A 2025 Guide to Building Quality Backlinks

An up-to-date guide for marketing teams to navigate the backlink landscape, focus on what matters and avoid outdated SEO tactics.

Understanding the role of backlinks today

Backlinks remain a fundamental ranking factor for Google, but the way they’re evaluated has evolved significantly since the darker days of link building. Where link volume once held considerable weight, today’s successful backlinks are focused on quality, relevance and user experience. 

High-quality, natural backlinks from industry-relevant and reputable sites signal authority and trustworthiness, enhancing your site’s credibility and, in turn, its search rankings. 

What differs in today’s age of backlinks is the threat from low-quality backlinks. Rather than penalising sites for spammy or irrelevant links, Google has adopted a more sophisticated approach: it generally ignores low-quality or manipulative links that it deems unworthy of passing PageRank. 

This means that these links won’t actively harm your site’s ranking; they simply won’t help it. 

Myth-busting: Toxic backlinks and penalties

So do you need to be worried about “toxic” backlinks?

Not anymore. Sort of. Let me explain:

A common misconception in SEO is that “toxic” backlinks can lead to penalties or serious ranking losses. While this was a concern in the past, as evidenced by the Penguin update in 2012 that left many websites divebombing, Google’s approach has since changed. 

Today, penalties for backlinks are rare and typically only applied in cases where a site’s backlink profile appears heavily manipulated, such as thousands of links using the same anchor text or links from low-quality, unrelated sites appearing in high volume.

Instead, Google’s algorithm primarily focuses on filtering out low-value links without penalising the entire site. If Google identifies backlinks that are clearly unnatural or intended to manipulate rankings, it simply de-values these links, stripping them of any positive impact rather than issuing a penalty. 

According to Google Search Central, “low-quality links are typically ignored rather than penalised”, making terms like “toxic backlinks” largely outdated.

For marketers, this shift means there’s less need to worry about “cleaning up” toxic links. If a link isn’t beneficial to your site’s rankings, Google likely disregards it altogether. 

However, (and this is where the hidden issue with bad backlinks is) the real risk lies in paying for or acquiring links that won’t ultimately pass any ranking value. 

I’ve seen brands invest thousands in link-building, only to wonder why their authority or rankings aren’t improving. 

In one way, it’s a relief that Google doesn’t penalise bad links. But on the flip side, brands are sometimes paying for links or building links that provide no SEO value because Google simply ignores them. 

Since there’s no visible “penalty” taking place, they continue paying and wondering why the SEO needle isn’t moving.

So, while marketers don’t need to worry about toxic links, they do need to know what makes a good backlink. Understanding the difference between a high-quality link and one that will be devalued by Google, can conserve budget and resources, ensuring that link-building efforts effectively support overall SEO goals.

The 2024 Google leak confirms “links matter”

In recent years, there has been ongoing debate in the digital marketing world about the relevance of backlinks for SEO. 

At Smartmonkey, we’ve always held the belief that a natural, diverse link profile helps signal to Google that a website is trustworthy. We’ve seen clear differences in results between clients who invest in link building via digital PR and those who don’t.

Until now, though, this belief was primarily based on experience and best practices. 

That changed in 2024 when an internal Google document leak confirmed the enduring importance of backlinks in SEO. The leaked information unequivocally stated that “links matter,” revealing that links continue to play a central role in Google’s ranking algorithm.

Notably, it revealed that PageRank for a website’s homepage is still evaluated for every document on that site, underscoring the influence of high-quality links on a site’s overall authority.

This confirmation sheds light on what truly matters in link-building: link diversity, relevance, and authority. 

The leaked details reaffirmed the need for a well-rounded backlink profile and suggested that Google remains committed to rewarding sites with organic, valuable links from reputable sources. 

This means focusing on building natural, high-quality links is still a powerful strategy for boosting site authority and improving search visibility.

What to focus on for effective link building

With these developments in mind, the key takeaway is that marketers should shift their focus from worrying about low-quality links to building high-quality, organic backlinks that truly enhance authority and relevance. 

By investing in a content-driven link-building strategy, brands can achieve lasting SEO impact while aligning with Google’s emphasis on natural, valuable links.

So let’s look at how to approach effective link building.

A content-first, brand-first approach

Building authority through backlinks starts with high-quality, valuable content that naturally attracts attention. 

Rather than aggressively pursuing backlinks, a content-first, brand-first approach places emphasis on creating content that people genuinely want to engage with and share. 

When your brand establishes itself as a source of trustworthy information or unique insights, other reputable websites will be more inclined to link to your content without the need for extensive outreach.

Strong, engaging content and a well-defined brand enhance your site’s authority in a way that resonates with users and search engines alike. 

This focus on content and credibility should be the foundation of any link-building strategy. 

Not only does this approach attract more relevant, high-quality backlinks, but it also supports an overall positive user experience on your site, which can further improve search visibility and rankings.

Characteristics of a high-quality backlink

Not all backlinks are created equal. 

In 2025, the backlinks that will contribute most effectively to your SEO and authority have specific characteristics:

1. Relevance to your industry or topic
   Links from sites within your industry or related fields carry more weight, as they signal topical relevance. For example, a backlink from a leading SaaS publication to your B2B software page is more valuable than one from an unrelated blog.
2. High-authority domains
   Links from established, reputable websites with high domain authority (such as major publications, industry associations or respected blogs) are seen as votes of confidence. These links signal to Google that your content is trustworthy. However, don’t discount a link with low-authority, if it has perfect relevance.
3. Natural, varied anchor text
   Anchor text should flow naturally within the context of the linking page and vary across your link profile. Overly optimised or repetitive anchor text (e.g. always using your exact product name or primary keyword) can look manipulative. Instead, aim for a mix of branded, descriptive and generic anchor texts.
4. Links from pages with genuine traffic and engagement
   Backlinks from pages that have actual engagement and traffic carry more weight. A link from an actively read article or high-traffic blog page provides more credibility than one from a page with no audience.

Taking the above into account, a good backlink profile appears natural and diverse, incorporating links from a variety of relevant sites with different anchor texts. 

For example, a B2B software company’s backlink profile might include links from SaaS review sites, industry news publications, articles on business strategy blogs and thought leadership mentions, all of which indicate a strong, authentic online presence.

How to prioritise link opportunities

With so many potential link-building avenues, it’s essential to focus on high-value opportunities that align with your brand and goals. 

Here’s a framework to help marketing teams identify the most impactful link opportunities:

1. Focus on industry-relevant publications and sites with authority
   Prioritise link opportunities from respected sites within your industry. These could be publications, authoritative blogs or even community forums specific to your field. For instance, a fintech company might target reputable finance and technology publications over general news sites.
2. Seek links from pages with high engagement
   Aim for links from pages that are actively read and shared by an audience, as these pages are more likely to pass authority and generate traffic. Engaged audiences create a positive feedback loop, as Google values links from well-trafficked pages.
3. Prioritise partnerships and PR aligned with your brand
   Focus on link-building efforts that allow you to showcase your expertise, such as thought leadership pieces or partnerships. Opportunities that highlight your brand’s unique value and insights will generate higher-quality links than random, low-value placements.
4. Leverage local link opportunities for regional relevance
   If your company serves a specific geographic area, such as a solicitor’s firm with branches in particular locations, focus on gaining links from local websites like news sites, community organisations and business directories. Local backlinks can help strengthen your relevance for location-based search queries, improving local search rankings. For example, if you sponsor a local football team, consider notifying local news sites and asking for a backlink on the football team’s website. These local mentions reinforce your brand’s connection to the area, which Google values in local SEO.

By focusing on relevance, authority and genuine engagement, marketers can build a link profile that fuels long-term growth and visibility, prioritising quality over quantity. 

This thoughtful approach makes sure that every backlink adds meaningful value to your site and strengthens your brand.

The power of brand mentions

While high-quality backlinks are valuable, brand mentions (instances where your brand is referenced online without a direct link) should not be ignored. 

In several recent client campaigns, we’ve observed a correlation between successful PR efforts that generated brand mentions, with improvements in authority and page rankings. Even without direct links, these mentions contributed positively to the brand’s online presence.

Google’s algorithm is increasingly sophisticated at recognising and assessing brand mentions as part of its ranking signals, as these mentions can signal credibility, relevance, and popularity. Brand mentions, especially those in reputable or industry-relevant publications, help build awareness and trust, indirectly supporting SEO.

When planning a link-building or PR campaign, consider the impact of brand mentions alongside direct links. Investing in PR efforts that increase brand visibility, even if they don’t always result in a backlink, can still play a valuable role in enhancing authority and boosting rankings.

What not to focus on in 2025

As Google’s algorithms become more advanced, it’s essential for marketers to be aware of where not to spend time and budget in link-building. 

Many outdated tactics, such as cleaning up “toxic” links or over-optimising anchor text, no longer bring value and can even detract from SEO efforts. 

By understanding which types of links Google is likely to devalue, you can avoid wasting resources on ineffective strategies and focus instead on the links that genuinely enhance your site’s authority and visibility. 

Here are key areas to steer clear of in 2025.

Don’t waste time on “toxic backlink” cleanups

As already chatted about above, in today’s SEO landscape, the fear around “toxic backlinks” is largely outdated. Google’s algorithm has become more sophisticated, automatically ignoring low-quality, irrelevant or spammy links that don’t contribute to your site’s authority. 

We still get enquiries from CMOs and Marketing Managers looking for help cleaning up their toxic links, but unless your site has a clear history of unnatural link-building tactics, like aggressive link purchases or suspicious patterns of anchor text, there’s generally no need to invest time and resources into backlink cleanups.

Outdated practices like mass disavow requests and extensive “toxic” link audits often don’t align with today’s SEO realities. 

Instead of wasting resources on cleaning up links that Google already ignores, marketers should shift their focus toward building high-quality, natural links. This approach is not only more productive, but also aligns with Google’s direction, which favours authenticity over attempts to manipulate rankings.

Avoid link spam practices

To maintain a clean, effective backlink profile, avoid any form of link spam, as defined by Google’s guidelines. 

Here’s a breakdown of practices to steer clear of:

Buying or selling links for ranking purposes
Exchanging money, goods or services for links with the intent to influence rankings violates Google’s policies. 

While paid advertising links are acceptable, ensure they are marked with “rel=nofollow” or “rel=sponsored” to avoid passing ranking credit.

Link exchanges and cross-linking
Excessive link exchanges, such as “Link to me and I’ll link to you,” or setting up partner pages solely for cross-linking, are considered manipulative. 

These tactics are seen as attempts to artificially boost rankings and can harm your site’s credibility.

Large-scale article marketing or guest posting campaigns
Google discourages large-scale article marketing or guest posting campaigns solely for the purpose of generating keyword-rich backlinks. 

While publishing articles or guest posts on other websites can be beneficial, it’s important to avoid doing so in bulk, as this can appear manipulative. 

Focus on contributing valuable content that offers real insights or expertise rather than purely aiming for SEO benefits. Only pursue guest posting when it aligns with your brand’s goals and adds genuine value to the host site’s audience.

Using automated link-building programs
Avoid automated services or software that create links for your site. Google flags these as spammy and unnatural, as they often generate low-quality links without genuine context or relevance.

Avoid optimised anchor text in articles or press releases
Google discourages the use of keyword-stuffed anchor text within articles or press releases, especially when it’s done in an unnatural, forced manner. For example, paragraphs with sentences like: 

“There are many wedding rings on the market. If you want to have a wedding, you will have to pick the best ring. You will also need to buy flowers and a wedding dress,” 

are likely to attract negative attention from Google’s spam algorithm. 

Instead, use anchor text that flows naturally within the content and genuinely supports the context of the article. 

A good mix might include:

• Branded anchor text (e.g., “CompanyName”)
• Generic terms (e.g., “click here” or “learn more”)
• Descriptive phrases that flow naturally in the sentence

This varied approach creates a more authentic link profile that mirrors natural linking behaviour and avoids triggering Google’s link spam filters.

Avoid links from low-quality directories or bookmark sites
Submitting your website to hundreds of low-quality directories or bookmark sites is unlikely to help your Google rankings and may even attract negative attention. 

If a directory is unlikely to drive any genuine visitors to your website, it’s best to skip it. 

Focus instead on directories that are relevant to your industry and can bring in real traffic. 

Links from directories that offer genuine value to users are worthwhile, but links from low-value directories are not worth the effort.

Requiring links in contracts or terms of service
Asking for a backlink as a condition in a contract or agreement without giving the third-party site owner the option to add “rel=nofollow” is discouraged. Such arrangements can be seen as manipulative link-building practices.

Avoid widely distributed footer links on other websites
Google discourages the practice of placing keyword-rich links in the footers of multiple websites, as these are typically paid links intended to manipulate rankings. 

Footer links such as “buy flowers” or “buy wedding rings” fall into this category and should be avoided for SEO purposes. 

However, footer links that serve a functional purpose, like “About us” or “Privacy policy,” are generally acceptable. 

Avoid links embedded in widely distributed widgets
Links embedded in widgets that are distributed across various sites can be seen as manipulative, especially if they contain keyword-rich anchor text like “buy wedding rings” or other promotional phrases. 

If a widget developer offers to advertise your site through these types of links, ensure they use the “nofollow” attribute or avoid using the links altogether. 

Avoid forum comments with optimised links in posts or signatures
Posting comments with keyword-rich links in forums, especially when using automated tools, is strongly discouraged by Google. Comments like: 

“That’s really great information! Thanks a lot!`
Peter, buy wedding rings buy flowers best wedding” 

are clear attempts to manipulate rankings and will attract negative attention. Refrain from using this method or any tool that automatically posts links in forums, as it can harm your site’s credibility and SEO. 

Native advertising and paid articles that pass ranking credit
Paid placements, advertorials and native ads are common, but any link within them should not pass ranking credit unless marked with “rel=nofollow” or “rel=sponsored.” Optimised anchor text or links within paid content can look manipulative if they’re intended solely for SEO benefit.

The future of the disavow tool

Google has hinted at the potential phase-out of the Disavow Tool, which has long been used by site owners to manually reject backlinks they consider harmful or “toxic.” 

This anticipated shift signals a key change in the backlink management landscape: 

Google’s algorithms have grown increasingly sophisticated at ignoring low-quality or irrelevant links without needing intervention from site owners. 

The need to manually manage “toxic” links has diminished, as Google’s systems now automatically identify and disregard links that don’t contribute to a site’s authority or relevance.

So do you still need to use the Disavow Tool?…

When (If ever) to use the disavow tool

While the need for disavowing links has decreased, there are still rare cases where the Disavow Tool may be useful. 

For sites with a known history of aggressive or unnatural link-building, such as heavy link-buying campaigns, large numbers of irrelevant backlinks, or an abundance of keyword-optimised anchor text, using the Disavow Tool can be a proactive step to signal compliance to Google. 

If a site has a legacy of past link-building tactics that no longer align with best practices, disavowing might help avoid scrutiny if Google were to manually review the site’s link profile.

However, for most sites, using the Disavow Tool is neither necessary nor impactful. Google already disregards most low-quality links, meaning the tool often has limited effect on rankings. 

Building a sustainable, high-quality link profile

I have always said that if you approach SEO with common sense, you’ll come out shining. 

Google’s goal is to deliver the best results for users, so they’re looking for signals on your site that indicate quality and relevance. So creating a sustainable link profile is all about prioritising quality, relevance and authenticity over quantity. 

Instead of chasing high volumes of backlinks, focus on building a profile that genuinely enhances your site’s authority and aligns with Google’s emphasis on natural link-building.

Here’s how to adopt a natural linking program, monitor your links effectively and experience the benefits of a quality-driven strategy in action.

Adopting a natural linking program

To build links that align with Google’s guidelines, the emphasis should be on creating valuable content and fostering genuine relationships within your industry. 

Here is how we approach building a high-quality, natural link profile for our clients:

1. Create link-worthy content
   High-quality, informative content is the foundation of a natural link-building program. Content that provides unique insights, data or practical solutions encourages other sites to link to you organically. For example, publishing industry research, in-depth guides, or expert opinions can attract links from reputable sites within your field.
2. Develop evergreen content that the media will link to annually
   Invest in creating valuable, evergreen content that media outlets and industry sites can refer to each year. For example, annual reports, trend insights or comprehensive guides are highly linkable assets that attract attention over time. When your content becomes a go-to resource, publications are more likely to link to it regularly, reinforcing your site’s authority and creating a lasting SEO impact.
3. Build industry relationships
   Networking within your industry creates opportunities for natural backlinks. Connect with other thought leaders, influencers and relevant businesses, as these relationships often lead to mentions, shares and organic link-building opportunities. For instance, collaborating on a research study with a partner organisation or co-hosting a webinar can result in mutual backlinks from credible sources.
4. Pursue organic PR opportunities
   Organic PR, such as pitching story ideas to industry publications or offering expert commentary, can help secure high-quality links. Being featured in relevant news articles, industry roundups or case studies adds valuable, authoritative backlinks to your profile. For example, a SaaS company might secure coverage on a tech news site by offering insights on the latest software trends.
5. Leverage Thought Leadership
   By positioning your brand as a thought leader, you create an organic pull for backlinks. Contributing guest articles, publishing expert commentary or participating in podcasts allows you to reach a broader audience while establishing credibility. Links earned through thought leadership efforts are highly relevant and tend to come from authoritative sites.

These approaches lead to a sustainable link profile that aligns with Google’s standards and contributes meaningfully to your SEO efforts.

Tracking and evaluating your link profile

Regularly monitoring your link profile is essential for maintaining quality and relevance. 

Here are some key metrics and tools to help you keep an eye on your backlinks without over-focusing on low-quality links:

1. Domain Authority (DA) and Page Authority (PA)
   Use tools like Moz or Ahrefs to check the authority of sites linking to you. High DA or PA indicates reputable, authoritative sites that can positively impact your own authority.
2. Relevance and traffic of linking sites
   Ensure that linking sites are topically relevant to your industry. Additionally, look at metrics such as monthly traffic to gauge whether the linking site has an engaged audience. SEMrush and SimilarWeb are useful tools for assessing site traffic.
3. Anchor text diversity
   Monitor anchor text to avoid patterns of over-optimisation. Tools like Google Search Console and Ahrefs provide data on anchor text distribution, helping you keep it varied and natural.
4. Link growth and velocity
   Track your backlink acquisition rate to ensure a natural, steady growth rather than sudden spikes that may appear manipulative. Tools like Majestic allow you to view link growth over time.

Suggested Tools:

• Ahrefs: Comprehensive backlink analysis and monitoring.
• Moz: Provides DA/PA and link analysis.
• Google Search Console: Offers insights into anchor text and linking pages.
• SEMrush: Evaluates backlink sources and traffic.

By focusing on these metrics, you can ensure that your link profile remains healthy, relevant, and aligned with best practices.

Key Performance Indicators (KPIs) for measuring link-building effectiveness

So, you’re putting in all this effort to build links – now more than ever, it’s essential to know if it’s actually working. 

Tracking the right KPIs will show if your strategy is paying off or if it’s time to review the links you’re building and adjust your approach.

Here are the main KPIs we use to measure link-building effectiveness:

• Increase in Page Authority (PA) for focus landing pages
  Monitoring Page Authority (PA) growth on specific landing pages you’re targeting with link-building efforts can reveal how new links are contributing to the authority of individual pages. PA improvements on key pages often correlate with improved rankings, making this an essential KPI to track.
• Growth in overall Domain Authority (DA)
  An increase in your website’s Domain Authority (DA) indicates that your link-building efforts are positively impacting your site’s overall credibility. DA growth often translates to broader visibility across search results and is a useful indicator of your site’s reputation as seen by search engines.
• Rankings for focus keywords and landing pages
  Track keyword rankings for the landing pages you are actively building links for. An increase in rankings for your target keywords can show that backlinks are strengthening these pages’ relevance and competitiveness in search results.
• Increase in organic traffic to focus pages and the site overall
  Organic traffic growth is a strong indicator that link-building efforts are making your site more discoverable. Pay attention to increases in organic visits to the specific pages you’re targeting, as well as overall site traffic. This KPI helps connect link-building efforts to actual visibility improvements in search results.
• Conversions and goal completions from organic traffic
  Ultimately, the effectiveness of link-building should also be seen in conversions. Monitor goal completions (such as lead submissions, sign-ups or sales) from organic traffic as a direct measure of SEO’s impact on business outcomes. If conversions on targeted pages increase alongside improved rankings and traffic, this suggests your link-building strategy is effectively supporting your business goals.

By regularly tracking these KPIs, you’ll get a clear picture of how your link-building efforts are really working and whether they’re boosting your site’s authority, visibility or helping to hit business goals. 

This way, you’re not just seeing better SEO metrics but also creating real, meaningful value for your brand.

The backlink strategy mindset shift for 2025

Over the last few years, the approach to backlinks has shifted from obsessing over “toxic” link cleanups to focusing on building naturally valuable links. 

As Google’s algorithms have become more advanced, they now do much of the work of ignoring low-quality links automatically. This means that marketing teams can let go of outdated concerns over “toxic” links and instead concentrate on creating high-quality, relevant backlinks that contribute positively to user experience and site authority.

The emphasis is now on quality over quantity: links from authoritative, industry-relevant sources that reflect natural linking behaviour are the ones that matter. 

By concentrating on content worth linking to, forming meaningful industry relationships, and pursuing PR and thought leadership opportunities, marketing teams can build link profiles that truly benefit their brand.

Ready to elevate your SEO with a high-impact link strategy?

Our team specialises in building high-quality, compliant backlinks that enhance your site’s authority and drive real results. Whether you’re looking for a comprehensive backlink audit or ongoing support for a sustainable link-building strategy, we’re here to help.

Book a 15-minute discovery call through our Calendly or send us an enquiry form, and let’s discuss the best approach to strengthen your brand’s visibility and search rankings.