For a new business, B2B link building can be a ticket to ranking on page one.
Mind you, it’s not magic – you still need to produce high-quality content and optimize your website for on-page and technical SEO.
In this article, we’ll delve into:
- What is B2B link building and why it’s still relevant in 2025
- How to use 15 B2B link building strategies manually and with Respona
- Frequently asked questions about getting links
Let’s get into it.
- What is B2B Link Building?
- Linkable Assets
- Guest Posting
- Link Insertion
- Skyscraper Technique
- Listicles
- Blogger Outreach
- Unlinked Mentions
- Resource Pages
- Infographic Outreach
- Product Review
- Product Alternatives
- Competitor Mentions
- Journalist Outreach
- Podcast Outreach
- Content Syndication
- Now Over to You
- Frequently Asked Questions (FAQ)
Link building cheat sheet
What is B2B Link Building?
B2B link building is the process of getting other businesses to link to yours from their websites.
How does it differ from “regular” link building?
In execution, it doesn’t – but it targets ONLY websites that belong to other businesses – especially B2B SaaS companies; as opposed to just any web page.
B2B link building involves three steps:
- Identifying relevant link building opportunities
- Finding the contact information of relevant website owners, editors, and other B2B marketing personnel
- Personalizing and sending your pitches
Each step can be carried out manually, or with the help of tools.
While you may be able to secure a few high quality backlinks on your own, if your goal is to improve search engine rankings, you’re going to need to scale up – and that can only be done with link building automation tools like Respona.
Before we dive into specific strategies, let’s discuss how exactly link building benefits your site’s rankings.
There is a concept known as PageRank (commonly referred to as link juice).
It’s a value that is given to each page based on its authority, trustworthiness, and – you guessed it – link profile.
By linking to other sites, a page transfers a portion of its PageRank to the linked resource, positively impacting its rankings.
If you’d like to learn more about the history and theory behind link building, check out this video:
Linkable Assets
Creating linkable assets is the first B2B link building strategy on our list because it’s the foundation for every other strategy on the list.
Linkable assets, or link magnets are pieces of content that naturally attract backlinks.
But their real value lies in the fact that they help you cover a greater range of keywords, and allow you to find more link building opportunities.
In essence, you need content to build links to since it’s a lot easier to secure relevant links for informational blog posts than your homepage or product pages.
Without paying for links, that is.
Any piece of content can be a linkable asset – a blog post, an infographic, a video, etc.

However, the most effective type of content to organically attract backlinks (without you having to ask for them) are industry studies that showcase original research.
Once you have at least a few blog posts up and running, you can start dipping your toes into link building outreach.
Guest Posting
Guest posting is the first “proper” link building strategy on our list because it’s effective, versatile, and easy to carry out.
And publishing guest posts on other websites allows you to set up ABC link exchanges by adding other people’s links in your guest articles.
Not to mention that there’s no shortage of sites accepting guest posts.
To find them in Google, all you have to do is search for:
Intitle:”write for us” + your keyword

From here, pick the sites that fit your traffic and domain authority requirements, and get in touch with your pitch – either through the provided contact form or an email address you found elsewhere.
This is easy – but also really slow.
You may need to search for good sites and their contact details for hours – to only land a couple of guest posts.
Respona’s dedicated guest post outreach campaign template automates the entire process – from prospecting and finding contact information to personalization.

To use it, you simply fill out two fields: the general topics you’d like to write about, and a recent example of your writing.
The first field sets up your search strings, while the second is used in your outreach email sequence.
Click “Use this template” to enter the campaign editor.

Respona provides a pre-built email outreach sequence, which you can customize.
Add your personal touch, including spam checks, unsubscribe links, and adjusting follow-up timing.
A key feature is the AI-powered Icebreaker variable.

This generates unique personalized content for each guest post opportunity, going beyond a simple “first_name” and creates a more engaging opening.
It can even come up with guest post ideas for you!
Respona offers two default AI variables (Icebreaker and “P.S.”) and allows you to create custom ones.
Next, it’s time to find guest blogging opportunities.

Respona automatically uses search operators with common “write for us” variations and your target keywords to run multiple Google queries.
Set SEO filters to refine results based on your criteria.

Respona automatically finds contact information for content and SEO managers at target websites.
In the next window, you can provide guidelines for your AI variables.

This is where you can change the tone, feed it examples, and requirements for each personalization – as well as examples of your own writing style.
Enable the recurring campaign option.
This way, Respona will automatically re-run the search every few weeks and add new guest posting opportunities on auto-pilot.

Click “Run automation.”
Respona simultaneously finds opportunities, contact information, and personalizes emails with AI.
Results appear in real-time.

When ready, move on to the last step – review and launch.
Check all variables, both regular and AI-generated, and add manual personalizations where necessary.
Respona also pulls LinkedIn profiles for added context and connection opportunities.

Before sending, Respona performs pre-launch checks for unsubscribes, recent contacts, and empty placeholders.
After the campaign is launched, monitor responses and write your guest posts!
Respona’s shared inbox centralizes all your email accounts so you don’t have to jump 15 tabs just to check your emails every day.
For better email health, use multiple sender emails with a low daily limit (15-45/day).
Moving on to the next strategy.
Link Insertion
The goal with link insertion is to find pages where your content is a complementary resource, not a competing one.
You want to add value to the existing page without directly cannibalizing its traffic or purpose.
Therefore, you’re looking for sites that discuss related topics but haven’t already covered your specific angle.
Let’s say your keyword is “marketing automation ROI.”
You have a blog post showcasing how to significantly improve marketing automation ROI with specific strategies.
You want to find blogs that discuss marketing automation or ROI in general, but haven’t specifically addressed the connection between the two, especially with concrete examples like a case study.
Here’s the search string:
inurl:blog intext:”marketing automation” -intitle:”marketing automation ROI”
This search will find:
- Pages with “blog” in the URL.
- Pages that mention “marketing automation” in the text.
- Pages that do not have “marketing automation ROI” in the title.

This search helps you find blogs discussing marketing automation where your case study demonstrating ROI could be a valuable, non-competing addition.
Skyscraper Technique
The Skyscraper Technique is a content strategy focused on creating significantly better content than what currently exists on a topic.
It’s about building a “skyscraper” of information that surpasses the existing “buildings” of content in terms of quality, depth, and comprehensiveness.
What we like to do is check the competitors every time we write a new article, making every article a skyscraper, and reach out to their backlinks to try and make them our own.

Once you’ve identified a target piece of content, use Ahrefs to check its backlinks. The “Backlinks” report shows all the websites linking to that page.
These are your prime targets for outreach.
They’ve already shown interest in the topic, making them more likely to also link to you.
Listicles
The listicle link building tactic centers around creating or targeting “list posts” (articles presented as lists, like “Top 10 X for Y”).
These articles are popular with readers due to their easily digestible format and often rank well in search results.
It’s also a great strategy for recruiting affiliates since inclusions on these lists are often secured through paid placement or affiliate partnerships.
Finding these top 10 listicle opportunities in Google can be done using a search string like this:
intitle:”top” intitle:”[keyword]” -“[your company name]” -[your company domain]

For example, if your keyword is “project management software,” the search string would be:
intitle:”top” intitle:”project management software” -“[your company name]” -[your company domain].
Blogger Outreach
Blogger outreach is a core digital marketing strategy that involves connecting with influential bloggers in your niche to collaborate on various initiatives.
The goal is to build relationships and leverage the blogger’s audience to increase brand awareness, generate leads, and acquire backlinks.
This can involve a range of collaborations, from sponsored posts and product reviews to guest blogging and co-creating content.
Finding relevant blogs using targeted Google searches is super easy.
All you need is the inurl:blog search operator, as it specifically targets blog pages.
Combine this with relevant keywords related to your niche.

For example, if you’re in the sustainable fashion industry, you might search:
inurl:blog “sustainable fashion”
Unlinked Mentions
The unlinked mentions strategy capitalizes on existing brand mentions that don’t include an inbound link back to your B2B website.
It’s a low-hanging fruit link building effort because these mentions indicate that someone is already talking about your business, and they likely find it relevant to their content.
By reaching out to the website owner and suggesting they add a link, you can easily convert these mentions into valuable backlinks.

However, if you’re not using Respona, you’ll need the help of another backlink tracking tool with unlinked mention capabilities.
Resource Pages
Resource page link building focuses on acquiring backlinks from curated lists of helpful resources within a specific industry or niche.
Many websites, particularly in educational or informational sectors, maintain resource pages to provide their audience with high quality links to relevant tools, articles, and websites.
These pages often rank high on search engine results pages and can provide high-quality backlinks.
Since the purpose of these pages is to curate helpful resources, authoritative website owners are often receptive to suggestions if your content genuinely makes a good addition to the list.

To find these in Google, use a search string like this:
Keyword inurl:resources OR Keyword intitle:links OR Keyword intitle:”helpful resources” OR Keyword intitle:”useful resources”
Infographic Outreach
Infographic outreach leverages the visual appeal and shareability of infographics to earn backlinks and placements in other people’s articles.
Infographics are highly effective linkable assets because they present complex information in a clear, concise, and engaging way.
People are more likely to share and link to visually appealing content, making infographics a powerful tool for effective link building.
This strategy doesn’t have a specific way to find opportunities, as practically any article can benefit from an infographic.
So go crazy, pitch it everywhere!
As long as you’re not reaching out to competitors, of course.
Product Review
Product review link building is about getting your product reviewed on sites that have already reviewed similar ones, especially your competitors’.
The idea is that if they’ve reviewed comparable products, they’re much more likely to review yours, particularly if it has unique selling points.
It’s a natural way to earn backlinks because these sites are already focused on your product category.

The downside is that often these reviews are paid, so you may be out of luck unless you have the budget.
A string like this works well:
intitle:”review” OR inurl:review AND “[competitor name]”
Product Alternatives
Similar to the previous one, the product alternatives strategy aims to get your product mentioned on pages that discuss alternatives to your competitors.
People searching for alternatives are actively looking for solutions, so being listed on these pages can drive highly qualified traffic to your site.
It’s a great way to capture leads from users who may be dissatisfied with existing solutions or are simply exploring their options.
Plus, these pages often link to the different alternatives, providing quality backlinks.
Finding these “alternatives” pages is pretty straightforward with a targeted Google search.

Try something like this:
“[competitor name] alternatives” OR “[competitor name] competitors” OR “alternatives to [competitor name]” OR “best [product category] alternatives”
Competitor Mentions
The branded competitor mentions strategy focuses on finding instances where your competitors are mentioned alongside keywords related to your product or service, but you aren’t.
The idea is that these mentions represent missed opportunities.
If someone is talking about your competitors in the context of what you offer, there’s a good chance they should be mentioning you too.
This strategy aims to “insert” your brand into these conversations, gaining visibility and potentially capturing some of that traffic.
It’s less about direct link building (though links can happen) and more about brand building and positioning yourself within the competitive landscape.
Finding these branded competitor mentions requires a bit of clever searching.
You want to find pages that mention your competitors and related keywords, but not your brand.

A Google search string like this can help:
Intext:”competitor 1″ OR intext:”competitor 2″ AND intitle:”keyword 1″ OR intitle:”keyword 2″ -“your company” -site:competitor1.com -site:competitor2.com
Journalist Outreach
Journalist outreach is a strategy focused on connecting with journalists and reporters to get your brand, product, or expertise featured in their articles or stories.
It’s a powerful way to generate media coverage, build brand credibility, and reach a wider audience.
Unlike some other link building strategies, journalist outreach is less about directly building links and more about earning media mentions, which can indirectly lead to links and increased brand authority.
The key is to offer journalists something genuinely newsworthy, whether it’s a unique product, groundbreaking research, or an expert perspective on a trending topic.
Podcast Outreach
Podcast outreach is a strategy that involves reaching out to podcast hosts to become a guest on their show.
It’s a fantastic way to share your expertise, reach a new audience, and build brand awareness.
Unlike traditional media outreach, podcast outreach offers a more conversational and in-depth platform to connect with a niche audience.
Podcast listeners are often highly engaged, making it a valuable channel for reaching potential customers.
While direct backlinks may not always be the primary goal, podcast appearances can significantly boost your credibility and visibility, indirectly leading to increased traffic and brand mentions.
Finding relevant podcasts and identifying opportunities to appear as a guest can be streamlined using platforms like Listen Notes.

Listen Notes is a search engine specifically for podcasts, allowing you to search by keyword, topic, guest, or even host.
You can use it to find podcasts that align with your industry or niche and that have an audience that would be interested in your expertise.
Content Syndication
Content syndication is about republishing your existing content on other websites to broaden its reach.
It’s a distribution strategy, not a creation strategy, designed to get your content in front of new audiences.
While canonical links back to your original article prevent SEO issues related to duplicate content, syndication significantly boosts brand visibility, drives traffic, and reinforces your authority in your niche.
A good place to start looking for syndicated content is this search string:
inurl:blog intext:”originally published on” [your niche]

However, for more results, try other variations like:
- Originally published on
- Originally appeared on
- Republished with permission
Link building cheat sheet
Now Over to You
In conclusion, a solid B2B link building strategy takes advantage of all of these techniques to some degree.
The bulk of your links should come from guest posts and link insertions, supported by rarer product review and alternative links, along with other placements.
Need help growing your backlink profile?
Don’t hesitate to start your 14-day free trial with Respona to see it in action.
Frequently Asked Questions (FAQ)
How important is link building for B2B SEO?
Link building is crucial for any B2B company.
High-quality backlinks from authoritative websites signal trust and relevance to search engines, which can significantly improve your website’s ranking for target keywords.
This increased visibility translates to more organic traffic and potential leads.
How is B2B link building different from B2C link building?
While the core principles of link building apply to both B2B and B2C, the targets and content differ.
B2B link building focuses on acquiring links from other B2B businesses, industry publications, and relevant organizations.
The content used for B2B link building often emphasizes expertise, thought leadership, and data-driven insights, catering to a professional audience.
How do I measure the success of my B2B link building efforts?
Several metrics can track your link building success.
These include the number of new backlinks acquired, the quality and authority of those links (using metrics like Domain Authority or Domain Rating), changes in your website’s search engine rankings for target keywords, and the amount of referral traffic coming from the linked websites.
How much time does B2B link building take?
B2B link building is a long-term strategy that requires consistent effort.
Building a high quality backlink profile takes time, and results aren’t usually immediate.
Be prepared to invest significant time in research, outreach, and B2B content marketing.
Using tools like Respona can significantly speed up the process.
Are there any “black hat” link building tactics I should avoid?
Yes!
Avoid any “black hat” tactics that violate search engine guidelines.
These include buying links, participating in link schemes, using automated link building software that spams websites, and cloaking.
These tactics can result in penalties from search engines, harming your website’s rankings and reputation.
Focus on ethical, “white hat” link building strategies that prioritize quality and relevance.