The best link building tactics to try in 2022


Date: 11 November 2021

Team members holding their hands out towards multiple cogs on a worktable

If you've ever ventured even slightly into the world of SEO, you'll have heard of link-building. Whilst the word itself is fairly self-explanatory, many agencies and businesses will discuss link-building like some sort of wizardry, and in many ways, it is. 

Paired with fantastic content, strong technical foundations and on-page optimization, link-building can supercharge organic success on search engines, giving your pages and domain the boost they need to rank and compete with bigger rivals.

But if it was easy, everyone would do it, right?

Google's algorithms are fickle and evolve year on year, meaning that what was once deemed acceptable in SEO might be frowned upon today. Link-building tactics are no exception to this rule. There are both good and bad ways to build links - and not all links are born equal.

So, what are the best ways to build scalable, authentic and authoritative links for your business' website? Here is a list of 6 best link-building techniques that can drive your growth in 2022, all of which have been tried and tested for ranking success.

1. Whitehat guest posting

Arguably the most popular way to build links, whitehat guest posting involves creating genuinely useful posts to be housed on relevant sites. When writing content to feature on another company's site in return for a do-follow link, whitehat guest posts consider the site's readership, reputation, and the value that the post can add. Black hat guest posts, in comparison, do not.

More often than not, whitehat guest posts are written by experts in the field being discussed, offering valuable insight and advice for those seeking it. Guest post authors can access these opportunities in two main ways: they're either invited to write one, or they request to. For small businesses, it's usually the latter.

To find these opportunities, simply start by searching for the following terms in Google:

  • Your field area or keyword + "submit a guest post"
  • Your field area or keyword + "write for us" + guest post
  • Your field area or keyword "accepting guest posts"
  • Your field area or keyword + "contribute a guest post"

Each and every site will have unique guidelines and submission processes, so you select the ones that best fit your brand and needs and work from there.

Reaching out to these sites can be time-consuming if you give guest posts the attention they deserve, so it's important to prioritise quality over quantity. A link from a site with top-centile domain authority is worth more than dozens from a low-quality site.

It's also valuable to think outside the box and seek opportunities with unorthodox groupings that are likely to give you highest-value links in the most authentic way.

For instance, you can ask your employees to write posts on their university alumni pages, or on career sites. These sites usually carry a really high domain authority and are equally as keen to share the experiences of their alumni on their blog.

2. Relationship-based link-building (RBLB)

Relationship-based link-building is another effective means of building do-follow links back to your site. However, it's important not to confuse this form of link building with link exchanges, or reciprocal linking whereby large groups of site owners link to each other's sites aimlessly, and with no regard for content or value. These kinds of careless exchanges are often self-defeating, and they can result in penalties rather than progress when Google figures out what you're doing.

Relationship-based link-building is an organic way to work with other websites, and it's much more advantageous to build relationships with like-minded editors in a network of link-building between sites without a negative footprint.

These will need to be websites that take as much pride in the content they post on their site as you do in yours, and the opportunities to collaborate on content and place links should be natural. When they're not, it creates a poor experience for both the linked content and the content from which you're linking. This is something Google is adapting quickly to identify.

After all, real people read the content online, and Google's primary goal is to deliver the best experience and the most useful responses possible to these users.

3. Digital PR

Digital PR is another effective way to build links to your site whilst simultaneously building your brand identity in the online and offline world.

Generally, the process involves creating and sharing exciting press releases in exchange for coverage from journalists, bloggers and influencers online. Since many high profile publications often enjoy high domain authority ratings, this can be a hugely effective method of building your link profile with top authority, relevant backlinks.

Of course, the press release content you provide needs to actually get picked up in order to be successful. Usually, the most creative and innovative press releases will catch a journalist's eye.

Proprietary data-driven content is often a winner here, as journalists are increasingly keen to cover reliable statistics and results in their articles, opposed to mere hearsay and regurgitated stories. That's why it pays to have original data and a robust methodology to back it up.

You'll also need to send your press releases to publications that are generally relevant, as journalists are fairly strict about what falls under their remit and are also short on time. Deliver the value you have to offer quickly and succinctly and personalise your press releases for the best results.  

A robust digital PR strategy is even better if you can pair it with more conventional PR, too. For instance, if you are able to leverage a genuine news announcement as part of your link-building strategy and outreach this to journalists in exchange for coverage and backlinks, you'll be killing two birds with one stone and increasing brand visibility all round.

4. Case Studies

Another, less conventional approach to link-building for businesses is to offer to create case studies for your vendors, or those with sites worth linking from. If you find that you're genuinely pleased with the results a vendor has delivered, why not shout about this, or how you leverage their product or service, in exchange for a backlink or two?

In most cases, a company will be delighted that you're offering to promote them, and they'll be keen to get you on board and reward you with a do-follow backlink in exchange.

This strategy is particularly effective in the SaaS industry, since most forward-thinking SaaS companies will be partnering with other SaaS companies for various things. This means that there are usually plenty of opportunities to share your case study on their blogs.

5. Review Sites

With new software review and comparison sites springing up all across the internet, getting listed on these sites is an underrated way to build high authority backlinks to your domain.

Even if these websites don't have incredibly high referral traffic, the value of acquiring a backlink on these authoritative sites is usually worthwhile, and it can be a fantastic way, outside of search, to showcase what your customers love about your product or service.

The best approach is to try and get listed on as many legitimate independent review and comparison sites as possible. You can use features like Ahrefs' link intersect tool to decipher which comparison sites are giving your competitors coverage, and where you could request to feature.

The site types vary depending on the field you're in. For example, for a SaaS product like our contract management software, we usually look for features on websites like Capterra, G2 and so on.

In Summary

Link-building is a vital component of any SEO strategy, and by leveraging these various link-building techniques, you can position your business for success in search. These tactics can be successfully implemented by businesses of all sizes, and can help your website increase search traffic, gain visibility and supercharge your target pages when it comes to search engine rankings. 

Copyright 2021. Post by Tom Bangay, Director of Content at

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