B2B Link Building With Semalt: The Holy Grail Of SEO

Most people start their search on the Internet via the search engine - also in B2B. A page-1 ranking, therefore, has top priority. But how ? Links seem to be the key here. Link building is a good way to get these links, which are so important for SEO.

But what is it, and does it work in B2B? In this article, you will find out what importance links have for SEO, how you manage to build backlinks, and why this can be so successful. On the other hand, if you're new to SEO, you don't have to worry. Semalt's professional service is available 24/7 to help you achieve your goals.

What is link building?

Link building or the generation of backlinks means getting as many links as possible from external sites (e.g. other companies, blogs, media, etc.) to your website.

The goal is a better ranking on Google. Because many relevant links to the website show the search engine that the content there is good and interesting for searchers.

Many good backlinks also lead to a higher authority on a webpage. This increases through the external links, so to speak in Google's reputation. Link building can be called digital recommendation marketing in this sense.

Another goal is to develop new traffic sources apart from your newsletter or Google. Links from the media to your site are predestined for this, because the media websites themselves generate a lot of traffic, by linking you get something from it.

B2B link building is also a worthwhile investment. Although you have to think in different categories than in B2C. The goal here should be high-quality backlinks that fit thematically with your website.

External links - i.e. references from another domain to your own - differ from internal links - links that you set within your domain. We have described everything on this subject on our Blog that I invite you to discover.

This is why backlinks can be dangerous

In the past, this has been massively exploited by SEOs around the world. Link exchange (reciprocal linking of different websites) and link purchase were carried out. (Websites were only created to link to others who, in turn, paid for them.)

Because when it comes to backlinks, at that period, quantity rather than quality counted. The more links pointed to a website, the higher it rose on Google. Backlinks were the most important ranking factor.

Google soon put a stop to these games and bought reach. With the Penguin update (a change in the Google algorithm), dubious and unreliable links - i.e. buyable links or bulk links - were suddenly rated negatively.

SEOs often speak of a "bad neighborhood" here. The consequence of the update: Ranking places were partially reassigned. The previous occupants of the first search results lost massively if they had generated the pole position through unclean backlinks.

Today the search engine algorithms are so intelligent that it is noticeable if a website gets backlinks from the "bad neighborhood". It is therefore advisable to clean up the links on your page because even if you have not proactively generated negative backlinks, these sometimes appear.

Quantity instead of quality is definitely a thing of the past in the backlink business - an advantage for B2B link building

At this point, we strongly advise against dubious link deals. Because if Google punishes you, it will be fatal for your ranking results. Rebuilding them is tedious, time-consuming, and costly.

Nevertheless, backlinks are still extremely relevant for rankings and the page authority - i.e. the authority or value that Google assigns your website. (Wikipedia, BBC, or Spiegel.de, for example, have an extremely high level of authority.)

Of course, your company website usually benefits from significantly fewer backlinks and usually also has less authority. However, that is in the nature of things. B2B topics are of less interest to fewer people than, for example, an online shop for shoes.

However, that shouldn't stop you from investing in B2B link building, because the keywords for which you want to rank are usually not as competitive. With good backlinks, it is easier for a website to stand out from the competition on Google and to rank better.

Backlinks from pages with high authority are of course more valuable for your site than those from unknown web pages. Conversely, links from well-known and reputable websites also increase one's authority.

Allegedly, backlinks are no longer that important for ranking

The Penguin update had another supposed consequence: Google announced that it would downgrade the value of backlinks on the ranking. Backlinks should therefore no longer have as much influence on a good ranking as a proper on-page optimization.

But a study carried out by Ahrefs led, despite statements to the contrary by Google, to a different result: The study makes it clear that the backlinks have a significantly higher influence on the ranking for the different keywords than the on-page factors.

Backlinks decide who gets to page 1. Good content decides who stays on page 1!

Backlinks don't always help.

However, the following is true: for a website that already has numerous good backlinks and thus already has a lot of trust and authority from Google, backlinks are not the Holy Grail. These websites then have to focus even more on exceptionally good and unique content and an excellent user experience.

Because in this context, you can imagine high-quality SEO links similar to good reviews of a product on an online shop: With several thousand positive reviews, another good recession is not so decisive for the perception of the potential buyer. However, if the product has only 15 reviews, 4 of which are also rather mediocre, another commendable recession can change the customer's perception.

What types of backlinks are there?

Not all links are created equal. It makes a difference which URL of your domain is linked to, i.e. whether an external page refers to your home page or a news post. The authority of the page plays a role and links also differ technically.

Which links bring what?

In a nutshell: All links that refer to your webpage from a reputable external site are important. However, there are differences in such importance.

Origin: The higher the authority of the page that links to your page, the more influence the link has on the ranking. Conversely, the following also applies: the more (good) backlinks a page receives, the higher its authority.

Placement and target: It also matters where your website or post is linked on the external page. A blog post on a subpage is not as valuable as a link provider as the start page. It also plays a role in whether there is a link to the home page or a subpage.

NoFollow: "Do not follow links" mean that they are not followed by Google, and therefore not rated. Wikipedia, for example, always sets NoFollows, because the platform has enormous authority, although basically anyone can post there. If Wikipedia had ''follow'' links, massive contributions would be posted to place as many links as possible there.

However, when it comes to No Follow in particular, SEO spirits are divided. It has not been proven that NoFollow links do not influence the ranking.

Placement: If you want to outsmart Google and create a page on which you place countless links to your website, you will, unfortunately, get nothing. I emphasize again that the Google algorithm almost always sees through when it is being kidnapped. Please do not jeopardize your existing rankings.

It is similar to backlinks. If a page already has a lot, additional SEO links are no longer so decisive for the ranking. However, if a website has very few related backlinks from reputable sites, another one can be decisive for the ranking of the linked site.

B2B link building: how to generate backlinks?

First of all, the cornerstone of backlinks is good content marketing. If you have high-value content and target group-specific topics, you will get some backlinks over time. Especially if the content is very complex (studies, case studies, infographics, etc.) or novel (a completely new, unusual lighting of a topic), the chance is high that other blogs will refer to your posts.
But I don't want to fool you. In the vast majority of cases, this is not enough. Our SEO experts have selected 6 tips on how you can push B2B link building.

6 tips for backlinks in B2B

1. Guest Posts

Guest posts are one way to get more backlinks. Post them on thematically appropriate blogs. Guest contributions are worthwhile, but they are complex and require preliminary work.

If you want to proactively guest blog, you should do the following: Research thematically appropriate blogs that are similar to your writing style, your topic, and your approach to the reader and also have similar usefulness for the reader as your blog.

You can guest blog even without your corporate blog. For example, offer whitepapers or case studies for publication. You should keep two points in mind:
  • The content of the guest blog must optimally match your topics. Because apart from backlinks, you can also generate traffic there. But this will only bring you something in the long term if it is also your target group that you can reach there.
  • No Duplicate Content: This is also a factor that is punished by Google to prevent content theft. If you publish posts on other blogs, make sure that the texts there are different from those on your webpage.

2. Quality content: infographics, videos and studies

The higher quality and more complex the content, the more likely it is that other marketers will pick up on your created content. Especially when blogging, you can proactively offer your content.

Have you created a meaningful graphic or generated your own study using market research? Then don't wait for your content to go viral on its own. Because unfortunately, that happens in the rarest of cases.

It is better to actively seed content and offer your results to other bloggers, media, and companies for free use. The price for this is a backlink, usually from a high-quality and suitable environment.

For you, this not only means a Google boost but also, if necessary, tailor-made traffic from the right place, a factor that should not be neglected in B2B link building.

Pay attention to aesthetics. The content must be prepared with high-quality graphics, only then will it be used by other companies.

3. Broken Link Building

A slightly more intense and technical option is to jump into broken links. Here you go to search for broken links in the appropriate content environment and then offer your (working) content instead of the error messages.

There are more than enough of these, as numerous links disappear from the web over time. It also happens that older posts on websites refer to content that no longer exists. If you offer working posts in such a case, this has the following advantages for the user of the broken links :
  • Rankings are not endangered: Too many broken links on a domain often lead to a loss of ranking, as it is not a good signal for Google.
  • The user can easily and quickly exchange this link by using yours.
Of course, it is essential that your content also fits the context. If a particularly suitable website or the content of a specialist author is available, you can also create content, especially for this backlink. It is by no means in vain, because in any case, you will create good content.

You can also use SEO tools such as AutoSEOFullSEO, and Ahrefs to find all other pages that also link to the same 404 error.

4. Comment

Good comments are important. You shouldn't slime and it's not primarily about the link that you can post yourself in the comment, but about making yourself better known and building a good relationship with other authors.

When it comes to B2B topics, there are often only a handful of predominant authors. In addition to good content, networking and awareness are important. This makes it easier to be linked to yourself later.

5. Interviews

Interviews are a great way to gain authority. This is not just about domain authority, but also brand and author authority. Through professional interviews, you will establish yourself as an expert and benefit from a positive backlink.

Thought leadership is the magic word for professional credibility. Let the experts from your company speak and conduct useful and interesting interviews.

Case studies also work according to this scheme. If a salesperson asks you for a statement or a full case study, say yes. You have the opportunity to generate a new platform for your topics and will be linked.

6. Mention experts

Hand on heart, we all like to be portrayed as experts in our subject area. So are the experts in your field. In the B2B and industrial sector, for example, these are professors, speakers, managing directors, management consultants, or your customers. Ask these experts to make a statement on a specific topic and then create content for it.

Mention your expert and his statement in this content and then make him aware that you are featuring him in your specialist article or publication. However, do not link to the homepage of your respective specialist, but their LinkedIn or XING profile. Then you can ask him to link this content on his company website, for example in the news or his own blog post.


Given the importance of B2B link building, we hope that we have helped set up a strategy to promote your site or brand. Nevertheless, we would like to remind you of the importance of properly conducting your SEO campaigns to achieve useful and beneficial results for your site.

That's why Semalt's professional service offers all the alternatives you need to promote your brand and SEO to get your site to the top of the search results. 

Above all, we invite you to analyze your site for free thanks to our free analysis tool which allows you to have an exact idea of the current state of your site.