How to improve backlinks to website

Improving your client's backlink profile requires a strategic combination of content creation, relationship building, and systematic outreach. Start by auditing what's already working. Use tools like Ahrefs or SEMrush to identify which pages are earning the most links and why. You'll often find patterns—certain content types, topics, or formats attract links naturally. This becomes your template. If a client's roundup article earned fifteen links last year, commission more roundups. If technical guides perform well, double down there. This beats shooting in the dark with generic content that nobody wants to link to.

Next, build a targeted outreach strategy focused on relevance over volume. Create a list of websites in your client's industry, complementary niches, and local directories (if location-relevant) that actually make sense for links. Don't approach random blogs with high domain authority if they're completely unrelated to the client's business. Instead, identify specific pages on relevant sites where a guest post, expert quote, or mention would fit naturally. Personalized outreach to editors and site owners significantly outperforms template emails. Reference their recent content, explain exactly why your client's perspective or data matters for their audience, and make linking easy by providing the exact text or statistics they can use. This takes longer than mass outreach but converts at 5-10 times the rate.

Resource pages offer another high-ROI channel most agencies underutilize. Search for "best [your client's industry] tools," "top [service type] companies," or "[industry] resources" and identify pages that list competitors. These pages are actively maintained and frequently updated, making them prime targets for link placement requests. Your pitch here is simple: your client belongs on this list because of specific criteria the page already values. Similarly, broken link building works well—find broken links on relevant sites pointing to content your client could recreate or improve, then suggest their resource as a replacement. Finally, don't ignore HARO (Help A Reporter Out) and similar services. When journalists request expert commentary, being the first with a valuable quote often earns a contextual link and increases your authority with media outlets.