The State of Link Building in 2024
Google's spam policies have never been more sophisticated. Tactics that worked in 2020 can now trigger manual actions or algorithmic penalties. But links remain one of the strongest ranking signals — you just need to earn them the right way.
What No Longer Works
PBN links: Private blog networks are detectable and frequently targeted in core updates.
Mass directory submissions: Low-quality directory links provide near-zero value and can dilute your link profile.
Guest post farms: Guest posting for SEO on irrelevant, low-quality sites is explicitly against Google's guidelines.
Link exchanges: Reciprocal link schemes are a well-known spam pattern.
What Works in 2024
1. Digital PR
Create newsworthy content that journalists, bloggers, and publications want to link to naturally. This includes:
2. Resource Link Building
Identify resource pages in your industry and reach out with genuinely useful content that belongs there. The key is relevance — a link from an industry association's resource page is worth 100 directory links.
3. Broken Link Building
Find broken links on relevant sites and offer your content as a replacement. Use tools like Ahrefs or Screaming Frog to identify broken external links on resource pages.
4. HARO / Expert Quotes
Help a Reporter Out (and its successors) connect journalists with expert sources. Consistent participation builds authority backlinks from high-DA publications.
5. Podcast and Interview Links
Appear on relevant podcasts as a guest. Most podcast sites include a guest page or episode page with a link to your site.
6. Content Partnerships
Co-create content with complementary (non-competing) businesses. Both parties promote the content and earn links.
Evaluating Link Quality
Before pursuing any link opportunity, assess:
Disavowing Bad Links
If you have toxic links (purchased links, link farm links) pointing to your site, use Google's Disavow Tool — but only as a last resort after attempting manual removal requests.
The goal is a diverse, natural link profile that reflects genuine editorial endorsement. Think quality over quantity in every outreach campaign.
Helping businesses get found on Google without the jargon — through honest advice, real results, and plain-English explanations.