The 9 White Hat Link Building Tactics for Better SEO in 2025

White hat link building is the gold standard of ethical SEO practices.

Unlike risky shortcuts, it earns backlinks naturally by providing value to users and other websites. White hat link building ensures that your site not only gains visibility but also builds credibility, staying in line with search engine guidelines.

At the same time, it takes longer to build a link, let alone a dozen of them, compared to other types of link building. So is it worth it?

To answer this, we need to start with the basics.

What is White Hat Link Building?

In a sentence, white hat link-building involves using link-building methods that align with search engine guidelines.

In Google’s case, these methods are considered white hat when they align with Google Search Essentials (former Google’s Webmaster Guidelines).

Instead of exploiting loopholes or manipulating algorithms, white-hat link-building focuses on creating meaningful and genuine connections between websites.

Black hat vs white hat link-building

On the one hand, white hat link building represents the most compliant way to acquire backlinks. It follows search engine guidelines completely, prioritizing user value and long-term results. Since these methods fully comply with search engine policies, they carry little to no risk of penalties and provide sustainable results.

On the other hand, black hat link-building relies on manipulative techniques designed to deceive search engines. These methods blatantly violate search engine guidelines and come with severe risks, including ranking penalties for the pages that black hat techniques were used for or even ranking penalties for the whole domain.

Last but not least, grey hat link building lies somewhere in between those two.

Benefits of White Hat Link Building

So why do the top link-building agencies use white hat methods when they take more time and are more complex? And why is it a good idea that you do the same?

1. Long-term SEO success: White hat practices align with search engine algorithm guidelines, ensuring your website stays compliant with updates and avoids penalties. SEO is about the long game and white hat link building helps you exactly with that.

2. Improved website authority: Black hat links may increase domain authority artificially in the SEO platforms, with inflated DR and DA in Ahrefs and SEMrush accordingly. However, they are not enough to trick Google for the most part.

3. Increased (direct) organic traffic: White hat links don’t only help you rank higher in the SERPs and bring you organic traffic through the search engines. They also have the chance to bring real referral traffic through the pages they are included.

Top 9 White Hat Link Building Strategies

Now that you know what black hat link building is, it’s a good time to learn how it’s done.

1. Creating Linkable Assets

How it works

Also known as link-bait content, creating linkable assets means developing content that is inherently valuable and designed to attract backlinks naturally. These assets can range from in-depth guides and tutorials to visually compelling infographics, original research studies, and interactive tools or calculators.

The central idea is to produce content so useful, engaging, or authoritative that others in your industry find it irresistible to reference and link to.

How to make it work

Creating linkable assets is a 3-step process that goes like this:

1. Identify audience needs:
   • Use SEO tools to analyze frequently searched questions or topics in your industry.
   • Explore platforms like Reddit, Quora, or niche forums to find pain points and trending discussions from your target audience
2. Create exceptional content:
   • Invest in design to make your content visually appealing
   • Focus on delivering depth and insights that go beyond existing resources
   • Include actionable tips, data visualizations, or other elements that provide immediate value
3. Promote your asset:
   • Reach out to relevant bloggers, website owners, and influencers with personalized messages explaining the value of your content
   • Share your asset across social media platforms and forums where your target audience is active
   • Repurpose the content into formats like slides, social posts, or short videos to broaden its reach

2. The Skyscraper Technique

How it works

The skyscraper technique involves finding popular content in your niche, improving upon it, and then reaching out to the right audiences to promote your enhanced version. It’s based on the idea that people are more likely to link to the best, most comprehensive resource on a topic.

This strategy works because it leverages existing demand for a topic while offering something better. People who have linked to or engaged with the original content are likely to switch their attention to your superior version, especially if it adds significant value. 

How to make it work

To successfully implement the skyscraper technique, follow these steps:

1. Identify popular content:
   • Use SEO tools like Ahrefs or BuzzSumo to find well-linked or highly shared articles in your niche
   • Focus on topics that are evergreen or still relevant to your audience
2. Create a superior version:
   • Expand on the original by including more up-to-date information, deeper insights, or additional perspectives
   • Add value through visuals like infographics, charts, or better formatting to enhance readability and engagement
3. Promote your enhanced content:
   • Reach out to websites that link to the original content, explaining why your version is an improvement
   • Contact influencers or industry leaders who might share your content
   • Use social media and email newsletters to ensure maximum exposure

💡 Also read: How to Execute the Skyscraper Technique (And Get Results) [Ahrefs]

3. Unlinked Mentions

How it works

Unlinked mentions refer to instances where your brand, product, or content is mentioned online without a hyperlink back to your website. This strategy involves identifying these mentions and converting them into backlinks by reaching out to the website owners or authors.

How to make it work

Turning unlinked mentions into backlinks involves these steps:

1. Track brand mentions:
   • Use SEO tools to monitor where your brand is being mentioned online
   • Filter results to identify mentions that don’t include a hyperlink
2. Assess the context:
   • Verify that the mention is positive and aligns with your brand values
   • Ensure the page or website hosting the mention is credible and relevant
3. Reach out professionally:
   • Contact the author or webmaster, thanking them for mentioning your brand
   • Politely request that they add a link to your website for the convenience of their audience, and provide a specific URL to link to
4. Follow up:
   • If you don’t receive a response, send a polite follow-up email after a few days
   • Avoid being pushy to maintain a good relationship with the website (and spamming sucks in any case)

Also read: A Simple Guide to Turning (Unlinked) Brand Mentions into Links [Ahrefs]

4. Creating New Mentions

How it works

Creating new mentions involves actively increasing your brand’s visibility online through deliberate activities such as participating in podcasts, being featured in industry interviews, or writing guest reviews. These efforts not only expand your audience but often result in valuable backlinks from the platforms that feature you.

Why it works

This strategy works because it builds relationships and positions you as an active contributor in your industry. When you join conversations through podcasts or interviews, or share insights in guest reviews, the platform hosting you typically includes a link to your website as a reference. These links are authentic, contextually relevant, and from trusted sources, which makes them valuable for SEO.

How to make it work

To create new mentions effectively, follow these steps:

1. Engage with relevant platforms:
   • Identify podcasts, blogs, and industry sites that align with your niche and audience
   • Focus on platforms that regularly feature guests or contributors from your industry
2. Pitch your expertise:
   • Reach out to the hosts or editors, introducing yourself and explaining how your expertise can benefit their audience
   • Highlight unique insights, stories, or knowledge you can offer to make your pitch compelling
3. Provide value during engagements:
   • When featured, ensure you share actionable insights or engaging narratives that make your participation memorable
   • Make it easy for the platform to link to you by providing relevant URLs and short descriptions
4. Repurpose and promote the content:
   • Share your participation on your social media channels, newsletters, or blog to amplify its reach
   • Use snippets or highlights to drive traffic back to the original feature and foster additional engagement

5. Broken Link Building

How it works

Broken link building is a strategy where you identify dead or broken links on websites and suggest replacing them with links to your relevant content. This method provides value to the site owner by helping them fix errors while earning you a high-quality backlink in the process.

Why it works

This strategy works because website owners don’t want their visitors to encounter broken links, which can harm their user experience and credibility. By offering a ready-made solution with your content, you’re not only helping them but also positioning your website as a valuable resource. It’s a win-win approach that fosters goodwill and earns you backlinks.

How to make it work

Here’s how to execute broken link building effectively:

1. Find broken links:
   • Use tools like Ahrefs, SEMrush, or Check My Links (a browser extension) to scan websites for broken links
   • Focus on sites within your niche or related industries for maximum relevance
2. Create or identify suitable replacement content:
   • If the broken link was pointing to a resource similar to content you already have, ensure your piece aligns well with the topic
   • If needed, create new content that serves as a comprehensive replacement for the original
3. Reach out to the website owner:
   • Send a polite email notifying them of the broken link and explaining its potential impact on their user experience or SEO
   • Offer your content as a solution, clearly showing how it aligns with the original intent of the broken link
4. Follow up strategically:
   • If you don’t hear back, send a courteous follow-up email after a week
   • Avoid being too persistent, as website owners often manage numerous tasks and may take time to respond

💡 Also read: Broken Link Building: The Complete Guide [Ahefs]

6. Stolen Images

How it works

Stolen image link building is the process of identifying instances where your original images have been used online without proper credit or attribution. You then reach out to the site owner to request a backlink to your site as a fair acknowledgment for using your work.

Why it works

This strategy works because many websites use images they find online without realizing they need to provide attribution. When you bring this to their attention politely, they are often willing to add a link to avoid any potential copyright issues. It’s an ethical and mutually beneficial way to reclaim credit while building backlinks.

How to make it work

To effectively build links through stolen images, follow these steps:

1. Identify where your images are being used:
   • Use tools like Google Images reverse search, TinEye, or image recognition features in platforms like Ahrefs to find where your visuals have been published online
   • Focus on high-authority or niche-relevant websites to prioritize outreach
2. Verify ownership:
   • Ensure the image in question is indeed your original creation and not shared under a public domain license or creative commons terms
   • Confirm that the use of your image does not already include proper attribution
3. Reach out to the site owner:
   • Craft a professional and friendly email acknowledging their use of your image
   • Politely request that they provide proper attribution by linking to your website or the page where the image originated
4. Provide attribution details:
   • Make it easy for them by sharing the exact link you’d like included and, if possible, a short description or caption for the image
   • Keep the tone cooperative to encourage a positive response
5. Follow up as needed:
   • If you don’t receive a reply, send a gentle follow-up email a week later
   • Respect their decision if they choose not to respond, as persistence can sometimes backfire

7. Guest Blogging

How it works

Guest blogging involves writing high-quality articles for other websites within your niche or industry. In exchange for your contribution, you often receive a backlink to your website, usually in the author bio or within the content itself

Why it works

Guest blogging works because it’s a mutually beneficial arrangement. The host website gets valuable, original content for their audience, while you gain exposure and a credible backlink. Beyond SEO, guest blogging also helps establish you as an authority in your field, builds relationships with industry peers, and drives referral traffic from relevant sources

How to make it work

To effectively leverage guest blogging for link building, follow these steps:

1. Identify suitable websites:
   • Use search queries like “write for us,” “guest post guidelines,” or “contribute” combined with your niche (e.g., “write for us digital marketing”)
   • Focus on reputable websites with strong domain authority and an audience that aligns with your target market
2. Research and pitch ideas:
   • Familiarize yourself with the website’s content style, tone, and audience preferences
   • Pitch well-thought-out article ideas that fill gaps in their existing content or address trending topics in your industry
3. Write high-quality content:
   • Ensure your article is well-researched, engaging, and tailored to the host site’s audience
   • Include a natural, relevant backlink to your website that adds value to the article rather than appearing promotional
4. Follow the site’s guidelines:
   • Adhere to submission requirements such as word count, formatting, and tone.
   • Include a concise and compelling author bio with a link to your site
5. Promote your guest post:
   • Share the published article across your social media channels, email lists, and networks to maximize its reach
   • Engage with readers in the comments section to build further connections and credibility

8. Link Insertion (Niche Edit)

How it works

Link insertion, also known as a niche edit, involves adding a backlink to your website within an existing piece of content on another site. Unlike guest blogging, this doesn’t require creating new content; instead, you identify relevant articles where your link can add value and request its inclusion.

Why it works

This strategy works because it capitalizes on already-established content that ranks well and attracts traffic. By adding your link to a high-performing article, you benefit from the authority and audience of the host website. Moreover, because the content is already indexed and performing, your link has the potential to start driving traffic and SEO benefits more quickly.

How to make it work

To implement link insertion effectively, follow these steps:

1. Identify suitable content:
   • Use tools like Ahrefs or SEMrush to find articles in your niche that rank well and are relevant to your link
   • Focus on content that aligns with your expertise and where your link would provide genuine value to readers
2. Evaluate content relevance:
   • Ensure the article has a natural place where your link fits seamlessly into the context
   • Avoid unrelated articles, as forced or irrelevant links can harm SEO and credibility
3. Reach out to the site owner:
   • Send a personalized email to the content owner, highlighting why your link would enhance the article
   • Be clear about how your content adds value, whether by providing additional insights, resources, or solutions
4. Negotiate terms, if necessary:
   • Some websites may request a fee for adding your link. Consider whether the site’s authority and traffic justify the cost, but always prioritize quality over quantity
5. Monitor the link:
   • Once the link is added, use tools like Google Search Console or Ahrefs to track its performance and ensure it remains active over time

9. Journalist Platforms

These platforms facilitate the exchange of information, allowing you to contribute expertise in return for media exposure and potential backlinks.

The most popular of these platforms was Help a Reporter Out (HARO/ Connectively), which shut down in late 2024. However, that doesn’t mean that HARO-style links aren’t relevant anymore. There are still HARO alternatives that connect experts with media professionals seeking insights that can help you build legitimate links.

Why it works

Engaging with journalist platforms allows you to share your expertise with a broader audience, enhancing your brand’s visibility and authority. When journalists include your insights in their publications, they often provide a backlink to your website, which can improve your site’s rankings and drive referral traffic.

How to make it work

To effectively utilize journalist platforms for link building, follow these steps:

1. Register on multiple platforms: Sign up on various journalist platforms to increase your chances of receiving relevant queries.
2. Set up detailed profiles: Provide comprehensive information about your expertise, ensuring journalists can easily assess your suitability for their stories
3. Monitor queries regularly: Stay active on these platforms by checking for new journalist requests frequently to respond promptly
4. Craft tailored responses: When replying to queries, offer concise, relevant, and valuable insights that directly address the journalist’s needs
5. Maintain professionalism: Communicate respectfully and professionally to build lasting relationships with media professionals
6. Track your contributions: Keep a record of where your insights have been featured to monitor the impact and share these mentions through your channels

By proactively engaging with these platforms, you can continue to secure media coverage and backlinks, even after HARO’s discontinuation.

Conclusion

White hat link building should be the cornerstone of any SEO strategy.

At their core, white hat links are not about quick fixes but about building relationships, creating value, and adhering to best practices.

Do you need help choosing the most suitable link-building strategy for your company or brand? Contact us so we can suggest the best one for your case.