Building Links for a Brand-New Website: 13 Initial Steps for Success
Link building for a new website can be a daunting task, but it's crucial for establishing online visibility and authority. This article outlines essential steps to kickstart your link building efforts, drawing from insights provided by industry experts. By implementing these strategies, you'll be well on your way to creating a strong foundation for your website's success in search engine rankings.
- Create Undeniable Value to Attract Links Organically
- Build Trust Through Foundational Strategies
- Leverage Local Partnerships for Initial Links
- Focus on Niche-Relevant Placements
- Establish Brand Entity with Business Listings
- Develop Valuable Content for Digital PR
- Share Unique Data to Encourage References
- Convert Unlinked Mentions into Valuable Backlinks
- Prove Your Worth Through Relevant Tributes
- Develop a Linkable Asset for Natural Outreach
- Use Broken Link Building for Win-Win Outcomes
- Utilize Directory Listings for Quick Exposure
- Become Link-Worthy Through Controversial Content Creation
Create Undeniable Value to Attract Links Organically
My approach for a new website bypasses traditional outreach entirely at first, focusing instead on creating undeniable value that attracts links organically before we ever send a single email. The initial step is to develop a single, cornerstone piece of "Link-Worthy Utility"—not a generic blog post, but a truly unique digital asset that solves a specific, pressing problem for a well-defined audience in a way no other resource does. For a new sustainable fashion brand, this wasn't an "about us" page; it was an interactive "Ethical Brand Comparison Tool" that allowed users to filter hundreds of brands by sustainability certifications, labor policies, and material transparency, complete with downloadable reports.
We then deployed a "resource page" strategy, using advanced search operators to identify existing curated lists on relevant blogs (e.g., "sustainable living resources," "ethical fashion guides"), and simply emailed the webmasters a polite, helpful note: "Hi, I saw you maintain a great list on X. We've built a free, interactive tool that helps users compare brands on Y criteria—thought it might be a valuable addition for your audience." This provided immediate value without asking for a "link swap" or offering payment, which established our site as an authoritative reference rather than a beggar.
This method secured our first 50 high-quality, contextually relevant links from .edu and .org resource pages, building a foundation of authority that then made traditional guest posting and digital PR outreach dramatically more effective because we had something substantive to pitch and a nascent link profile that signaled credibility to prospective partners.
Build Trust Through Foundational Strategies
We start by focusing on foundational strategies that establish trust with users and search engines. We ensure the site is fully optimized—technically sound, secure, and filled with valuable, well-structured content that genuinely addresses the target audience's needs. No amount of links can compensate for thin or irrelevant content.
Next, we prioritize local citations and directory listings, especially for law firms or businesses serving specific communities. Securing accurate, consistent listings on reputable directories, legal associations, and local business sites is not only a quick trust signal but also builds a network of relevant links.
We additionally recommend leveraging existing relationships. Attorneys, for example, can partner with local nonprofits, sponsor community events, or offer guest commentary for local media. Each of these activities can earn high-quality, editorially placed links from trusted sites.
We reach out to colleagues and industry peers for guest posting opportunities or collaborative content. This could include writing articles, participating in interviews, or co-authoring studies. The goal isn't just to get a link, but to build authority by associating with respected names in the space.
We focus on quality, not quantity. We avoid shortcuts or paid link schemes—these can do more harm than good. Earning a handful of high-quality, relevant links moves the needle far more than dozens of low-value ones. As the site's authority grows, more natural link opportunities arise, making the initial groundwork even more valuable.
Leverage Local Partnerships for Initial Links
Start with relationship-based link building before pursuing high-authority targets. For new websites, we focus on local business partnerships, industry collaborations, and resource page inclusions where personal connections can open doors. One strategy that works consistently is creating location-specific business guides that local chambers of commerce and business associations naturally want to share. We've secured 20+ quality backlinks for new clients within 60 days using this approach because it provides genuine value to local business communities while establishing topical authority in specific geographic markets.
Focus on Niche-Relevant Placements
For brand-new websites with zero authority, the biggest mistake is chasing high-volume keywords too early. My approach is to build topical relevance first with strategic link placements on niche-relevant sites. A good example is a health website we worked with that started from scratch. By targeting highly specific, authoritative placements in health-related publications, we grew its organic traffic from almost nothing to thousands of visitors monthly in less than six months. The turning point was focusing on context-driven backlinks rather than sheer quantity, which built both authority and trust in Google's eyes faster than traditional tactics.
My advice is controversial but proven: skip the "spray and pray" guest posting most agencies recommend. Instead, invest in fewer, higher-quality links tied directly to your niche. Pair that with tightly optimized, intent-driven content, and you'll establish authority far quicker. In the early stage, it's less about numbers and more about relevance and credibility.
Establish Brand Entity with Business Listings
When I begin building links for a brand new website, I have a 3-step plan:
Step 1: Build 100-150 business listings to begin establishing the brand entity and the site's authority.
Step 2: Build out Web 2.0s using a mix of naked URLs and the brand name as anchors. This pillows the site so that in step 3, I can use exact match and partial match anchors for the better links.
Step 3: Build a mix of geographically relevant links, authority links, and links on sites that are topically relevant to the business.
Develop Valuable Content for Digital PR
Building links for a new website requires a strategic Digital PR approach that focuses on creating valuable content that others naturally want to reference. I recommend starting with thorough competitor analysis to identify potential linking opportunities, followed by developing high-quality content that showcases your expertise in your industry. From there, strategic outreach to relevant publications and websites in your niche can help establish initial authority while building relationships with key industry figures. The foundation of successful link building is always providing genuine value through your content rather than pursuing links as the primary goal.
Share Unique Data to Encourage References
For brand-new websites with minimal authority, I recommend creating content that features unique data points or industry insights that others would find valuable enough to reference. The initial step should be identifying what specialized knowledge your brand possesses that could be packaged into shareable content assets. Then, strategically distribute these insights to relevant local businesses, press outlets, and community websites. This approach has proven particularly effective because it positions your brand as a resource rather than simply seeking links. As a result, it naturally encourages authoritative sites to link back to you as a credible source.
Convert Unlinked Mentions into Valuable Backlinks
For brand-new websites, I recommend starting with a foundation of local business directories and community sites that are relevant to your industry. A cost-effective initial approach is identifying potential unlinked brand mentions across blogs and news sites, then reaching out to convert these mentions into valuable backlinks. For broader reach, platforms like HARO provide opportunities to offer expert commentary that naturally generates quality links, while strategic guest blogging on established sites in your niche can transfer authority to your new domain.
Prove Your Worth Through Relevant Tributes
I'm Cody Jensen, and I own a SEM agency called Searchbloom. When you're starting from zero, link building isn't about chasing the biggest fish but proving you belong in the pond. I focus on tributes through local press and related industry blogs. At the same time, I make sure the site has content people actually want to link to. Authority doesn't arrive in a tidal wave. It snowballs, and those early, relevant links give it the weight to keep rolling.
Develop a Linkable Asset for Natural Outreach
For a brand-new website, the initial focus of link building isn't on mass outreach; it's on creating genuine value. We start by developing a "linkable asset"—a unique piece of content, like an original data study or a comprehensive guide, that nobody else has. Once we have something truly worth linking to, our personal outreach becomes a matter of sharing that valuable resource with relevant people, making the process much more natural and effective.
Use Broken Link Building for Win-Win Outcomes
For new websites, we emphasize broken link building as a strategic starting point. Many authoritative websites unknowingly host outdated or broken resources. By offering valuable replacements, we secure backlinks while helping them. This creates win-win outcomes without aggressive outreach. Helpfulness earns links faster than self-promotion.
Steps include identifying broken resources within relevant niches using simple tools. Create updated content that solves those gaps. Outreach with genuine intent to support their audience. Gratitude often translates into backlinks. Authority grows from trust and generosity.
Utilize Directory Listings for Quick Exposure
I work with local businesses and small businesses. I advise all businesses to get listed in as many directories as possible. This is low-hanging fruit to quickly get your website out there. If businesses are unsure of where to start with the process, tools like SEMrush offer directory listing services to take care of all the major listings in one quick step!
Become Link-Worthy Through Controversial Content Creation
For new websites, I always tell founders: "Stop begging for links and start becoming link-worthy."
Here's what actually works: Create controversy, not content. We had a client in the HR space who published "Why 90% of Team Building Exercises Are Workplace Theater" and got more quality backlinks in two weeks than most sites earn in six months. Journalists, industry blogs, and even competitors couldn't help but respond.
The secret sauce? Target the "almost customers" of your ideal link sources. If you want TechCrunch to notice you, don't pitch TechCrunch—get featured by the newsletters and podcasts their writers actually read. It's link building through the backdoor.
I also use what I call "helpful sabotage." Find broken tools or outdated resources on sites you want links from, then build better versions and politely let them know. We've replaced dead calculators on major industry sites just by being genuinely helpful.
Most importantly, every new website has one unfair advantage: you can move fast while established sites are drowning in bureaucracy. Use that speed to jump on trends, break news in your niche, or solve problems the big players are too slow to address.
Your first hundred links shouldn't come from your marketing efforts—they should come from people who genuinely can't help but talk about what you're building.
