At ACERO, we have been in the link building game for the last 5 years and have learnt through experience a series of tried and tested techniques that have excelled clients’ websites and keyword rankings to page 1 positions. 

With that in mind, Link building is a vital part of SEO and digital marketing, and in this article, our in house link building experts will provide an in-depth examination of the concept of link building and talk about the best practices we have learnt from experience and also pitfalls to avoid. But lets get started with some basic knowledge on what mindset you should have when you are building links for your website.

Understanding Link Building 

Link building is an essential aspect of Search Engine Optimisation (SEO) which helps to boost a website’s visibility and relevance online. It is the process of securing inbound links (also known as backlinks) from other websites, ideally those with high authority and relevance in a given industry.

These backlinks act like votes of confidence in your site’s content, contributing to improved rankings on search engine results pages (SERPs). However, securing quality backlinks requires strategic effort involving thoughtful content creation, networking with relevant websites, called outreach, and continuous monitoring of the efficacy of the links acquired.

The goal of link building is not just to gain a high number of links but to ensure quality links from respected and relevant websites. This emphasis on quality is due to changes in search engine algorithms, such as Google’s Penguin update, which penalises sites that participate in spammy or manipulative link-building practices. As such, the emphasis on link-building has shifted from quantity to quality, necessitating an understanding of effective, ethical link-building strategies.

Now that we’ve gained an understanding of what link-building is let’s delve into the best practices to follow and pitfalls to avoid when implementing a link-building strategy.

The Do’s of Link Building: Say Yes to Best Practices

White Hat SEO

Adopting White Hat SEO practices, such as prioritising quality over quantity in content creation and link acquisition, is essential for a successful link-building campaign. Guest posting on relevant sites also has many advantages, including creating high-quality backlinks from authoritative sources and increasing the visibility of your website. 

The importance of acquiring backlinks from relevant and authoritative sites should not be underestimated – these links help drive organic traffic and boost rankings on search engine results pages (SERPs). Finally, optimizing your website content for a better user experience is important to ensure that the backlinks are effective.


Targeting niche publishers within one’s industry can be a key component in developing an effective link-building strategy. This practice allows for the acquisition of backlinks from authoritative and relevant websites, to avoid the low-quality links and unnatural anchor texts placed within them. 

Niche targeting involves researching potential partners who are well-aligned with your target audience, such as publishers or influencers in the same industry. By doing this, you can ensure that any content created is tailored to their needs and, consequently, more likely to receive a positive response. 

Additionally, it is important to avoid link exchange schemes as these often result in poor-quality backlinks and could lead to penalties from search engines if not done correctly. By taking full advantage of niche targeting when creating a link-building strategy, businesses can ensure they are acquiring high-value backlinks that will help them achieve their desired results.

Backlinks from Authoritative and Relevant sites

Successful link building relies heavily on having quality backlinks that enhance SEO and digital marketing strategies. Thus, understanding site optimization for link building is a crucial part of developing an effective strategy.

Firstly, when acquiring backlinks, it is essential to focus on quality rather than quantity. Sites with higher domain authority should be prioritized since search engines favor these more as they are known to contain reliable information. Additionally, relevancy is key – backlinks from a website containing content related to the topic at hand would provide more value than those from irrelevant sources. 

For example, if the topic centers around digital marketing techniques, then links from industry experts or publications would be preferable over those from unrelated websites. Lastly, ensure that all external links point directly to specific pages within your website instead of generic homepage URLs since this allows users to easily navigate toward other helpful resources without having to return to your home page first.

Site Optimization

Optimizing a website is an important part of the link-building process, enabling users to easily access desired content while also increasing the chances of acquiring backlinks from authoritative and relevant sources. When strategizing for optimal website optimization, there are several key considerations to bear in mind. 

These include ensuring that content is of high quality, avoiding common online marketing pitfalls such as black hat link-building techniques, and creating a user-friendly experience that encourages visitors to stay on the site. Quality backlinks can then be acquired through outreach activities such as guest posting and other white-hat strategies. 

Furthermore, it’s important to regularly scan website performance and construct adjustments where required in order to ensure effective link-building over time.

Active Blog

Creating a content hub through an active blog can be highly beneficial for effective link building, providing a platform to generate and share valuable information with target audiences. An active blog can help in driving organic traffic to the website, as well as establish authority on topics related to one’s industry. It is also an efficient way of getting backlinks from other sites appropriate to the topic discussed. 

Additionally, creating content for an active blog spreads awareness about one’s website and services – further aiding in successful link-building efforts. However, it is essential to create high-quality content that is interesting enough for readers so that they engage with the content and visit the website more often. This will also help build credibility for the brand and lead to better rankings on search engine results pages (SERPs).

Social Media Activity

Making a presence and engaging with your target audience via social media platforms can have an indirect positive impact on link-building efforts. Social media has become an essential part of digital marketing, and it offers excellent opportunities for businesses to expand their reach online. When done right, it can be used as a powerful tool to build organic backlinks and drive more traffic to the website.

When creating content for social media posting, marketers should focus on providing useful information that can help gain trust among their followers. They should also make sure that all posts are relevant and authentic to create meaningful conversations while promoting their brand or product. 

The Don’ts of Link Building: Avoid These Pitfalls

Black Hat SEO Practices

Unethical link-building practices, such as Black Hat SEO techniques, can have serious repercussions and should be avoided at all costs. These techniques attempt to manipulate search engine algorithms by using deceptive or manipulative methods rather than legitimate tactics such as content creation and outreach. 

The most common Black Hat techniques include Private Blog Networks (PBNs), cloaking, recycling content on other sites, and unnatural anchor text. PBNs are a network of websites that masquerade as good sources while actually having no real relevance to the topic being linked to. 

Cloaking is another tactic used to deceive search engines by providing different content from what is actually displayed for it to appear more relevant than it actually is. Recycling content on other sites is also considered a form of manipulation since it can potentially confuse search engine algorithms about the original source of information. Finally, unnatural anchor text involves creating links that contain phrases or words which are irrelevant or unrelated to the website they are linking to in order to boost rankings. 

All of these practices should be strongly discouraged and actively avoided when developing an effective link-building strategy.

Improper Linking Practices

Linking exclusively to one’s homepage may not be an effective linking practice, as it can limit the potential of a successful link-building strategy. Linking a website’s pages to other relevant websites and blogs within the same industry boosts its relevance and visibility. 

This helps to gain more organic traffic from search engine results, which in turn has a positive impact on SEO rankings. Additionally, links act as endorsements for the quality of content, making them an important factor in improving credibility among readers and peers.

On the other hand, improper linking practices can seriously affect overall link-building efforts. A lack of diversification in terms of linking to external sites can make it difficult for search engines to determine the legitimacy of content or links. 

Moreover, focusing only on one’s own site disregards the importance of outbound links that should be used judiciously when creating strong relationships with other websites or blogs. As such, avoiding improper linking practices is essential for achieving optimal link-building results.

Quick Win Strategies

Quick-win strategies are beneficial in the short term but can be detrimental in the long run in link-building. Such strategies often involve tactics that focus on volume rather than quality and are usually employed with the intent of quickly boosting a website’s ranking on search engine results pages (SERPs). 

However, these quick wins come at a cost: they can lead to poor quality links from spammy sites, unsafe practices such as cloaking or hidden text, and provide little value for readers.

Link Exchange Schemes

Exchanging links with other websites can be a risky venture, as it can lead to potential penalties from search engines and damage the reputation of one’s website. Participating in link exchange schemes is a common practice but must be done carefully to ensure that it does not negatively affect SEO efforts. 

Although exchanging links is an easy and cost-effective way to acquire backlinks, it may not always provide the desired outcome if not conducted correctly. It is important to familiarize oneself with search engine guidelines regarding link exchange schemes in order to avoid any potential repercussions. 

Furthermore, care should be taken to ensure that all links obtained through such means are relevant and of good quality since low-quality or irrelevant backlinks could potentially harm one’s ranking on search engine result pages (SERPs). Link exchanges should also be monitored regularly in order for one to guarantee that all such links remain active and continue delivering value to their website.


Link building is a key component of any digital marketing strategy. It requires careful research and implementation of best practices in order to be successful. There are several pitfalls to avoid when undertaking a link-building campaign, such as black hat SEO practices, improper linking techniques, quick win strategies, and participating in link exchange schemes. 

At ACERO, we believe link building should be approached with an ethical mindset, and research into the target industry should be made to assess what kind of campaign you want to run. Employing the proper mindset and outreach can make all the difference when creating an effective link-building strategy. Also, if you are interested to learn more about eCommerce Link Building click here.

With proper planning and execution, this powerful tool can help boost search engine rankings and establish credibility within the online space.

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