Ethical link building means building links without crossing Google’s guidelines, and, of course, not spamming people.
To future-proof your website, it’s important to avoid any black and grey hat techniques, and link building is no exception.
In this article, we’ll teach you exactly how to do that, and walk you through 6 Google-friendly link building strategy types.
Let’s get into it.
Link building cheat sheet
What is Ethical Link Building?
Ethical link building is the practice of acquiring white hat backlinks to your website in a way that aligns with Google’s search engine guidelines.
This means focusing on strategies that are not explicitly prohibited by Google and focusing on improving the overall user experience rather than attempting to manipulate search engine rankings.
Google’s stance on link building is simple: no paying for links, and no link exchanges.
This even includes ABC link exchanges (where site A links to site B, site B links to site C, and site C links to site A).
Yes, they are safe because they are hard to track, and yes – everyone’s doing them.
But still, technically, they are prohibited.
Look for yourself:
If Google is Against Link Exchanges, How Can You Build Links Ethically?
However, this doesn’t mean you can’t build links at all.
The key is to focus on white hat link building strategies that prioritize creating high-quality, valuable content and building genuine relationships.
To build links ethically and stay firmly within Google’s “green zone,” you should focus on the strategies we’ve outlined in this article.
They include creating linkable assets, guest posting, generating reviews and other organic placements for your content rather than cramming your link on each and every anchor text you find.
Additionally, paid links can be Google-friendly – all you need to do is mark them as “sponsored”.
Even though they won’t pass any ranking signals, paying a big blogger in your niche for publishing a review of your product/service can net tons of hot leads – not just traffic.
Linkable Assets
Linkable assets are the cornerstone of any ethical link building strategy.
These are the pieces of content you create that are so useful, people just want to share them, and more importantly, link to them.
Also, to build links with the other strategies, you need content to link to – not just your home and product pages.
Plus, linkable assets help you rank better, for more keywords and open up new doors for getting your site seen.
So, what makes a good linkable asset? It’s all about providing real value. Think:
- Detailed how-to guides.
- Listicle posts (top 10 articles)
- Original research studies
- Free tools pages
Just look at Ahrefs – thousands of organic backlinks per page, all because they provide genuine, useful info.
And they have just about every type of linkable asset there is.
Guest Posting
Guest posting is a tried-and-true method for building high quality backlinks, and when done ethically, it’s completely safe.
It involves creating valuable content for another relevant website in your niche, with a link back to your own site.
This not only drives traffic but also passes link juice to your site, improving your rankings..
While guest posting is generally a white hat strategy, it’s often used to set up an ABC link exchange we talked about earlier.
Google isn’t a fan of this, even if it’s hard to detect.
So, while it might be tempting to leverage guest posts for this purpose, proceed with caution.
Want to run a successful guest posting campaign? Here’s how you can do it with Respona.
Respona offers a handy guest posting template, so you don’t have to start from scratch.
Just tell Respona what you want to write about and give it a sample of your writing style.
This helps it find the right websites and personalize your emails.
You can customize the pre-written email sequence, making the emails sound like you, adding unsubscribe links, and checking for spammy words.
One of the coolest features is the AI-powered “Icebreaker.”
This tool helps you write unique opening lines for each email, making them more engaging. It can even suggest topics for your guest post!
Finding websites that accept guest posts can be a pain.
Respona automates this by searching Google for relevant websites with phrases like “write for us.”
It runs multiple searches at once, adds relevant results automatically, and even finds the contact information for the right people. That includes digital marketing, content marketing personnel, SEO professionals as well as the website owner.
You can fine-tune the results with filters and even give Respona guidelines for how you want your emails to sound.
To make it super personalized, train the AI on examples of your previous emails.
In the final step, you can review your emails before launching and send your prospects a connection request on LinkedIn.
The tool also double-checks that you’re not trying to reach out to any recent contacts and all placeholders are filled.
Once launched, keep an eye out for responses, manage replies, and write your guest posts!
Listicle Placements
You know those “Top 10” or “Best 5” articles?
They’re not just clickbait; they’re actually a solid, ethical practice to build links and drive targeted traffic.
Why? Because people love them.
They’re easy to read and often rank well in search results, meaning more eyes on your product.
Listicles are also fantastic for recruiting affiliates.
Many websites offer inclusion in their lists in exchange for an affiliate link.
It’s a win-win: they get a commission, and you get exposure.
Now, a quick heads-up: if you’re paying for a placement or using an affiliate link, make sure to mark it as “sponsored” to stay on Google’s good side.
How do you find these listicle opportunities if you’re not using Respona?
You can use Google search operators to find relevant listicles in your niche. Here’s the basic idea:
Here’s an example:
Let’s say you sell project management software. You’d search something like:
intitle:”top” intitle:”project management software” -“[Your Company Name]” -“[Your Company Domain]”
Just replace “[Your Company Name]” and “[Your Company Domain]” with your actual details.
This will show you relevant listicles where you could potentially get your product featured.
Product Reviews
When it comes to building authentic links, product reviews are as organic as it gets.
Even if you’re paying for a review (and remember, mark it as “sponsored” to stay Google-friendly), it’s still a genuine endorsement.
Just like listicle posts, they drive super-qualified leads. People reading product reviews are actively looking for solutions like yours. They’re hot leads, ready to convert.
How do you find these review opportunities?
Simple: target sites that have already reviewed your competitors.
If they’ve reviewed similar products, they’re likely open to reviewing yours, especially if you have unique selling points.
To find them, use a Google search string like this:
intitle:”review” OR inurl:review AND “[Competitor Name]”
It’s important to note that many of these reviews are paid. So, it’s a good idea to factor in the cost before diving in.
However, the potential return on investment, in terms of qualified traffic and brand credibility, can be well worth it.
Competitor Mentions & Alternatives
Once again, these two strategies leverage your competitors’ existing exposure to generate your own.
Basically, you’re looking to slide your brand into the conversation, and maybe even show you’re the better pick.
People searching for “alternatives” are basically saying, “This ain’t it.” That’s your chance.
By getting your product featured on these “alternatives” pages, you’re hitting up leads who are already looking to buy.
Plus, these pages often throw you a quality backlink, which is always nice.
To find these opportunities, try Googling stuff like:
- “[Competitor Name] alternatives”
- “[Competitor Name] competitors”
- “Alternatives to [Competitor Name]”
- “Best [Product Category] alternatives”
Now, here’s another trick: find places where your competitors are mentioned, but you’re not – in other content, not just alternatives pages.
To find these mentions, try a Google search like this:
intext:”Competitor 1″ OR intext:”Competitor 2″ AND intitle:”Keyword 1″ OR intitle:”Keyword 2″ -“Your Company” -site:competitor1.com -site:competitor2.com
Swap out the placeholders with your competitor names, keywords, and your company info.
Resource Pages
Resource pages serve a specific purpose: providing curated links to valuable resources.
Because of this, Google considers them perfectly acceptable for link building.
While they might not provide the strongest ranking signals, these pages, along with local directories, can drive significant referral traffic.
Many websites, especially those in educational or informational sectors, maintain resource pages to offer their audience high-quality links to relevant tools, articles, and websites.
Because these pages are intended to be helpful, website owners are often receptive to suggestions if your content genuinely adds value to their list.
To locate these opportunities in Google, use search strings such as:
- Keyword inurl:resources
- Keyword intitle:links
- Keyword intitle:”helpful resources”
- Keyword intitle:”useful resources”
Tiered Link Building
Want to squeeze a bit more juice out of your best backlinks?
That’s where tiered link building comes in. It’s about building links to the sites that already link to you, rather than directly to your own site.
And the best part about it is that it can be completely under your control, no outreach required.
Tier 1 links are the ones pointing straight to your website. These are the heavy hitters, the most valuable.
Then, you have Tier 2 links. These point to your Tier 1 links, giving them a boost in domain authority.
And if you want to take it a step further, you can add Tier 3 links, which point to your Tier 2 links, adding another layer of support.
These Tier 3 links are often from social media, forum comments, and other less authoritative sources.
So, how does it work in practice?
Let’s say you have a really good link from a blog post that’s already driving traffic – but you’d like to increase that number even more.
You can then share that blog post link on your social media profiles, mention it in forum comments, and link to it from other platforms. This creates a chain of links, indirectly boosting the authority of your website.
While Tier 1 links are the most powerful, a well-structured Tier 2 and 3 SEO strategy can help you maximize the impact of your existing backlinks.
Customer Reviews
Customer reviews are a powerful tool for building trust and shaping your online image.
This includes Google reviews, testimonials on your website, and reviews on platforms like Yelp, G2, and others.
While these reviews might not always include direct links to your site (and if they do, they’re often come without a follow link), their value lies in establishing credibility and improving how potential customers perceive your brand.
Positive reviews act as social proof, showing that others have had good experiences with your products or services.
This can significantly influence purchasing decisions and build a strong online reputation.
The simplest way to get reviews is to ask. Don’t hesitate to politely request a review after a positive customer interaction, whether it’s a purchase, service call, or consultation.
Streamline the review process. Provide a direct link to your Google Business Profile review section in follow-up emails, on receipts, or on your website.
Minimize the number of clicks required. Use URL shorteners or QR codes to make it even more convenient.
While some businesses offer small discounts or raffle entries, be transparent and avoid anything that looks like buying positive reviews.
Google’s guidelines discourage incentivizing reviews in a way that leads to biased feedback.
If you decide to offer an incentive, make sure to offer it to all reviewers, whether their feedback is positive or negative.
Link building cheat sheet
Now Over to You
By sticking to these ethical link building strategies, you’ll improve your online visibility, rankings, reputation, and even leads – all while staying on Google’s good side.
Most of them require a proactive outreach approach, however – and that can take tons of time.
Respona is here to help! It’s tailor-made for link building, speeds every aspect of it up so you don’t have to spend hours manually looking for prospects, their contacts, and personalizing emails.
Don’t hesitate to start your 14-day free trial to see it in action.
Frequently Asked Questions (FAQ)
What’s the difference between white hat and black hat link building?
White hat link building follows Google’s guidelines, focusing on SEO content creation and earning links naturally.
Black hat link building uses manipulative tactics like buying links from a link farm, using an automated link building service or spamming, which can lead to penalties.
How long does it take to see SEO success from ethical link building efforts?
It varies, but generally, it takes time to see significant results from SEO link building. It’s a long-term strategy that requires patience and consistency.
Especially if you’re using small-scale strategies like broken link building.
Can I still buy links for my website?
While you can technically buy links, Google discourages it.
If you do, make sure to mark them as “sponsored” to avoid penalties.
How many links do I need to rank higher?
There’s no magic number.
Link quality matters more than the quantity for your backlink profile. Focus on earning links from authoritative and relevant websites.
How do I know if a link is good or bad?
Good links come from trustworthy, relevant websites and are earned naturally through valuable content.
Bad links often come from spammy or irrelevant sites and are acquired through manipulative tactics.
