The Future of Link Building and Earning Authority

Solo marketers and business owners who aspire to be online marketing masters know that link building remains a cornerstone of SEO. But the game has changed dramatically. In this third installment of our Online Marketing Expert series, we explore advanced link building strategies that focus on quality, relevance, and trust. We’ll look at how link building has evolved (and why outdated tactics can now hurt you), then dive into ethical, high-impact approaches – from building relationships with authoritative publishers and creating link-worthy assets to running digital PR campaigns. We’ll also demystify the real value of different types of backlinks (nofollow, sponsored, UGC, and dofollow) in light of Google’s E-E-A-T guidelines (Experience, Expertise, Authoritativeness, Trustworthiness). Along the way, we’ll share insights and mini case studies showing how these methods can boost your domain authority and search rankings. Let’s begin our deep dive into advanced link acquisition in the modern SEO landscape.

The Evolution of Link Building

Not long ago, link building was often a numbers game – the more links, the better. In the early 2010s, Google’s algorithm treated each backlink as a “vote,” which led SEO practitioners to pursue quantity over quality. This gave rise to spammy tactics: think mass directory submissions, blog comment spam, forum signature links, and low-quality guest post networks. Back then, a site with thousands of inbound links (no matter where they came from) could outrank a site with only a few links.

However, Google soon caught on and began refining how it evaluates links. The turning point was Google’s Penguin update in 2012, which slammed sites with unnatural or manipulative link profiles. Penguin made it clear that Google doesn’t just count links – it judges their quality and relevance. This trend accelerated through the 2010s and early 2020s. Google launched algorithm updates and AI-based systems (like the SpamBrain algorithm) specifically to target link spam. For example, the 2023 “Helpful Content Update” and subsequent Link Spam Updates have effectively neutralized low-quality backlinks from link farms, paid link schemes, and other manipulative sources. In other words, if you (or an SEO agency you hired) tried to cheat with “easy” backlinks, Google now largely ignores or discounts those links – or worse, may penalize your site.

Why are traditional low-value backlink tactics now harmful? First, they simply don’t work as they used to. “Lazy, spammy, spray-and-pray link building is absolutely dead,” as one expert put it. If your backlink profile is full of low-quality, irrelevant links, Google’s likely to either ignore them or even distrust your site because of them. Second, search engines have gotten much better at discerning context and credibility. A link from a sketchy blog or a random forum doesn’t carry the weight of a link from a respected, authoritative website. Google’s own leaked internal documents in 2024 confirmed that factors like the authority of the referring site, the relevance of the content, the freshness of the link, and even the author’s reputation all play a role in how a backlink influences rankings. The search engine now sees backlinks more as credibility endorsements than simple votes. As such, quality trumps quantity at every turn.

Another reason old tactics backfire is the risk of violating Google’s Webmaster Guidelines. Buying links or participating in obvious link exchanges can invite manual penalties if discovered. Even if you escape direct penalties, those links won’t help you rank. Google’s tolerance for manipulative link tactics is at an all-time low. Imagine spending time or money on thousands of spam links, only to have Google completely ignore them – that’s a waste of resources at best. At worst, your site could be algorithmically suppressed for having a “toxic” link profile. The bottom line: advanced SEO today means leaving low-value tactics behind. Instead, the focus is on earning fewer, but higher-quality links through genuine merit and relationships.

Key takeaway: Link building isn’t dead – but the old way of doing it is. Google still highly values backlinks, but only if they are natural, relevant, and trustworthy. A few strong links from authoritative sources will beat hundreds of spammy links every time. In fact, Google now values “relevance over volume” and “natural link building” where links are earned by merit. To succeed, you must approach link building as a strategic exercise in building credibility, not a sheer numbers game.

High-Quality Link Acquisition Strategies That Work Today

If low-effort link building is out, what works instead? The answer lies in ethical, high-quality link acquisition strategies. These strategies align with Google’s mission to reward content that provides value to users and demonstrates authority. We’ll explore three core approaches: building relationships with authoritative publishers, creating link-worthy content assets, and leveraging digital PR campaigns. Each of these focuses on earning backlinks by deserving them – through expertise, value, and connections – rather than through tricks or outright purchase.

1. Building Relationships with Authoritative Publishers

In the modern SEO era, who links to you is far more important than how many link to you. This is where building relationships comes in. By forming real connections with authoritative publishers and influencers in your industry, you open the door to organic, high-value backlinks.

What does relationship-building look like in practice? It can take many forms:

• Become a contributor or expert source: Instead of the old approach of spamming out generic guest post requests, focus on becoming a trusted contributor or expert that authoritative sites want to feature. For example, you might reach out to industry blogs, news sites, or niche publications and offer to provide expert commentary, a data point, or a useful quote for their future articles. Many journalists and bloggers are looking for credible sources. By helping them create great content, you can earn editorial mentions (with or even without a direct backlink). In fact, some of the biggest “wins” in link building come from being cited as a source in a high-profile article, rather than publishing an article yourself. This kind of embedded editorial link carries a lot of weight because it’s truly editorial (the site chose to mention you as a resource or authority). For you, it’s essentially a free high-PR backlink that also boosts your reputation.
• Guest posting on high-quality sites: Guest blogging still has its place – but the mindset is different now. The goal isn’t to drop a link on any site that will have you; it’s to publish genuinely valuable content on reputable sites that have real readership and relevance to your field. Think of it as guest contributing. For instance, if you’re a marketing consultant, writing a detailed how-to article for a respected marketing blog or a niche industry magazine can earn you a dofollow link in your bio or content. Just ensure the site is picky about quality (if they accept anything for a fee, Google likely knows and discounts those links). One high-authority guest post can outperform dozens of low-tier ones. Moreover, the relationships you build through guest writing can lead to recurring opportunities. Many site editors, once they trust you, will invite you back or think of you when they need expert input. Over time, you become part of an industry network, which is gold for organic link opportunities.
• Partnering and co-marketing: Forming strategic partnerships can also lead to backlinks. For example, a business partnership where two companies in complementary niches work together might involve cross-promotion on each other’s sites. Perhaps you create a joint webinar or e-book – each party hosts it on their site and links to the other. Or you might simply list each other as recommended providers (with a link) on a partner page. These links are typically marked as rel=”nofollow” or sponsored if there’s any exchange of value, but they still can drive traffic and signal alliances. In local marketing or niche industries, being listed on a partner or supplier page is a normal practice that can diversify your link profile. (Note: Always disclose and mark sponsorship appropriately – more on that later.) For example, in the travel industry, a tour operator might partner with a hotel chain for a cross-promo deal; each lists the other on their site. Such partnership links can be both relevant and legitimate. In fact, specialized agencies often facilitate these connections. A niche agency (like a travel marketing agency) might connect tourism businesses with authoritative travel publishers or boards, resulting in natural backlinks via those relationships.
• Community engagement and forums: Building relationships isn’t limited to formal publishers. Engaging in online communities – think niche forums, Q&A sites (Quora, Stack Exchange), or professional groups – can indirectly lead to links. By becoming a respected voice in a community, people may start referencing your insights and linking to your content. For instance, if you consistently provide valuable answers on a forum (without spamming your link), other members or even moderators might cite your blog in a wiki or resource thread. Or a Quora answer that you wrote could be picked up by a blogger who links to your site as the source. This is a slower burn strategy, but it underscores that authority is earned by contribution. When you contribute knowledge, the links sometimes follow naturally.

The unifying theme here is trust and authority through human connection. Rather than one-off transactional link drops, you are investing in a reputation that attracts links. Publishers are far more likely to link to someone they know and respect. For solo marketers, this means networking is part of SEO – whether via social media (Twitter conversations with journalists), attending industry webinars and making connections, or directly emailing site owners with personalized, helpful outreach. Yes, outreach is still part of link building – but it’s about quality over quantity. Blasting 1,000 generic emails asking for a link will yield dismal results (and could get your domain marked as spam). On the other hand, sending 10 highly personalized emails to target sites – where you’ve actually read their content and can suggest something genuinely useful to them – can yield a few excellent links. Modern outreach is effectively PR: it’s about relationships, understanding the other site’s audience, and offering value first.

Back to our mantra: fewer, better links. If you secure just a handful of backlinks from authoritative, relevant publishers, you’ll likely see more SEO impact than from hundreds of low-quality ones. For example, imagine getting a mention (and link) in a Forbes or industry-leading blog article. Even if that link is nofollow (as many big sites mark external links), the credibility and referral traffic are significant. We’ll discuss link types soon, but it’s worth noting here: don’t obsess over every link being “dofollow.” A diverse link profile with some nofollow links from authority sites can still boost your credibility (and Google now treats nofollow as a “hint” anyway, not a strict block). The trust signal from an authoritative mention, as part of your brand’s presence online, feeds into the bigger picture of your site’s authority.

Finally, consider how relationship-driven link building supports Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). If reputable sites in your industry are willing to associate with you (by quoting you or linking to you), it’s a strong indication that you have expertise and authority in the field. Google’s quality raters are instructed to look for signs that other experts find you trustworthy. Earning links via relationships essentially means earning the endorsement of peers and authorities, which aligns perfectly with the E-E-A-T ideals of authoritativeness and trust. We’ll expand on E-E-A-T more later, but keep in mind: link building is not just an SEO technicality, it’s a reflection of your reputation. Build a great reputation, and the links from other reputable sites will follow.

2. Creating Link-Worthy Content Assets

You’ve probably heard the phrase “create great content and the links will come.” While it’s not quite that simple (you usually need to promote the content too), there is truth in it: Link-worthy content is the foundation of passive link acquisition. If you produce something so valuable, unique, or interesting that people want to link to it, you’ve struck gold. In advanced link building, a significant focus is on creating assets that attract backlinks naturally or with minimal outreach. Here are some types of content that tend to earn links:

• Original research and data: If you can be the source of new data or insights in your industry, even on a small scale, you become inherently link-worthy. Journalists, bloggers, and industry analysts love to cite fresh statistics or study results. For example, you might conduct a survey of 1000 customers in your niche and publish a report on emerging trends. Or analyze your internal data to spot an interesting pattern (e.g., “X% of our users prefer Y over Z in 2024”). Original data studies and reports are link magnets because they provide evidence others can reference. As one digital PR expert noted, “Journalists are always on the lookout for unique data points that can inspire or support a new story. If you can get them to link to your data, you instantly build credibility and authority on the topic.”. By being the source, you get the links whenever that data is discussed. Think of some widely-cited stats in your field – those originated somewhere, and that “somewhere” likely accumulated a lot of backlinks.
• In-depth guides and evergreen resources: Comprehensive, high-quality content can serve as a reference that many other sites link to. This is the idea behind Brian Dean’s famous “Skyscraper Technique” – create the tallest piece of content on the topic so that all others will naturally prefer linking to you. For example, a definitive guide (“The Ultimate Guide to __”) that covers a topic thoroughly will often attract links over time. Other bloggers writing on subtopics may link to your guide as further reading. Similarly, evergreen resources like glossaries, how-to manuals, or extensive FAQs can pick up links because they offer value year-round. If you publish “The Complete Glossary of Technical SEO Terms” or “A Beginner’s Guide to Travel Marketing” (in the tourism niche), these become go-to references for people. They might not go viral, but over the long term they earn a steady trickle of backlinks from people who find them useful and shareable.

Interactive tools and visual assets: People love tools that make their life easier, and webmasters love linking to useful free tools or cool visuals. An interactive calculator, quiz, or map related to your industry can be a strong linkable asset. For instance, if you run a finance blog, a “Mortgage Payment Calculator” tool will attract links from real estate and personal finance sites that find it helpful for their readers. In travel marketing, an interactive map of local attractions or a trip itinerary planner could earn links from tourism blogs or even official city websites. The key is the tool should be genuinely useful and ideally unique. Visual assets like infographics can also attract backlinks, especially if you allow other sites to embed them (with a link back). A well-designed infographic that presents information in a digestible, visual way can get picked up by dozens of blogs. Even though infographic link building isn’t as novel as it once was, it still works if the information is compelling. The trick is to promote the infographic to the right people (more on promotion in the next section).

Compelling media (videos, podcasts) and case studies: Don’t overlook rich media. A helpful YouTube video you created could earn link references (people often link out to “check out this video on X”). Podcasts where you interview industry experts might earn links from the guest’s site or listeners. Also, case studies and success stories (when you have permission to share them) can attract links, as they provide real-world proof that others like to cite. For example, if you publish an anonymized case study about how a certain strategy doubled a client’s traffic, other content creators may link to your case study when discussing that strategy. Just ensure it’s detailed and data-backed so it’s seen as a credible reference.

Crucially, creating link-worthy assets should tie into your broader content strategy. It helps to identify what topics people in your niche are interested in and what content is missing or could be done better. One approach is to do a bit of competitor research: look at the content on competitor sites that has a lot of backlinks (SEO tools like Ahrefs or Semrush can show you which pages on a competitor’s domain have the most links). Are those studies? Infographics? Ultimate guides? This can spark ideas for your own superior content piece on a similar topic. Also, listen to your customers or community – what questions do they frequently ask? That could lead to a comprehensive guide that not only helps your audience but also appeals to other site owners who might share it.

After creating a link-worthy asset, you often need to give it an initial push – which leads us to promotion and digital PR. It’s rare that you can “build it and they will come” in a vacuum. More commonly, you “build it and then you tell everyone about it,” and then they come and link. Let’s explore that next.

3. Leveraging Digital PR Campaigns for Links

Digital PR is the modern bridge between traditional public relations and SEO-driven content marketing. It’s all about getting your brand and content mentioned in online publications – ideally with a backlink included. A successful digital PR campaign can produce some of the highest-quality links you’ll ever acquire, because they often come from top-tier news sites, magazines, or high-authority blogs. Plus, these links are usually contextual and editorial, meaning the publisher is linking to you as part of their story (Google loves these kinds of links, as they’re the hardest to fake).

So how do you “do” digital PR for link building? Here are some strategic approaches:

• News jacking and timely content: This involves piggybacking on current news or trends with your own relevant content or expert commentary. For example, let’s say a big story breaks in your industry – perhaps a new law, a major innovation, or a viral topic. If you can quickly create content that provides insight into that news, you have a chance to get picked up by journalists covering the story. This might mean writing a blog post with your analysis and then sending a pitch to reporters: “Hey, I saw you’re covering XYZ. We just analyzed how this will impact our industry – here’s a stat or quote you might find useful.” If the reporter finds your input valuable, they might quote you and link to your full post. The key is speed and relevance. Digital PR pros often keep a pulse on news via Google Alerts or Twitter trends and act fast when there’s an opportunity to insert their brand into the conversation in a helpful way.
• Original campaigns with “hook” ideas: We talked about original research in the content section – digital PR often revolves around taking such content and marketing it to the media. For instance, you might run a creative campaign like “The State of Industry X in 2025” – a report full of juicy findings – and proactively reach out to journalists or bloggers who would find it interesting. The “hook” could be a surprising finding or a human-interest angle. Maybe your data reveals a surprising trend or you ran a quirky experiment. Craft a compelling press release or pitch around that hook. A classic example: a B2C company might do a humorous survey (“e.g. 60% of people admit to ___”). Even serious B2B topics can be pitched if you present the data in a newsworthy way (“New report shows 3 out of 4 CFOs plan to invest in AI tools next year”). The goal is to get media coverage and earned backlinks from the coverage. According to industry analysis, an average digital PR campaign (across various industries) earns links from about 42 unique domains. That means dozens of different websites might cover and link to a single successful campaign – a huge win for your link profile. Of course, results vary; some campaigns will underperform, and a few might go viral. But even hitting that average – ~40 new links – is extremely valuable, especially given those links tend to be on high- DA news or niche sites.

 

An example of a backlink network graph, visualizing how a reputable site (center) is linked to by various referring domains. In this Semrush Network Graph view, each node represents a website linking to the central site (in blue). Green nodes indicate highly relevant, authoritative referring domains; gray nodes are moderately relevant; and red nodes flag potentially spammy or low-quality links. Advanced link building focuses on cultivating more green connections – relevant, trustworthy backlinks – while avoiding the red.

• PR stunts and creative assets: Sometimes, creating something fun or interactive purely for PR value can attract coverage. Think of things like interactive quizzes, contests, or even charitable stunts. For example, a small e-commerce brand might create a funny “challenge” related to their product and invite the public to participate, then issue a press release about the results. If it captures media attention, you might get links from news websites or bloggers covering the story. Another route is to leverage influencers or celebrities – if you manage to do a campaign with a known figure, their involvement can be newsworthy in itself. The rule here is: be creative and make sure the campaign aligns with your brand so it attracts relevant links. A wild stunt that gets you links from random gossip sites might not help your SEO much; a clever campaign that gets you links from respected, relevant sites in your niche is the goal.
• Utilize HARO (Help A Reporter Out): HARO is a popular platform where journalists post queries for sources, and experts can respond with quotes. It’s free to use (with optional paid upgrades) and can be a goldmine for snagging links in big publications. Essentially, you get daily emails with queries like “Looking for an expert in fitness to comment on at-home workouts.” If you reply with a good, succinct quote and the journalist uses it, they will typically mention you and your company (often linking to your site). This is a form of digital PR on an individual level. The key is to be quick (reporters get many responses) and on-point. Over time, you might build relationships with some journalists this way, leading to repeat opportunities. Even if the link you get via HARO is nofollow (some big outlets nofollow external links by policy), remember the mantra: it’s still valuable for E-E-A- T and traffic (more on that soon).

One more aspect to highlight: digital PR amplifies the reach of your link-worthy content. If you created a great research report or infographic as discussed in the previous section, digital PR is how you get it in front of the people who might link to it. These strategies work best in synergy. You come up with a fantastic piece of content first, then craft a PR campaign around it. For example, let’s say you developed an interactive tool on your site that shows live statistics about something in your industry. A digital PR approach might be to pitch this tool to journalists whenever a related topic is in the news (“By the way, we have a live tracker that could add context to your story, here’s the link…”). Or you might do a press release announcing the launch of the tool, emphasizing why it’s newsworthy (“first of its kind,” “solving X problem,” etc.).

Case in point: A tourism marketing campaign might involve creating a data-driven report on travel trends (content asset) and then pitching it to travel magazines, blogs, and even local tourism boards (digital PR). The result could be numerous high-quality backlinks from travel publications, all pointing to the original report on your site. In fact, companies in competitive fields like travel often enlist specialized agencies to run these campaigns – for example, a firm offering travel SEO services will emphasize digital PR as a strategy, knowing it’s one of the most effective ways to earn authoritative links in the travel niche.

Digital PR, done right, not only yields backlinks but also builds your brand presence. When your brand is mentioned in reputable outlets, you gain brand mentions (even if not always linked) which themselves can be beneficial. Google has indicated that even unlinked brand mentions are used as a hint in their algorithm for brand authority. So getting your name out there in the press has a double effect: linked or not, it contributes to your credibility.

To wrap up this section: ethical link acquisition today means earning links by being newsworthy, helpful, and interesting. Whether through building one-on-one publisher relationships, crafting standout content, or running PR campaigns, the common thread is providing real value. By contrast, any tactic that tries to shortcut this (like buying links under the table or spamming strangers with link requests) is either ineffective or short-lived. Focus on links that you’d be proud to talk about – links that come from doing something remarkable or useful – and you’ll naturally be in safer, more successful territory.

The True Value of Different Types of Backlinks (in the E-E-A-T Era)

Not all backlinks are created equal. In fact, backlinks come with different attributes that affect how search engines treat them. You’ve likely encountered terms like dofollow, nofollow, sponsored, or UGC (user- generated content) links. Let’s demystify these and understand their value – especially in light of Google’s E- E-A-T principles, which emphasize a site’s expertise and trustworthiness.

Dofollow vs. Nofollow: By default, a hyperlink is a “dofollow” link – meaning search engines can follow it and pass ranking credit (often called “link juice” or PageRank) through it. The term “dofollow” is informal (you won’t see rel=”dofollow” in code, it’s just absence of nofollow). These are the links SEO professionals covet because a contextual dofollow link from a strong page can directly boost your rankings. For example, if The New York Times links to your site in a relevant article (and doesn’t mark it nofollow), that’s a powerful vote of confidence in Google’s eyes.

On the other hand, nofollow links are links with a rel=”nofollow” attribute. This attribute was introduced by Google years ago as a way for site owners to signal “I don’t endorse this link.” Historically, Google would not count any nofollow link in its ranking algorithm (hence, it wouldn’t pass PageRank). Nofollow became widely used for certain types of links: blog comments (to deter spam), forum posts, user- generated content, or any link that is paid or could be suspicious. However, Google updated its stance in recent years. Since 2019, Google treats nofollow (as well as sponsored and UGC attributes) as hints rather than absolute directives. In Google’s own words: “All the link attributes – sponsored, UGC and nofollow – are treated as hints about which links to consider or exclude within Search. We’ll use these hints – along with other signals – to better understand how to analyze and use links within our systems.”.

What does this mean practically? It means a nofollow link might still count for something if Google deems it worthy. At minimum, a nofollow link will not hurt you, and it could indirectly help by sending traffic. In some cases, Google might partially count a nofollow link, especially from a very authoritative site. Many SEOs suspect that nofollow links from trusted domains can still confer a degree of trust or be used in Google’s entity recognition (helping Google associate your brand with certain topics or contexts).

From an E-E-A-T perspective, nofollow links still have value in building your site’s reputation. Think of it this way: if the official Wikipedia page for your industry lists your website as a reference (note: Wikipedia links are nofollow), that’s a big credibility boost, even though it doesn’t pass PageRank. A human seeing that might trust your site more, and likely Google’s algorithms see that mention as well. In a survey of 800+ SEO professionals, over half (54%) indicated that nofollow links can improve authority or rankings to some extent. Seasoned SEOs have observed that even nofollow links – or even unlinked brand mentions – correlate with better search performance over time. As one SEO expert noted, it’s encouraging to see the industry “leaving behind the nonsense that it’s dofollow or bust. Nofollow links and even unlinked mentions can have an impact on your authority. Marketers that prioritize brand mentions and relevance are going to win long- term.”.

Sponsored links: A sponsored link (using rel=”sponsored” ) is a specific tag for marking links that were paid for or part of an advertisement/ sponsorship. For example, if you publish a sponsored article or paid review on your site, you’d mark outbound links from it as sponsored. For incoming links, you don’t control how others link to you, but if you arranged a link by paying or through an affiliate program, technically Google expects those to be marked sponsored on the linking site’s end. Sponsored links, like nofollow, generally do not pass PageRank. They are essentially treated as ads. But again, as hints, Google could choose to figure some in if it wanted – most likely it won’t. The real value of sponsored links is more in referral traffic and visibility. For instance, you might sponsor a post on a popular blog to get in front of their audience – the link from it might be nofollow/sponsored (so no direct SEO juice), but any readers clicking through can become your customers or give you exposure. The benefit to E-E-A-T here is minimal directly, but if that sponsorship increases your brand recognition, it could lead to secondary benefits (like people searching your brand name, which does help SEO). The key is: don’t try to disguise paid links as organic; Google can and will penalize sites for buying links without disclosure. If you do engage in any paid placements, insist on the rel=”sponsored” or nofollow attribute to stay within guidelines.

UGC links: UGC stands for User-Generated Content. This is an attribute ( rel=”ugc” ) introduced to specifically mark links that come from users, like forum posts or blog comments, as opposed to editorial links created by the site owner. Functionally, UGC links are treated similarly to nofollow (they’re a hint, not counted by default). For a site owner, using UGC tags is about telling Google “this link was not put here by us, but by a user.” It helps Google understand the nature of the link and presumably to ignore it for ranking credit to avoid spam influence. For example, if someone posts a link to their own site in a comment on your blog, marking it UGC tells Google not to give it weight.

From the link builder’s perspective: getting UGC links is generally not something to aim for as an SEO goal (e.g., dropping your link on forums or comments is usually low-impact and can be seen as spammy). However, participating in communities can yield UGC mentions that have indirect value. If you answer questions on Reddit or StackExchange and link to your site for further info, those are UGC links – they won’t boost your PageRank, but they might drive traffic or get you noticed by someone who might give you a proper editorial link later. Also, if a UGC link gets significant upvotes or engagement, it might catch Google’s eye in a different way (popularity signals, etc.). Still, the main value of UGC links is for referral traffic and branding, not SEO juice.

Contextual “dofollow” editorial links: This is the gold standard of backlinks – a normal, followed link that appears within the content of a page (not in a footer or sidebar), surrounded by relevant text. These links are valuable for two big reasons: (1) They pass authority/PageRank, and (2) they usually carry contextual relevance (the text around the link, and the linking page’s topic, tell Google something about your site’s relevance). For example, if a cooking blog says “We recommend Acme Kitchen Gadgets for blenders and mixers” and links that anchor text to your kitchen gadget store, that’s a strong signal to Google that your site is relevant to kitchen gadgets and is trusted by that blog. Contextual links from high-quality, topically relevant pages are the ones that can move the needle the most in SEO rankings.

Google’s E-E-A-T framework indirectly favors these kinds of links too. Why? Because if an authoritative site (with its own established E-E-A-T) is citing your site within a well-regarded piece of content, it’s like a vote of confidence for your expertise and trustworthiness. It’s even better if the linking site or author has first-hand experience (the “Experience” in E-E-A-T) – for instance, a renowned chef’s blog linking to your recipe site conveys that someone with experience trusts your content. Google has explicitly stated in its Quality Rater Guidelines that reputable backlinks are evidence of a page’s E-E-A-T. “Google sees reputable backlinks as independent, reliable evidence of your experience, expertise, authoritativeness, and trustworthiness,” as one summary of Google’s guidance puts it. In other words, each good backlink is like a little endorsement plaque that says, “this site knows its stuff.”

Brand mentions (unlinked): While not a “link” type per se, it’s worth noting that even being mentioned by name on other sites (without a hyperlink) can contribute to your authority. Google’s algorithms likely can associate mentions of your brand or website and factor that into the overall entity authority. For example, if a popular podcast blog says, “We love the guides over at AcmeKitchenGadgets.com” but doesn’t hyperlink it, users still see your name (good for brand), and Google likely registers that mention in text. It’s not as impactful as a link (no navigation possible, and less explicit signal), but it’s part of a natural profile. Usually, good PR and link-building efforts will result in some plain mentions as well as actual links. Both are positive for awareness and credibility.

Link diversity and natural profile: A healthy backlink profile typically contains a mix of link types. You might have 70% dofollow editorial links, 20% nofollow links (from things like social media profiles, press release pickups, etc.), and maybe a handful of UGC/sponsored if applicable. The exact ratio isn’t important, but diversity signals natural growth. If every backlink you have is a perfect dofollow keyword-rich anchor from high DA sites, that can look fishy (like you built them unnaturally). It’s normal to have some nofollows (e.g., links from YouTube descriptions or Medium or Wikipedia), some branded anchors, some plain URL anchors, etc. In fact, link diversity can protect you from algorithmic suspicion. SEO experts often mention the importance of a “natural backlink profile” – meaning it has variety. For example, if you’re doing a lot of guest posts (which are usually dofollow), you might naturally also get some nofollow links from content syndication or citations. If not, you might consider balancing it out (but don’t overthink this to the point of manufacturing nofollows; just be aware that it’s okay and normal to have them).

A pro tip from the field: “If you build a portfolio containing nothing but guest post backlinks from high-DA sites, it could alert Google that you’re trying to manipulate the search results, so diversity is key.”. This reinforces that mixing up link sources and attributes is part of an advanced strategy. Luckily, the strategies we covered (relationships, content, PR) naturally yield a mix of link types. Some journalists will nofollow all external links per their site policy – you’ll still want that coverage for the brand value and indirect benefit. Some bloggers will happily give a dofollow link. Some forum might mention you without a link. It’s all part of the big picture.

E-E-A-T and backlinks: Now to tie it directly to Experience, Expertise, Authoritativeness, Trustworthiness. Google’s E-E-A-T is largely about on-page and content quality signals, but backlinks are an external signal that feed into “Expertise/Authoritativeness/Trust.” High-quality backlinks essentially serve as third-party endorsements of your E-E-A-T. Think of it this way: If you claim to be an expert, that’s one thing. If others – especially reputable others – effectively say you’re an expert by linking to you, that’s far more convincing. For Trust, Google considers whether a source is trustworthy; being linked from other trusted sites is a big vote of confidence. For Authoritativeness, having numerous relevant industry sites reference you indicates authority in that subject matter. Even the “Experience” component could be inferred if, say, people link to your personal case study or story (“See how Jane Doe achieved X – she has real experience in this!”).

As evidence, Google’s Search Quality Rater Guidelines (which guide human raters in evaluating sites) explicitly mention looking at what other sites say about you. They even suggest searching for “[YourSite] + reviews” or “[YourSite] + scam” to gauge reputation. While this is more about mentions, a strong backlink profile from authoritative sites will naturally lead to a positive reputation in those searches too. For example, if you run a health blog and you have backlinks from Mayo Clinic and WebMD, a rater (and algorithmically, Google’s system) will consider that a sign of strong authority in health. On the flip side, if your backlinks are mostly from low-quality sites or link exchanges, that can actually hurt the perception of trust (and could be flagged by algorithms like Penguin or the Link Spam update we discussed).

In summary, the value of a backlink isn’t just “does it give me PageRank or not?” but “does it enhance my site’s trust and relevance in the eyes of search engines (and users)?” Dofollow editorial links do both – they boost ranking power and enhance credibility. Nofollow and other link types might mainly enhance credibility/visibility without much direct ranking boost. But all contribute to the holistic authority of your domain. And remember: a balanced profile with a variety of link types is both natural and desirable.

The Content Promotion Cycle – a visual framework for how content (and the backlinks to it) can be systematically promoted over time. In the Research/Writing phase (pre-launch), you plan and create a link-worthy piece (e.g., doing keyphrase research, involving contributors). Upon Launch!, you enter Immediate Promotion (2-4 weeks post- launch): share on social media, send to your email list, do influencer outreach, and perhaps some PR or paid promotion to gain initial traction. Then comes Ongoing Promotion (1-6 months post-launch): automate social posts, write guest posts that reference the content, mention it in interviews or contributions, repurpose it into different formats (infographics, slides), syndicate it on other platforms, and keep it updated. Following this cycle ensures even your best content continues to earn backlinks long after it’s first published, as you actively keep it in the spotlight.

How Quality Link Building Elevates SEO Performance

Let’s ground all these concepts with a few real-world insights and (anonymized) case examples. The proof is in the pudding – when done right, advanced link building strategies lead to tangible improvements in domain authority, search rankings, and organic traffic. Here are a few scenarios that illustrate the impact:

• Data-Driven Content + PR = Domain Authority Surge: A B2B software startup decided to invest in an original research report (on a topic relevant to its industry) as its big content piece for the year. They surveyed hundreds of professionals and published a compelling report with unique insights. Then they launched a digital PR outreach, pitching the report to industry news outlets and blogs. Within three months, over 50 unique domains had linked to the report – including some high- authority sites like an industry association and a well-known tech blog. The result? The startup’s Domain Rating (DR) in Ahrefs jumped from around 30 to 45 over that period. More importantly, their organic search traffic doubled year-over-year, as several of those links drove their content to page 1 for valuable keywords. This mirrors the broader finding that an average digital PR campaign earns links from ~42 domains – meaning even one successful campaign can dramatically boost your link profile. The key was the combination of link-worthy content and proactive outreach.

• Relationship Building = Ongoing Link Growth: Consider a solo financial advisor who started a personal finance blog to build her brand. Instead of trying black-hat SEO, she focused on networking – joining personal finance forums, engaging on Twitter with finance journalists, and offering to write guest columns for small finance sites. Over a year, she got quoted in multiple articles (via HARO and Twitter outreach), and wrote guest posts for three reputable finance blogs. None of these gave hundreds of links at once – it was a slow drip of quality backlinks. However, after a year she had accumulated about 20 solid backlinks (several of them dofollow) from sites with high authority. Her site’s own authority grew (from virtually zero to a Moz Domain Authority in the mid-20s, which is decent for a one-person site). Consequently, some of her blog posts began to rank top 5 for long-tail keywords where previously she had no presence. The trust signals from those earned links made Google far more confident in showing her content. What’s more, those relationships often led to more opportunities – e.g., one editor who liked her guest post invited her to be a regular contributor. This case highlights how consistency and relationship-building in link acquisition pay off in steady SEO gains, even without any “viral” event.

• Quality Over Quantity – A Competitive Edge: A mid-sized e-commerce company in the home decor space learned the hard way that not all links are equal. They had hired an SEO agency years ago that built hundreds of low-quality directory and blog comment links. Their site’s traffic plateaued, and a competitor with fewer but more authoritative links (from mentions in design magazines and better content) kept outranking them. In 2024, they overhauled their link strategy, disavowing spam links and focusing on content marketing. They created a “Home Decor Trends” yearly infographic and a series of DIY tutorial videos (hosted on their site). By promoting these, they earned links from a couple of popular DIY blogs, a mention on a lifestyle news site, and several Pinterest shares (Pinterest links are nofollow but brought in a lot of traffic). Within six months, their rankings for furniture and decor keywords improved noticeably – climbing 2-3 spots on average, which in some cases meant moving from bottom of page 1 to top 3 results. Notably, their competitor’s backlink count was still higher, but now the company had leveled the playing field with higher-quality links.

This underscores a vital point: you don’t need the most links to win, you need the best links. Google rewards the site with a few strong, relevant backlinks over one with dozens of weak ones. In effect, by pruning the bad and adding a handful of good links, they signaled to Google that they were more trustworthy than before – and Google responded by ranking them higher.

• Nofollow Links Driving E-E-A-T: Earlier we noted that even nofollow links can be valuable. Here’s an example: A technology startup was featured on a major tech news site’s list of “Startups to Watch.” That link was nofollow (as is the site’s policy), so initially the SEO team thought it might not count for rankings. However, that mention created a ripple effect. It got the startup’s name in front of many people. Soon, a few bloggers picked up the story and they linked with dofollow to the startup’s site (citing the news piece). Also, when potential clients searched the startup’s name, they saw it mentioned on the credible news site – which increased the brand’s trustworthiness. Over the next few months, the startup noticed a slight but definite improvement in their search visibility for their own brand and related keywords. While it’s hard to quantify, the E-E-A-T boost from that big nofollow link likely played a role – it was an independent confirmation of their legitimacy. This aligns with what SEO professionals have observed: that nofollow links from authoritative domains are “far more valuable than dofollow links from websites with no significant traffic and authority,” especially since they can bring direct traffic and brand exposure. The takeaway: don’t disregard high-profile nofollow links. Being talked about on authoritative platforms (link or not) builds your site’s reputation, which is ultimately what E-E-A-T is about.

• Faster Indexing & Visibility via Link Diversity: A quick technical anecdote: a blogger launched a new website and to kickstart it, they got a mix of link types – a couple of forum mentions (UGC), a press release link (nofollow), and one guest post link (dofollow) in the first month. They found that this mix helped their site get indexed and recognized by Google faster than a previous site they launched with no link building. The press release, though not an SEO strategy for ranking, put their site in Google News temporarily, and the forum mentions got the brand name out there. This perhaps signaled to Google that the site was being talked about, prompting quicker indexing of new pages. Within a few weeks, the site’s pages were appearing for long-tail queries. This is a subtle benefit of having various links/mentions early on – it’s like raising your hand to Google and saying “I’m here and people are interested.” It’s not about authority at that point, but about getting on the radar.

These examples illustrate a common theme: ethical link building produces real, measurable improvements in SEO performance. It might be raising your domain authority, climbing up the rankings for target keywords, boosting organic traffic, or simply improving brand credibility (which often precedes the other gains). Crucially, these wins tend to be sustainable. Unlike black-hat link blasts that give a quick spike and then possibly a penalty, the gains from quality links often stick and compound. Each good link you earn is a long-term asset – it keeps working for you as long as it exists, and it contributes to your site’s overall authority which helps all your pages rank better.

One more insight from a recent industry survey: 56% of SEO experts believe that both backlink quality and quantity matter, but if forced to choose, quality edges out. And a whopping 92% acknowledged at least some value in nofollow links (54% saying yes they help, 34% saying maybe). The consensus is clear: focus on getting the best links, and don’t worry if they’re not all followed or if you’re not amassing hundreds immediately. A few authoritative backlinks can have outsized impact, especially when they align with your site’s niche (relevance) and come from sources that users trust.

Earning Links is Earning Trust

Advanced link building is ultimately about earning trust online. Every link to your site is a signal – from one website to another – that says, “This content is worth checking out.” In the past, people tried to shout that signal through bullhorns of link spam. Today, the web’s savvy guardians (search engines) only listen to the clear, genuine signals amid the noise. The strategies we’ve discussed – building publisher relationships, creating link-worthy assets, leveraging digital PR – are all ways of generating the right signals.

By embracing these tactics, you’re not just gaming an algorithm; you’re building a brand and reputation. You’re creating content people find valuable, forging connections with real industry peers, and showcasing your expertise to the world. As Google’s algorithms continue to evolve, especially with E-E-A-T as a guiding principle, this approach positions you for long-term success. You’ll withstand algorithm updates because you’re aligned with the fundamental goal: providing value and being recognized for it.

Let’s recap a few final pointers in the context of Experience, Expertise, Authority, and Trust:

• Experience: Demonstrate your firsthand experience through original content (studies, case studies, etc.) and let others validate it by linking back to you. When reputable sources reference your experience (say, a personal story or research you published), it tells Google you’re not just recycling ideas – you’re contributing new ones.
• Expertise: Focus on your niche and become known in that space. Links from niche-relevant sites are incredibly powerful. A travel site getting links from travel blogs, tourism boards, or hospitality publications, for instance, will scream expertise in travel to search engines (and users). It’s better to be a prominent node in your topical community than a random blip on huge general sites.
• Authoritativeness: Quality backlinks are basically authority badges. Aim for those editorial links from sites that have earned authority themselves. Also, diversify your portfolio – being cited in a variety of respected sources (news, academic, government, industry hubs) can make you a trusted authority across the board. Remember, one link from a .gov or .edu or leading industry site can outweigh dozens of mediocre ones in boosting your perceived authority.
• Trustworthiness: Avoid any link tactics that could undermine trust (like spam or paid links without disclosure). Instead, have others vouch for you. Testimonials, reviews, and endorsements that lead to links are great. Being part of trusted networks – e.g., a chamber of commerce site linking to its member businesses – can enhance trust. When Google sees links from domains that virtually everyone trusts, it associates that trust with you. Additionally, keep your own site trustworthy – if people follow a link to your page and find spam or poor content, that link won’t hold value for long. High-quality links set an expectation; live up to it with a high-quality site.

As you implement these advanced link building strategies, be patient and persistent. Link building is a marathon, not a sprint. The beauty of doing it the right way is that your efforts compound. Each strong connection you build can lead to another. Each piece of exceptional content can keep earning links for years (especially if you update it). Each PR hit can open doors to others. Over time, you’ll find that you’re not chasing links – links are finding you. That’s when you know you’ve truly mastered this aspect of online marketing.

In closing, as part of our journey to become “online marketing masters,” mastering link building is about mastering the art of online relationship-building and content excellence. By evolving with the times and focusing on ethical, high-quality tactics, you’ll not only climb the search rankings but also build a durable online presence that can withstand whatever the future of SEO brings. After all, great marketing is about earning attention and trust – and advanced link building is exactly that: earning attention and trust from other webmasters and, by extension, from Google.

Now, armed with these strategies and insights, go forth and start building those links the right way. Remember: each backlink is more than an SEO boost – it’s a connection to another human who found value in what you offer. Cultivate those connections, and you’ll be well on your way to true online marketing mastery.