Why links still matter
A link from a reputable site is a vote of confidence. Google's systems still use links to discover pages and judge authority.
Quality over quantity
One link from a respected industry publication outweighs hundreds from low-quality directories. Relevance and trust are what count.
Tactics that work
- Digital PR — data-led stories journalists want to cover.
- Unlinked brand mentions — ask sites that mention you to link.
- Broken link replacement — offer your page in place of a dead one.
- Resource and supplier pages.
- Expert commentary for journalists.
- Partnerships, associations and local sponsorships.
What to avoid
Buying links, private blog networks and mass link exchanges violate Google's spam policies and can trigger penalties.
Tracking links
Monitor earned links to ensure they stay live, and watch for spammy links pointing at you.