Backlink Campaign: How to Start a Powerful One [2024 Guide]

The Definitive Roadmap to Launching and Managing a Winning Backlink Campaign
Published on 
May 27, 2024
Updated on 
May 27, 2024

In the world of SEO, where things are never static, one constant has always remained: a backlink campaign is one of if not the most surefire way to radically improve your search engine visibility and organic traffic. 

As an agency that has built thousands of high authority backlinks over the years and has been able to successfully stay on top of SEO and link building trends, we’re going to share our step-by-step backlink campaign process with you in the article below. 

These are things you can start doing today that will help you become better, more relevant, more impactful, for SEO-boosting backlinks. 

Understanding the Essence of a Link Building Campaign

Link building campaigns are foundational to any comprehensive SEO strategy, playing a crucial role in enhancing a website's authority and visibility within search engine results. At its core, a link building campaign revolves around the acquisition of backlinks from external websites, with the objective of improving the site's ranking and driving organic traffic.

The essence of a link building campaign lies in its ability to establish trust and credibility with search engines, signaling to algorithms that the website is a reliable and authoritative source of information. By strategically securing backlinks from reputable and relevant sources, you boost your site's authority, resulting in higher search engine rankings and increased organic traffic. 

Crafting Your Link Building Strategy

Throughout the following sections, we’re going to be laying out our expert link building strategy. These are things that we do ourselves and that have produced fantastic results for us and our clients over the years. 

Let’s get into it. 

Setting Clear Objectives

Before diving into a backlink campaign, it's crucial to establish clear objectives. Define what you aim to achieve through your campaign, whether it's improving search engine rankings, increasing website traffic, or boosting brand visibility. 

Clear objectives provide direction and focus for your campaign, guiding your actions and strategies. 

Moreover, they serve as benchmarks for measuring success as your campaign progresses. By setting specific, measurable, achievable, relevant, and time-bound (SMART) objectives, you can ensure that your backlink campaign aligns with your overall business goals and delivers tangible results.

Step 2: Generating Innovative Ideas for Your Link Building Campaign

Innovative ideas are the lifeblood of a successful link building campaign. To generate these ideas, start by brainstorming creative approaches to acquiring backlinks. Think outside the box and consider unconventional strategies that align with your target audience and industry niche. The best link builders

  • Look for opportunities to create valuable content that naturally attracts links.
  • Explore emerging trends and leverage them to create relevant and engaging.

Engage Your Network and Utilize LinkedIn Connections

Your existing network can be a valuable asset in your link building campaign. Reach out to colleagues, industry peers, and professional contacts to explore potential link building opportunities. Leverage platforms like LinkedIn to connect with relevant individuals and organizations in your industry. 

Engaging with your network allows you to tap into existing relationships and cultivate new ones that can lead to valuable backlinks. Share your content and expertise on social media platforms to showcase your authority and attract attention from potential link partners.

Analyze Competitor Link Profiles to Identify Opportunities

Examining the link profiles of your competitors can provide valuable insights and uncover potential opportunities for your own link building campaign. Use SEO tools like SEMrush or Ahrefs to analyze the backlink profiles of competitors who rank well in search results for relevant keywords. 

White you’re at it, study the types of content and strategies that your competitors are using to attract links. By understanding what's working for them, you can adapt and refine your own approach to achieve better results in your link building efforts.

Identify and Reclaim Broken Links

Broken links can be a missed opportunity for valuable backlinks. Utilize tools like Ahrefs or SEMrush to identify broken links pointing to your website. 

Once identified, reach out to the webmasters of the linking sites and politely request that they update the broken link with a link to a relevant and working page on your website. 

Track Unlinked Brand Mentions

Monitor mentions of your brand across the web using tools like Google Alerts, Mention, or SEMrush. Identify instances where your brand is mentioned but not linked back to your website. 

In these cases, it can pay dividends simply to reach out to the authors or website owners and politely request that they include a link to your website in the mention. Highlight the value that a link would add to their content, such as providing additional context or credibility to their reference.

We’ve had clients in scenarios before (and been in themourselves) where we’ve been notified of a new mention, reached out and gotten a link out of it. The below dofollow backlink of ours started out as a mention: 

By tracking unlinked brand mentions and securing backlinks where appropriate, you can capitalize on existing brand recognition and strengthen your backlink profile for improved search engine visibility.

Step 3: Creating Valuable Assets for Link Building

Creating valuable assets for link building is crucial for a successful campaign. These assets serve as the foundation for attracting backlinks from authoritative sources. 

Valuable assets (which are usually referred to as linkable assets) can include well-researched and insightful articles, engaging infographics, comprehensive statistics and research reports, compelling case studies, informative reviews, and engaging interviews or podcasts. 

The key is to develop content that provides genuine value to your audience and addresses their needs or interests. By creating such assets, you increase the likelihood of earning high-quality natural backlinks from relevant websites in your industry or niche.

Utilizing Infographics to Convey Information

Infographics serve as powerful link magnets, presenting information in visually appealing formats that are easily digestible and easily shareable. In fact, they are shared more than any other type of content

By creating engaging infographics related to trending topics or by improving existing ones, you can attract links from websites seeking to enhance their content. 

Take a look at the below infographic made by Asia Central


This generated 6 powerful backlinks: 

Reaching out to people in your niche or industry with customized infographics (aka infographic link building) is a great way to increase the likelihood of your newly created infographic earning powerful backlinks.

Presenting Statistics and Research Findings

Quality research and statistics are highly attractive to bloggers and writers, as they add credibility and support to their content. 

When you collaborate and showcase valuable data, you position yourself as a reputable source in your industry. Whether conducting original research or curating existing data, providing valuable insights can encourage others to link back to your content, especially if it helps strengthen their arguments or adds credibility to their writing.

Highlighting Case Studies and Reviews

Case studies and reviews offer practical information that strengthens stories and arguments. By sharing detailed case studies or writing honest reviews of products or services, you can attract backlinks from websites looking to reference credible sources. 

Have a look at this case study from Ahrefs: 

Now look at how many backlinks it has accumulated over the course of four years: 

Collaborating with vendors on case studies or offering unbiased reviews can further enhance the value of your content, making it more likely to be linked to by others.

Conducting Interviews and Hosting Podcasts

Interviews and podcasts featuring industry experts provide unique insights that are highly valued by audiences. 

Whether you’re conducting interviews and hosting podcasts, or appearing as a guest on relevant podcasts, both are great ways to expand your reach and visibility, leading to more white hat backlink opportunities and increased brand recognition. 

Step 4: Developing an Effective Link-Building Outreach Strategy

Personalized outreach involves tailoring your communication to each prospective link partner, addressing them by name and referencing specific aspects of their website or content. 

This approach increases the likelihood of engagement and fosters a sense of rapport with potential link partners, ultimately enhancing the effectiveness of your link-building efforts.

Customizing Email Outreach to Deliver Value

Crafting personalized email outreach is crucial for delivering value to potential link partners. It involves tailoring each message to address the recipient by name and highlighting specific aspects of their website or content. 

This approach also involves clearly communicating the value proposition of your content or resource. A lot of people spend far too much time crafting witty one-liners and trying to create a fake sense of friendliness and fail to realize that site and business owners want to know one thing above all else: what’s in it for me?

Look at this brilliant cold outreach from Brilliant Marketing. 


It mentions something specific about the company that actually required some research and time and jumps right into value proposition. 

Building Relationships with Influential Figures

Building relationships with influential figures in your industry–whether they’re bloggers, influencers or other thought leaders–is a cornerstone of effective link building.

It involves actively engaging with their content on social media platforms to capture their attention and initiate genuine connections.

Forming Partnerships with Like-minded Organizations

Establishing partnerships with organizations that share similar values and goals is a key aspect of successful link building. This is especially true for guest posting, where websites want to know that you are going to do a good job and provide content that their readers (and Google) will respect. 

Emphasizing quality over quantity, these partnerships can involve joint content creation, event sponsorship, or other mutually beneficial initiatives. 

Step 5: Monitoring Links and Evaluating Progress

Monitoring links and evaluating progress is a critical step in any link building campaign. This step involves tracking the performance of acquired backlinks, analyzing their impact on key metrics such as search engine rankings and organic traffic, and identifying areas for improvement. 

It also, crucially, allows you to keep tabs on your lost backlinks and focus on link reclamation. It can be just as important to know which of your backlinks you’ve lost as what you’ve gained. 

Tracking Changes in Domain and Page Authority

Tracking changes in domain and page authority is essential for understanding the overall health and effectiveness of your link building efforts. 

As you monitor these metrics over time, you can gauge the impact of acquired backlinks on your website's authority and credibility in the eyes of search engines. Increases in domain and page authority indicate that your link building strategy is yielding positive results, while decreases may signal areas that require further attention or optimization (or perhaps a preponderance of spam links in your backlink profile.) 

Exploring Proven Link-Building Techniques

The link-building techniques discussed in the articles include guest posting, broken link building, leveraging unlinked brand mentions, creating valuable assets like infographics and statistics, conducting interviews and podcasts, and forming partnerships with like-minded organizations. 

These strategies aim to attract quality backlinks from authoritative sources, ultimately improving search engine rankings and driving organic traffic to websites.

Broken Link Building

This is where you identify broken links on other websites and offer your content as a replacement, providing value to both the website owner and their audience.

There are plenty of ways to go about this. You could use something like Ahrefs’ broken link checker

Or you could install a Google Chrome extension like link broken link checker. The idea is that once you’ve located these links, you reach out to site owners, letting them know, offering a link on your site as an alternative, thereby improving their UX and winning yourself a new link. 

Competitor Link Profile Analysis

Analyze the backlink profiles of competitors to identify potential link opportunities and develop strategies to acquire similar links for your own website.

Ahrefs’s Site Explorer is definitely the most powerful tool out there for competitor link analysis. 

Unlinked Brand Mention Outreach

Monitor mentions of your brand across the web and reach out to website owners to request that they add a backlink to your site, leveraging existing brand visibility for link building.

Google Alerts is a great free tool for this. 

Simply create an alert (whatever keywords you want to monitor) and you will get notifications sent to your inbox each time Google indexes a new page with those keywords and terms on it. 

Guest Posting/Contributed Articles

Write high-quality articles for other websites in your niche, typically in exchange for a backlink to your site within the content, helping to increase your site's visibility and authority.

Guest posting is one of the most tried and trued link building tactics out there. The key here is to make sure you are only targeting relevant, high quality sites. Google has been skeptical of guest posts for a long time. 

Guest posting that falls into the above categories could easily be interpreted by Google as black hat link building

Niche Edits

Niche edits and link insertions are where you identify relevant pages on other websites where your link could be added naturally within existing content, offering website owners value by enhancing their existing resources.

This is something we have great success with on a regular basis. It is, however, premised on great relationship building, so it is not a tactic that is going to produce results overnight. 

Avoiding Common Pitfalls in Link Building

To ensure the effectiveness of a link-building campaign, it's crucial to avoid common pitfalls such as engaging with low-quality link networks and over-optimizing anchor text. 

Low-quality link networks can lead to penalties and lower search engine rankings, while over-optimizing anchor text may appear unnatural to search engines, potentially resulting in negative consequences. 

If you commit to building relationships with reputable sources and maintaining a natural link profile based on EEAT and mutual utility between referring and target domains, these pitfalls can be avoided.

Avoiding Engagement with Low-Quality Link Networks

Engaging with low-quality link networks can have detrimental effects on a website's search engine rankings. These networks often violate search engine guidelines and may result in penalties, lower rankings, and even deindexing. 

Instead of resorting to such schemes for temporary traffic boosts, it's essential to focus on acquiring backlinks from reputable and authoritative sources through legitimate means.

Preventing Over-Optimization of Anchor Text

Optimizing anchor text for context and relevance is beneficial, but over-optimizing anchor text by excessively using exact match keywords can appear unnatural to search engines and may lead to penalties. 

It's important to maintain a diverse anchor text profile that includes variations of keywords and natural language. By focusing on providing valuable content and earning backlinks organically, the risk of over-optimization can be minimized, ensuring the long-term effectiveness of a link-building campaign.

Wrapping up

Implementing a successful link-building campaign requires a strategic approach that prioritizes quality over quantity. By focusing on building relationships, creating valuable assets, and avoiding common pitfalls, website owners can acquire quality backlinks that boost their search engine rankings and drive organic traffic. 

Of course, continuous success is founded on continuously monitoring progress and adapting strategies as needed, but sustainable organic growth and success do come to those who put these steps into practice diligently, revisit and revamp where needed.

Why Trust Us On SEO

Eric Carrell & Sebastian Schaffer have been working in SEO for over a decade, building their own projects - understanding and testing SEO strategy, along with building hundreds of white hat links per month for our projects. They take their learnings and experience and apply them to the strategy that drives our link building strategy for our clients.

Eric & Seb have always believed in quality over quantity, doing things the right way so we future proof our client’s websites against future Google updates and the evolving industry of search.

While Seb handles the company strategy around culture, processes and structure, Eric is constantly working to improve our service offering, customer experience, and following the industry in parallel with Google’s Quality Guidelines so that we are always one step ahead of our competition and aligned with what Google wants to see for your site to rank higher.

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