Link building in 2025: 12 ways to win or fail

As search engines continue to evolve, so too must our approach to link building.

In 2025, the focus has shifted more than ever toward quality over quantity, prioritizing authoritative, relevant backlinks from trustworthy sources.

This article outlines 12 essential dos and don’ts for effective link building, covering the most common pitfalls to avoid and the proven strategies that drive SEO success.

Fails: Common link building mistakes to avoid

1. Don’t: Prioritize quantity over quality

More is not better. Better is better. Earning numerous low-quality backlinks can harm your site’s credibility and rankings. 

Google values the quality and relevance of backlinks over sheer volume. 

One high-quality backlink from an authoritative website has more impact on rankings than multiple low-quality backlinks.

2. Don’t: Neglect the relevance of linked content

Building links from irrelevant websites can undermine your site’s credibility and rankings. 

For example, if you operate a law firm, acquiring backlinks from technology blogs or travel websites may not be as beneficial as securing links from legal publications or industry-specific directories.

Dig deeper: How to create shareable, link-worthy content in the AI era

3. Don’t: Publish thin content

Publishing low-quality, superficial content in an attempt to generate backlinks is counterproductive. 

Google and other search engines won’t reward content that isn’t valuable to visitors. 

Focus on creating high-quality, informative, and engaging content that addresses the needs and interests of your audience.

4. Don’t: Over-optimize anchor text

Anchor text optimization is important, but don’t overdo it.

Using exact match anchor text excessively may be seen as an attempt to manipulate rankings. 

Instead, use a diverse range of anchor texts that are relevant to the content being linked. 

Incorporate variations, branded anchor text, and natural language phrases.

5. Don’t: Ignore local SEO

If your business targets a local audience, neglecting local SEO opportunities can be a missed opportunity. 

Geo-targeted link building can enhance your website’s local search visibility. 

To strengthen your local SEO efforts, obtain links from business listing websites, local blogs, and local directories.

Dig deeper: 4 main types of local links and how to earn them

6. Don’t: Overlook personal connections

Leveraging personal connections within your industry can lead to valuable backlink opportunities. 

Many marketers focus solely on cold outreach, missing out on more natural, relevant links that can be obtained through existing relationships. 

Review your professional network and reach out to connections who can provide backlinks from authoritative sources.

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Wins: Effective link building strategies

7. Do: Create compelling and link-worthy content

Content remains at the heart of an effective backlink strategy. 

Produce valuable, engaging, and shareable content to attract high-quality backlinks. 

This includes: 

• Research results.
• Case studies.
• Surveys. 
• Infographics

Citing statistics and providing unique insights can showcase your expertise and encourage others to link to your content.

Dig deeper: How to use podcasts for natural link building

8. Do: Guest post on niche-relevant websites

Guest posting remains a viable strategy when executed correctly. 

Target highly relevant, reputable, and high-authority sites within your industry. 

Identify websites that closely relate to your niche, have a similar target audience, and possess a strong domain authority. 

Pitch valuable content ideas that align with their audience’s interests and needs.

9. Do: Harness the power of social proof

Encouraging social sharing of your content can attract backlinks organically. 

As content gains traction on social media, it is more likely to be referenced and linked to by other websites. 

Creating shareable content, engaging on social media, and using user-generated content (UGC) can amplify your brand’s relevancy and authority.

Dig deeper: Advanced tactics to maximize the SEO value of user-generated content

10. Do: Capitalize on unlinked mentions

Monitor the web for mentions of your brand that don’t include a link.

Tools like BuzzSumo can help you find unlinked mentions, providing opportunities for easy link building.

Reach out to the site owner and politely request that they add a link to your site.

11. Do: Focus on strategic content partnerships

Co-marketing and strategic content partnerships can leverage the authority and following of other industry blogs. 

Identify authoritative industry blogs and establish partnerships based on mutual benefits. 

Collaborate on content that allows for natural linking between your sites, expanding your reach and enhancing your website’s authority.

12. Do: Leverage internal link building

Don’t overlook the importance of internal links. 

Audit your site’s internal structure and identify pages, posts, or assets that can be linked internally based on topical relevance. 

Linking related content enhances the user experience and helps search engines crawl and understand your site’s structure.

Avoid common mistakes, embrace winning strategies

Link building strategies require us to focus on creating high-quality, linkable content, building relationships with reputable sources, and avoiding common link building mistakes. 

Remember, this takes long-term effort and consistent monitoring. 

Feeling overwhelmed by the complexities of link building? 

Consider partnering with reputable consultants or agencies who can support you and make the process effective and efficient. 

Dig deeper: How to spot and avoid shady link building vendors