White Hat Link Building logo with title.

White Hat Link Building

Starting with SEO? Think of link building as making friends in the digital world. It’s like getting shoutouts from other websites, which helps Google notice you. Now, there’s a right way to do this, called “white hat link building” or building “whitehat backlinks”. It’s a bit like playing by the rules in a game.” While it might seem tricky to come up with strategies, it’s super important if you want to be the star player in Google’s eyes.


Just like in school, where everyone wants to be the popular kid, websites are all trying to be on Google’s first page. To stand out, you need other sites to vouch for you. This guide will be your playbook, teaching you the white hat way to win at the SEO game. Dive in, and soon, you’ll be scoring top spots on Google!


What’s White Hat Link Building, You Ask?


Alright, before we dive deep into the cool white hat link-building techniques and tricks, let’s break down what it actually means. Imagine link building as throwing a party and inviting friends over. The more friends (or websites) that talk about your awesome party (your website), the more popular you become. And just like in school, being popular means you get noticed – in this case, by big names like Google.



The whole idea behind link building? Make your website the talk of the town! The more websites chat about you, the cooler you look to search engines. And guess what? That means you get to be the star on Google’s first page, catching the eyes of all those potential party-goers (or customers)! rank higher in search results, making you more visible to potential customers.


White Hat Link-building and Search Engines

White hat link building is the process of acquiring high quality links, or inbound links from high-quality websites, to improve search engine rankings.

The main difference between white hat and black hat link-building tactics is that white hat tactics are intended to comply with search engine guidelines, while black hat tactics are not. 

Link building has long been a key ranking factor for search engines, but the algorithm details have changed over time. In the early days of SEO, it was enough to simply acquire any links from any website.

However, as Google and other search engines became more sophisticated, they began to penalize sites that engaged in low-quality or spammy link-building tactics. As a result, white hat link building has become increasingly important for those looking to improve their search engine rankings. 

There are several white hat link-earning techniques that can be used to acquire links from high-quality websites, including guest blogging, blog commenting, and infographics. However, one of the most effective ways to build white hat links is through resource pages.

Resource pages are pages on high-authority websites that list quality resources in a particular niche or industry. If you can get your website listed on a resource page, it can provide a big boost to your domain authority and help you rank higher on search engine results pages.

Many businesses choose to work with a white hat link-building services agency to ensure they adhere to search engine guidelines effectively.

What is Domain Authority?

Domain Authority (DA) is a metric developed by Moz that provides a ranking score for websites, indicating their potential to rank on search engine result pages (SERPs). This score ranges from one to 100, with higher scores indicating a greater likelihood of achieving higher rankings.

DA is calculated based on multiple factors, including the number and quality of links pointing to a website. While it serves as a useful tool for predicting website performance, it’s essential to note that search engines like Google do not use DA as a direct ranking factor. Instead, DA offers a comparative metric for assessing the potential ranking strength of entire websites over time.

How do White Hat Backlinks Impact Your DA?

White hat backlinks play a pivotal role in enhancing your DA. When reputable and high-quality websites link to your site, it’s akin to receiving a vote of confidence in the digital realm. Search engines, like Google, view these “votes” as indicators that your content is valuable and trustworthy.

By consistently acquiring white hat backlinks, you not only increase the chances of driving organic traffic but also boost your website’s credibility and authority.

Over time, as you gather more of these quality backlinks, your DA will rise, signaling to search engines that your site is a trusted and authoritative resource in your niche.

How to Find Great Linking Opportunities

Finding great linking opportunities is crucial for enhancing your website’s authority and improving its search engine rankings. Here are some effective strategies to identify these opportunities:

    • Use Statistics to Your Advantage: Original research and statistics can be a magnet for backlinks. When you produce unique data, other websites are likely to reference and link to your findings.

    • Locate Broken Links: Identify broken link-building opportunities on reputable websites and suggest your content as a replacement. This not only helps the website fix a problem but also provides you with a quality backlink opportunity.

    • Utilize Google Search Console: This tool can help you identify websites that already link to you, as well as potential opportunities where you might want to reach out for additional links.

    • Search for Niche-Specific Resource Pages: Use Google search parameters to find resource pages related to your industry. These pages often list valuable resources and can be a great place to get a link back to your site.

    • Create High-Quality Content: The foundation of earning white hat backlinks is producing excellent content. When your content is valuable and informative, other websites are more likely to link to it.

    • Engage in Guest Blogging: Writing guest posts for reputable websites in your industry can provide you with quality backlink opportunities while also showcasing your expertise.


Remember, the key to successful link-building is to focus on quality over quantity. It’s better to have a few links from highly reputable sites than numerous links from low-quality sources.

Mastering the link-building process involves not just finding opportunities but also creating content that naturally attracts high-quality backlinks.


White Hat Link Building Strategies

Here are a few white hat link-building strategies you can use to help build authority in the eyes of search engine algorithms. Using these strategies, you will become a white hat link builder in no time!

Guest Posting

One of the most common ways to build white hat backlinks is using article marketing. Article marketing, also known as guest posting, is when you create a new article or blog post that is relevant to your niche, and then publish it on another website or blog with a link back to your website/URL.

Guest posting is a great way to build links because you aren’t asking other site owners to link to your website, you’re offering them a relevant piece of content in exchange for a link. As long as your guest posts are interesting and helpful, the other website will agree to publish it and link back to your site.

You can do this either manually or with the help of link building tools like BuzzSumo or Outbrain, which helps you find sites that are publishing content related to your industry so you can solicit them for white hat backlinks. You can also do a simple Google search on your niche or a subject in your niche and get plenty of websites to contact about guest posting.

However, it’s important to choose the sites you are guest posting for carefully. You want to make sure you are only guest posting for high-authority blogs or websites that are likely to attract new readers.  

For optimal results, consider partnering with a reputable link-building agency that specializes in white hat techniques.

Pro Tip: Website owners know the value of their backlinks especially if they have a good domain rating. Many website owners will request that you pay them for the link back to your site and these links can be expensive. Its important to know that buting links is against Google’s policy and can have a negative impact on your search engine optimization (SEO).

Creating Interesting and Engaging Content (Infographics, Videos, Blog Posts)

One of the best ways to get high-quality backlinks is to create interesting and engaging content that isnt like everything else out there. This can include infographics and videos, as well as well-written articles and blog posts.

Once you have created this content, you can share it on social media so that people can see it and link to it. Not only will this help to attract attention from other website owners and bloggers, but it will also show that you are an authority on your chosen subject.

If your content is unique and interesteing, other websites may link to your content when they are writing about related topics.

Additionally, by creating content that is truly valuable and share-worthy, you are more likely to get natural backlinks from people who simply want to share your content with their audience.

So if you’re looking to build high-quality backlinks, focus on creating great content that people will want to read, watch, and share.

Case Studies and Research Papers

Publishing detailed case studies and research papers can be an effective link-building strategy since online media outlets are often looking for new content to share with their audience.

If you can provide them with high-quality, well-researched cantent that are relevant to their readership, they’ll be more likely to link back to your site.

This not only helps to get your name and work in front of a larger audience but also provides valuable link equity that can improve your SEO and domain authority.

Also, sharing your research on your own blog or website is a great way to build up your online presence and attract backlinks from other websites.

Promote Your Content on Social Media and Other Online Channels.

The more backlinks you have, the higher your domain authority will be and the higher your website will rank in search engine results pages (SERPS).

One of the most effective methods to attract people to your brand and your content is to promote it on social media and other online channels. This is especially important in 2023 and beyond as social media continues to grow in popularity.

When you share your content on social media, you are essentially giving other people the opportunity to see it and link to it. Good social media platforms to share your content include TikTok, Twitter, Facebook, and Instagram!

Once your content has been linked on another website, you can benefit from extra referral traffic people who click on these links will be taken to your website, where they may be more likely to convert into customers or subscribers.

Broken Link-Building

A broken link is a link on a web page that leads to an error message (usually a 404 page error), instead of the page the user expected. In other words, it’s a dead end.

Broken links can cause problems for both users and search engines. For users, broken links can be frustrating and confusing. For search engines, broken links can mean lower rankings because they indicate a lack of quality control on the website.

Fixing broken links for other sites can be one of the best link-building techniques. Broken links are fixed by replacing the link on the website that is broken with one that is live.

Broken backlink building is a process used by SEO professionals to get relevant links as part of an SEO strategy. First, you need to use a tool that will help identify sites with a backlink profile that includes broken links.

Pro Tip: We like the Ahrefs free broken link tool you can find here. When planning your broken link-building campaign, this tool can be invaluable in identifying potential opportunities. It will also tell you which links are broken.

Here is an example showing some broken links:

Ahrefs Broken Link Checker Showing Broken Links

If you do not have any broken links, it will look like this:

Broken Link Checker ahowing no broken links

The goal of the broken link building technique is to get high-quality backlinks from these sites by fixing the broken links. This can be done by contacting the site’s owner, letting them know about the broken links, and offering them an alternative piece of relevant content with your link in it to replace the broken link.

This is a win-win for both parties as you get a link and the other site has one less broken link bringing down their SEO.

HARO (Help A Reporter Out)

HARO, standing for “Help A Reporter Out,” is this nifty digital hub designed to connect the dots between journalists on the hunt for information and experts who’ve got the answers. Imagine it as a networking event, but online and specifically tailored for knowledge exchange.

When you hop onto HARO, the first step is to craft a profile that showcases your expertise. Once that’s set, you’re in for a treat. Every day, your inbox will be graced with emails listing out a bunch of questions or topics that journalists are currently exploring.

These are writers and reporters from various media outlets, big and small, seeking the perfect quote, insight, or detailed information to elevate their articles.

As you skim through these daily digests, if you stumble upon a topic and think, “I’ve got the perfect insight for this!” you can directly respond to that journalist’s query. Share your knowledge, provide context, and maybe even throw in a fun anecdote.

The cherry on top? If a journalist finds your contribution valuable and decides to include it in their piece, there’s a high likelihood they’ll credit you and even link back to your website or platform.

Not only does this give you a platform to share your expertise, but it’s also a fantastic way to boost your online presence and credibility. It’s like a digital handshake, where both parties benefit!

Here is a picture of a HARO daily email:

An example email from HARO with quiries from journalists.

Competitor Analysis

Think about it: if a website is linking to your competitor, it means they value the content or service your competitor provides.

This also indicates that they might be interested in similar, if not better, content from your end. By analyzing your competitors’ backlinks, you’re essentially uncovering a treasure trove of potential websites that might be willing to link to you as well.

How to Dive Deep with Tools:


Identify Competitors: Start by listing websites or businesses that operate in the same niche or offer similar services/products as you.

Analyze Their Backlinks: Using Ahrefs or SEMrush, input your competitor’s website. These tools will generate a list of sites that link back to them. Look for patterns, recurring domains, and the quality of these linking sites.

Quality Over Quantity: Remember, not all backlinks are created equal. Focus on high-authority and relevant websites. A link from a reputable site in your industry is worth more than several from unrelated, low-quality sites.

Here is an example of the backlink profile for a website using the Ahrefs free backlink tool:

Backlink Profile using the Ahrefs Free Backlink tool

Reaching Out: The Ethical Way

Once you’ve identified potential websites:

    • Craft a Genuine Pitch: Don’t just ask for a link. Offer value. Maybe you have a piece of content that’s more comprehensive, updated, or offers a unique perspective. Highlight that.

    • Build a Relationship: Engage with their content, comment on their articles, or even share their work on your platforms. This not only puts you on their radar but also establishes a foundation for a genuine, long-term relationship.

    • Mutual Benefits: When reaching out, emphasize how linking to your content can benefit their readers or audience. It’s a two-way street.


Competitor analysis isn’t just about mimicking what others are doing. It’s about understanding the landscape, finding gaps, and positioning yourself in a way that adds value to others while boosting your own online presence. It’s white hat link-building at its finest!


White Hat Link Building for Local Businesses (Local SEO)

What’s Local SEO?

Local SEO is a subset of Search Engine Optimization (SEO). It’s all about making sure that when someone in your area searches for a service or product you offer, your business pops up!

Why Are Backlinks Important to Local Businesses?

Imagine backlinks as votes of confidence from other websites. If a local blogger or another business links to your website, it’s like they’re saying, “Hey, this business is legit!”

Search engines see these “votes” and think, “Okay, this business must be trustworthy and relevant,” which can help boost your visibility in local search results.

Building Backlinks for Local Businesses:

    • Local Directories: Think of these as modern-day Yellow Pages but online. Websites like Yelp, Facebook, YellowPages, or even your local Chamber of Commerce have directories where you can list your business. When you do, you get a backlink from them! Plus, locals often use these directories to find services, so it’s a win-win.

    • Local Bloggers and Influencers: Got a local blogger who writes about the best eateries in town? Or maybe there’s an influencer who showcases local shops. Reach out to them! Offer them a special experience at your business or share insights they might find interesting. In return, they might write about you and link back to your website.

    • Community Involvement: Sponsor a local event or collaborate with a nearby school on a project. When they talk about it on their website, they’ll likely link back to you as a sponsor or partner.

    • Guest Posts: If there’s a local website that accepts articles or blog posts, write one! Share your expertise, and in the article, you can include white hat SEO backlinks back to your business.

    • Testimonials and Reviews: If you’ve worked with other local businesses, offer to write them a testimonial for their website. They get positive feedback, and you get a backlink.

Local Link-Building: A Few Tips:

    • Quality Over Quantity: One genuine backlink from a reputable local source is way better than ten from random, low-quality sites.

    • Be Genuine: When reaching out, be authentic. It’s about building real relationships, not just collecting links.

    • Stay Updated: SEO, even local SEO, is always evolving. Keep an eye out for new local directories or opportunities to get involved in the community.

In a nutshell, if you’re a local business, tapping into local SEO and building white hat backlinks is like telling your community, both online and offline, “Hey, we’re here, and we’re awesome!” It’s a fantastic way to get noticed and trusted by both search engines and potential customers in your area.

Black Hat Link Building

While backlinks are an important part of any white hat SEO strategy, there are also several black hat link-building techniques, including some ‘broken link building tools blackhat’, that you might come across and can damage your site’s SEO in the eye of search engines.

The most common black hat link-building strategies to stay away from are:

    • Buying backlinks: Buying backlinks is a violation of Google’s Webmaster Guidelines and can result in a penalty.  Despite these warnings, there are plenty of people who try to buy white hat backlinks but buying such links can get you in a lot of trouble.  (There are white hat link building services that do white hat outsource link building that is not against Google’s guidelines and can be helpful in building links.  This is not considered buying white hat backlinks.)

    • PBNs: Private blog networks (PBNs) are networks of websites that are created and controlled by the same person or organization. PBNs are often used to build backlinks to websites that are trying to manipulate search rankings.

    • Guest posting spam: Guest posting spam is the practice of posting low-quality guest posts on other websites in order to get backlinks.

    • Blog comment spam: Blog comment spam is the practice of leaving comments on other blogs in order to get backlinks.

    • Directory spam: Directory spam is the practice of submitting your website to low-quality directories in order to get backlinks.

    • Link cloaking: Link cloaking is the practice of hiding the true destination of a link from search engines.

These are just a few of the many black hat link building strategies that exist. It is important to be aware of these strategies so that you can avoid them. Using black hat link building strategies can result in low-quality links and penalties from Google, which can damage your website’s ranking and visibility in search results.

Frequently Asked Questions

Here are some of the most asked questions relating to link building.

What is Black Hat Link Building?

Black hat link building is part of a set of techniques called black hat SEO. Black hat SEO includes using link schemes, private blog networks, and low-quality websites.

Black hat link building is the process of building links from a low-quality website in an attempt to manipulate Google’s webmaster guidelines. This practice is considered unethical and can result in penalties from search engines.

Black hat link building typically involves acquiring links from sites that are irrelevant to the content of the site being linked to, or from sites that are known to engage in spammy practices.

In some cases, black hat link builders will also create artificial links by using automated tools or services. Also, be leery of anyone reaching out to you saying they run a white hat link-building company. These companies often sell links from low-quality sites.

Building links from low-quality sites can hurt a site’s search engine rankings. In addition, it can also lead to the site being penalized by search engines.

As such, black hat link building is generally not considered a good SEO practice.

What is Grey Hat Link Building?


Grey hat link building strategies are those that fall somewhere in between white hat and black hat tactics. They are not white hat because they are not explicitly endorsed by search engines, but they are not black hat either because they do not violate any specific rules.



Here are some examples of grey hat link building strategies:


    • Link exchange: Link exchange is the practice of exchanging links with other websites. This can be a good way to get backlinks, but it is important to choose websites that are relevant to your own and that have a good reputation.

    • Forum posting: Forum posting can be a good way to get backlinks, but it is important to participate in the forum authentically and to provide valuable contributions. Posting links to your website in your forum signature is generally acceptable, but posting links in the body of your posts is not.

    • Directory submission: Directory submission can be a good way to get backlinks, but it is important to choose directories that are high-quality and relevant to your website.

    • Article marketing: Article marketing is the practice of writing articles and submitting them to article directories and other websites. This can be a good way to get backlinks, but it is important to write high-quality articles that are informative and engaging.

    • Press releases: Press releases can be a good way to get backlinks, but it is important to write press releases that are newsworthy and relevant to your target audience.

What Makes White Hat Link Building So Challenging?

One of the most challenging aspects of white hat link building is that it requires a significant investment of time and resources. Creating high-quality content that will earn links from other reputable websites takes a lot of effort.

In addition, white hat strategies such as guest blogging and broken link building can be very time-consuming.

As a result, white hat link building can be a daunting task for even the most experienced SEO professionals.

However, the rewards can be well worth the investment, as white hat link building can help to earn links from authority sites that can provide a significant boost to your website’s visibility in search engine results pages.

Does link building still work?

The simple answer is yes, white hat techniques still work and are effective in building authority and increasing your ranking with search engines.

However, it’s important to understand that the landscape of SEO has changed considerably in recent years, and the old methods of link-building are no longer as effective as they once were.

To build authority and rank well with search engines, it’s now necessary to focus on creating high-quality content that people will want to share. This can be done by publishing blog posts, infographics, white papers, and other types of content on your site, as well as promoting this content through social media and other channels.

By taking a white hat approach and focusing on creating quality content, you can still build authority and increase your ranking with search engines.

Ahrefs is my favorite link building tool to help with white hat link building and they have many helpful resources to help you like this.


Link building can be difficult to manage, but it is also vital to the success of your website. If you want your site to rank highly in the search engines, then you need to be able to prove to Google that your content is valuable and relevant.

All of the white hat link-building ideas listed above are great ways to attract attention to your website. However, you also need to make sure that you are creating high-quality content and optimizing your website for search engines. If you do this, you’ll be well on your way to building links and increasing your traffic.

For those who find this process daunting, seeking out SEO link building services can be a valuable step towards achieving your website’s SEO goals.

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