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Link Building Tactics & Strategies · Topic hub

Link Building Tactics & Strategies

Sander NilsenBy Sander NilsenSEO consultant & founder of Backly

Link building strategies vary widely in cost, risk, and effectiveness. From white-hat methods like HARO and guest posting to grey-hat tactics like PBNs and tiered link building, each approach carries distinct trade-offs in scalability, durability, and policy compliance.

This guide compares major link building tactics across key metrics, ranks the safest high-ROI strategies, and provides actionable insights for scaling campaigns without violating Google's guidelines. For advanced tactics, see advanced link building.

At a glance

Best Overall Strategy
HARO
Most Durable
Resource Page Links
Highest Risk
PBNs
Most Scalable
Guest Posting

Top 6 Safest Link Building Strategies

Ranked list of the safest and most effective link building strategies based on ROI, scalability, and compliance with Google's guidelines.

Scored on: Policy Risk · Cost · Durability · Scalability

  1. HARO

    9.5/10

    Low risk, editorial placements

    Pitch journalists for contextual mentions.

    • Low risk
    • High durability
    • Editorial placements

    Best for: Media relations and PR

    Learn more about HARO →

  2. Broken Link Building

    8.5/10

    Contextual, manual effort

    Replace dead links with your content.

    • Low risk
    • High durability
    • Contextual relevance

    Best for: Content-driven sites

    Explore broken link building →

  3. Digital PR

    8.0/10

    High authority, editorial placements

    Secure links through PR campaigns.

    • Low risk
    • High durability
    • High authority

    Best for: Brands with PR budgets

    Discover digital PR →

  4. Guest Posting

    7.5/10

    Scalable, risk if overused

    Contribute articles for contextual links.

    • Scalable
    • Contextual relevance
    • Moderate cost

    Best for: Scalable campaigns

    Learn about guest posting →

  5. Niche Edits

    7.0/10

    High authority, context-dependent

    Add links to existing high-authority pages.

    • High authority
    • Contextual relevance
    • Moderate scalability

    Best for: High authority placements

    Find out about niche edits →

  6. Resource Page Links

    6.5/10

    Durable, curated lists

    Secure placements on curated lists.

    • High durability
    • Editorial placements
    • Moderate scalability

    Best for: Long-term placements

    Explore resource page links →

Focus on strategies that align with Google's guidelines for long-term success.

In this topic

Medium riskLink insertionsLink insertions are backlinks added to existing pages on other sites, often via outreach or payment. Learn how they work, their risks, and best practices for SEO.Read →Medium riskGuest posting sitesGuest posting sites accept outside articles, often with backlinks. Learn how to find, evaluate, and use them effectively while avoiding spam risks.Read →Medium riskLink ExchangeLink exchange is a reciprocal link-building tactic where two sites agree to link to each other. Learn when it works, Google's policy, and best practices.Read →HARO Link BuildingHARO link building is a PR tactic where you answer journalist requests to earn editorial backlinks. Learn how it works, risks, and best practices for SEO.Read →Medium riskAdvanced Link Building TacticsAdvanced link building tactics like skyscraper, unlinked mentions, and broken-link building require manual outreach but can earn credible backlinks. Learn how they work.Read →High riskTiered link buildingTiered link building is a backlink strategy where lower-tier links amplify Tier 1 backlinks. Learn how it works, its risks, and best practices for SEO.Read →Medium riskTier 2 Link BuildingTier 2 link building means building backlinks to pages that already link to your site. Learn how it works, its risks, and when it's worth the effort.Read →Broken Link BuildingBroken link building is an outreach tactic where you replace dead links on relevant pages with your own content. Learn how it works, risks, and best practices.Read →Organic Link BuildingOrganic link building is earning backlinks through useful content and outreach, not buying links. Learn how it works, its effectiveness, and best practices.Read →Newsjacking for Link BuildingNewsjacking is a reactive PR tactic to earn editorial backlinks by attaching expert commentary to breaking news. Learn how it works, effectiveness, and risks.Read →Infographic Link BuildingInfographic link building is a tactic where you create and pitch visual assets to earn backlinks. Learn how it works, risks, and best practices.Read →Medium riskManual Link BuildingManual link building is the process of earning backlinks through direct outreach to editors and site owners. Learn how it works, its effectiveness, and common pitfalls.Read →Medium riskCrowdfunding link buildingCrowdfunding link building is earning backlinks by contributing to campaigns that list supporters with links. Learn how it works, risks, and best practices.Read →Low riskImage Link BuildingImage link building is the tactic of earning backlinks by creating useful images and getting other sites to credit or embed them with a link back to the source.Read →Medium riskChatGPT AI Link BuildingUsing ChatGPT for link building speeds up research and outreach but doesn't create backlinks. Learn how it works, risks, and best practices.Read →Low riskResource Page Link BuildingResource page link building is an outreach tactic to earn backlinks by getting your content added to curated resource pages. Learn how it works, its effectiveness, and best practices.Read →Medium riskScale Link BuildingScale link building means turning link acquisition into a repeatable system. Learn how it works, its effectiveness, risks, and best practices.Read →Low riskPodcast Link BuildingPodcast link building earns backlinks from podcast show notes and episode pages. Learn how it works, its SEO effectiveness, risks, and best practices.Read →Natural Link Building: How to Earn Backlinks Without Forced PlacementNatural link building is earning backlinks because other sites find your content worth citing. Learn how it works, its effectiveness, and best practices.Read →Link earningLink earning is getting backlinks because other sites want to reference your content, not because you asked for a link. Learn how it works, its effectiveness, and best practices.Read →Medium riskGuest posting sites: how to find, evaluate, and use them for backlinksGuest posting sites are blogs or publications that accept contributor articles. Learn how to find, evaluate, and use them effectively for backlinks and SEO.Read →Low riskLinkable AssetsLinkable assets are content pieces designed to attract backlinks naturally. Learn what makes them effective, how to create them, and their SEO impact.Read →Medium riskGuest PostsGuest posts are articles published on other sites to earn backlinks and traffic. Learn how they work for SEO, their risks, and best practices for effective placement.Read →Earn .gov BacklinksLearn how to earn .gov backlinks through public-interest content, resource pages, and partnerships. Understand the risks, effectiveness, and best practices for government link acquisition.Read →Link ReclamationLink reclamation is the process of recovering lost backlinks or converting unlinked brand mentions into live links. Learn how it works, tools, and best practices.Read →Medium riskNiche Edits Links: How They Work, Cost, Risk, and When to Use ThemNiche edits are backlinks inserted into existing content. Learn how they work, their cost ($200-$600 per placement), risks, and when to use them vs guest posts.Read →Digital PR Links: how this link-building tactic works, what it costs, and when to use itDigital PR links are backlinks earned by pitching newsworthy stories to journalists. Learn how this tactic works, its costs, effectiveness, and risks.Read →Link BaitingLink baiting is creating content designed to attract editorial backlinks naturally. Learn how it works, its effectiveness, risks, and best practices.Read →Generative engine optimization for link buildingHow generative engine optimization (GEO) impacts link building: optimizing for AI citations via authoritative backlinks, brand mentions, and contextual relevance.Read →Guestographics: a backlink-building tactic using original infographicsGuestographics are a link-building tactic using original infographics pitched to relevant sites for contextual backlinks. Learn how it works, risks, and effectiveness.Read →How to Get BacklinksLearn how to get backlinks effectively with proven tactics like link reclamation, guest posting, and broken link building. Avoid risks and follow best practices for SEO success.Read →Medium riskSkyscraper Technique in SEOThe skyscraper technique is a link-building tactic: find a page with backlinks, create a better version, then ask linking sites to switch. Learn how it works, risks, and best practices.Read →Brand Mentions for Link BuildingBrand mentions are unlinked references to your brand online. Learn how to track, qualify, and convert them into backlinks for SEO.Read →AI SEO for link building: how to use AI-powered tools and tactics to earn backlinksAI SEO in link building uses AI to speed up research, outreach, and analysis. Learn how it works, its effectiveness, and risks.Read →AI search link buildingAI search link building adapts traditional tactics for AI-first search: earn editorial links, brand mentions, and co-citations to improve entity recognition.Read →Unlinked MentionsUnlinked mentions are brand mentions without links. Learn how to find, prioritize, and convert them into backlinks with proven tactics and tools.Read →

White-Hat Strategies

White-hat link building focuses on earning editorial links through outreach, content, and PR. These methods align with Google's guidelines and carry minimal risk.

  • HARO: Pitch journalists for contextual mentions.
  • Broken Links: Replace dead links with your content.
  • Unlinked Mentions: Request links for existing brand mentions.

Grey-Hat Tactics

Grey-hat methods like guest posting and niche edits are scalable but riskier if overused or poorly executed.

  • Guest Posting: Contribute articles for contextual links.
  • Niche Edits: Add links to existing high-authority pages.
  • Resource Pages: Secure placements on curated lists.

High-Risk Methods

Black-hat tactics like PBNs and tiered link building violate Google's guidelines and can trigger penalties.

  • PBNs: Private blog networks for link placement.
  • Tiered Link Building: Amplify existing links with secondary layers.
  • Paid Links: Purchased placements without disclosure.

Emerging Trends

New approaches leverage AI, multimedia, and real-time opportunities for link acquisition.

  • AI-Powered Outreach: Automate personalized pitches.
  • Podcast Links: Secure mentions in show notes.
  • Newsjacking: Capitalize on trending topics.

Link Building Tactics Compared

Comparison of major link building strategies across policy risk, cost, durability, and scalability.

TacticPolicy RiskCostDurabilityScalability
HAROLow risk, editorial placementsLowLowHighModerate
Broken LinksContextual, manual effortLowLowHighLow
Guest PostingScalable, risk if overusedModerateModerateModerateHigh
Niche EditsHigh authority, context-dependentModerateHighHighModerate
PBNsViolates guidelines, high riskHighHighLowHigh

What the experts say

Focus on creating content that naturally attracts links rather than manipulating link schemes.
John MuellerSenior Webmaster Trends Analyst at Google

Frequently asked questions

What is the safest link building strategy?

HARO and unlinked mention reclamation are safest, as they rely on editorial placements and align with Google's guidelines.

Are niche edits risky?

Niche edits can be effective if contextually relevant, but purchased placements on low-quality sites carry significant risk.

How do I scale link building safely?

Focus on scalable white-hat tactics like HARO and broken link building, while avoiding manipulative methods like PBNs.

What is the most durable link building tactic?

Resource page links and digital PR campaigns provide the most durable placements, as they're less likely to be removed.

Can I use AI for link building?

AI can assist with outreach and content creation, but automated link schemes violate Google's guidelines.

Sources

Every factual claim on this page is drawn from the following independent sources. Links open in a new tab.

  1. BuzzStreamDefines link insertions and outlines outreach, relevance checks, and how to pitch a placement.
  2. PressWhizzDescribes prospecting, relevance filtering, and prioritizing opportunities by metrics.
  3. PRNews.ioDefines link insertion as placing a backlink into existing content on another site.
  4. Linkbuilder.ioProvides a practitioner price ceiling and payment-oriented insertion workflow.
  5. DofollowGives instructions for contextual placement, anchor text, and copy around the link.
  6. The BlueprintExplains the basic step-by-step process for placing link insertions.