Somehow link building remains one of the most critical yet misunderstood aspects of SEO. Despite its importance, many marketers and even experienced SEO professionals often fall into common traps that waste budgets and bring no results (or at least not sufficient ones).
In this article, we’ll explore key insights from Hristo Bogdanov, MeUp.com’s Head of SEO, an expert with over five years of extensive experience in all aspects of off-page SEO – from using aged domains and PBNs to managing high-budget link building campaigns across various niches like Gambling, Health, and Forex.
Hristo generously sheds light on common misconceptions and offers valuable tips on how to optimize your link building efforts. We’ll explore real-world link building mistakes, why they happen, and how to fix them before they damage your rankings.
Why Link Building Still Matters
Many marketers believe that links no longer work due to poor campaign outcomes. However, the truth is that links are still powerful – if you know what you’re doing and the right way to do it. The key lies in understanding what links truly offer:
- Topical relevancy (links from relevant sites improve your topical authority)
- Trust (links from high authority sites increase your site’s trustworthiness)
- Link equity or “Link juice” (ratio between inbound and outbound links of the website)
Mistake #1: Believing Every Link Must Be Perfect
The Problem:
Many SEOs obsess over finding the “perfect” link – one that ticks all the boxes for relevancy, authority, and link juice. However, waiting for such links slows down campaigns and limits scalability.
The Fix:
Adopt a Balanced Approach
Not every link needs to be ideal.
For example, a link from a high-authority site (therefore passes trust) with minimal topical relevancy can still boost your site’s credibility.
Similarly, a link from a niche-relevant site (therefore brings relevancy) with moderate authority can enhance your topical expertise.
Even links that hit just 1 benefit can still play a smart role in a balanced SEO strategy. The key is to aim for a mix of links – some strong in authority, others in relevancy – this creates a natural backlink profile.
Mistake #2: Ignoring Your Website’s Growth Stage
The Problem:
A one-size-fits-all link building strategy doesn’t work. Your link building strategy should evolve with your site’s growth.
New websites and established sites require different tactics – what works at DR 20 isn’t what you need at DR 80. Let’s break down what you should and should not do.
The Fix:
How to do link building for a new website (DR<30):
- DO:
✔️ Prioritize links that build trust and relevancy (brand mentions, local directories, niche forums);
✔️ Use branded anchors or some variation of it when linking to your homepage (e.g., “Visit [Brand Name]”) - DON’T:
✖️ Build links directly to money pages as Google may penalize aggressive linking
✖️ Use exact-match anchors
How to do link building for an established website (DR>50):
- DO:
✔️ Prioritize high-volume link acquisition (e.g., guest posts, digital PR)
✔️ Target sites with low outbound links to maximize link juice - DON’T:
✖️ Waste money on low-impact $500 guest posts – if a site already has thousands of backlinks, 10 more won’t change a thing
Mistake #3: Over-Reliance on Domain Rating (DR) and Other Metrics
The Problem:
Many SEOs judge links solely by Ahrefs’ DR or Moz’s DA, but these metrics don’t always reflect real value, they can be misleading. High DR doesn’t always mean quality.
The Fix:
Vet Sites Manually
✔️ Check organic traffic (not just DR)
✔️ Review referring domains – are they from spammy sites?
✔️ Analyze content quality – low-value, thin or AI-generated content is a red flag
Red Flags to Avoid:
✖️ Sites that exist solely to sell links
✖️ Sites selling links at suspiciously low prices despite high DR/traffic claims
✖️ Sites that cover all high-buyer niches (e.g., a single site covering Finance, CBD, and Gambling).
By following these vetting steps, you can filter out 90% of content farms and low-quality sites.
Mistake #4: Assuming Only High-Traffic Links Matter
The Problem:
Although high-traffic sites often signal strong SEO, quality content, and an active digital presence, traffic isn’t the sole indicator of a link’s value.
Sites with significant organic traffic typically indicate webmasters who are doing excellent work – publishing quality content, actively building links, maintaining social media presence and other digital properties, and generally maintaining healthy websites.
Ahrefs is not always accurate in estimating traffic – we’ve seen significant differences between Ahrefs data and Google Search Console. These discrepancies go both ways.
Third-party tools cannot detect referral or direct traffic, which can be substantial for some sites.
Only 3.45% of websites have organic traffic, which suggests that search engines favor these sites over the remaining 96.55%, at least to some extent.
The Fix:
Look Beyond Organic Traffic:
- Tools & Apps: Many have low SEO traffic but strong direct visits.
- Industry Forums & Communities: Often have engaged audiences.
Many dismiss links from sites with low organic traffic, but sites with direct traffic can also pass value if they have other positive signals like social media traffic or brand searches.
Example: A link from a cybersecurity forum (low traffic but high engagement) can be more valuable than a generic blog with higher DR.
Mistake #5: Neglecting Content Quality in Guest Posts
The Problem:
Some SEOs treat guest posts as just a link source, publishing low-effort content that adds no real value. The truth is, the quality of your guest post content is crucial. Well-researched, relevant articles act as semantic bridges, enhancing the value of the link.
The Fix:
Align Content with the Publisher’s Audience
- Example 1: If contributing to a marketing blog, write about “How SEO and PPC Work Together” rather than a generic “Best SEO Tips” post.
- Example 2: Linking to a psychiatrist’s website? Publish a guest post like “College Student Mental Health Statistics” or “Common Mental Health Problems in College Freshmen” on a site ranking for related keywords.
- Example 3: Linking to a casino or forex site from a website about cybersecurity? Publish guest posts such as “Data Privacy Concerns: How Online Entertainment Platforms Handle Your Information”, “The Rise of Cyber Attacks in the Online Gaming Industry”, “Cybersecurity in Forex Trading: Protecting Your Financial Data”, etc.
Spend Time on Research
For guest posts costing $150+, take the time to research the publisher’s content strategy and
then, figure out a topic that creates relevance between your site and theirs.
Mistake #6: Ignoring Link Velocity
The Problem:
Your link building pace should align with your overall SEO strategy. Rapidly acquiring links without corresponding content growth can appear unnatural and suspicious to Google, triggering penalties.
The Fix:
Simulate Organic Growth
- Start with brand-building links – use press releases and social mentions to create buzz
- Gradually increase guest posts and niche edits
- Buy brand searches through tools or micro-influencers to share content naturally
- Ensure your link velocity tells a coherent story that matches your digital footprint.
Conclusion
Link building is far from dead – it’s often still kind of misunderstood.
By avoiding common link building mistakes like the ones mentioned in this article and implementing strategic, data-driven approaches, you can maximize your ROI and achieve sustainable growth.
Whether you’re a seasoned SEO professional or just starting out, these insights and strategies can help you develop more successful link building campaigns. Links work – if done right!
Your link building solution awaits!
MeUp gives you everything you need to scale your rankings efficiently – DIY or fully managed.