Link Building Guide

Should you buy backlinks? A Quick Guide to Link Building the White Hat Way

In the high-stakes game of SEO, some website managers get tempted to break the rules with Blackhat techniques that violate search engines' terms of service, all in pursuit of that coveted top spot in search results.

The link building landscape keeps evolving, and you've got to stay extra vigilant when hunting for backlinks. Google's defence is locked in tight, and they're quick to drop the hammer on anyone trying to game the system. Even with these challenges, strategic netlinking remains a crucial play for scoring good positioning.

Barry Schwartz, CEO of RustyBrick, ran a Twitter poll asking if SEO professionals planned to pay for links. The results were eye-opening, while 42.5% firmly stated they wouldn't buy links, 37.1% admitted they would still make that move.

Network illustration showing connected pins

1. Google's position on buying links (Black hat):

There's an entire playbook of strategies to secure backlinks, but buying them straight-up isn't one Google co-signs – these purchases artificially shift the SERPs. When you buy backlinks, you're essentially playing with fire. Quality doesn't even matter here; the purchase itself breaks Google's rulebook.

You might wonder why it's such a problem if you're producing quality link articles without over-optimising anchors. The answer is fundamental to Google's business model: Google makes its bank from AdWords sponsored links. If you're climbing the rankings through purchased backlinks, you spend less on their ads. It's a crossover Google isn't feeling, even though detecting purchased backlinks remains its defensive weakness.

2. Does Link Building Work for Everyone?

The straight-up answer is no. If your site's fundamentals are weak or your content is brick, all the links in the world won't elevate your game.

Before launching any link campaign, run a full technical audit to ensure your site has the proper foundation. Know which keywords you're trying to dominate and make sure your pages truly deserve to be in the starting lineup.

Even the most elite backlink profiles can't save pages that miss the search intent, the real reason people hit those search buttons in the first place.

3. White Hat Link Building Techniques

Rule number 1 before stepping onto the netlinking court: elevate your content game! Make sure your text is relevant, original, and brings quality to the readers.

When you drop knowledge that connects, visitors and bloggers will naturally want to share your content. That's how you collect completely free backlinks. Once you've established this foundation, keep your posts fresh with regular updates. Focus on creating evergreen content that continues driving traffic to your site year after year.

A. Guest Blog Posting

Start by scouting blogs in your niche. Identify the heavy hitters generating the most traffic and who command authority in the field. Check their influence using tools like Ahrefs or Semrush. Then make your move and offer to write high-quality content for free. In exchange, you get to insert a strategic link to one of your pages that provides additional value to their readers.

B. Swap one of your services/products for a backlink

There's always something in your arsenal you could offer website owners in exchange for a backlink. Whether it's product access, services, or special discounts, the options are plentiful.

This technique stays within bounds and doesn't violate search engine requirements. Just keep these exchanges low-key to avoid unnecessary attention.

C. Broken Link Building

Here's a slick move that positions you as a problem-solver while securing your backlinks. The strategy involves replacing broken links on relevant sites with your own content. You insert your link, and the partner site fixes a 404 error without breaking a sweat.

You can propose existing content that fits the missing subject perfectly.

The game plan:

Analyse different sites in your niche using Ahrefs
Hunt down those 404 errors
Drop them a respectful email highlighting the broken link issue

Link building brings significant benefits to websites looking to boost visibility and climb the ranking ladder. Master the fundamentals of link building and leverage these techniques for your website. MindArc's SEO team can perform a comprehensive on-site technical audit to identify areas needing improvement, making your site a prime candidate for effective link building. To find out more, contact our team at MindArc or see more about our SEO services on our page.