Getting quality backlinks remains one of the most effective yet challenging aspects of search engine optimization (SEO). For many businesses, especially in competitive industries, building an authoritative backlink profile can require a significant investment of time and money. Recent discussions among digital marketing professionals have provided valuable perspectives on current link-building strategies and costs.
Outreach to popular blogs and websites with high domain authority remains a go-to tactic, but it can come with a hefty price tag. Paying $150 or more for a single backlink insertion is common, particularly to get links on well-established “mom blogs” with domain authority scores around 30. While such links can be worthwhile for the authority they pass, scaling this approach across an entire backlink profile adds up quickly, potentially costing tens of thousands of dollars.
Beyond paid link placements, professionals advise leveraging any existing owned media properties to their fullest. For example, repurposing blog posts into snippets for Pinterest pins and Medium articles can expand the linking potential. However, oversaturation can diminish returns, so marketers need to weigh potential value versus effort.
Platforms like Tumblr may offer less competitive link-building opportunities, though their overall value remains debated. With Tumblr now under Yahoo’s umbrella along with former Google acquisition Blogger, some speculate it may hold more weight than in the past. However, others argue its reputation and domain diversity still limit its SEO influence.
While link numbers do matter, professionals emphasize that authority and relevance are far more important than quantity alone. The ideal anchor text for a backlink uses natural keywords and phrases relevant to the content being linked, rather than forced mentions of brand names. However, earned media links often lack this level of control.
Securing high-quality backlinks takes creativity and persistence. Digital PR strategies can generate strong results, according to experts, but they require significant time and effort. The process starts with developing story ideas and headlines that will capture journalists’ attention based on their beat and interests. Compelling surveys, statistics, and other forms of shareable data are commonly pitched for potential coverage.
Industry thought leaders suggest focusing pitches on reporters at major national publications like the Wall Street Journal, Forbes, and TechCrunch. However, local media outlets can also provide valuable links, especially for businesses with a geographic focus. Pitches tailored for local newspaper and TV journalists may highlight surveys, events, or other happenings tied to their area.
While PR pitches need to provide value, transparency about the intent to secure backlinks is important. Savvy journalists understand the SEO benefits companies gain from earned media links while still appreciating unique stories and data that make their jobs easier.
Persistence and follow-up are vital when doing media outreach. Sending initial pitches with press releases, and then following up within a few days greatly improves the odds of a response. Given the daily deluge of pitches journalists receive, cutting through the noise requires concise and compelling positioning.
Patience and realism are also prudent. While experts’ best-case estimates range from a handful to dozens of high-quality backlinks per month, results depend heavily on the resources invested and the competitiveness of the industry. For most businesses, a steady flow of relevant links from a mix of local, trade, and national media offers a balanced approach.
As with any marketing effort, link-building needs to align with overall business goals. Weighing potential ROI and impact on revenue-driving pages helps determine the right backlink growth strategy. While links remain crucial for SEO success, they are just one piece of the puzzle. Integrating media outreach with content production, technical optimization, and other initiatives is key to moving the needle.
