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.