External links are crucial for improving and strengthening your website's visibility and, consequently, its positioning in Google's search results. However, external links from disreputable websites can be detrimental. This highlights the importance of building a network of quality backlinks.
Since Google implemented its Penguin update in 2012, it has refined its ability to differentiate between quality links and low-quality links, which degrade user experience. Penguin ended the indiscriminate insertion of external links that many online portals were guilty of. In fact, some websites, like directories, whose sole purpose was to publish links to other pages, have long fallen out of favour for resorting to unnatural SEO practices, considered spam.
The relevance of backlinks has not diminished over time; in an increasingly competitive SEO environment and with the emergence of AI in searches (like ChatGPT or Perplexity), the quality and authority of external links are more crucial than ever. Google continues to use backlinks as a fundamental signal of authority and relevance, especially with its algorithm updates focused on "Helpful Content" and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
Organic Links or Natural Links
The quintessential external link in Google's eyes is the organic link or natural link. This type of link arises independently of us. Any link inserted on another website that points to our site is considered a natural link. A natural or organic link appears within content that is thematically related to our website, making it a relevant link that adds value to the user. These are the types of links we all want pointing to our websites, especially if they are inserted into sites with high traffic volume and consistent social media activity.
Since March 2024, Google has assessed the helpfulness of content within its core ranking systems; the former "Helpful Content Update" no longer runs as a separate update. When other sites link to our content spontaneously, they signal to Google that our material is a reliable and relevant source for their own audiences. This improves positioning and strengthens our digital reputation and the perception of our brand as a leader in its sector.
Linkbuilding: What it is and How it's Used
As quality external links are not always generated easily, generally because our site has a low traffic volume and is little known, the solution is to resort to linkbuilding. Linkbuilding essentially involves locating websites that address similar or related topics to ours and offering them something their readers can use, such as original data, a guide or a tool, so that they choose to link to it.
These types of quality links contribute significantly to improving our website's visibility, as they are considered authoritative references, coming from sites that are well-regarded by Google. A solid backlink structure depends less on quantity and more on the quality of the links pointing to our site.
Buying a link without marking it is another matter. Google's spam policies list exchanging money, goods or services for links, or for posts that contain links, as link spam. Google accepts paid links for advertising if they carry rel="sponsored" or rel="nofollow", as its guide to outbound links explains.
When choosing which blogs and websites to approach, a series of criteria apply. First, the website must address topics related to our site, regularly publish articles, receive comments, and have a well-designed structure.
It must also receive a certain volume of traffic. If we get a link from a blog that barely has visitors, we will have wasted resources. A useful website for obtaining an estimated figure for traffic received is Similarweb.
It is advisable to check the website's social media presence. Not only is the community size important, but also its interaction with published posts.
Finally, it is recommended to check the site's SEO visibility. For this, one of the best current professional tools is Searchmetrics.
Advanced Criteria for Site Selection in Linkbuilding (2024-2026)
- Domain and Page Authority (DA/PA): While not direct Google metrics, tools like Ahrefs (Domain Rating – DR) or Moz (Domain Authority – DA) provide an estimate of a site's authority. A high DR/DA is a good starting point, always in relation to thematic relevance.
- Thematic Relevance: This is the most important criterion. A link from a highly authoritative but unrelated site will have less value than one from a less authoritative but highly relevant site. Google values thematic consistency to understand the link's context.
- Organic Traffic: Use tools like Semrush or Ahrefs to estimate the site's organic traffic. A site with consistent and growing organic traffic is a sign that Google values it. Avoid sites with minimal or declining organic traffic, as they may be penalised or have low-quality content.
- Linking Site's Backlink Profile: Analyse the backlink profile of the site you want a link from. If this site has a toxic or low-quality link profile, its link could harm you. Look for sites with a clean and natural link profile.
- Linking Site's E-E-A-T: Evaluate the site's Experience, Expertise, Authoritativeness, and Trustworthiness. Who are the authors? Are they experts in the field? Is the content original and well-researched? This is fundamental for Google in 2024 and beyond.
- Core Web Vitals and User Experience: Google values user experience. A site with good Core Web Vitals (LCP, INP, CLS) indicates it cares about its users. As of March 2024, INP (Interaction to Next Paint) replaced FID as the primary interactivity metric.
- Link Position: A link within the body of the content (contextual) is much more valuable than one in the footer, sidebar, or a list of resources without context.
- Anchor Text Diversity: Avoid excessive use of exact match anchor texts. Anchor texts should be natural: brand names, URLs or phrases that describe the page. Don't choose them to place keywords.
Ethical and Effective Linkbuilding Strategies for 2026
Linkbuilding has evolved beyond simply buying links. When other sites link to your content without being asked, this is called link earning: the links are earned with content worth citing, such as your own data, original studies or useful tools. The most effective strategies today focus on creating value and building relationships:
- Creation of Linkable Assets: Develop exceptional content that others will naturally want to link to. This includes original research studies, detailed infographics, comprehensive guides, free tools, or interactive resources.
- Quality Guest Blogging: Offer to write high-quality articles for relevant websites in your niche. Ensure the content is original, valuable to the host site's audience, and that the link to your site is contextually relevant and not forced. Don't pay for the article without marking the link, and don't optimise its anchor text: Google's policies name links with optimised anchor text in guest posts.
- Broken Link Building: Identify broken links on relevant websites and suggest your content as a replacement. This strategy benefits both parties: the webmaster solves a problem, and you gain a backlink. Tools like Ahrefs or Semrush can help you find these broken links.
- Unlinked Brand Mentions: Search for mentions of your brand or products on the web that do not include a link to your site. Contact webmasters and politely ask them to add a link.
- Digital Public Relations: Collaborate with journalists, bloggers, and influencers to gain media coverage that includes links to your site. This is especially effective for product launches, events, or relevant news.
- Competitor Analysis: Examine the backlink profiles of your best-ranking competitors. This can reveal link opportunities on sites that already link to content similar to yours.
- Community participation: Contribute useful answers in forums and discussions in your field, without spam. Being cited as an expert can lead to natural mentions and links.
Black-Hat Links
There is a third group of external links often categorised as Black-hat SEO. Black-hat links generally come from the aforementioned directories, forum comments that include links, or press releases with optimised anchor texts. We recommend avoiding these types of links, especially when it is very evident that their objective is commercial or promotional, and they generally do not appear natural.
Black Hat tactics, such as mass link buying, comment spam, or creating PBNs (Private Blog Networks), are extremely risky. Google has improved its ability to detect and penalise these practices. A manual or algorithmic penalty can result in a loss of visibility in search results, which can take months or even years to recover from. It is preferable to invest in ethical and sustainable linkbuilding strategies that generate long-term value.
Common Linkbuilding Mistakes and How to Avoid Them
Even with the best intentions, it's easy to make mistakes that can sabotage your linkbuilding strategy:
- Prioritising Quantity over Quality: This is the biggest mistake. Hundreds of low-quality links are detrimental. Ten high-quality, relevant links are invaluable.
- Ignoring Thematic Relevance: Getting a link from a recipe site if you sell software is useless, or even harmful. Relevance is key for Google.
- Excessive Use of Exact Match Anchor Text: If all your links use the same exact keyword as anchor text, it's a sign of manipulation to Google. Vary your anchor texts naturally.
- Not Diversifying Sources: Relying on a single type of link source (e.g., only guest posts) can be risky. Seek a variety of sources and link types.
- Not Monitoring Your Backlink Profile: It is crucial to regularly review your link profile to identify and disavow toxic or spammy links that may point to your site without your consent. Tools like Google Search Console or Ahrefs are essential for this.
- Forgetting User Experience: If the content you link to is not useful or the landing page has a poor user experience (slow, not responsive), the value of the link decreases. Core Web Vitals are fundamental here.
The Future of Linkbuilding in the Age of AI (2025-2026)
With the increasing integration of Artificial Intelligence into search engines (like Google's AI Overviews, ChatGPT or Perplexity AI), the value of high-quality backlinks remains, but how they are perceived could evolve:
- Emphasis on Semantic Authority: AI understands context and semantics. Links from sites that are true authorities on a specific topic will carry even more weight, as AI will be able to validate that authority in a more sophisticated way.
- AI-Generated Content and Its Impact: As more content is AI-generated, the distinction between "useful" content and "filler" will become harder. Links from sites with human-curated content validated by experts (E-E-A-T) will be crucial for differentiation.
- Conversational Search and References: In conversational search environments, where users ask complex questions, AI systems will tend to reference the most authoritative and reliable sources. Being one of those sources, validated by quality links, will be vital.
- Content discovery: Before a search engine can show or summarise your content, it has to find it. Google explains in its guide to how Search works that it discovers new pages, among other ways, by extracting a link from a page it already knows; another way is a sitemap.
- Privacy and Link Data: With a growing focus on privacy (GA4 and regulations), the collection of link data could become more complex, but the authority signal they provide will remain a pillar of SEO.
Linkbuilding, when carried out ethically and strategically, remains one of the most powerful levers for SEO. It's not about tricking Google, but about building a network of trust and authority that reflects the quality and relevance of your website.
Ask Us…
Are you considering linkbuilding to improve your website's SEO visibility? We have extensive experience in building quality backlink structures. From identifying link opportunities to creating linkable content and managing relationships with webmasters, our approach is comprehensive and quality-oriented.
We would be happy to advise you. Our team of experts can help you find the most suitable sites for your website's profile. Email us at [email protected] or call us directly on +34 935 329 378. You can also visit our services section for more information on how we can boost your SEO strategy.
