How To Build Backlinks While Staying Compliant With Google

It is very difficult to figure out what the problem is when you get penalised by Google and also how to recover from it. On the other hand, even if you didn’t experience such problems so far, you still need to be very cautious because the threat of getting the penalty is present all the time. It can be hard to avoid it because there are many unnatural links that people build that they don’t even know are bad. Links that comply with Google are usually much harder to get than unnatural links but they are links that Google wants to see built to your website and they’ll keep your website penalty-free.

Building and getting back links that comply with Google guidelines is known as white hat SEO. You will find that white hat SEO is usually a lot of work as there are no shortcuts for it and on the plus side, it works really well! Getting high authority and quality backlinks are the only long-term and sustainable way to stay safe and to stay on top of Google search results. White hat techniques are a low-risk way to doing SEO and you can rest assured that chances of running into problems with Google and losing your traffic are very slim to none. Some quick examples would include creating a high quality and unique content, promoting your website to people in a personal way by outreach and building a genuine community which interacts with your content.

Cons of white hat SEO is that you need to focus on it long-term and not look for any short-term gains. These techniques are less aggressive and you’ll need to give it time for them to have a big effect on your traffic and revenue.

Back links are important since is known that they are the main ranking factor, alongside great content. You will find that ranking without any back links is very hard, and it doesn’t make sense to not focus on them since they are very important according to Google algorithm.

google rankings links

After the Penguin update, you can no longer use spun articles and paste them on irrelevant article directories and websites and get ranked, that simply doesn’t happen anymore because all links are not equal. Getting wrong back links can easily get you penalised by Google.

The type of SEO that you must avoid is called black-hat SEO. These are techniques that violate Google guidelines. People use them to exploit loopholes in the Google algorithm and to rank their website quickly that way. This way of doing SEO is not a long-term strategy because Google is always working on their algorithm and trying to catch up with black-hat techniques. For people that use it, it would mean that they could use their rankings overnight if Google changes its rules and updates the algorithm, so we should advise you to stay away from it.

Back links are essential because:

  • They will transfer trust and link power to your website
  • They are the main ranking factor in Google
  • Link point to content that deserves to rank well
  • Google discovers your website through links

Here’s a quote from Andrey Lipattsev who is a search quality senior strategist at Google:

backlinks quote

Should You Go Out and Get Any Kind of Back links?

More is not always better when it comes to back links. This means that you shouldn’t always get more just for the sake of it without checking if those back links are safe for your website or not. Fewer high-quality back links will go further than thousands of back links that don’t provide value. Risky and weak back links won’t help your rankings and can hurt them. Build back links for your business and customers, make sure they are relevant and that they are pointing to your great content. The more relevant back links you have pointing to your website, the more authoritative Google considers your website.

The right back links can also drive traffic to your website, i.e. someone writes a blog post and links to your website, then their readers will check you out. They will also help you rank higher in Google which is your main goal.

You are building a business online and you should keep in mind that you want to be competitive for years to come. The way to do this is to carefully choose the strategies you’re going to use and weigh up the benefits and risks of any strategy. This is why white hat SEO is very important; it poses the least amount of risk and it adds value to the customers and industry. By doing this you’ll build a loyal customer base that readily buys from you and also recommends you to their friends.

Unclaimed Brand Mentions

There are posts out there where someone has mentioned your brand or business but they haven’t linked it to you. You can go ahead and try to contact them and ask them if is possible to also link to you as well, and most people wouldn’t mind doing that. A way to monitor these mentions is to use Google Alerts where you’ll see when someone mentions’ your personal name or business name. Another thing that you should do is to do a search for your brand name and subtract out your website once a month just in case you missed something. If you have a lot of mentions on websites like Facebook, then you can also subtract them as well. Then reach out them again to get links.

google alerts

Utilize The Power Of Guestographics

The form of content that attracts the most backlinks are infographics.

share stats

If you combine infographics with guest blogging, then you can get lots of back links! To do this, go and research the most popular content in your niche with BuzzSumo. When you do the search, it’ll show you a list of posts that have the highest number of social shares. You can then get lots of data and numbers about that topic and make an info graphic. You can outsource this and get an info graphic created by a freelance designer cheaply on sites like Upwork and Elance.
Post this info graphic on your website and reach out to the website that has the similar content and offer them not only your infographic but also a short guest post where you’ll explain the infographic and this is where you’ll drop your link. The great thing about this is that infographic is your property and you can keep using it forever to get more back links.

Broken Link Building

This is a highly effective strategy to get high authority backlinks while at the same time being a very white hat. The idea behind is that there’re many websites that were a great resource before but for some reason, they no longer exist. This creates the opportunity for you because there are probably thousands of backlinks pointing to that website. You can take advantage of this and create a similar content and reach out to the website owners that are pointing to the outdated resource and basically let them know that you have a similar content that they can use to link to instead.

broken link building

You can do this by going to Google and searching like this:

  • niche + links
  • niche + recommended links
  • niche + resource page

Then open the links it gives you in the search results and find broken links in the page. There’s a free extension for Google Chrome that’ll locate broken links on the page for you, is called Check My Links. After you created your similar content, simply contact the website owner via email and inform him about the broken link and your own resource.

Get Listed in Trustworthy Directories

Many people think that directories are not natural links and that they are spammy because everybody can create a link there. There are many online directories that have zero value for the users and Google has excluded them from its results and reduced the benefit of being listed there to big fat zero. These are directories that you want to avoid.

We are not talking about these directories. There are quality directories that have a barrier to entry and that people are actually browsing and using. There are also niche directories that you’ll have to find. There might be a local directory for your city and that can be a great place to get a link, plus you can get traffic to your website as well. You can find these directories by going to Google and searching for your competitors’ phone number minus their website. Then visit those directories and see if you can get listed.

To ensure that directory will provide you a quality back link, you can check with Moz spam indicator.

Guest Posting

Guest posting can have multiple goals and could be:

  • Building back links to your website
  • Getting traffic
  • Positioning yourself as an authority in your niche

The first thing to do is to find opportunities for guest posting. Your main goal should be to find websites that are relevant to your niche. The audience of the blog should be interested in your content and the blog should have an engaged readership (look for a good number of social shares and comments). To find some blogs, head over to Google and search for any of these:

  • keyword “guest post guidelines”
  • keyword “guest post by”
  • keyword “submit a guest post”
  • keyword “accepting guest posts”
  • keyword “guest post”
  • keyword “contributing writer”
  • keyword “guest article”

 Another way you can do this is by utilising Twitter. Go to Twitter and enter your search string in the search like this:

twitter keywords

In the search results, you’ll find potential guest posting opportunities:


Now that you found some potential blogs, you’d want to research them a bit. Here are some guidelines that you’d want to follow when examining the blogs:

  • They are related to your niche
  • Have an authoritative link profile
  • Have an active and engaged following
  • Can bring you traffic (you can check the website over at Alexa)

Here’s one tip that’ll increase your chances of blog owner accepting your proposal: you should warm them up! You’d want to get on that blog owner radar before you pitch them the deal. This is important for top-tier websites in your niche. A way to do this is to engage them on Twitter and to comment on their blog posts.

When you pitch them the deal, you should imply that you are a long time reader and mention that they might notice your comment on some of their article and then present some of the topics their readers would find very useful.

Regarding the content, you should first find the perfect topic that will fit their website like a glove. Some bloggers have very specific guidelines and standardise their post, so you might want to get that information from them beforehand. You’ll need to craft your article depending on the quality and authority of the blog where you’re going to post your article. Authority websites in your niche will require a high-quality article when compared to tier-2 websites.

Aim for a longer content of at least 1500 words and please don’t do short 400-word articles. Make sure that you edit your article meticulously, even hire a freelance editor if you need to. Images, flowcharts, and screenshots will illustrate your article and give it more value. You can also drop some link in there that are pointing to other pages of the guest blog because that’ll leave a good impression at the blogger but also help users navigate through their blog more efficiently.


Real and safe SEO and link building have always been hard. Earning back links and building them takes time, but that’s the only sustainable way to rank (and stay ranked) in Google. Creative strategies and effort that they require are what adds value to the search engines and users. There are plenty of ways to build high-quality back links to your website but this list should give you a good starting point.

These strategies are harder to utilize than using free and questionable directories or just going and spamming your website with thousands of low-quality links. But real white-hat SEO (like what we wrote about here) is what will move the needle and will keep you sleeping soundly and not worried about the Google web spam team coming after you.