Rankings bring traffic, traffic brings conversions, conversions bring revenue. And as a top 3 ranking factor, links are an important part of this equation. But who has the time to get it right? As the trusted leaders in link building for over 17 years, we’ve got you covered.

Are you stuck on page 2 of Google’s search results — or worse, page 3 or beyond?

Link building helps you outrank your competitors. The websites we work with are some of the best — our proprietary Link Spam Score tool weeds out the rest.

Learn more with our link building FAQ or click below to start climbing the SERP.






Link building services have come a long way and our approach is built on more than a decade of experience.

Authority strategies, tailored to distinct personas and important moments along the buyer’s journey, drive web traffic and brand awareness in line with your customers’ needs — and your company’s mission.


We don’t just find any old site to provide a link.

Through tactics like content marketing, influencer engagement, publisher outreach, link-earning scholarship programs, graphic creation and promotion, real guest posting and more, we identify ways to support your overall content and SEO strategies.

This leads to a larger audience of engaged prospects. And, if we’ve done our job right, these prospects will become customers.

Both the numbers and the pros agree that links and link building don’t just still matter — they’re critical for anyone who wants to succeed online.  They are more valuable than they have ever been. They are just harder to build now.

SEO 101: Does Link Building Still Work

Kevin Chow

“Links are effectively, online recommendations. A link is a metaphorical pat on the back from one website owner to another saying, ‘I trust your information.’”

3 Superior Link Building Boosters to Increase Search Rankings

Sam Hurley

We’re a leader in building domain authority, with the success stories to prove it

As we’ve said, we’ve been doing this for a while now, and in those 16 years we’ve never received a Google penalty.  In fact, we’re the experts in recovering companies from Google penalties and getting them re-indexed.

But what does this mean for you? You’ll get top-tier strategies focused on a safe, diversified backlink portfolio, that yields many benefits including:

  • Higher ranks on SERPs (search engine results page)
  • Keyword selection that drives conversion – and revenue
  • Improved authority for your domain and brand
  • More direct traffic from interested users
  • Reputation protection with quality backlinks

You’ll benefit from our industry expertise in verticals like finance, health, technology, education, retail, e-commerce, professional services, hospitality, SaaS and more.

And, we’re completely transparent, keeping you up-to-date on your progress, every step of the way.


What do you get when you build links with us?

  • Domain authority strategy development
  • Competitor analysis and plan to dominate
  • Keyword, trends & topic research
  • Backlink auditing & monitoring
  • Link acquisition & outreach
  • Preemptive removal, cleanup & disavow
  • Content distribution & promotion
  • Penalty removal
  • Agency white-labeling services


What is link building?

Link building is reaching out to websites to score a link back to your website. Those links back — we call those backlinks. Links represent a sort of “vote” for your content and your website as a source of authority, which improves your rankings on search engines. Google sees that other websites value your content and take that as a signal that searchers will, too. 

Links are a strong signal — one of the strongest — to Google’s algorithm that your site is popular, credible and trustworthy. For a while, valuing links as part of its algorithm set Google apart from its search engine competitors. And that obviously worked, since Google is now practically the only search engine anyone uses!

Long story short: links help you rise to the top of Google’s search rankings. If two websites have equally relevant and valuable content, but one has more (quality) backlinks than the other, that one will rank higher. And ranking higher is what SEO is all about.

What is domain authority?

Domain authority is how trustworthy your site is on its given area of specialty. 

The authority of a domain — or website — represents the trust it garners from search engines as well as users. Links are a key signal here, showing that other websites recognize your website’s authority enough to cite them within their own content. Hence, the power of link building to improve authority which subsequently tells Google’s algorithm to rank your site higher on the results page. 

For example, at Digital Current, we are all about digital marketing, so we write content and earn links about that topic, giving our site high authority on digital marketing. If we were to suddenly switch to talking about gardening, that would have a negative impact on our authority because it would confuse search engines (and visitors), so we would drop off of rankings for digital marketing keywords. 

Is link building safe?

Yes — if it’s done right. Relevant links on reputable sites drive incredible value for your SEO without risking penalty. Building links the right way — from high-quality sources, at a reasonable pace, in an industry-appropriate quantity, backed by rich content — is absolutely safe. 

When search engines first developed their algorithms they realized something crucial: most sites don’t want to send their precious traffic away and if they do, it must mean the linked content is worthy. So search engines included backlink numbers in their algorithms to keep track of how many times a website was linked to (read: deemed worthy). 

Thus, the “bad way” and the wrong way to build links began when SEO specialists saw this prime opportunity for manipulation and built link farm sites — all links, no content. 

To combat the deceit, Google rolled out its Penguin update in 2012, which started to evaluate the quality of links in addition to the quantity and penalize manipulations. In the past seven years, Google’s continued to advance its algorithm to spot malicious link building practices. 

So then any paid link building is dangerous, right?

Wrong. You just have to know how to build links the right way. 

We’re ahead of the curve. In the 17 years we’ve been leading the industry, we’ve never gotten our clients even a single Google penalty. We ensure safe linking by only building to relevant sites while offering valuable content to their readers, employing several tactics (see below) and tapping sites with high domain authority (aka sites that search engines believe are quality). 

That means we place links on reputable websites that take users to rich, engaging content. This builds a quality backlink profile that impresses Google, driving the linked site higher up in search results.

What is a Google penalty?

A Google penalty is the negative action by Google — either automatically by its algorithms or manually by its internal teams — that de-ranks your domain on the search engine results page. This typically happens due to nefarious practices such as black hat SEO or black hat link building.

Google penalties are the search giant’s way of enforcing their rules for better websites and ensure the best possible experience for the user.

A manual penalty can expire in around 30 days, if the offending tactic is reversed. (Learn more about Google manual actions.) Algorithmic penalties will typically last longer, as Google relies on its crawlers to understand if your domain is still breaking the rules. Updates to the algorithm can mean you need to make more significant changes to your site in order to meet the new guidelines and get back on the SERPs.

Google penalties are detrimental for traffic and online performance, since you won’t be showing up in the search results.  

Things like duplicate content, keyword-stuffed content, inappropriate redirects — and, in the link building department: hidden links, low-quality links, too many links, or links built too quickly — can all trigger Google penalties, manual or algorithmic.

Does link building still work? (Yes!)

Yes, yes, yes. No matter how the Google algorithms change, one thing remains steady — links matter! Rankings increase, traffic increases and conversions increase when you link build properly. Google has gotten better at understanding the quality and purpose of links. That means it devalues links it deems unnatural or low-quality. 

We’ve covered this in depth on our blog — check it out here — but let’s cover the headlines. 

You need to make sure you’re only building links with quality content that provides real value for users. Acquiring a link just to add another digit to your backlink profile isn’t what Google rewards. Rather, it rewards thoughtful links that underscore the basis of the internet itself — a series of links pointing between content that builds a rich network of resources. 

Plain and simple: links are a critical component to ranking on Google’s search engine results page. They’re more valuable than they’ve ever been — and also harder to build. 

What is a link building service?

A link building service is a company that secures links on behalf of its clients by reaching out to publishers to find opportunities for a link to be included on that publisher’s page that points back to the client’s website. 

Those clients are typically companies hoping to make money online. They know backlinks drive domain authority and help them rise up the search engine rankings — which will drive more users to their sites. 

They also use link building services to place links on sites their potential customers frequent, in order to drive clickthrough by users who may find the product or service appealing. 

There are plenty of link building services out there, but some deal in shady practices or work with less-than-reputable sites. Those companies may sell you cheap, quick links that don’t end up driving value for your website — and could even get you penalized by Google, which can knock you right off the results page completely!

So that leads us to ask…

What is the best link building service?

The best link building service sources quality, relevant links from trafficked websites with high domain authority that users and search engines view as reputable and trustworthy. 

The best link building service has relationships with vetted publishers and websites. 

Digital Current’s been in the link building service industry for nearly 20 years now. In fact, we’re one of the pioneers of the practice, so we’ve got the relationships with publishers that bring us to the front of the line and bank on our reputation for quality content. 

And speaking of content — the best link building services work with quality content writers to deliver thoughtful, engaging pieces to be featured on websites for backlink purposes. Digital Current knows how to identify the content needed and partner with the right creative talent to offer irresistible content to our link partners and publishers. 

What else do the best link building services have? Industry expertise — knowing how to play in spaces such as hospitality, SaaS, finance, health, education, retail/ecommerce, professional services and others. They’ll also have experience with a range of business types, from small- to medium-sized businesses all the way up to enterprises and large organizations. (Hint – that’s us!)

But what good are links if you can’t measure their efficacy? The best link building services include link reporting. That goes beyond telling you where the link was published and with which anchor text (that’s the text that turns blue to indicate the link — also a big signal to Google around relevance). The best link building services will report on how that link has impacted your website. Is it improving your keyword rankings? Is it driving more traffic to your website, through either link clicks or improved search engine results page position?

The final thing you should look for when you’re trying to find the best link building service? Longevity — the vision to plan long-term. Listen: Google knows, and will penalize you, if you’re building links unnaturally fast. Link building experts like Digital Current know how to meter out link building efforts (it’s different for every industry) in a way that Google recognizes, but doesn’t penalize. 

That’s exactly why you should pause and consider working with an expert link building agency before you get yourself in big trouble — and fall off the SERPs altogether!

Oh – and guaranteed up-times. Low-quality link building services will place your link and then let it come down within weeks. That’s not how we roll. If we place a link, we’ll provide you a guaranteed up-time ranging from 30-180 days — and if a link comes down sooner, we’ll get one of equal value to replace it. 

What are the benefits of link building services?

Link building services enable your website to rank higher on the Google SERPs (search engine results pages) which will drive more traffic. This occurs because Google recognized backlinks as a vote of authority, trust, and expertise — so the more (quality) backlinks you build, the higher esteem you’ll have with Google (and the other search engines).

Here’s just one case in which we helped a client do just that.

This means your important pages — homepage, product page, service page, and more — will show up for relevant Google searches that drive conversions. You can also rank blog posts, especially for more specific search queries, to drive users into your funnel — and internal linking will pass that authority along to other pages on your site. 

But that’s not all. 

A quality SEO marketing plan includes not just links, but on-site content supported by those links. This content will fan out to entice your audience at earlier stages of the buying journey, before (and after!) they’re ready to purchase. 

Why does this matter? Well – are you remarketing with PPC or social ads? Then you’ll need users to cookie. There’s also a brand awareness play. If a user begins to trust you during their research and awareness stages, the chances of them coming back to you to purchase are higher. 

Additionally, link building helps you build relevance in a variety of industries, so you can expand your audience. If you’re looking to break into a new vertical, placing links with quality content to back it up can show a fresh set of users that you’re a player in this space. 

Small, local businesses also find value in link building. When you’re going up against large corporations with established industry footprints, link building can help you rise above them in local searches — and guide customers directly to your door. 

Another benefit of link building services is the relationships they’ve already established. If you were to build links on your own, it would take hours of research just to understand where you want links placed. 

Then, you would have to reach out to publishers and ask for links — and provide the quality content to back it up. 

Imagine doing all that work for just one link. Understand that it takes many links — some of the highest ranking web pages have tens of thousands — to actually make a difference. 

And that’s when it becomes clear: working with a link building service is the only reasonable way to build a natural link profile that drives rankings and traffic for your website. 

How do you create a link building strategy?

A link building strategy begins by identifying your goals. Do you want to rank higher? Which search terms are important to you? Are you trying to drive link traffic? 

It also involves evaluating your place in the greater online ecosystem and understanding the top players. Not only the top players in your industry, but the top publishers that write about that industry — and industries related to yours. 

You also have to consider websites such as directories, which list businesses in certain categories. Directories are a huge part, for instance, in link building strategies to support local visibility. If your business has branches in different locales, you’ll need a specific type of link strategy to show up for location-specific searches and in Google Map Pack listings that are oh-so-important for users looking for things “near me.”

Creating a link building strategy also involved determining which pages you want to build links to. That typically means evaluating your content quality as well as relevancy to the search term. It also means understanding where on the “path to purchase” your page falls. 

Driving links to a rich piece of content is only half the battle. Passing that authority on to your homepage or product page — you know, the ones that actually make you money — is important, too. 

And even after all this, you still need to understand keywords and how to develop anchor text that speaks to these keywords (or your brand, or related keywords). 

What are the types of SEO link building?

There are 10 types of links in link building. Using the right combination for your brand will help boost your search engine rankings, increase traffic and drive more conversions. 

Top Link Building Services in 2020

Guest Posting: Leveraging our relationships with top publishers, we create and place articles monthly that link back to your site. We have full control over the anchor text for maximum benefit. 

Aged Content: We identify relevant articles that already exist across the web and get a link to your site added to the piece, as well as a sentence or two in the content to ensure search engines see the link inclusion as a valid content update.

Broken Link Building: Similar to aged content, we identify relevant articles that contain broken links. We’ll work with the publisher to update the link to one of your amazing resources, as well as a sentence or two. A win for the publisher and a win for you!

Unlinked Brand Mentions: If we find your company is mentioned positively around the web, but there’s no link back to the site, we work with the publisher to get a link up. 

Media Placements: The cream of the crop for domain authority. We have relationships with genuine media publications that can benefit you!

Linkable Asset Marketing: We create a piece of content, for example, an infographic, that lives on your site and naturally attract links, shares, and traffic. The marketing and promotion of this content accelerates the natural linking process helping to build high-quality links directly. Learn more about content marketing with Digital Current

Local Citations: Search engines know that if you’re legit, your (consistent) business information will appear across the web —  so that’s the minimum standard to get your site ranking locally. If you have at least one physical location, local citations are a must! The catch? It’s incredibly time-consuming and it takes a location citations expert to know where you should be listed. That’s where we come in! Not only do we get you listed on the right directories, we also ensure it’s with a consistent, correct NAP (name, address, phone). 

Directory Listings: Getting listed on online directories sends strong trust signals to search engines. We work with the top 50 directory sites, as well as those that are relevant to your industry or niche, to increase your authority for higher rankings. Great both for businesses with physical locations and online-only organizations.

Social Boost: Social media engagement demonstrates to search engines that you’re a well-rounded business with valuable content, thus granting you more authority. Invest in a mix of likes and shares on the posts you want to earn more reach. 

Comments: Spammy-looking comments get deleted. But strategically placed and authentically written comments can help grow your sphere of influence with relevant players in your target audience. We get comments on blogs, forums and/or websites that help drive that influence with a link back to your site.

Finally, we should highlight the different types of link tags. There’s “dofollow,” “nofollow,” “ugc”, and “sponsored.” That gets a bit more technical, though — you can read more about these in this blog

How much do link building services cost?

Link building services costs depend on the industry, business history and goals. Some businesses can earn excellent ROI by spending $1,000 per month, while others need to invest $30,000+ per month to move the needle in especially competitive or specialized niches. A monthly budget model allows link builders to be creative and strategic — using a mix of link types — to meet your goals. 

We’ll likely ask you what your budget is during discovery. We do this not so we can make a plan that squeezes every cent out of you, but because we don’t want to waste your time. If you don’t have enough to do link building right, we’ll let you know you should invest elsewhere (such as SEO or content). If you have more than or just enough, you’ll see a proposal for exactly what you need to meet your goals. 

Link building costs — and strategies — vary in other ways, too. Are you trying to rank locally or nationally? Are you in the ecommerce game, aiming for foot traffic or interested in driving leads? How valuable and recognizable is your brand? 

It’s also a matter of time — as long as it’s done right, link building will never hurt your performance on the SERPs (search engine results pages). The velocity at which you build links, the types of sites you target, and the style of linkable content you utilize can impact how long it takes you to see results or meet your goal. An aggressive campaign can see results in a quarter, while a more budget-friendly approach may see substantial movement in a year. 

We work with you to understand how to best leverage your budget and support your business goals with a strategic link building plan. 

What’s Digital Current’s approach to link building?

We think of link building as a vital step in promoting your content and your website. We see link building as an essential component of an integrated approach that also includes SEO (search engine optimization) and content. 

Some companies build links with no regard for the content to which they’re linking. They try to game the system and trick Google into thinking your site is valuable because of the quantity of links, not the quality. 

Our approach to link building is personal. We look to work with publishers who uphold certain standards when it comes to content and links. We look to offer value. And we look to engage an audience that would be interested in your company. 

We approach link building as relationship building. 

And before we even reach out to a website, we use a proprietary Link Spam Score tool to determine if it’s even a site worth building links with. 

What else defines our approach?

We’re outcome-focused: When you work with us, we know you’re investing in growth and we take that very seriously. We only propose plans we know will help you reach your goals and then hold ourselves accountable to the results — rankings and traffic growth — not an arbitrary number of links. 

We’re SEO specialists, not just link builders: Even if you’re just hiring us to build links, we have your back. Search algorithms change daily, and we’re on top of those changes so we can work with you to pivot strategy should you be impacted. 

We guarantee uptime: If links are coming down as fast as they go up, you gain nothing! We partner with great publishers with the longest guaranteed uptimes. Should a link be removed before the guarantee period, we’ll have it re-published or replaced on another publisher’s website at no cost to you. 

What is white hat link building?

In the simplest terms: white hat link building adheres to Google’s standards and only links between quality, relevant content. 

It helps to also know: what is black hat link building?

Link builders of the past (well, they’re still around but luckily less common) essentially took a spam approach to link building — blasting automated outreach to any publisher that would open their email. They posted links with no relevance. They posted links to sketchy websites. They posted links they knew wouldn’t stay live for more than a few days. 

Black hat link builders look for any and every loophole to get a link posted — or trick Google into thinking a page had links. They also utilize PBNs — private blog networks — which include webpages set up for the sole purpose of building black hat links. You guessed it — those links hold no value, and Google will penalize you for using them. 

Luckily for search users, Google has gotten incredibly accurate at spotting black hat link and can filter those pages from its search results. 

White hat link building, on the other hand, takes a genuine approach to building links. In the purest sense, white hat link building is a natural process that identifies where your links should be placed, but aren’t yet. Content worthy of and relevant to your linkable pages. 

Google values white hat link building. It knows website owners want to drive links between content that brings value to their users; content that supports (cites) information on their pages; websites that they mention and recommend; and more. 

What is a backlink audit?

A backlink audit is a review of all the links pointing to your site. Its purpose is to identify links that may be toxic, how you stack up against your competition and opportunities to make a stronger backlink profile. 

So what is a strong backlink profile?

It’s one that has a diversity of domains (i.e., for every 10 backlinks, at least 8 of them are coming from different websites), few toxic links, links coming from sites with ample organic traffic and high domain authority and a variety of anchor text. 

What is a toxic link?

A toxic link is a backlink that actually provides negative SEO value to your website because the site that hosted it is deemed “spam” for one of several reasons. 

How did I get toxic links?

Toxic backlinks can come about in many different ways. It could have been a malicious attack from a competitor, intentionally securing toxic links for your brand. It could have been naturally acquired because you create great content and the site wanted to share it, not realizing the negative impact. 

An expert link building service like Digital Current will help you get your toxic links disavowed to improve your website’s authority. 

What is a disavow?

A disavow is telling a search engine that you should not be associated with a particular link. 

Your link building agency will develop a file of toxic links and submit it to Google for disavow. The best services will split files into multiple parts to find the “sweet spot” of which links are actually providing negative value. 

Outrank Your Competitors With High Quality Backlinking

A custom mix of integrated SEO services including backlinks drives traffic and conversions — even during uncertain times. We’ve been leaders in SEO since 2003. Let us help you adapt your digital marketing strategy so you can win in 2020.

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