How many types of link building are there in SEO?

There’s been a lot of debate recently around whether links still matter. And they do… Just perhaps not in the way they used to.

At TAL, we’re seeing that link building is still one of the strongest signals behind rankings, authority, and now even AI visibility. The difference is that you can’t rely on outdated tactics anymore. Buying links, scaling low-quality placements, or chasing volume over relevance just doesn’t cut it.

If your content isn’t being referenced, cited, or trusted by other websites, it’s going to struggle. Not just in traditional search, but in AI-generated results too.

So instead of chasing everything, it’s about focusing on what actually moves the needle.

What is link building? 

Link building is the process of getting other websites to link back to yours. Every link acts as a signal to search engines that your content is worth paying attention to. It helps Google understand:

• Who you are
• What you’re relevant for
• Whether you can be trusted

The stronger those signals are, the more likely you are to rank.

But it’s not just about rankings anymore.

Good links are also responsible for helping:

• Drive qualified traffic
• Build brand credibility
• Support topical authority
• Increase your chances of being pulled into AI summaries

Without them, even strong content can sit there and do very little.

How link building has evolved over the last few years

Link building used to be about scale, whereas now it’s about credibility.

Google is much better at spotting manipulation. If your link profile looks forced, over-optimised, or low quality, it won’t help you, and in some cases, it can hold you back.

What actually works now:

• Relevant links over random ones
• Authority over volume
• Context over placement
• Value over intent

This is where a lot of businesses get it wrong. They’re still chasing links for the sake of it, and always chasing those high numbers, rather than thinking about why someone would actually link to them in the first place.

Quality over quantity 

This is the simplest way to think about link building: One strong, relevant link will outperform dozens of weak ones.

A high-quality backlink:

• Comes from a relevant website
• Sits naturally within content
• Adds value to the reader
• Comes from a site Google already trusts

A low-quality backlink:

• Exists purely for SEO
• Sits on irrelevant or spammy sites
• Uses forced anchor text
• Looks manufactured

If your link profile looks unnatural, Google will treat it that way.

So how many types of link building are there in SEO?

There are loads of tactics out there, but in reality, most of them fall into seven core types.

If you focus on these, you’ll cover 90% of what works.

1. Editorial links (the ones you actually want)

What it is: Links you earn naturally because your content is genuinely worth referencing.

Why it matters: These are the strongest links you can get. They signal trust, authority, and credibility,  all the things Google (and AI models) care about.

How to do it: Create content people actually want to link to:

• Original data or insights
• Strong opinions or POV
• Useful, well-structured guides
• Something better than what already exists

This is where content and digital PR overlap. You’re not just creating content,  you’re creating something worth citing.

2. Guest posting

What it is: Writing content for another website and linking back to your own.

Why it matters: It builds authority, puts your brand in front of a new audience, and earns relevant links.

How to do it well:

• Focus on quality sites, not mass outreach
• Write something genuinely useful
• Keep links natural (don’t force keywords)

Done badly, this becomes spam. Done well, it’s very effective.

3. Broken link building

What it is:  Finding broken links on other websites and suggesting your content as a replacement.

Why it matters: It’s one of the few tactics that’s genuinely helpful. You’re fixing a problem and earning a link in the process.

How to approach it:

• Find relevant sites in your niche
• Identify broken outbound links
• Offer a strong, relevant replacement

It works best when your content is actually a better alternative, not just “good enough”.

4. Resource page links

What it is: Getting featured on curated lists of useful resources.

Why it matters: These pages are designed to link out, which makes them a good opportunity when relevant.

How to approach it:

• Find resource pages in your niche
• Make sure your content genuinely adds value
• Pitch it clearly and simply

These aren’t the most powerful links individually, but they help build a natural, diverse profile.

5. Unlinked brand mentions

What it is: When your brand is mentioned online without a link.

Why it matters: This is low-hanging fruit. You’ve already been referenced,  you just need to turn it into a link.

How to approach it:

• Monitor brand mentions
• Reach out and ask for a link
• Keep it simple and polite
  

6. Internal linking (the one most people ignore)

What it is: Linking between pages on your own website.

Why it matters: It helps distribute authority, improves user experience, and makes your site easier for search engines to understand.

How to do it properly

• Link related content naturally
• Use clear, descriptive anchor text
• Prioritise key pages

This is one of the easiest wins in SEO, and most sites still don’t do it well.

It’s not about more links, it’s about better ones

Link building hasn’t gone anywhere. It’s just grown up.

If your strategy is still focused on volume, shortcuts, or outdated tactics, you’ll struggle to see results.

The sites winning right now are the ones:

• Creating content worth linking to
• Earning links through relevance and authority
  Building a natural, balanced profile

Focus on that, and everything else becomes a lot easier.

Ready to build links that actually move the needle?

If your current link building strategy is focused on volume over value, it’s probably not delivering what you need.

At TAL, we focus on earning links that drive real impact,  the kind that improve rankings, build authority, and support long-term growth. Whether it’s content-led campaigns, digital PR, or fixing the gaps in your current strategy, we know what works (and what doesn’t).

If you want a link building approach that actually aligns with how search works now, we’d love to help.

Get in touch with the team and let’s start building something that gets you seen, clicked, and converting.

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