Link building is one of the most important off-page SEO strategies. It involves getting other websites to link to yours, generating what are known as backlinks or inbound links.
Why is link building important?
Google uses links as one of its main ranking factors. When an authority website links to yours, Google interprets that link as a vote of trust. The more quality votes you receive, the higher you rank in search results.
Key benefits
- Improves your Google ranking: Quality backlinks are one of the top three ranking factors.
- Increases your domain authority: Each link from an authority outlet grows your DA and DR.
- Generates referral traffic: Readers of the linking outlet can visit your site directly.
- AI visibility: Models like ChatGPT and Perplexity cite sources from reputable media.
Types of link building
1. Guest posting and sponsored articles
Publishing articles on digital newspapers and authority blogs is one of the most effective and safest ways to get quality backlinks. The content integrates naturally into the outlet and the link delivers maximum SEO value.
2. Content-based link building
Creating content so valuable that other sites want to link to you naturally. This includes studies, infographics, free tools and comprehensive guides.
3. Digital PR
Getting mentions in media through press releases, interviews and journalist collaborations.
What makes a good backlink?
Not all links are equal. A quality backlink meets these criteria:
- Comes from a high-authority domain (high DA/DR)
- Is dofollow — passes SEO authority to your domain
- Has thematic relevance — the linking site's content relates to your sector
- Is surrounded by editorial context — not a standalone link, but part of a real article
- Is from a verified outlet — no PBNs or link farms
Link building in the AI era
With the rise of ChatGPT, Perplexity, Claude and Gemini, link building has gained a new dimension. These AI models consult trusted digital media to build their answers.
When you publish in authority newspapers and blogs, you don't just improve your Google SEO — you also increase the chances of your brand being cited in AI answers. This is known as GEO (Generative Engine Optimization).
How to start with link building
- Analyse your current link profile — Use tools like Ahrefs or Semrush to see where your backlinks come from.
- Identify opportunities — Look for media and blogs in your sector where you can publish.
- Diversify your strategy — Combine newspaper links (raw authority) with thematic blogs (niche relevance).
- Maintain a steady cadence — Link building is a medium-to-long-term strategy. Consistency is key.
Conclusion
Link building remains one of the most effective SEO strategies in 2026. The key is to prioritise quality over quantity, diversify across different media types and leverage the new dimension that AI visibility brings.
At PrensaTop we provide a catalog of verified media so you can implement your link building strategy simply and transparently.