudden spikes in links, odd patterns, or obviously spammy sites.
2. Classify links by risk
- Low risk: small but relevant sites, genuine mentions.
- Medium risk: low-quality directories, thin content sites.
- High risk: link farms, PBNs, hacked sites, adult/gambling spam (if unrelated to your business).
3. Try to get the worst links removed
- Email webmasters and politely request removal where feasible.
4. Use the disavow tool when necessary
- If you have a significant number of obviously spammy or manipulative links that you can’t get removed, you can create a disavow file and submit it to Google.
- This tells Google to ignore those links when evaluating your site.
Because links are an important ranking factor, disavow should only be used when you’re confident those backlinks are genuinely harmful.
For a deeper dive, you can maintain separate content on “how to disavow backlinks” and link to it from this guide.
Link Building Do’s and Don’ts
Do:
- Focus on quality, relevance, and user experience
- Create link-worthy content assets (guides, tools, data, visuals)
- Build genuine relationships with publishers and partners
- Keep your tactics transparent and compliant with search guidelines
- Track your results and refine your strategy over time
Don’t:
- Buy links that pass PageRank or participate in link schemes
- Use link farms, PBNs, or automated link-building tools
- Over-optimise anchor text with exact-match keywords
- Swap links excessively (“I’ll link to you if you link to me”)
- Panic and disavow every low-authority link - focus only on truly toxic ones
Handling toxic backlinks is as important as earning high-quality for an effective link-building strategy. Toxic backlinks are those that violate link quality guidelines. Spammy sites, Private Blog Networks, Link Directories, Paid links etc., are considered toxic links – they are considered spammy and can affect your rankings. It is important to note that a link from a low-traffic website does not necessarily mean the link is toxic – a link becomes toxic when it is not ‘earned’ and is gained by manipulative techniques.
You can control who you link out to, but you cannot always control who links in to your website. So, what do you do when you find a toxic backlink? Disavow them. You can make a disavowal file submission to Google and ask it to ignore those links as they may affect your rankings. Links are an important ranking factor, so ensure that the links are really harmful before you ask them to be ignored. Read our blog on disavowing backlinks to understand more on the topic.
There is no one-for-all solution when it comes to link building strategies. Each plan you create has to suit your business needs while utilising your resources to the maximum. Link building can seem like a daunting task, but it’s an unavoidable aspect of SEO. So, if you’re looking for expert assistance, don’t hesitate to reach out to us. Contact us or email us at sales@computingaustralia.groupto talk to our SEO team for effective link building strategies that push your business forward.
Jargon Buster
-
SEO (Search Engine Optimisation)
A set of strategies to improve your website’s visibility and traffic from search engines. -
SERP (Search Engine Results Page)
The page you see after typing a query into Google or another search engine. -
Backlink / Inbound link
A link from another website that points to your site. -
Disavow backlinks
A way to tell Google to ignore certain links when evaluating your site’s ranking. -
Link directories
Online lists or databases of websites, often organised by category. High-quality, niche directories can be useful; spammy directories should be avoided. -
Private Blog Network (PBN)
A network of websites created solely to pass links to a central site and manipulate search rankings. Using PBNs is considered a high-risk, spammy tactic. -
Referring domain
A unique website that links to your site. Multiple links from the same site still count as one referring domain.
FAQ
How long does it take to see results from link building?
It depends on your niche, competition, and the strength of your site. In many cases:
1. You may see early improvements in a few weeks for lower-competition terms.
2. For competitive keywords, it may take several months of consistent effort before rankings and traffic grow significantly.
Is link building still relevant in 2025?
Yes. While Google’s algorithms now use hundreds of signals, quality backlinks remain a core factor in how pages are discovered and ranked. The difference is that manipulative tactics no longer work long term – sustainable link building must focus on value and relevance.
Can I just buy links to speed things up?
You shouldn’t. Buying links that pass PageRank, participating in large-scale link exchanges, or joining link schemes goes against search engine guidelines. These tactics can lead to:
1. Sudden ranking drops
2. Manual penalties
3. Long-term trust issues that are hard to repair
How many backlinks do I need?
There’s no universal number. It depends on:
1. How strong your competitors’ backlink profiles are
2. The authority of the sites linking to you
3. The quality and relevance of those links
In many cases, 10 genuinely high-quality links can outperform 100 weak or spammy ones.
Do social media links help with SEO?
Most social media links are “nofollow” or “ugc” (user-generated content), which means they don’t directly pass ranking signals in the same way as traditional backlinks. However, social platforms can:
1. Amplify your content
2. Lead to natural editorial links from people who discover and reference your work
3. Build brand awareness and trust
So while social links don’t replace backlinks, they support your link building efforts.
