External Link Building for Websites: Why I Don’t Recommend It

Hello, I’m Reza Rad, and welcome to another lesson in our SEO training series. If you’ve been following my content for a while, you’ve probably noticed that I’ve never placed heavy emphasis on external link building. Instead, my focus has always been on internal linking, site structure, and content optimization.

I may have briefly mentioned backlinks or sponsored content in some workshops or courses, but unlike many SEO professionals who constantly promote strategies like “buy backlinks,” “publish sponsored articles,” or “build as many external links as possible,” this has never been a path I actively recommend.

You might be wondering why. When so many experts describe external link building as a critical ranking factor, why approach it with caution? The answer is simple: the impact of external link building is not always stable or long-lasting. It may deliver short-term results, but over time it often loses effectiveness—and in some cases, it can even put your website at risk.

In this article, I want to explain clearly and practically why I usually advise against relying heavily on external link building, what risks it carries, and why your time and energy are often better invested in building genuine authority for your website. By the end, your perspective on backlinks will likely shift, and you’ll better understand why blindly following popular SEO trends is rarely a smart strategy.

What Is External Link Building, and Why Does Everyone Talk About It?

External link building—commonly referred to as earning backlinks—happens when another website links to your content. Search engines interpret these links as signals of trust. In simple terms, a backlink suggests that another site finds your content valuable enough to reference, which can improve your chances of ranking higher in search results.

However, there is an important nuance: external links are only beneficial when they are earned naturally and ethically. That means someone links to your content because they genuinely appreciate it—not because you paid for placement or arranged the link artificially.

Search engines are far more sophisticated than many assume. If algorithms detect that your links are manipulative or unnatural, they won’t help your rankings—and they may even trigger penalties or ranking drops.

There was a time when external link building functioned almost like a magic key that could propel websites to the top overnight. That era is long gone. Modern search engines are increasingly skilled at distinguishing between websites that deserve visibility and those attempting to manufacture authority through purchased links.

If you want to move in the right direction, it’s essential to understand that link building is just one component of SEO—not its foundation.

At its core, external linking is about building bridges from other websites to your own. But those bridges must be strong, relevant, and created with the intention of delivering value—not built through shortcuts or financial transactions. With every algorithm update, search engines place greater emphasis on authenticity rather than raw link volume.

Why Haven’t We Focused on External Link Building?

Let me share a real story—one that illustrates this concept perfectly.

Several years ago, when social media platforms were rapidly gaining popularity, our team decided to launch a brand account. Our goal was straightforward: create helpful educational content and build a genuine community.

We posted consistently, produced videos, interacted with followers, and everything grew naturally. Then one day, someone suggested boosting the account by adding a large number of followers overnight—at no cost. Suddenly, our follower count jumped dramatically.

At first glance, it looked like success. The numbers were impressive, and engagement didn’t immediately seem problematic. But over time, the reality became clear: growth had stalled. No matter how much quality content we published, the account showed little momentum.

Eventually, after consulting with an experienced digital marketing strategist, we identified the root problem—those inactive and fake followers were suppressing our organic reach. They acted like dead weight, signaling to the platform that our content wasn’t engaging enough to distribute widely.

The solution was difficult but necessary: start fresh. We launched a new account built entirely on real followers. The difference was remarkable. Even with a much smaller audience, engagement improved quickly, visibility increased, and authentic growth returned.

This isn’t just a story—it’s a powerful lesson. Anything that grows artificially will eventually hit a ceiling. Whether on social platforms or in search engines, manufactured success rarely lasts.

That is precisely why I approach external link building cautiously. In many ways, buying backlinks resembles buying fake followers: it may create the illusion of progress while quietly undermining your long-term credibility.

Why External Link Building Is No Longer as Effective as It Once Was?

Let’s rewind to the early days of SEO, when a metric called PageRank played a central role in search rankings. Websites were scored on a scale based largely on how many other sites linked to them. The more backlinks you had, the higher your score—and typically, the better your rankings.

At that time, aggressive link building could genuinely drive growth. Many websites rose quickly simply by accumulating links.

But one rule has always remained consistent: links should not be purchased or artificially created. They are meant to be earned through valuable content. Despite this, many attempted to manipulate the system using link networks and automated tools.

Today, the landscape has changed dramatically. Search algorithms are far more advanced and capable of identifying unnatural linking patterns with impressive accuracy. If you purchase backlinks or rely on questionable sources, you might see a temporary boost—but that improvement often fades, sometimes followed by a significant ranking drop.

Imagine an SEO advisor telling you to build links daily, publish sponsored content every week, and secure backlinks from any site willing to provide them. You follow the advice, and within a couple of months your rankings surge. It feels like validation.

Then suddenly, your website disappears from search results.

What happened? Those links were interpreted as manipulative.

Unlike social platforms where starting over is relatively simple, recovering from search penalties can be extremely challenging. Your domain is part of your brand identity; rebuilding trust takes time, precision, and patience. Quick fixes rarely work.

So the next time someone encourages you to buy backlinks or pursue aggressive link campaigns, pause and think carefully. A tactic that appears effective today could erase months—or even years—of effort tomorrow.

Our Ethical Approach to Link Building

Now that we’ve discussed the risks of poor link-building practices and buying links without a clear strategy, let me clarify something: we have not abandoned external link building altogether—we simply approach it responsibly. Rather than following the common advice to “publish sponsored posts every week” or “buy links daily,” we focus on precision, moderation, and purpose.

From our perspective, the right approach is to acquire only a handful of high-quality, targeted links each year—perhaps two, three, or at most four sponsored placements on reputable websites that are genuinely relevant to your industry. This signals to search engines that your links are natural while allowing your website to grow in a healthy, sustainable way.

However, the real priority should always be content. The time you invest in creating valuable material should significantly outweigh the time spent on link building. Even the strongest backlink is only effective when supported by content worth discovering—content that attracts readers, earns shares, and gradually generates organic links on its own.

Our strategy has always followed this principle: build exceptional content first, then support it with a small number of credible links.

In short, ethical link building is about quality—not quantity. Instead of chasing daily backlinks, focus on producing content that deserves to be referenced. When you do that, search engines naturally begin to reward your efforts with stronger visibility.

How to Build Links the Right and Natural Way?

If you decide to pursue link building, it’s important to understand what a professional and natural process looks like. Ethical link building isn’t about paying for placement on any site willing to host your link—it’s about creating genuine value.

For example, imagine identifying a website closely aligned with your field, whether that’s web design, digital education, software, or any other niche. Reach out to the site owner with a simple and respectful proposal: offer to contribute a high-quality educational article at no cost.

Websites that value useful content are often open to this type of collaboration. Within the article, you can include a relevant, contextual link back to your website—not promotional, not spammy, but naturally integrated into the topic. This approach allows you to earn an authentic backlink from a credible source without raising concerns with search engines.

This is the model worth following: create value to receive value. Provide meaningful content, help another platform improve its resources, and gain a natural link in return. Beyond improving rankings, this approach also increases brand recognition within your professional ecosystem.

Remember, effective link building is rooted in real human collaboration—not transactional exchanges between automated systems. And authenticity is exactly what modern search engines are designed to reward.

Sponsored Content and Paid Links

When used carefully and in moderation, sponsored content can be beneficial. One or two high-quality links from reputable, relevant websites are far more effective—and significantly safer—than purchasing large volumes of low-value placements.

A well-crafted sponsored article published occasionally can deliver real authority and meaningful organic traffic. On the other hand, relying on bulk placements, comment spam, link farms, or aggressive promotional tactics may produce a temporary spike, but search engines quickly recognize these patterns, often resulting in sharp ranking declines.

Today’s algorithms are built around a simple principle: if rankings could be bought by anyone, search results would lose their credibility. Search engines prioritize genuine authority—not artificially inflated metrics.

The smartest approach is to treat sponsored content as a supporting tool rather than a primary strategy. A small number of carefully selected placements, combined with strong content and a positive user experience, is far more powerful than attempting to purchase visibility through large-scale, low-quality links.

Using Internal Links to Earn Backlinks

We rely on a simple yet highly effective method—one that often outperforms more complicated tactics. First, we implement thoughtful internal linking within our own articles. Whenever we reference an important page or brand term, we naturally connect it to the appropriate destination.

Next, we focus on producing content that others genuinely want to reference, quote, or republish. When similar websites or bloggers share the material, those internal links are often preserved—resulting in organic backlinks without any direct outreach or paid placement.

This method offers several key advantages:

• Natural relevance: Links originate within meaningful editorial content.
• Lower risk: There is little chance of penalties because nothing appears artificially constructed.
• Targeted traffic: Readers encounter your link in context, increasing the likelihood of qualified visits.

The most important requirement is patience and commitment to quality. Create content with enough depth, clarity, and practical insight that others feel compelled to share it. Educational resources, comprehensive guides, and data-driven articles tend to perform especially well.

In essence, the process is straightforward: build strong internal links, create content worth redistributing, and allow that redistribution to generate natural, low-risk backlinks.

Final Thoughts

After years of hands-on experience, experimentation, and continuous learning in SEO, one conclusion stands above the rest: nothing drives sustainable growth like outstanding content.

Search engines have evolved significantly. They are no longer impressed by sheer link volume; instead, they measure how effectively your website helps users. The more useful, accurate, and user-focused your content becomes, the more engagement it earns—longer visits, deeper interaction, and stronger trust signals that search engines recognize.

So if I could offer one sincere piece of advice, it would be this: invest in content rather than shortcuts. Learn how to write clearly, teach effectively, and address your audience’s needs better than anyone else. That’s how websites achieve lasting—not temporary—growth.

And perhaps most importantly, evaluate every SEO recommendation before implementing it. Just because a tactic is popular doesn’t mean it’s right for your website. SEO is not a one-size-fits-all formula. Your site is unique, your brand is unique, and your strategy should reflect that.

Discover why ethical link building outperforms aggressive backlink strategies. Learn how quality content, natural links, and smart SEO practices create sustainable website growth and long-term search visibility.

Ahura WordPress Theme

The Power to Change Everything

Elementor Page Builder

The most powerful WordPress page builder with 100+ exclusive custom elements.

Incredible Performance

With Ahura’s smart modular loading technology, files load only when they are truly needed.

SEO Optimized for Google

Every line of code is carefully aligned with Google’s algorithms and best practices.

Get the Theme