Backlink Building for Startups: What Actually Works in 2025

Backlinks still matter. A lot. They're the strongest ranking signal Google uses. AI search tools like ChatGPT and Perplexity rely on the same authority signals. If trusted sites link to you, you show up more.

But the game changed in March 2024.

Google rolled out a massive spam update. It nuked entire categories of link building tactics. Private blog networks. Scaled guest posting. Expired domain abuse. All penalised. Some sites lost 90% of their traffic overnight.

If you're a startup trying to build authority, you need a new playbook. Here's what actually works now.

The tactics Google killed

Let's be clear about what doesn't work anymore:

• Private Blog Networks (PBNs) — Buying expired domains to create fake sites that link to your money site. Google explicitly targets this now.
• Scaled guest posting — Blasting hundreds of generic articles across low-quality blogs with keyword-stuffed anchors. Dead.
• Paid links without disclosure — If you're paying for a link, it needs rel="sponsored" or you're violating policy.
• Excessive link exchanges — "Link to me and I'll link to you" at scale is a scheme. Google sees it.
• Low-quality directories — Those "5000 directory submissions for $50" services? They hurt more than help.

The theme is clear. Anything that looks like manipulation gets flagged. Google wants links that humans would actually create because the content is useful.

What works: Digital PR

This is the highest-ROI tactic right now. Industry surveys consistently rank it number one.

The concept is simple. Create something newsworthy. Pitch it to journalists and bloggers. Earn links from real publications.

"Newsworthy" doesn't mean you need to cure cancer. It can be:

• Original data from your users (anonymised, of course)
• A survey of your industry
• An expert take on a trending topic
• A useful free tool or calculator

The journalist platforms have shifted. HARO was acquired and shut down. The replacements are Qwoted, Featured, and ProfNet. Sign up. Respond to relevant queries. Position yourself as the expert.

One good media hit can earn you links from dozens of sites that syndicate the story.

What works: Linkable assets

Build something people want to reference. Then let it earn links passively.

Examples that work:

• Comprehensive guides that cover a topic better than anyone else
• Interactive calculators (think "Should I buy or rent?" or "What's my marketing ROI?")
• Original research or benchmarks
• Free templates and checklists
• Curated resource lists

The key is going deeper than competitors. If everyone has a "10 tips" post, write the definitive guide with 50 actionable items. Make it the obvious thing to link to.

Once published, do soft outreach. Email bloggers who cover the topic. Give them a summary, pull quotes, embeddable charts. Make linking easy.

A single flagship asset can earn links for years without additional spend. That's compounding ROI.

What works: Unlinked brand mentions

This is low-hanging fruit most startups ignore.

People mention your brand online without linking. Blog posts. News articles. Reviews. Forums. These are missed opportunities.

Set up alerts using Google Alerts (free) or tools like Ahrefs Content Explorer. When someone mentions you without a link, reach out.

The email is simple:

"Thanks for mentioning us in your article about [topic]. Would you mind adding a link so your readers can find us easily? Here's our URL: [link]"

Success rate is high because they already like you enough to mention you. Adding a link is trivial for them.

What works: Broken link building

Find broken links on relevant sites. Create replacement content. Pitch the fix.

Here's the process:

1. Use Ahrefs or Semrush to find broken pages in your niche that still have backlinks pointing to them
2. Check what the dead page was about using the Wayback Machine
3. Create a better, updated version of that content
4. Email the sites linking to the dead page and offer your replacement

You're helping them fix an error. That's a good pitch. Much better than "please link to my stuff."

What works: Local citations

If you serve a local market, this is foundational. Citations (mentions of your business name, address, phone) are a major local ranking factor. They also matter for AI search visibility.

Start with Google Business Profile. Fill every field. Add photos. Get reviews.

Then hit the major directories:

• Yellow Pages
• Yelp
• True Local
• Industry-specific directories for your niche
• Your local chamber of commerce

Keep NAP (name, address, phone) identical everywhere. Inconsistencies confuse search engines.

For more on directory listings, see our guide on building backlinks and authority.

The expired domain question

Let's talk about this since it's part of the crackdown.

Google now penalises "expired domain abuse." That's when you buy an old domain and stuff it with unrelated content just to inherit its authority. Like buying an expired government site and filling it with affiliate links. That's spam.

But legitimate uses are fine:

• Acquiring a relevant business and redirecting their domain to yours
• Buying a domain in your niche and rebuilding it with quality content
• Consolidating brands after a merger or rebrand

The difference is intent and value. Are you creating something useful for users? Or just trying to game the algorithm?

Proper 301 redirects, kept in place for at least a year, still transfer link equity. Just don't be sketchy about it.

Budget reality check

Let's talk money. Industry surveys show teams spend $1,000-$10,000 per month on link building. The average cost for a single high-quality guest post placement is $700-$950.

That's expensive for a startup.

The good news: the best tactics are time-intensive, not capital-intensive. Creating linkable content. Responding to journalist queries. Fixing broken links. Reclaiming unlinked mentions. These cost effort, not cash. For more details, see our guide on the real cost of SEO for startups.

Expect results in 2-6 months. Backlinks compound. Early wins build on themselves.

Mistakes that will tank you

Avoid these:

1. Prioritising quantity over quality — Ten links from garbage sites hurt you. One link from a relevant, authoritative site helps.
2. Ignoring topical relevance — A link from a pet blog won't help your fintech startup. Context matters.
3. Over-optimised anchor text — If every link uses your target keyword as anchor text, that's a red flag. Keep it natural.
4. Buying links without disclosure — If you pay, use rel="sponsored". Getting caught without it is worse than the link is worth.
5. Expecting instant results — SEO is slow. If someone promises fast rankings through links, they're using tactics that will eventually burn you.

How Revised helps

Building backlinks takes time most startups don't have. If you're running a SaaS company, check out our guide on SEO for SaaS startups. That's where we come in.

Revised finds backlinks from trusted sources — Wikipedia, Reddit, Hacker News, industry publications — by acquiring domains with existing contextual links and redirecting them properly.

No PBNs. No spam. Just legitimate authority transfer that Google explicitly allows.

We handle the sourcing, vetting, and technical setup. You get quality backlinks without the grind.

Ready to build real authority? See how it works or get in touch.