Starting link building can feel overwhelming. This guide breaks it down into manageable steps, from prerequisites to your first successful campaign.
Before You Begin
Prerequisites for Successful Link Building
Before seeking links, ensure you have:
1. Content Worth Linking To
You can't earn links to nothing. At minimum, you need:
- A functional website with quality content
- Pages that provide genuine value
- Content that's better than alternatives in some way
If your content isn't link-worthy, focus there first.
2. Basic SEO Fundamentals
Ensure your site is technically sound:
- Fast loading times
- Mobile-friendly design
- Proper on-page optimisation
- Working navigation and internal links
3. Realistic Expectations
Link building is:
- Slow: Significant results take 6-12+ months
- Challenging: Most outreach won't convert
- Ongoing: Not a one-time project
Set expectations accordingly with stakeholders.
Tools You'll Need
Essential (Free):
- Google Search Console (track backlinks Google knows about)
- Spreadsheet software (Google Sheets or Excel)
- Email (your professional domain)
Helpful (Free/Cheap):
- Ahrefs Webmaster Tools (free limited backlink data)
- Hunter.io (email finding, free tier available)
- Similar Web browser extension (quick traffic estimates)
Ideal (Paid):
- Ahrefs, Semrush, or Moz (comprehensive backlink analysis)
- Email outreach tool (Mailshake, Pitchbox, etc.)
Start with free tools—upgrade as you grow.
Step 1: Audit Your Starting Point
Before building new links, understand where you are.
Check Your Existing Backlinks
Export your current backlink profile:
In Google Search Console:
- Go to Links → External Links
- Export the data
- Note total linking sites and top sources
With SEO tools (if available):
- Enter your domain
- Review referring domains
- Note quality distribution
Document Your Baseline
Record current metrics:
- Total referring domains: ____
- Estimated domain rating/authority: ____
- Top referring domains by quality: ____
You'll use these to measure progress.
Identify Existing Issues
Quick health check:
- Any obviously spammy links? (Likely fine—Google ignores most)
- Any penalties in Search Console? (Address these first)
- Mostly low-quality sources? (Focus on quality going forward)
For comprehensive analysis, see Backlink Audit Guide.
Step 2: Study Your Competitors
Your competitors reveal what's possible and where opportunities exist.
Identify Your Competitors
List 3-5 competitors who:
- Rank for keywords you want
- Are similar in size/scope
- Have established link profiles
Analyse Their Backlinks
For each competitor, identify:
- How many referring domains they have
- Their highest-quality links
- Types of content attracting links
- Common sources across competitors
Find Patterns
Look for:
- Websites linking to multiple competitors: Likely open to your content too
- Content types attracting links: Guides, tools, research, etc.
- Link sources by category: Blogs, publications, directories, etc.
Document Opportunities
Create a list of:
- Sites that link to competitors but not you
- Content gaps you could fill
- Potential outreach targets
See: Competitor Backlink Analysis
Step 3: Create Your First Linkable Asset
You need something worth linking to. Start with one solid piece.
Types of Beginner-Friendly Assets
Option 1: Comprehensive Guide
Create the best guide on a specific topic in your niche.
Requirements:
- Topic you know well
- Clear audience need
- Ability to go deeper than existing content
Option 2: Resource Compilation
Curate and organise existing resources on a topic.
Examples:
- "50 Essential Tools for [Your Industry]"
- "Complete List of [Industry] Statistics for 2026"
- "Beginner's Guide to [Topic]: All Resources in One Place"
Requirements:
- Genuine curation effort
- Better organisation than alternatives
- Ongoing maintenance commitment
Option 3: Original Data
Share data you have access to that others don't.
Examples:
- Anonymised customer insights
- Industry survey results
- Analysis of public data from new angle
Requirements:
- Unique data source
- Proper analysis
- Clear visualisation
Minimum Viable Linkable Asset
If resources are limited:
- Pick one specific topic
- Create content noticeably better than alternatives
- Focus on genuine helpfulness
- Design it to be shareable and citable
Quality beats quantity. One excellent piece trumps five mediocre ones.
Step 4: Build Your First Prospect List
Identify potential link sources.
Finding Relevant Sites
Method 1: Competitor Backlinks
From your competitor analysis, list sites that:
- Link to competitors with similar content
- Appear to actively link to external resources
- Are relevant to your topic
Method 2: Search Operators
Find resource pages and relevant sites:
"your topic" + "resources"
"your topic" + "useful links"
"your topic" + "recommended sites"
intitle:resources "your topic"
Method 3: Industry Publications
List blogs and publications in your space:
- Industry news sites
- Expert blogs
- Trade publications
- Podcasts with show notes
Qualifying Prospects
Not every potential site is worth pursuing. Evaluate:
Traffic: Does the site have real visitors? (Check SimilarWeb)
Relevance: Is it related to your topic?
Quality: Is it well-maintained with good content?
Link potential: Does it link to external resources?
Organising Your List
Create a spreadsheet with:
- Website URL
- Contact email
- Relevance score (1-3)
- Quality estimate
- Status (not contacted, contacted, response, outcome)
Start with 20-30 qualified prospects for your first campaign.
See: Prospecting Guide
Step 5: Craft Your Outreach
How you approach people determines success rates.
Key Outreach Principles
Personalisation is essential: Generic templates fail. Reference specific content on their site.
Lead with value: What's in it for them? Why should they care?
Be concise: Busy people appreciate brevity.
Professional tone: Not salesy, not desperate.
Basic Email Structure
Subject: [Specific, relevant, not clickbait]
Hi [Name],
[1 sentence showing you know their work]
[1-2 sentences about why you're reaching out]
[What you're sharing and why it's relevant to their audience]
[Clear, low-commitment ask]
[Simple sign-off]
Example First Outreach
Subject: Resource for your [specific page]
Hi Sarah,
I found your guide on [topic] while researching [related topic]—
really appreciated how you explained [specific point].
I recently published [your asset] that covers [aspect not fully
addressed in their content]. Given your audience's interest in
[topic], thought it might be a useful addition to your resources
section.
Here's the link if you'd like to check it out: [URL]
Either way, keep up the great work on [their site].
Best,
[Your name]
Follow-Up Strategy
Most responses come after follow-ups:
- Follow-up 1: 3-4 days after initial email
- Follow-up 2: 5-7 days after first follow-up
- Stop: After 2-3 follow-ups with no response
Keep follow-ups shorter and don't be pushy.
Step 6: Execute Your First Campaign
Time to send emails and track results.
Sending Schedule
Start small to learn:
- Week 1: Send to 10 prospects
- Week 2: Refine based on feedback, send to 15
- Week 3: Continue refining, send to 20
Don't blast 100 emails before knowing if your approach works.
Handling Responses
Positive responses:
- Thank them promptly
- Provide any needed materials quickly
- Follow up to confirm link placement
- Send a genuine thank-you after link goes live
Negative responses:
- Thank them for their time
- Ask if there's content that would be a better fit
- Don't argue or push
No response:
- Follow up 1-2 times
- Move on—not everyone will respond
Tracking Results
Monitor:
- Emails sent
- Opens (if tracking)
- Responses
- Positive responses
- Links acquired
Calculate response and conversion rates to benchmark future campaigns.
Common First-Campaign Results
Realistic expectations for beginners:
- Response rate: 5-15%
- Positive response rate: 2-5%
- Links from first campaign: 1-5
These improve with experience and asset quality.
Step 7: Track and Learn
After your first campaign, evaluate and improve.
What to Measure
Campaign metrics:
- Response rate by subject line
- Conversion rate by email template
- Best-performing prospect types
Link metrics:
- Number of new referring domains
- Quality of links acquired
- Referral traffic from links
Questions to Answer
- Which outreach angles got responses?
- What objections did you encounter?
- Which prospect types converted best?
- Is your content actually link-worthy?
Iterate and Improve
Based on learnings:
- Refine your outreach templates
- Improve or expand your linkable asset
- Focus on high-converting prospect types
- Test new approaches
Beginner-Friendly Tactics to Try
Start with these lower-difficulty tactics:
Resource Page Outreach
Find pages that list resources in your niche and request inclusion.
Pros: Clear opportunity, simple ask Cons: Competitive, requires relevant content
Broken Link Building
Find broken links on relevant sites, offer your content as replacement.
Pros: You're providing a service Cons: Requires research, content must fit
Unlinked Mention Reclamation
Find mentions of your brand without links, request link addition.
Pros: Site already references you Cons: Requires existing brand awareness
HARO and Source Requests
Respond to journalist queries for expert quotes.
Pros: Potential high-authority links Cons: Competitive, inconsistent results
30-Day Starter Plan
Week 1: Foundation
- Audit current backlinks
- Analyse 3 competitors
- Identify content gap opportunity
- Set up tracking spreadsheet
Week 2: Asset Creation
- Plan linkable asset
- Create linkable asset
- Publish and ensure quality
Week 3: Prospecting
- Build list of 30 prospects
- Qualify and prioritise
- Find contact information
- Draft outreach templates
Week 4: Outreach
- Send first 10 emails
- Follow up as needed
- Refine approach based on feedback
- Send next batch
- Review results and plan next steps
Common Beginner Mistakes
Starting Without Content
You can't get links to nothing. Create something valuable first.
Targeting Too-Competitive Sites
Start with mid-tier sites in your niche. Major publications are hard to crack initially.
Generic Outreach
"I have an article you might like" fails. Personalise every email.
Giving Up Too Early
Most outreach doesn't convert. Stay consistent—results compound over time.
Ignoring Quality
Avoid the temptation to pursue any link. Quality matters more than quantity.
Summary
Starting link building requires patience and realistic expectations:
Prerequisites:
- Content worth linking to
- Basic SEO fundamentals
- Realistic timeline expectations
First steps:
- Audit your current state
- Study competitors
- Create a linkable asset
- Build a prospect list
- Craft personalized outreach
- Execute and track
- Learn and iterate
Expectations:
- First links in weeks 2-4
- Noticeable growth in months 3-6
- Significant impact in months 6-12
Consistency and quality focus win long-term. Start small, learn from each campaign, and gradually build your skills and authority.