Don’t get involved in link networks. The benefit of getting links from networks is low, whereas the risk of being penalised and losing rankings is high.
Diversify your backlink profile. Get different types of links from a wide range of IP addresses.
Build backlinks to every page of your website that you want to rank. Get people to link to the inner-pages of your site – the ones you want to rank for specific keywords – as well as to the homepage.
Existing relationships are an instant source of backlinks. Some of your suppliers, partners and customers will link to your site if you ask them to do so.
Get the good backlinks that your competition already has. If someone has already linked to one of your competitors then there’s a reasonable chance that they’ll link to you also if you give them a good reason to.
Get some backlinks with your target keywords as the link text. This type of link is important, but should make up less than 10% of your backlink profile.
The majority of your backlinks should be branded. A backlink profile without lots of branded links (like ‘Company Name’ and ‘www.companyname.co.uk’) signals to search engines that you’ve been using manipulative link building tactics.
Know who’s linking to you. Within Google Search Console, go to ‘Traffic’ and then ‘Links’ to check how many sites are linking to yours and which sites they are.
Sign up for Ahrefs. Doing so gives you access to extensive backlink data for your site and also your competitors’ sites.
Every page of your website should be linked to from at least one other page. Search engines don’t include pages in their results that aren’t linked to either internally (from another page of the same site) or externally (from another site).
Have direct links from your homepage to your most important pages. Doing so passes authority from the homepage to your important pages and improves the rankings of those pages.
Add in-content links to other relevant pages on your website. Whilst not as valuable as external links, internal links do still pass authority and signal to search engines what pages to rank for which keywords.
Remove unnecessary outbound links. Only link to pages on other sites that you think visitors to your site would find helpful and/or interesting.
Link out to relevant websites and blogs. People generally notice if you link to them, and if you link to them, there’s a reasonable chance that they’ll link back to you if you have good site.
Leave comments on relevant websites and blogs. Doing so builds trust and relationships with people – both the site owners and visitors to those sites.
Interact with bloggers in your industry. The better people with relevant blogs know you (through social sites, forums, email, etc.) the more likely they’ll be to link to your site and to share your content.
Contact small businesses with relevant websites. A good relationship, in which you help promote each others’ sites, makes SEO simpler and cheaper for you and for them.
Write press releases to share news and opinions. This is a good way to get content on, and links from, sites outside of your industry and circle of connections.
Phone people to develop online relationships. Emails can easily be ignored or forgotten, but phone calls not so much.
Use your website to build trust and relationships. The more relationships you have, and the more people trust you, the more people will talk about you, link to you, and, ultimately, buy from you.
Add your address and phone number to every page of your website. This builds trust and improves rankings if you’re targeting keyword phrases that contain your town/city name.
Get listed in industry and local directories. Most directories are worthless, however, there should be at least 10 that are relevant to your area or industry.
Ask customers to leave reviews on Google My Business and local directories. Positive reviews improve your rankings in Google’s local listings and can be accessed directly from the search results.
Be personal in a way that big businesses can’t be. Putting your individuality and personality across throughout the off-site SEO process (outreach emails, guest posts, Tweets, etc.) makes others more likely to engage with you.
Use social websites to promote other people’s content as well as your own. People generally know if you’ve taken action on social sites to help them, and if they see that you’ve helped them, the chances of them helping you out in return are much higher.