7 White Hat Link Building Strategies

Written by: Jason Bayless | June 01, 2015

The code to solving Google’s search engine algorithm is quite simple – yet – many marketers still try to fool the current system and get by with street black hat tactics. White Hat link building will always work because it’s based on two timeless principles that major search engines absolutely love.

  • Relationships
  • Quality

If you master these two tips, you are that much further ahead in ensuring that your business succeeds.

Content Variation

Using different types of content on a consistent basis is going to help you build more links. For example, most marketers start and stop at blog posting, however it is a great idea to include:

  • Videos
  • Interactive Content
  • E-mail Content
  • PDF Guides/ Whitepapers
  • Infographics
  • User generated content/Interactive Content

Why is content variation important? Different people have a preferred learning style, for example, some of your readers may want to get their content from a .PDF, because from their past experiences, .PDF’s tend to concentrate on a specific problem much better than a blog post, video, or infographic.

Another user may refer to your infographic because they want to know “why” your product, service, or brand is important, and won’t buy until this “itch” is scratched.

High Quality Relationships

Here’s a pretty simple strategy on how to pursue a relationship with someone who can provide a great deal of strategic value to your business.

  • Step#1 – Go to Google, put yourself in the shoes of your audience, and type a question in the search engine
  • Step #2 – Note the top blogs that pop up and provide valuable content to their users.
  • Step #3 – Who are the owners/writers of these blogs? How can you contact them?
  • Step #4 – Craft a well thought out e-mail that appeals to the other person’s benefit.

Always Think Long-Term

The best websites and blogs have a knack for always thinking approximately 5-10 years ahead. The main reasoning behind this is the fact when you project your business this far into the future, you tend to attract long-term stable relationships. Here are some examples of this in action:

  • Your content and link building efforts tend to focus on quality more than quantity.
  • People trust your company because they do not see an end in sight.
  • Relationships with website owners and decision makers are easily developed
  • The website becomes “penalty” proof because it’s built with honest means.

Major search engines want to see long-term natural growth from your blog. The best way to do that is through long-term relationships and constant business referrals.

Growth Hacking & Scaling

Scaling your online link building efforts to increase free organic traffic is the ultimate goal of all marketers. Moz believes that in order to scale your marketing efforts, you have to master the art of content writing This means hiring quality writers (or being a quality writer), and doing a systematic


The best link building tools are usually the ones that are semi-automated, because they combine both the human relationship factor with efficient software. Therefore, you’re not tracking your search engine rank and telling yourself: “Oh dear, it seems my website rank has fallen due to Link BlasterBot 3000 that was deemed effective in 2009.” Moz recommends some interesting link building tools that are completely safe and white hat.

Pacing & Consistency

Relating back to long-term thinking, the realm of SEO has become quite competitive, and when you are expecting website traffic, it’s best to set expectations long-term. Therefore, in the same way a cross country runnerpaces themselves to finish the race, modeling your posting frequency to a long-term goal is the way to go. How frequently can you post a high quality blog post for 10 years? Once a week? Once a month? Maintain this posting strategy and speed up the pace conservatively – before you know it, you’re blog is full of traffic because people are steadily linking to your content.

Links Through Product Development

If you are developing a product that solves a problem, this can be one of the best ways to get links to a landing page. If you plan on pre-selling a product, then one of the best things you can do is to have your early adopters review the product and link to your pre-sale landing page where you collect e-mail sign-ups. Eventually, you can turn this page into a regular sales page and you’ll already have a stream of links coming in. This is one of the best tried and true link building strategies for product developers.