Backlink Strategy: What Actually Moves Rankings (Based on 500+ Link Building Campaigns)
After running 500+ link building campaigns, we know which strategies work. One DR70+ editorial link outperforms 50 directory submissions. Here's the data on what moves rankings and what wastes budget.
The Truth About Backlinks in Modern SEO
Backlinks remain Google’s strongest ranking signal—but the bar for “valuable” has risen dramatically. Low-quality link building now triggers penalties rather than rankings. High-quality editorial links from authoritative sites can 10x your organic traffic.
We’ve run 500+ link building campaigns across B2B SaaS, e-commerce, and professional services. Here’s what actually moves the needle.
How Backlinks Impact Rankings: Real Data
| Backlink Quality | Typical Result | Risk Level |
|---|---|---|
| 1 DR70+ editorial link | +5-15 ranking positions | None |
| 10 guest posts on relevant sites | +3-8 ranking positions | Low |
| 50 directory submissions | 0 ranking change | None (also no benefit) |
| 100 PBN links | -50+ positions (penalty) | High |
| Paid links without disclosure | Manual action risk | Very High |
Data from Ahrefs position tracking across client campaigns
Key insight: One link from TechCrunch, Search Engine Journal, or a major industry publication typically outperforms 50+ links from low-authority sites. Quality dominates quantity.
What Makes a Backlink Valuable
Not all backlinks are equal. We evaluate links across five criteria:
| Signal | What to Look For | Why It Matters |
|---|---|---|
| Domain Rating (DR) | 50+ in Ahrefs, ideally 70+ | Higher authority sites pass more link equity |
| Relevance | Same industry/topic as your site | Google weighs topical relevance heavily |
| Traffic | Page gets actual visitors | Links from dead pages have minimal value |
| Placement | In-content, not footer/sidebar | Editorial links in body copy are strongest |
| Anchor Text | Natural, varied anchors | Over-optimized anchors trigger penalties |
Link Building Strategies That Work
1. Original Research and Data Studies
Create data that journalists and bloggers want to cite. Works best for:
- Industry surveys and benchmarks
- Original case studies with specific numbers
- Tool comparisons with testing methodology
Example result: A SaaS client’s “State of the Industry” report earned 47 DR50+ backlinks in 3 months.
2. HARO and Journalist Outreach
Help a Reporter Out (HARO) connects you with journalists seeking expert sources. Respond quickly with specific, quotable insights.
What works:
- Answer within 2 hours of query
- Lead with your unique data or insight
- Keep responses under 200 words
- Include credentials (company, role, specific experience)
3. Broken Link Building
Find broken links on high-authority sites, create replacement content, and pitch.
Tools we use:
- Ahrefs Content Explorer → find pages with broken outbound links
- Check My Links (Chrome extension) → verify broken URLs
- Hunter.io → find contact emails
4. Digital PR
Create newsworthy content (data studies, controversial takes, visual assets) and pitch to industry publications.
Publications that accept guest contributions:
- Search Engine Journal, Search Engine Land (SEO)
- HubSpot Blog, Content Marketing Institute (Marketing)
- TechCrunch, The Verge (Tech/Startups)
- Industry-specific trade publications
5. Resource Link Building
Get listed on “best of” lists and resource pages in your niche.
How to find opportunities:
- Search:
[your topic] + "resources" OR "best tools" OR "recommended" - Look for listicles that include competitors but not you
- Pitch with a specific reason why you should be included
What Doesn’t Work Anymore
| Tactic | Why It Fails | Risk |
|---|---|---|
| PBN links | Google’s spam detection catches most networks | High (manual action) |
| Paid links without disclosure | Violates Google guidelines | High (penalty) |
| Mass directory submissions | No ranking impact, waste of time | Low risk but no ROI |
| Comment spam | All major platforms use nofollow | Reputation damage |
| Link exchanges at scale | Easy to detect pattern | Medium (devaluation) |
Measuring Backlink Campaign Success
Track these metrics monthly in Ahrefs or Semrush:
- Total referring domains (growth rate)
- DR distribution (% of links from DR50+ sites)
- Traffic from referrals (in Google Analytics)
- Ranking changes for target keywords
- Organic traffic growth (the ultimate metric)
A healthy backlink profile grows steadily with mostly relevant, mid-to-high authority links. Sudden spikes of low-quality links are a red flag.