Definition
Link Building - The process of acquiring backlinks from other websites. Effective strategies include creating linkable assets (research, tools, guides), digital PR, broken link building, and outreach. Quantity alone doesn't matter - quality and relevance do.
In more depth
Link building is the deliberate effort to earn backlinks from other websites - one of the most challenging and highest-impact activities in SEO. Because links remain one of Google's strongest ranking signals, sites with stronger backlink profiles consistently outperform those with weaker profiles, all else being equal. But the tactics that work have changed dramatically since the early days of mass directory submissions and link exchanges.
Modern link building that survives algorithm updates is built on the same principle as good content: provide genuine value. Digital PR earns links by creating newsworthy content. Original research earns links by becoming a citable source. Free tools earn links because people naturally share useful resources. Expert commentary earns links by being the most authoritative voice on a topic. In every case, the link is a by-product of something that was genuinely worth linking to.
For the Australian market specifically, the link building landscape has different dynamics than global or US-focused efforts. Australian publications, industry associations, and .gov.au resources carry strong authority signals in AU-specific SERPs. Building relationships with AU media, pitching to Australian trade publications, and getting listed in Australian industry directories often has more impact on AU rankings than the same effort directed at global outlets. See our post on link building strategies that work in 2025.
Related terms: Backlink - Anchor Text - Authority (Domain Authority / Domain Rating) - White Hat SEO
Frequently asked questions
How long does link building take to show results?
Typically 2-6 months to see meaningful ranking impact from a new link, and 6-12 months to see the compounding effect of a sustained campaign. Links from high-authority sites show faster impact than links from lower-authority ones. Unlike content, which can take time to be indexed and assessed, links often show a relatively faster (but still not immediate) impact on rankings.
How many links do I need to rank?
There's no universal number - it depends entirely on your competitors. The practical answer: check how many linking domains your top-3 competitors have for your target keywords using a tool like Ahrefs or Semrush, and build a strategy to match or exceed them while maintaining higher quality.
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