What Is A Link Building Agency?

What Is A Link Building Agency

A link building agency stands as a digital architect, shaping the online presence of businesses through a strategic orchestration of backlinks. At its essence, it serves as a catalyst for boosting a website’s visibility and ascending the ranks of search engine results. In digital marketing, link building emerges as a fundamental partner, weaving a tapestry of connections that enhance a website’s authority. In fact, 67.5% of SEOs acknowledge the significant role of link building on search rankings.

The agency’s role extends beyond mere visibility—it crafts a narrative of credibility and relevance in the vast expanse of the internet. By cultivating high-quality links, a link building agency becomes a reliable business partner to help you claim your position at the forefront of online prominence.

In this article, we explore what a link building agency does, the question that every startup owner wonders – to DIY or outsource, the 11 white hat link building services you can expect, and some guidance on how to choose the right provider.

Let’s get the party started.

What Does A Link Building Agency Do?

A link building agency serves as the strategic guardian of a website’s digital standing, undertaking a multifaceted approach to enhance online visibility. At its core, the agency delves into meticulous keyword research, identifying the precise terms that resonate within the client’s industry. This foundational step lays the groundwork for crafting a strategy that aligns with search engine algorithms and user intent.

The agency’s primary mission revolves around building backlinks—digital endorsements that signify a website’s credibility and authority. By establishing connections with relevant and high-quality websites, the agency elevates the client’s profile in the digital realm. This process extends beyond mere quantity, emphasizing the quality and relevance of each link to ensure compliance with search engine guidelines.

Should You DIY or Outsource Link Building?

Hiring a professional link builder can be a more cost-effective option in the long run compared to doing it yourself. 

Professional link builders have years of experience and know what they’re doing. They also have access to paid subscription tools and resources that are not available to the average person, which can greatly enhance their ability to research and identify quality backlink opportunities.

In addition, outsourcing link building can free up your time and resources to focus on other aspects of your business, such as content creation or product development. This can ultimately result in higher productivity and more efficient use of your time.

Furthermore, professional link builders are constantly updated on the latest trends and techniques in link building, which can help ensure that your backlink strategy is up-to-date and effective.

11 White Hat Link Building Services

In digital marketing, link building stands as a formidable strategy to enhance a website’s authority, search engine rankings, and organic traffic. Link building agencies, committed to adhering to ethical practices, employ a range of white hat techniques to cultivate high-quality backlinks.

Here, we delve into the diverse array of services offered by these agencies, each designed to fortify a website’s digital presence while maintaining integrity within search engine guidelines.

1. Guest Blogging

One of the cornerstones of white hat link building, guest blogging involves creating valuable content for external websites in exchange for a link back to the client’s site. This symbiotic relationship fosters credibility and expands the digital footprint.

2. Niche Edits

Niche edits are a quite common and easy way to acquire valuable backlinks. It involves finding relevant articles in your niche where none of your competitors have placed a link yet. It is important to check the metrics of the website domain – make sure it has a solid DA, trust flow: citation flow ratio as well as steady organic search traffic. 

Also, have a look at the date of publication (sometimes it is not visible and you have to look it up in the source code by pressing Ctrl+U). If it is more than two years ago, it is highly unnatural to place a new link there just now, and this way, you risk search engines suspecting spammy practices.

Although you have to make a number of checks with this method, it is a highly effective way to nail a link on a page that has already gained some traffic over time, unlike guest articles that are fresh. Always aim for the above the fold paragraphs and if needed, write up additional text to make it more seamless and flowing naturally.

3. Broken Link Building

A strategic approach to link acquisition, broken link building involves identifying broken links on external sites and proposing relevant, high-quality content as a replacement. This process not only aids in link acquisition. It also contributes to the improvement of the internet’s overall user experience.

4. Resource Page Link Building

Leveraging a website’s valuable resources, link building agencies secure placements on resource pages within the client’s niche. By positioning the client as a valuable resource, these links provide not only visibility but also establish authority within the industry.

5. Skyscraper Technique

Coined by Brian Dean in 2015, the Skyscraper Technique involves creating superior content to existing pieces within the industry. The agency reaches out to sites linking to the inferior content, suggesting an upgrade to the client’s more comprehensive and valuable resource.

6. Infographic Outreach

Visual content is a powerful tool for link building. Agencies create compelling infographics and collaborate with relevant websites to feature these visual assets, earning high-quality backlinks while providing valuable information in a digestible format.

7. Influencer Collaboration

In the age of social media, influencer collaboration is a potent link building strategy. Link building agencies engage with influencers in the industry, facilitating partnerships that result in credible endorsements and backlinks, amplifying the client’s reach within their target audience.

8. Local Link Building

For businesses with a local focus, link building agencies navigate local directories, industry-specific platforms, and community engagement to secure links that enhance local search visibility.

9. Social Media Profile Optimization

Optimizing social media profiles is a nuanced strategy employed by link building agencies. By aligning the client’s social presence with their website’s goals and leveraging platforms for quality link acquisition, these agencies contribute to a holistic digital strategy.

10. Forum and Community Engagement

Participating in industry forums and online communities allows link building agencies to establish the client as an authoritative voice. Therefore, contribute valuable insights and content. These engagements naturally lead to the acquisition of relevant and high-quality backlinks.

11. Content Syndication

Link building agencies employ content syndication to disseminate valuable content across various platforms. This not only expands the reach of the client’s content but also attracts backlinks from diverse sources.

Bear in mind that in order to prevent duplicate content issues, you need to explicitly ask the website that agreed to syndicate two things. First, they need to place a statement like “This article was originally published on [original URL]”. Also, they need to insert a canonical tag under the <head> tag into the backend of their version of the article:

<link rel=”canonical” href=”original URL” />

How To Choose The Right Link Building Agency?

If we managed to convince you that outsourcing link building to a professional is the way, then great! However, keep in mind that not all providers out there are the same and follow Google’s guidelines for quality.

Therefore, it’s best to do some research first.


Start by looking up some online lists of the best link building agencies out there and take a note on what they do and how they present themselves. Then, zoom in your area and see if there are any local link building services with good reviews and overall online presence. Reputation is a big factor here so do not restrict yourself to a single search query. Check their website – does it look like it is maintained, are there case studies, do they have a blog, how often do they publish a new article?

Then, you can make your way to their socials. Check if the link building agency and its founder have any online presence beyond the website. This way you can find social signals that will help you decide on whether the agency is legit, or not.

Backlink Profile

Once you do these reputation checks, have a look at the backlink profile of the agency. See if they have secured links on any high-authority websites. Check if the guest articles they’ve published show expertise, or are just AI content that lack effort. Also, investigate the agency’s most prominent clients (if you can get hold of that info) – this will give you a clue on whether working with them is worth it.


Another big concern when choosing a link building agency is the price. Every business has a limited SEO budget. Fortunately, there are professionals out there that suit all pockets. Sometimes you can make a call on how much they charge based on the size of their clients. It is not uncommon to find a dedicated page on their website with descriptions of their packages. If you can’t find either, just reach out – you never know, this may be your dream link building superhero!

Bottom Line

In the digital world, a link building agency emerges as the linchpin for businesses who want to win at SEO. By meticulously conducting keyword research, building backlinks from reputable sources, and vigilant performance monitoring, these agencies become architects of credibility and authority. Through white hat services like guest blogging, broken link building, and influencer collaboration, they not only enhance search engine rankings but also contribute ethically to the digital ecosystem.

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