Table of Contents
Introduction: My Link Building Journey
Why Link Building Matters for Startups
The Foundation: Understanding Google’s Love Affair with Backlinks
Strategy #1: SOS
Strategy #2: Guest Blogging and Content Partnerships
Strategy #3: Data-Driven Content and Infographics
Strategy #4: Broken Link Building
Strategy #5: Building Resource Pages and Directories
Strategy #6: Partnering with Complementary Brands
Strategy #7: Community Building and Forum Engagement
Strategy #8: Social Media Amplification
Strategy #9: Local Citations and Niche Directories
Strategy #10: Podcast and Webinar Outreach
Tracking Your Wins: Simple (Yet Effective) Metrics
Embracing the Link-Building Mindset
Bonus
FAQs
Introduction: My Journey into the World of SEO Backlinks
Hey there, I’m Kurt, and I lead Growth Marshal, an SEO agency focused specifically on helping startups get found, grow faster, and dominate their niche by leveraging search engines to their advantage. I primarily work with tech startups that have big aspirations but limited budgets—sound familiar?
One of the biggest pain points I’ve noticed is link building. It’s that elusive SEO pillar that everyone talks about, but very few founders feel they truly “get.” And to be honest, I understand why. Not only can it feel time-consuming and uncertain, but if you’re not careful, it can also get quite expensive. That’s precisely why I’ve put together this link building guide—to break down the best, most affordable strategies I’ve learned (often the hard way) and to give you a practical playbook that will help you earn backlinks on your own.
So grab a cup of coffee (or whatever fuels your hustle), and LFG!. By the end of this, you’ll have a solid understanding of why good backlinks matter for your startup, how to avoid risky backlinks, and more importantly, how you can start building backlinks without sacrificing too much runway.
Why Quality Backlinks Matter for Startups
We’re all looking for traffic that converts, right? According to Ahrefs (2019), 90.63% of content gets no traffic from Google. One of the primary reasons for that disheartening statistic is a lack of total backlinks. Startups, in particular, need to pay attention here because every visitor matters when you’re trying to validate product-market fit, get in front of investors, or simply keep the lights on.
Credibility and Trust
When a reputable site links to yours, you’re essentially borrowing their credibility. Google sees those inbound links as votes of confidence (SEO link juice aka link equity). If TechCrunch or a major publication covers you, you can bet your bottom dollar that your trust factor in Google’s eyes skyrockets. But you don’t need a TechCrunch-level mention to get started. Even smaller, highly niche sites can help you get on the map.
Organic Traffic
The more high-quality backlinks you have, the more likely you are to rank for your target keywords. And here’s the kicker—organic traffic often converts better. According to a HubSpot report (2020), organic leads have a 14.6% close rate, while outbound leads (like cold calling) have a meager 1.7% close rate. That’s a big difference in terms of both revenue and wasted effort.
The Best Backlinks Trigger a Snowball Effect
Good links can trigger what I call the “SEO snowball effect.” Once you start ranking higher, you’ll naturally get more eyeballs on your site, leading to more mentions and backlinks—sometimes without even trying. That positive cycle is a powerful growth engine for startups.
The Foundation: Understanding Google’s Love Affair with Backlinks
Before we get into specific strategies, let’s demystify why regular backlinks matter so much in the first place.
A Quick History
When Google first burst onto the scene in the late 1990s, it revolutionized search by introducing the concept of PageRank—an algorithm that treated backlinks like “votes.” The more quality links pointed to a page, the more “important” that page must be, so it deserved higher rankings.
Relevance Over Quantity
Things have changed a bit over the years. Today, it’s not just about how many websites link back to you, but also who those websites are and how relevant their content is to your own. A link from a popular tech blog is far more valuable than random, low-quality backlinks from an unrelated gardening website.
Authority and Trust, Per Backlinko
Think of it like this: if you’re recommended by an industry leader or an authoritative source, people are more inclined to trust you. And so is Google. According to a Backlinko study (2020), pages with a higher domain authority (which usually correlates with strong backlinks) are far more likely to rank for competitive keywords.
Strategy #1: SOS (Source of Sources)
If I had to pick one straightforward and cost-effective way to get high-quality backlinks, it would be SOS (Source of Sources) – built by the creator of Help a Reporter Out (HARO). This service connects journalists looking for expert sources with people who can provide insights—people like you, the founder or marketing leader at a tech startup.
How It Works
Sign Up: Go to https://sourceofsources.com/ and sign up as a source.
Daily Queries: You’ll receive daily emails with journalist queries across various industries.
Respond Quickly: Scan for anything relevant to your startup or your expertise, then pitch an insightful response.
Get Featured: If a journalist likes your quote, they’ll feature you and often provide an editorial link back to your site.
An Editorial Backlinks Anecdote
About a year ago, a client of mine—a small AI observability platform—landed a mention in a top-tier publication through SOS. That one mention brought in over 200 referral visits in a single day, and it also helped them climb from the bottom of Page 2 to the middle of Page 1 for their main keyword. Editorial backlinks often provide the kind of traction that can really move the needle for an early-stage startup.
Tips for Success
Keep your pitches brief and to the point.
Showcase your unique perspective or data that others might not have.
Follow the guidelines closely—journalists hate receiving off-topic or overly self-promotional pitches.
Strategy #2: Guest Blogging and Content Partnerships
Guest blogging is an oldie but a goodie. Despite what some critics might say (“Guest blogging is dead!”), it’s far from it—provided you do it right.
Finding the Right Publications
Look for authoritative blogs or online magazines in your niche. For instance, if you’re a SaaS product targeting small businesses, you might reach out to publications like Small Business Trends or Business 2 Community. The key is relevancy and audience alignment.
Crafting a Winning Pitch
Don’t just say, “Hey, I’d like to write an article.” Instead, propose a few specific article ideas—something fresh, data-driven, or contrarian that will pique an editor’s interest.
Our Approach @ Growth Marshal
When I guest post, I treat it like I’m writing a piece for my own blog—but better. You want to put forth your absolute best work. In many cases, the publication will allow you a link back to your site either in the body (if it’s editorially relevant) or in an author bio. Over time, you’ll build a strong portfolio of authoritative links that truly move the SEO needle.
Real-World Example
A Growth Marshal client specializing in fintech analytics wrote a guest post on a prominent financial blog. The article discussed new data on investor sentiment (original research they gathered). Within two weeks, that one guest post drove 175 new signups—all from an audience that was laser-focused on finance and investments.
Statistic: A Moz study (2019) found that guest posting on niche-relevant blogs can increase domain authority by up to 20% over six months, especially if the host sites have a strong natural link profile themselves.
Strategy #3: Data-Driven Content and Infographics
Data-driven content has a special place in the hearts of journalists, bloggers, and readers. People love sharing and linking to stats, charts, and unique insights. Plus, original research can position you as a thought leader in your space.
How to Gather Data
Surveys: Run a quick survey among your customer base or industry peers. Even a small sample of 50-100 respondents can yield interesting insights.
Internal Analytics: Share aggregated, anonymized data from your platform. For instance, if you run a project management tool, maybe you can reveal interesting trends about remote work usage.
Public Databases: Government databases (like data.gov) and industry reports can be goldmines for generating new angles.
Infographics Provide Image Backlinks
Visual content like infographics gets shared like crazy via social media links. According to Social Media Examiner, infographics can generate up to 3x more shares than other forms of content. If you have the budget, consider hiring a graphic designer on Fiverr or Upwork to turn your data into a slick, shareable piece of content and score some image backlinks.
A Quick Anecdote
At Growth Marshal, one of our earliest wins with linkable assets was an infographic about “Remote Work Trends in Tech Startups.” We compiled data from 70 early-stage tech companies about their remote work policies, tools they used, and productivity measures. We ended up with links from 15 high-authority tech publications. The total cost? About $150 for design and some late nights putting the data together.
Strategy #4: Broken Link Building
Broken link building might sound shady at first, but it’s actually a great link-building opportunity and one of the most white-hat, value-driven tactics around. You’re helping webmasters fix dead links on their site by providing them with a valuable alternative: your content!
How It Works
Use a tool like Ahrefs or Screaming Frog as a broken link checker on sites in your industry.
Reach out to the site owner or editor, point out the outdated link, and suggest your relevant (and high-quality) article as a replacement.
If they like your content, they’ll update their site with your link.
My Experience
I once spent a weekend scouring broken links in the marketing automation niche for a client offering a marketing automation SaaS. We found a goldmine of outdated blog posts referencing old companies that had folded. After some friendly emails to the site owners, we landed eight new white hat backlinks from credible blogs. It was time-intensive, but well worth it.
Pro Tip
Make sure the content you’re pitching really does fill the void of the broken link. Otherwise, you might come off as spammy. Also, keep your outreach message short, polite, and grateful.
Strategy #5: Building Resource Pages and Directories
Many websites love to curate lists of helpful tools, guides, or resources. If you have a unique tool or a thorough guide (like this pillar post you’re reading right now!), you could be a prime candidate for these resource pages.
Where to Find Them
Google Search Operators: For example, search for “inurl:resources + [your niche]” or “intitle:tools + [your niche].”
Industry Forums and Communities: Places like Reddit or niche Slack communities often have pinned posts where they share top resources.
What to Pitch
A link to your well-researched blog post or ebook.
An invite to try a free version (or extended trial) of your product, if relevant.
A short, compelling reason why your resource deserves a spot on their page.
Quick Example
A SaaS startup we worked with had an incredible “State of Data Security” guide they published annually. We contacted the resource pages on relevant websites, and over time, they secured 12 new links from well-respected security portals. The kicker? That guide also became a lead magnet, so we gained direct leads alongside the SEO benefits.
Strategy #6: Partnering with Complementary Brands
Partnerships can take many forms—co-marketing campaigns, co-hosted webinars, or even a simple link exchange if done with quality in mind. The key is to find a partner whose audience is likely to be interested in your offerings, but who isn’t a direct competitor.
Ideas for Collaboration
Joint Webinars: Each partner promotes the event, and afterward, you can host the replay on your website with mutual links.
Guest Emails: Send an email to each other’s lists with a special offer or resource.
Case Studies: Write a case study on how you use each other’s product or service.
Example from My Network
I once facilitated a partnership between a CRM startup and an email marketing tool. They created a joint “Ultimate Guide to Customer Engagement,” which both posted on their blogs. Each side linked to the other’s site, turning it into a high-value backlink swap that also generated real leads for both platforms.
Statistic: According to a CoSchedule study (2021), businesses that engage in co-marketing or partnership strategies see an average 35% increase in referral traffic.
Strategy #7: Community Building and Forum Backlinks
I know, I know—forums might seem old-school. But communities like Reddit, Quora, and specialized Slack groups can still pack a punch, both for direct traffic and for SEO (in the sense of building brand awareness that eventually leads to natural links).
The Right Way
Provide actual value. Don’t just drop links and run.
Answer questions thoughtfully and include a link to your content only if it genuinely helps.
Focus on building your personal brand as an expert or your startup’s reputation rather than spamming.
Anecdote
I once helped a founder who was incredibly active on Reddit’s r/SaaS community. He shared tips, participated in AMA (Ask Me Anything) sessions, and occasionally linked to relevant articles on his blog. Over six months, it brought in thousands of visits, and even a few natural backlinks when other bloggers cited those Reddit posts in their own content.
Pro Tip: Don't Stress Over NoFollow Backlinks
Most forum links are “nofollow,” meaning they might not pass PageRank directly. But that’s okay. The real goal here is brand building and sparking word-of-mouth mentions that can lead to dofollow backlinks later on.
Strategy #8: Social Media Amplification
While social media backlinks are typically “nofollow,” a robust social media presence can lead to inbound links from people who discover and share your content. It’s an indirect but powerful link building strategy.
Platforms to Prioritize
LinkedIn: Especially good if you’re in B2B SaaS or offering a service for professionals.
Twitter/X: Great for tech communities; use hashtags wisely.
YouTube: If you create video content, your descriptions can include backlinks.
Leveraging Social Post Backlinks
We had a marketing automation client who consistently posted teaser videos of their new features on LinkedIn. They’d then link to a blog post explaining those features in more detail. Over time, a few industry blogs picked up their updates and linked back to them, citing them as a source for new marketing trends.
Statistic: According to a Databox survey (2020), 63% of marketers say that social media content has helped them generate backlinks or references to their site within 6 months of consistent posting.
Strategy #9: Local Citations and Niche Directories
Even if you’re a global startup, local citations can still provide those small SEO wins. Plus, if you’re in a specialized field—say healthcare tech—there may be relevant directories that can list your product or service.
Google Business Profile
Claiming and optimizing your Google Business Profile (formerly Google My Business) is a no-brainer if you have a physical address. It’s free and can drive local traffic.
Directory Backlinks
Every industry tends to have at least a few niche directories or aggregator sites. For example, Capterra and G2 for software products. Submitting your startup listing can result in a legitimate backlink—and often, direct conversions from people who browse those directories.
Another Anecdote!?
We love directory backlinks. A few years back, we listed a brand-new fintech tool on a small, specialized directory for accountants. The result? 15 signups in the first week and a solid backlink from a site with strong domain authority. Best part? It was completely free.
Strategy #10: Podcast and Webinar Outreach
Podcasts are hot, and they’re easier to pitch than you might think. As a startup founder, you likely have a unique story or expertise you can share. Podcasts often provide a backlink in the show notes. Similarly, webinars hosted by industry influencers frequently share a link to the speaker’s website.
How to Find Opportunities
Podcast Directories: Apple Podcasts, Spotify, and Stitcher might not give you direct contact info, but a quick Google search of “podcast + [your topic] + contact” can work wonders.
LinkedIn Outreach: Search for professionals in your niche who have “host” or “podcast” in their job title. Send a polite pitch explaining why their audience would love your story or insights.
My Experience With Video Backlinks
I’ve had clients be guests on a handful of startup marketing podcasts. Every time, the host included their website link in the show notes. While some of these were small, niche podcasts, they often had a dedicated listener base, and those listeners turned into clients—or at least, brand advocates who later mentioned us on social media or in their own blog posts.
Statistic: A 2021 study by Edison Research found that 41% of Americans listen to podcasts monthly, showing a huge market for brand exposure.
Tracking Your Wins: Simple (Yet Effective) Metrics
What gets measured gets improved. It’s easy to get lost in vanity metrics, so here are my top recommendations for tracking link-building success:
Number of New Organic Backlinks: Tools like Ahrefs, Moz, or SEMrush can help you see new referring domains.
Domain Rating (DR) or Domain Authority (DA): While these are third-party metrics, they can give you a rough sense of your site’s perceived authority.
Referral Traffic: Check Google Analytics (or GA4) to see how much traffic is coming from sites that link to you.
Keyword Rankings: Track how your search positions improve for critical keywords after backlink building.
A Vignette
We once had a client fixate on the number of SEO backlinks they were getting. However, we discovered that while they were acquiring links quickly, their referral traffic wasn’t budging. It turned out many of the new links were from low-quality, irrelevant sites. So always look beyond the sheer number and focus on quality and relevance.
Embracing the Link-Building Mindset
If you’ve read this far, you’re already ahead of the curve. Most startup founders and marketers either find link building too daunting or too time-consuming to do properly. But I promise, if you integrate even a handful of these strategies—SOS, guest blogging, data-driven content, broken link building, resource pages, partnerships, community engagement, social amplification, niche directories, podcasts—you’ll see noticeable improvements in your site’s SEO performance.
One last thought: link building isn’t just an SEO task—it’s a fundamental way to connect with your industry’s ecosystem. Whether that means forging relationships with journalists, editors, other founders, or your target audience, the real power of links lies in the connections they represent. So think of it less as a transactional “link for me, link for you” game, and more as a way to build genuine, mutually beneficial relationships. Trust me, that mindset shift changes everything.
This is Fischman, last surviving member of the Nostromo, signing off. I hope this guide helps you lay a solid foundation for your link-building efforts. Stay frosty, and go build those links without busting your budget. Glory awaits.
Bonus: Common Pitfalls
Spammy Outreach: Sending mass emails with zero personalization. This is the fastest way to get ignored.
Irrelevant Link Exchanges: Exchanging links with random sites that have no thematic overlap.
Ignoring On-Page SEO: Even if you build the best links in the world, if your on-page SEO is a mess, your results will be limited.
FAQs
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A hyperlink generally refers to any clickable text or image on a webpage that leads users to another online location. A backlink, on the other hand, specifically points from an external site back to your website. High-quality backlinks (also known as the best backlinks) are vital for improving search engine visibility.
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There’s no one-size-fits-all answer. It depends on your competition, your niche, and the authority of your domain. A handful of high-quality links can often outperform dozens of low-quality ones.
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Generally, no. Link builders that engage in a direct, pay-for-play manner violate Google’s Webmaster Guidelines. If you’re paying for placements on shady websites, you could get penalized.
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Link building usually takes time. Sure, you can ramp up outreach efforts or produce more content, but expecting overnight results is a recipe for frustration.
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Absolutely. Engaging in link spam or relying on link farms is considered a violation of search engine guidelines. These link schemes may offer short-term gains, but they usually harm your site’s credibility and ranking in the long run. Focus on building a healthy backlink profile through legitimate methods rather than taking shortcuts that could get your startup penalized.
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Common link-building types include:
Editorial links from authoritative publications (e.g., guest posts, expert quotes)
Resource-based links from content formats ultimate guides, case studies, and “how-to” articles
Press release links to announce significant milestones or funding rounds
Forum backlinks where relevant discussions are happening
Badge backlinks where you award badges or certificates to industry contributors
Each backlink type can be fruitful, but the best approach is to build a diverse portfolio of top-notch backlinks.
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The perfect backlink usually:
Comes from a reputable, relevant source in your niche
Uses strategic anchor text that describes your content accurately
Is a followed backlink (rather than nofollow) to pass link authority
Aligns with your overall marketing strategy and brand identity
Remember, a “perfect” link also respects user experience and search engine guidelines.
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Nofollow backlinks tell search engines not to pass authority or “link juice.” They’re often used for sponsored content or user-generated content (like blog comments).
Followed backlinks convey authority from the linking site to your site. Both can be valuable, but followed links typically have a greater impact on your backlink profile.
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Sponsored link building (sometimes marked with attributes like rel="sponsored") can be beneficial if done transparently and within search engine guidelines. For example, you might have a sponsored link placement in a relevant industry newsletter. However, always ensure readers know it’s sponsored to avoid being flagged as link spam.
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Unlinked brand mentions occur when your startup’s name appears online without a clickable link back to your site. By reaching out to the site owners or authors and requesting a hyperlink, these mentions can become future backlinks—a sweet link opportunity with relatively little effort. This strategy also applies to multiple unlinked brand mentions across various platforms.
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There are plenty of link building tools and backlink monitoring tool options, such as:
Ahrefs and SEMrush for backlink audits and competitive analysis
Moz for tracking your healthy backlink profile and domain authority
BuzzSumo to analyze link prospects and potential collaborators
These platforms can help identify few link opportunities you might have missed and guide your new link building initiatives.
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When contributing to online forums, stick to relevant discussions. Provide genuine insights, use an appropriate anchor, and only post backlinks if it truly adds value to the conversation. Unrelated or excessive link insertion is frowned upon and can be flagged as link spam.
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Guest posting on well-regarded niche blogs
Participation in relevant webcasts or podcasts that allow link references
Local business directories or startup listing platforms
Industry-specific communities where sharing knowledge can yield forum backlinks
Each of these fruitful backlink types can help you build a top-notch backlink portfolio without significant financial investment.
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For startups with evolving marketing strategies, consider performing backlink audits at least quarterly. This helps you identify toxic links, refine your link-building strategy, and maintain a healthy backlink profile over time. In fast-paced niches, more frequent checks may be beneficial.
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Anchor text signals to both users and search engines what your linked page is about. A well-optimized anchor can improve rankings for targeted keywords. However, avoid over-optimization or keyword stuffing to prevent red flags for link spam. Aim for natural, relevant phrasing.
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Press release links can help you generate buzz around new product launches, funding announcements, or partnership news. While not all press release platforms offer followed backlinks, they can still drive traffic and brand awareness. Used wisely, they’ll become an integral part of your link building resources.
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When you create content formats ultimate guides, you want to ensure these guides attract high-quality backlinks. To analyze link prospects, use tools like Moz or SEMrush to find sites that have linked to similar guides. Reach out with personalized pitches, highlighting how your content can complement their existing resources.
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Use a reliable backlink monitoring tool to track when new links appear, change, or disappear. This ongoing monitoring is key to maintaining a robust backlink profile. If you spot harmful or irrelevant links, disavow them or contact site owners to remove them. Consistent oversight ensures you preserve top-notch backlinks and remove risky ones before they harm your rankings.
By applying these best practices and being mindful of the various strategies—from sponsored link building to converting unlinked brand mentions into sweet link opportunities—startup founders can develop a resilient and credible link strategy that supports long-term growth.
Kurt Fischman is the founder of Growth Marshal and is an authority on lead generation and startup growth strategy. Say 👋 on Linkedin!
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