Link building remains a crucial aspect of SEO strategy, but striking the right balance between quality and quantity can be challenging. This article explores best practices for effective link building, drawing on insights from industry experts. Discover key strategies for focusing on relevant links, creating valuable content, maintaining momentum, and prioritizing high-trust links in legal SEO.
4 nodes / Brandon George / Peter Wootton / Heinz Klemann / Patrick CarverBrandon GeorgeDirector of Demand Generation & Content / Thrive SEO Agency
Quality trumps quantity every time, but most people misunderstand what "quality" actually means in link building. It's not just domain authority scores: it's relevance, editorial context, and traffic potential. I focus on earning links from sites where our target audience actually spends time, even if those domains have lower metrics than generic high-authority sites.
My philosophy centers on "contribution-first" link building. Instead of pitching generic guest posts, I identify content gaps on relevant sites and propose specific solutions that genuinely help their audience. This approach takes longer but creates links that drive actual referral traffic and establish subject matter expertise.
The most effective balance I've found is the "10-3-1 rule": for every 10 pieces of linkable content we create, we actively promote 3 through targeted outreach, and 1 becomes a comprehensive resource worthy of sustained promotion efforts. This ensures we're building momentum with regular content while investing deeply in pieces with true link-earning potential.
What works consistently is creating data-driven content that becomes the source other publications reference. Industry surveys, original research, or tools that solve common problems naturally attract editorial links because journalists and content creators need credible sources. One annual industry benchmark report we produced earned 127 organic backlinks over 18 months because it became the go-to reference for that data set. That single piece generated more valuable links than months of traditional outreach.
Peter WoottonSEO Consultant / The SEO Consultant Agency
When it comes to backlinks, I firmly lean towards quality over quantity - but not at the expense of momentum. Similar to real-life networking, establishing a genuine connection with an influential person in your field can lead to more opportunities than a hundred superficial introductions.
I'm not interested in chasing links just to hit a number. That might give you a short-term boost, but search engines are smarter than that now - and frankly, so are readers. I'd rather earn fewer backlinks from sites that actually have authority, relevance, and real traffic than flood a backlink profile with low-value directories or spammy blogs.
That said, you can't just sit around waiting for the "perfect" link. There's a balance to be struck. My philosophy is to focus on creating content that's truly useful or newsworthy - something people want to reference because it adds value. At the same time, I make a point of reaching out regularly to the right people, offering insights, guest posts, or data they can use.
Heinz KlemannSenior Marketing Consultant / BeastBI GmbH
Honestly, it's both. Of course, the goal is always to get as many high-quality backlinks as possible - but it's a balancing act. If we can get a larger number of lower-tier backlinks (not spammy stuff, just not top-tier), and they're easy to secure, we'll absolutely go for them. For me, it comes down to cost per backlink - how much time or money does it take to get one? If the value is lower but the process is quick and efficient, it's often worth it. That said, we still make it a point to target at least one high-value backlink per month, whether through a broker or organically. It's about keeping both the volume and the authority side moving forward.
Patrick CarverCEO & Founder / Constellation Marketing
For us, quality always wins, especially in legal SEO where Google's trust signals matter a lot. We've tested both volume-based and high-authority strategies, and the verdict is clear: One solid link from a legal industry site or local bar association moves the needle more than 50 low-grade directory links. We're playing the long game, earning links that actually mean something.
