As search engines have evolved, so have the strategies and tactics used to acquire backlinks.
What once worked seamlessly now risks penalties, and what seemed unnecessary in the past is now a necessity for online success.
Understanding these changes is crucial to ensuring your website remains competitive in search rankings.
The early days: Directories and quantity over quality
In the early 2000s, link building was a relatively straightforward process. Search engines like Google primarily assessed a website’s authority based on the number of backlinks it had. The more links pointing to a website, the higher it ranked. This led to a surge in directory submissions, link farms, and automated link building techniques.
Businesses and SEO professionals would submit their websites to as many directories as possible, regardless of relevance or quality. Reciprocal linking, where websites exchanged links, became commonplace. During this time, there was little emphasis on user experience or content quality – it was all about numbers.
Related read: What Are Directory Links?
Google’s crackdown: Algorithm updates and penalties
As search engines improved, they started prioritising link quality over quantity. Google’s Penguin update in 2012 marked a turning point, penalising websites that engaged in spammy link building practices such as paid links and excessive keyword-rich anchor text. The update affected thousands of businesses, forcing them to rethink their approach.
Manual penalties became more frequent, and many companies had to invest in link audits and disavow tools to clean up their backlink profiles. This shift highlighted the importance of earning links naturally rather than acquiring them through manipulative tactics.
The rise of content-driven link building
With spammy link building tactics losing effectiveness, businesses had to find new ways to attract backlinks. This led to the rise of content marketing as a link building strategy. Instead of artificially creating links, websites started focusing on producing high-quality, informative, and shareable content that naturally attracted links from reputable sources.
Businesses started investing in blog posts, infographics, and research studies to gain media coverage and backlinks. Digital PR campaigns became a crucial part of link building strategies, with companies reaching out to journalists and industry influencers to secure editorial links from trusted news sites.
Local SEO and the impact of Google My Business
For businesses targeting a UK audience, local SEO became increasingly important. Google My Business (now Google Business Profile) and local citations started influencing rankings in local search results. Link building efforts began incorporating strategies such as acquiring citations from local directories, engaging with UK-based bloggers, and securing mentions in regional news outlets.
Local businesses found that earning backlinks from reputable websites had a greater impact on their visibility than acquiring links from generic global directories. This shift made outreach and relationship-building with local publications a key part of an effective SEO strategy.
E-A-T and the demand for authoritative backlinks
Google’s E-A-T (Expertise, Authoritativeness, and Trustworthiness) principles significantly changed how websites approached link building. The search engine began prioritising content from authoritative sources, particularly in industries such as finance, healthcare, and law.
For UK-based businesses, this meant securing backlinks from government websites, educational institutions, and recognised industry publications. Instead of focusing on generic links, brands had to establish themselves as thought leaders by contributing expert opinions, publishing well-researched whitepapers, and securing links from high-quality domains.
The role of social media and brand mentions
Although social media links do not directly impact SEO rankings, brand mentions and social engagement have become key elements in link-building strategies. Businesses increasingly leverage platforms like LinkedIn, Twitter, and Facebook to promote their content, hoping it will gain traction and earn organic backlinks from journalists and bloggers.
Search engines have also started recognising unlinked brand mentions as a trust signal. Companies now focus on building a strong brand presence and engaging in public discussions to increase their chances of being mentioned and linked to by authoritative sources.
Related read: Do Social Media Posts Count As Backlinks?
HARO and journalist outreach
One of the most effective modern link building tactics is HARO (Help a Reporter Out) and journalist outreach. Businesses and experts contribute quotes to media outlets in exchange for backlinks. This approach not only helps with link acquisition but also strengthens brand authority and credibility.
Many companies now work with digital PR agencies that specialise in securing high-quality backlinks through journalist outreach. This method ensures that links are relevant, authoritative, and capable of driving meaningful referral traffic.
Where is link building heading next?
Looking ahead, link building will continue evolving with search engine advancements. Google’s focus on user experience, content relevance, and credibility means that businesses must align their strategies with long-term sustainability. Future trends in link building may include:
- Greater emphasis on entity-based SEO, where search engines analyse overall brand authority rather than just links.
- Stronger integration of AI, with predictive analytics helping brands identify link opportunities.
- More emphasis on video content as a linkable asset, with YouTube and short-form videos playing a greater role in backlink strategies.
- The decline of guest posting as a primary tactic, with Google cracking down on low-value guest contributions.
Looking for high-quality, relevant links?
Link building has transformed from a numbers game into a sophisticated, relationship-driven process. The emphasis has shifted towards quality, relevance, and trustworthiness, making it essential to focus on ethical and effective link-building strategies.
Feeling lost? We’re here to help brands secure high-quality backlinks that enhance search visibility and credibility. With a data-driven approach and a commitment to long-term success, we ensure your website remains competitive in an ever-changing digital landscape.
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Have a chat with our link building specialists today.
Related read: What Pages Should You Build Backlinks To?
