White Hat Link Building: A Short Guide

Ranking on your focus keywords is essential when it comes to getting traffic. The closer you might get to the top, the more likely you are to get more clicks. Even though some SEO gurus say that link building is dead, the fact of the matter is that it’s very much here to stay.

In this post, we’ll look at what white hat link building is, what it is not, and the most common and convenient white hat link building strategies that you can use. 

What is white hat SEO link building?

White hat SEO refers to search engine optimization techniques that are based on positive strategies that are in accordance with the policies put in place by search engines. 

Ideally, no website owner would have to build links, whether through white, grey, or black hat SEO. However, it can be very hard, if not impossible to stand out from the myriad of websites that are already out there and that have already acquired links. 

white hat link building

So, what is white hat link building? It can be defined as a long-term strategy for getting backlinks and that involves the use of safe methods that aren’t going to get you penalized. 

Search engines will always prefer white hat link building because it doesn’t involve any hidden links, keyword stuffing, content automation, or anything else that goes against their policies. 

But the problem is that although Google says that you shouldn’t build links, you aren’t going to achieve anything if you don’t. Which brings us to…

white hat seo link building

White hat link building techniques

In theory, if your content is really good, people will link to it naturally. But this rarely happens nowadays as people are getting more and more fed up with newsletters, articles that seem to have the same topic, and even the standard ‘How-to’ and ‘X Tips to’ posts. 

Read more: B2B SEO

However, there are some types of content that can make people want to share it without thinking about how beneficial it might be for you. This includes video content and infographics. 

Infographics have become less popular over the years, but they are still very linkable. But here are some other rather basic methods you can take advantage of before resorting to using a white hat link building service. 

white hat link building services

  1. Commenting on other blogs

Blog commenting can be an effective, yet simple way of letting other people in your niche know who you are and what you do. Research your competitors using a tool like SEMRush or Ahrefs, for example, and see what blogs they’ve received links from. 

Although the majority of the backlinks that you will acquire using this method are going to be no-follow, they are still useful and add up to the rest you will get, in the end. 

what is white hat link building

  1. Outreach for links

There are several ways of going about things if you want to use outreach to get more backlinks from good websites

One of them involves finding broken links on the sites you want to get a link from. You can then create content that deals with the same topic of the older article with the broken link and then make your pitch and ask whether the owner of the site wouldn’t want to replace that link with yours. 

Read more: Landing page optimization tools

Creating personalized emails is essential if you want to use this method. Otherwise, you might end up with that person fixing their broken link, but not wanting to replace it at all. Plus, your content has to be really good and relevant to the topic of that piece. 

By using this method, you might not have any control over the anchor text, which can be both an advantage and a disadvantage. However, if the location and relevance of the link are both natural, the anchor text doesn’t matter that much in the grand scheme of things. 

white hat link building outreach

  1. Guest posts

The problem with guest posts is that nowadays everyone wants to be paid to publish an article on their site, so that would mean that they would turn into sponsored posts. Paying for a link is clearly against Google’s policy, so it might get you in trouble.

However, if you have written guest posts before and you specialize in a particular topic, you could create a pretty good email template. Although the response rate is decent, most of the answers you will get are going to involve some kind of payment. 

Read more: How to buy cheap domains w/ Seekahost

But don’t be disappointed and keep on trying. If a blogger likes your style and the types of guest posts you’ve put together before, they will accept your article.  

link building white hat

Final tips

If you can’t seem to handle the task of building links on your own, perhaps it might be time for you to consider getting an affordable white hat link building service. There are many out there, but you should keep in mind that the line between white hat and black hat SEO is very thin. 

So, if you don’t want to cross that limit and risk being penalized, you should always find white hat link building services that have received plenty of recommendations and that you know for sure aren’t going to use any PBNs, web 2.0 links, and CTR manipulation. 

Want to learn more about link building? We have several plans and courses available. Feel free to get in touch using the button below.


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Craig Campbell

I am a Glasgow based SEO expert who has been doing SEO for 18 years.

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