Effective SEO Strategies for Building Quality Backlinks

SEO is alive and well, despite what the mass of LinkedIn “gurus” are telling us online! While there are many different ranking factors that contribute towards Google’s algorithm, one factor that has stood the test of time is backlinks. The quantity and quality of backlinks that are driving traffic to a certain website continue to play an important role in the SEO world, but the way in which websites acquire them is always evolving.

Here are several ways to increase your site’s backlink profile in 2025.

Guest Blogging

Just like podcasts invite guests to share their expertise, there are many websites that do the same. If you or someone within your organisation possesses expertise in a certain area, you should be able to find opportunities to contribute to websites that would be happy to share your knowledge with their audience in return. 

Most guest blogging opportunities come with an author bio section where you can include a mention and backlink to your own website.

Find Unlinked Mentions Of Your Brand

Depending on the size of your brand, there may already be mentions out there on the internet. If these mentions aren’t linking back to your website, reaching out and asking for these to be linked is one of the easiest ways to secure a backlink to your website.

Smaller brands may be able to track these mentions manually, while there are a number of tools that can autonomously track and flag mentions, which may be helpful to larger brands that are receiving a larger number of mentions online.

Find Broken Links

Another easy opportunity comes in the form of broken or outdated links. There are millions of links out there leading users to 404 pages. If you have a page on your website that can replace one of these broken links, it is definitely worth reaching out to the website and making them aware of this.

The website will be grateful that their web page no longer contains a broken link, and you receive an extra backlink. It’s also worth checking for links that are working but outdated or pointing to companies that no longer exist as these are just as useless as broken links.

Analyse Competitors

Tools like Majestic allow you to identify the backlink profiles of competitors. This can often present opportunities for your own website to secure backlinks. For instance, if a competitor of yours is acquiring backlinks through guest posting opportunities, you can identify these websites and reach out to them, proposing a guest post of your own.

Content Marketing

Content marketing refers to material that is designed to be non-promotional. Often, content pieces answer a question or advise users about a certain topic. As a result, it is often referenced by other web pages online. 
Many websites will have a blog section, sometimes referred to as a learn section or a news section. This is where content marketing articles are uploaded. It’s worth noting that successful content marketing isn’t easy, and working with a content marketing agency should be considered if your budget allows.