If you’ve ever searched for advice from a link building expert, you already know there’s a lot of noise. Everyone’s got a “secret tactic” or “proven system.” But most of it either stopped working years ago or only works in theory.
That’s why this guide is different. Real tactics from people who actually do this for a living.
These are real strategies from people who are known in the SEO space. Each one has built links that actually improved rankings, not just boosted link count. Whether you’re doing outreach yourself or hiring someone, these are the tactics worth paying attention to.
1. Brian Dean – Create Skyscraper Content
Brian Dean, founder of Backlinko, popularized the Skyscraper Technique. It’s simple: find content that already has backlinks, then create something better. After that, reach out to sites linking to the original and suggest your improved version.
This strategy works because it combines quality content with targeted outreach. Brian used it to build thousands of backlinks, including from sites like HubSpot and GoDaddy.
2. Neil Patel – Focus on Building Relationships
Neil’s link building advice goes beyond the link itself. His strategy involves connecting with people in your niche through helpful content, interviews, podcasts, and email.
Instead of cold pitching, he builds real relationships first. Then when a link opportunity shows up, it doesn’t feel forced. This takes longer, but it results in higher authority placements with less resistance.
3. Gael Breton (Authority Hacker) – Get Links From Guest Post Footprints
Gael looks for websites that already accept guest posts by reverse-engineering competitors’ backlink profiles. Once he finds them, he pitches something more in-depth or from a new angle.
He doesn’t mass email. He targets editors with something they actually want to publish. If you’ve ever asked a link building expert how they find real sites, this is how.
4. Matthew Woodward – Use Data-Driven Outreach
Matthew recommends using data or case studies in your outreach. When you can back up your claim with a real result, site owners take your pitch more seriously.
Whether it’s email open rates, traffic growth, or SEO improvements, proving your value before asking for a link makes the pitch stronger.
5. Nathan Gotch – Build Foundational Links First
Before scaling outreach, Nathan focuses on basic links: citations, niche directories, and branded profiles. These aren’t powerful on their own, but they help establish a natural link profile.
It’s the groundwork that makes later outreach more effective. A link building expert knows it’s not just about how many links you build, but how balanced your backlink profile looks to Google.
Knowing about internal linking is also a great starting point and Nathan actually touches on that topic in his Internal Linking 101 guide, it’s worth checking out.
6. Eric Ward – Focus on Link Earning, Not Just Link Building
Eric, one of the early voices in link strategy, emphasized content that earns links naturally. That means publishing something useful and shareable without even asking for backlinks.
This could be research, how-to guides, or free tools. The key is to create something that people want to reference. That’s still one of the strongest long-term strategies used by real experts.
7. Mark Webster (Authority Hacker) – Don’t Ignore Niche Edits
Mark regularly talks about niche edits, which involves adding links to existing content on real blogs. Done correctly, these links are powerful and natural-looking.
The mistake most people make? Inserting links into irrelevant content. A link building expert makes sure every link is contextually appropriate and written in naturally.
8. Marie Haynes – Avoid Manipulative Tactics
Marie focuses on Google’s guidelines. She warns against tactics that rely on manipulation, including overusing exact-match anchor text or building links too fast.
Instead, she suggests earning editorial links and using PR-style outreach. If you want long-term rankings without penalties, this is the kind of advice to follow.
9. Julian Goldie – Use HARO the Right Way
Julian shares daily pitches on HARO and similar platforms to get quoted by journalists and bloggers. His rule: short, clear responses that deliver value fast.
He doesn’t try to sound impressive. He answers the question directly and links to helpful content. That’s how he builds backlinks from major news outlets and blogs consistently.
10. Paddy Moogan – Build Link-Worthy Assets First
Paddy is known for creating content assets like tools, reports, or visual guides before starting outreach. He focuses on value before volume.
Once the asset is live, his team contacts publishers who would benefit from it. This flips the usual order. The asset does most of the work. That’s why it gets shared without needing a pushy email.
If you want to think like a link building expert, start by stealing the right ideas. These strategies aren’t based on guesswork or bulk tactics. They come from people who’ve tested what works and tossed what doesn’t.
There’s no single way to build links. But if your strategy doesn’t involve relevance, value, and actual effort, it probably won’t last. Focus on what earns trust, not just clicks. That’s what makes a link expert’s approach different.
Will is an SEO specialist with 10+ years of experience in link building, content marketing, and digital growth. He’s led strategies for agencies, startups, and SaaS brands.