The Future of Ethical Link Building: 16 Strategies for 2023

7 min read

In 2023, building backlinks through ethical strategies is essential for businesses and agencies that aim to rank for keywords. According to Google, high-quality backlinks, along with content and mobile optimization, are among the top three ranking factors.

To increase your search rankings, it is crucial to focus on organic link building and obtain numerous high-authority links to your website.

It is widely known that SEOs are always searching for new and innovative ways to build backlinks, but it is crucial to avoid black hat strategies that could harm brands, agencies, and SEOs. Google is wise, and using spamming or unnecessary blog commenting techniques can no longer fool the search engine as it used to in 2011.

This article presents 16 ethical link-building best practices for 2023. But first, let us discuss why link-building is vital.


The Significance of Link Building for Your Business in 2023


As mentioned earlier, building backlinks in 2023 is crucial for ranking on Google search results for specific keywords. However, if done correctly, ethical link-building practices can also provide the following benefits:

  1. Driving traffic from high-traffic sites (where your link is placed) to your website, landing page, or social media profiles.
  2. Building backlinks on high-authority platforms helps establish your brand credibility and exposure.
  3. Effective lead generation can be achieved by building backlinks properly, which can contribute to a brand campaign’s success.
  4. According to experts, successful link-building practices can automatically improve organic visibility.
  5. Ultimately, the above benefits can help a brand increase sales and generate revenue, resulting in a profitable online business.


In 2023, there will be 16 ethical link-building strategies that SEOs can use to achieve success. While this may be a narrow view of the entire SEO discipline, focusing on content and link building can yield maximum results if done correctly.


1. BACKLINK BUILDING THROUGH RECLAMATION STRATEGY– In 2023, reclamation is one effective strategy for building backlinks. Often, websites are mentioned in “best of” articles, even if they are not the main focus. In such cases, it is possible to use a social listening tool to identify such mentions and reach out to the publisher or platform. By building relationships and asking for a link to your website, you can leverage this opportunity to obtain valuable backlinks.


2. CREATING STATISTICS– In 2023, creating statistics can effectively build organic links without spending money on link building. By providing accurate and valuable information, businesses are likelier to link to your content, increasing your credibility.


3. Guest Posting Done Right– In 2023, high-quality guest posting remains a powerful tool for building backlinks. However, it is crucial to remember that low-quality content solely for link building is unacceptable in Google’s eyes. To create valuable backlinks, the focus should be on producing well-researched, SEO-optimized, long-form articles. By doing so, publishers are less likely to reject your pitch and more likely to accept your guest post, resulting in quality backlinks.


4. Enhancing Your Content’s Visibility with Link Insertion -Link insertion is a powerful and easy-to-implement link-building tactic that can yield significant results. This strategy involves reaching out to website owners and suggesting your content be added to an existing piece of relevant content. The benefits of link insertion are clear for both parties involved. Site owners always look for ways to enhance their pages and provide more value to their users while your content gets additional exposure and backlinks. To succeed with link insertion, it’s essential to provide high-quality, relevant content that addresses a need or solves a problem for the website owner. By approaching link building with a mindset of creating value for others, you can increase the likelihood of your requests being accepted and build long-term relationships.


5. Crafting Quality Content with a Journalistic Approach– As per industry experts, creating journalistic content is an innovative approach to building contextual backlinks. This involves selecting a trending topic and utilizing available online resources to craft unique content. To enhance the credibility of the content, include quotes from authoritative figures in the industry. Finally, share the content on social media platforms to generate interest and increase visibility. Once people discover your content, they may be willing to provide a link and share it on their platforms.


6. Utilising User-Generated Content Sites for Link Building– Some of you may hesitate to pursue no-follow links, but it’s essential to consider certain factors. Google’s guidelines about the value of building no-follow backlinks on reputable industry authority sites need to be clarified. Therefore, many SEOs have strategically placed no-follow backlinks on these platforms to drive traffic to their desired pages. To do this effectively, it’s essential to implement a content strategy on review sites such as Quora, Medium, Reddit, and others.


7. Creating Infographics to Boost Your SEO– Quality infographics have become a popular tool for many SEOs in recent years. People often prefer to engage with visually appealing and informative infographics rather than read through lengthy articles. With free infographic templates readily available, it’s an effective way to scale up your link-building efforts. To execute an effective infographic-driven backlink-building strategy, it’s crucial to have a well-planned email marketing approach. You’ll need to identify publishers who create content related to your infographic and request them to use it with a backlink to your website.


8. Creating Round-Up Posts: An Effective Strategy for Building Backlinks- Many small and medium-sized enterprises (SMEs) have used round-up posts to build backlinks. By interviewing an influencer in your industry, you can create valuable content that people want to link to. It’s a quick and easy way to build links and improve your website’s SEO.


9. Guide-Based Link Building For SEO– Consider creating comprehensive guides to improve your link-building efforts. Google favours long-form content over short articles, so create a guide that provides in-depth information about the topic. This will make it more likely for people to link to your guide.


10. The Power of Broken Link Building for SEO– Utilizing broken links can be a successful link-building strategy when executed consistently and correctly. Start by auditing your competitors’ websites to identify any broken link opportunities. You can use SEO tools like Ahrefs, Moz, and Semrush to help find these opportunities. Then, reach out to the website administrators and suggest resources to replace the broken link and request a link back to your site.


11. Building Links with Hot Topics– You can attract organic backlinks by creating content on the latest trends in your niche. Covering hot topics and providing new insights or data can add value to your website. Utilizing tools like Google Alerts, Ahrefs’ Content Explorer, and Buzzsumo can help you stay current on the latest industry trends.


12. The Power of Marketing Communities in Link Building Strategy– Joining marketing communities is a smart strategy for building quality links. Collaborating with other brands in your niche can increase your online visibility and create strong connections with potential partners. There are numerous online communities that you can explore to start building your links. You can join social media platforms like Facebook, Slack, Telegram, or Reddit groups, participate in discussions, share your content, and interact with other members. Being an active member of these communities can help you gain credibility and authority and increase your chances of attracting high-quality backlinks. So, start exploring the communities in your industry and build meaningful relationships with fellow marketers.


13. The Power of Website Reviews in Building Quality Backlinks– Did you know writing reviews or testimonials for other brands can help you build backlinks? By writing a review for a brand, they can feature your review to their customers, which can help build trust with their users. This is a win-win for both parties – the brand wins over new users, and you gain a backlink.


14. The Power of Competitor Research in Link Building– One effective strategy for building backlinks is to conduct a thorough analysis of your competitors. You can use tools like Ubersuggest, Ahrefs, Moz, and Semrush to check where your competitors are gaining new links. Once you have identified those sites, you can contact them, offer a valuable resource, and request a link to your website. This way, you can gain valuable backlinks while keeping your link-building tactics ethical.


15. The Magic of Internal Linking– Internal linking is a powerful strategy to improve your website’s authority and user experience. By linking relevant pages within your website, you can distribute link juice and boost page views, ultimately improving your page rank and average time on site. Not only does this benefit your SEO efforts, but it also helps users stay on your site longer and access more information easily. Learn how to implement internal linking to enhance your website’s performance effectively.


16. Mastering HARO for Maximum Backlink Building Potential– HARO is a great way to get in front of journalists, influencers, and bloggers. It’s a search engine that allows you to submit content and search for stories from people looking for information on any topic. Once your content is approved, you will get a link to your profile or a web page. You can submit your story to HARO without creating an account, but it’s worth making an account if you want access to the tools that help you manage your submissions. HARO puts you in touch with journalists seeking information on your topic. You can get their contact details and start building relationships immediately. Once you submit your request, an editor will review it and contact you if they think they can help you. This could mean giving you expert advice on a topic or tips on how to write an article. If the editor decides they cannot help you, they will pass on your request and explain why they cannot help. It is important to note that HARO does not offer any guarantees about getting responses from sources or what kind of information might be revealed during interviews.




In conclusion, there are numerous ways to approach link building, depending on your creativity and innovation. However, it is essential to remember that ethical and organic link-building best practices are constantly evolving. As you explore new methods, ensuring that your content is original and optimized for SEO is crucial. If you’re overwhelmed by the prospect of ethical link-building, consider our monthly SEO packages. Our expert team has extensive SEO experience and can help you conduct a thorough link profile analysis while building high-quality backlinks to improve your domain rating.

Shilpi Mathur
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