Link building

Link building is deliberately working towards more and better links from other websites to yours. A backlink like that acts as a kind of recommendation: another site considers your page valuable enough to refer to. That makes link building an important part of off-page SEO, the work that happens outside your own website.

Links have played a role in how Google assesses pages from the very beginning. Google confirms that links still count, but also that they are one signal among many and that quality matters more than quantity. So one relevant link from a respected trade association can mean more than dozens of links from random sites.

What makes a good link?

Not every link is worth the same. A link probably carries more weight when:

• the linking site is itself trustworthy and has authority within a subject or region;
• the link fits the content, for example a construction trade body linking to a builder;
• the link sits within the body text, with natural anchor text;
• the link can bring in real visitors, not just a technical signal.

Link building for small businesses: realistic channels

For a local business, link building doesn't have to be complicated. The best opportunities often lie in your existing network:

1. Trade associations and accreditation schemes: many associations have a member directory with a link.
2. Suppliers and partners: a brand you sell often shows a list of approved installers or stockists.
3. Local media and organisations: sponsoring the local football club, a striking project or a training session you give can earn a mention.
4. Useful content: a guide, a calculator or an overview that others are happy to refer to.
5. Guest contributions with substance: an expert article on a relevant platform, without it becoming a disguised advert.

An example: an accountancy firm in Glasgow writes a clear explanation of a new tax rule for the self-employed. A local business association shares it in its newsletter and on its website, and a regional newspaper quotes the firm in an article. Those are relevant links, earned with content.

What you'd better avoid

Google considers links you buy or swap to influence rankings as spam. Mass listings in worthless directories, hidden links or networks of sites that exist only to hand out links can at best achieve nothing and at worst cause harm. Paid mentions, such as a sponsored article, should be marked with rel="sponsored" or nofollow.

Link building in the age of AI search

For AI assistants such as ChatGPT, Perplexity and Gemini, what matters most is whether your business is mentioned in trustworthy places, with or without a link. A mention in a trade magazine, a comparison article or a local news site can help AI systems associate you with a subject or region. As a result, the old idea of link building is shifting towards earning mentions in general. If you want to see which sites link to your competitors and where you're missing out, insight into your competitors' links and mentions helps you get started in a targeted way.