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White-Hat Link Building: What Is It and Why Does It Matter?

Outreach as an SEO practice is becoming more common—and more difficult. With backlinks being one of the top Google ranking factors, the term “link building” is turning into a popular buzz word within the marketing industry. Most online marketers are desperate to build their brand’s backlink profile and are willing to do anything to get a link. But there is a fine line between how you should and shouldn’t build links, and it can drastically affect your search engine rankings. That’s where white-hat link building comes in.

Outreach as an SEO practice is becoming more common—and more difficult. With backlinks being one of the top Google ranking factors, the term “link building” is turning into a popular buzz word within the marketing industry. Most online marketers are desperate to build their brand’s backlink profile and are willing to do anything to get a link. But there is a fine line between how you should and shouldn’t build links, and it can drastically affect your search engine rankings. That’s where white-hat link building comes in.

What Does “White-Hat” Mean?

The term “white-hat” isn’t limited to just link building. It’s used to define agreeable SEO practices as a whole and should be an important part of any off-page SEO strategy. Practices that align with Google’s guidelines are considered white-hat. In other words, keep it clean and play by Google’s rules. Your goal should be to focus on the user by creating a good experience and adding valuable content to the internet, not manipulate search rankings with dirty (black-hat) SEO methods.

Why Should You Engage Only in White-Hat Link Building?

Although the mafia tactics are tempting and seem faster and easier, they can’t stand the test of time (or Google’s algorithm updates) and may cause you to be punished manually, which can set you back months (or even Several years), and buried trying to correct it. This is serious stuff.

Google is constantly updating its algorithm. When it identifies spammy or low-quality backlinks pointing to your site, you will likely be penalized, and your rankings will plummet. Just ask JC Penney—they learned the hard way.

Manipulating search engines in any way is against Google’s guidelines, so make sure you aren’t using black-hat tactics. Don’t participate in link schemes, such as buying, selling, or trading links for SEO purposes, using link farms, or producing low-quality, auto-generated or spun content to place links.

If you have only authoritative, high-quality backlinks, earned naturally through a variety of white-hat link building strategies that I will go into next, you don’t need to worry about your rankings when the algorithm updates since you aren’t breaking any rules. White-hat methods are “future-proof”; they hold up in the long run.

White-Hat Link Building Technique

If you cannot buy, sell or trade links to other websites, what can you do to establish authoritative links? Here are some clean white hat strategies that can be implemented without additional operations.

Guest Posting

This is a slow process and generates a small number of links, but these links can be very valuable to your website-if relevant, it is worth your extra effort! The links you place through guest posts should be extremely relevant and authoritative. It allows you to control the environment around your brand and include appropriate relevant keywords. Placing the guest message on a website with greater authority will add it well to your backlink profile and gain link assets (the value of the link delivered to your page).

Your main focus in this approach is to create quality content and cater to the audience. Reach out to online media outlets, bloggers, and other websites related to your industry and ask to write an article for them. Within the article, you’ll link back to relevant content on your site as a resource. Many outlets that accept outside contributors will allow you to have a link to your site in the author bio as a way for you to gain additional exposure. This will help establish your brand as a reliable source of information and an authority in your industry.

It’s against Google’s guidelines to trade or pay for links in any way. If another site asks you to place a link on your site for them or asks for payment to place a link or publish a post, RUN. This is a clear violation of Google’s guidelines and puts your site at risk of being penalized.

Content Promotion

Guest posting is a slow, low-volume approach, but content promotion is quite the opposite. If you follow off-page SEO best practices, you can place a large number of links in a short amount of time, which can result in a high volume of referral traffic and quickly expand your brand awareness.

You will create and publish great content on your website, such as comprehensive instructions, tools or raw data. Then, contact online media such as news stations and magazines and ask them to report your content on their websites. This strategy will showcase your brand's expertise and help establish brand authority in your industry.

Utility Link Building

If your company sells local services like home security, TV, or internet, then utility link building can be beneficial and require little effort on your part. You don’t need to write articles or create new content at all, just send a quick email.

Find utility and resource pages on local government (such as cities and counties) sites and real estate sites. Reach out and ask them to use your website as a resource. This is an easy way to easily target local participating audiences who have searched for your services.

Link Reclamation

Like establishing utility links, link recycling does not require you to create new content. This is an easy way to turn unlinked brand mentions into links or fix broken links that may lead you to your website but not link to your website.

Reclaiming Unlinked Brand Mentions

Using off-page SEOtools or Google search queries, you can find examples online that mention your brand name but do not link back to your website. Send these sites via email, thank them for citing your brand, and then ask them if (be sure to) provide a link to your site.

Broken Link Reclamation

You might have discontinued a product or service, removed outdated content, or re-launched your site and it affected some of your URLs so the pages they refer to no longer exist.

Use off-page SEO tools to find these broken links that should return to your website. Find the originally cited link and find a new page on your website that contains similar content to the original product. Email the website to let them know that the link is broken, provide them with the link to the new page, and ask them to replace the old link with the new one.

Stick to the Guidelines

Finally, white hat link building (off-page SEO) is the only way to ensure that your brand gets high-quality backlinks and maintains its position in the SERP over time. Don't try to use sloppy black hat strategies and link schemes, or your website will eventually pay for it. Follow Google’s rules and don’t cheat!