7 Link Building Tactics That Sound Shady but Are Totally Legit
These 7 link building tactics might sound sketchy at first, but they're completely legit and surprisingly effective for small businesses.
Link building has a reputation problem. Say the words “link building” to most small business owners and they immediately think of spammy emails from strangers promising “high DA backlinks for only $50.”
Fair enough. A lot of link building is shady. But not all of it. In fact, some of the most effective link building tactics sound suspicious at first but are completely above board. Google actually rewards them.
Here are seven that deserve a second look.
1. Asking Vendors and Partners for Links
“Hey, can you link to our website from yours?”
Sounds like begging. But think about it. You have real business relationships with suppliers, vendors, contractors, and partners. Many of them have “our partners” or “clients” pages on their websites. Getting listed there is natural, relevant, and exactly the kind of link Google values.
How to do it right: Send a friendly email. Offer to link back from your own site. Make it a mutual win, not a one-sided ask.
2. Commenting on Industry Blogs (With Real Value)
Blog commenting got a terrible reputation because people used bots to spam “Great post! Visit my site at…” across thousands of blogs. But genuine, thoughtful comments on relevant industry blogs? Those still carry weight.
Not for the link itself (most blog comments are nofollow), but for the visibility and relationships they build. And occasionally, a blog owner will notice your expertise and link to you in a future post.
How to do it right: Only comment when you have something genuinely useful to add. Use your real name. Don’t drop your URL unless it’s directly relevant.
3. Getting Listed on “Best Of” Lists
“Best plumbers in Dallas.” “Top 10 bakeries in Portland.” These roundup articles often rank extremely well, and getting your business included means a quality backlink plus direct referral traffic.
How to do it right: Search for “[your industry] in [your city]” roundup posts. Reach out to the authors politely and make a case for inclusion. A strong Google Business Profile with great reviews makes you a much more compelling addition.
4. Sponsoring Local Events or Charities
Sponsoring a little league team, a charity 5K, or a local festival often comes with a backlink from the event’s website. This is a completely legitimate way to build local links while also supporting your community.
How to do it right: Choose events that align with your business and community. The link is a bonus, not the primary motivation. Local links from .org and .edu domains are especially valuable.
5. Creating a Free Tool or Resource
This one sounds like a lot of work, but it doesn’t have to be. A simple calculator, checklist, or guide that’s useful to your target audience can attract links naturally.
A roofing company could create a “roof replacement cost estimator.” A bakery could publish a “wedding cake planning guide.” These resources get shared and linked to because they’re genuinely helpful.
How to do it right: Think about the questions your customers ask most frequently. Turn the answer into a downloadable or interactive resource. We talked about this approach in our link building for local businesses guide.
6. Reclaiming Unlinked Brand Mentions
People might be writing about your business without linking to your website. This happens more often than you’d think, especially if you’ve been around for a while or if you’ve been featured in local news.
Finding those mentions and asking the author to add a link is one of the easiest wins in link building.
How to do it right: Set up Google Alerts for your business name. When you find an unlinked mention, email the author with a simple, polite request. Most will happily add the link.
7. Being a Source for Journalists
HARO (Help A Reporter Out) and similar platforms connect journalists with expert sources. When a reporter quotes you in an article, they typically link to your website.
This might sound like something only big companies do, but local journalists and niche publications are constantly looking for expert sources. Your hands-on experience running a business is exactly what they want.
How to do it right: Sign up for HARO, Qwoted, or similar platforms. Respond to queries in your area of expertise. Be quick (journalists work on tight deadlines), be specific, and be quotable.
The Golden Rule of Link Building
Every one of these tactics shares a common principle: they create real value for someone else. The link is a byproduct of a genuine relationship, useful resource, or expert contribution.
That’s the dividing line between legitimate link building and spam. If the tactic would still be worth doing even without the link, it’s legit. If the only reason to do it is the link, it’s probably not.
For a deeper dive into building your site’s authority, check out our post on on-page SEO fundamentals to make sure the pages you’re building links to are actually optimized.
Ready to build a link profile that boosts your rankings without any shady tactics? Let’s talk about a link building strategy tailored to your business.