10 Link Building Strategies Your SEO Company Should Disclose

Link building remains a vital aspect of search engine optimization (SEO) in 2025. When obtaining links from other websites, it's essential to ensure the process adheres to Google's guidelines to avoid penalty. Despite this, many SEO companies engage in link building strategies that could be detrimental to clients' websites.

1. Guest Blogging

In this strategy, SEO companies create content for other websites, often in the form of guest posts. Although technically ethical, this practice can cross a line into manipulative link building. Companies might target low-quality or spammy sites, compromising both their own reputation and the client's website.

2. Broken Link Building

This tactic involves identifying broken links on websites and requesting permission to replace them with a functioning link pointing to a similar article on the client's site. However, some SEO companies resort to manipulating link exchanges or using automated tools that could be against Google's policies.

3. Resource Pages

Resource pages, or directories, usually feature collections of valuable links. Although an excellent way to build links legitimately, some SEO companies may focus on getting their clients' sites listed on low-quality resource pages, giving the client's website a poor backlink profile.

4. Review and Testimonial Links

Another legitimate strategy involves acquiring links from customers who've reviewed or experienced the services of your client's business. However, some SEO companies may use fake reviews, manipulate testimonials, or strategically target low-quality sites, leading to penalties for both parties involved.

5. .Edu and .Gov Links

Achieving links from educational and government institutions can significantly boost a website's credibility and authority. Unfortunately, some SEO companies deceive faculty members, students, or government employees into linking to unrelated sites or engage in manipulative tactics that ultimately harm the client's website.

6. Unnatural Exact Match Anchors

Links containing exact match anchors (EMAs) are considered unnatural and may violate Google's rules. Although using relevant and descriptive anchor text is beneficial, some SEO companies may over-optimize by using identical anchors for numerous links to a website. This behavior can lead to a website being penalized and losing its ranking.

7. Backlink Quantity vs. Quality

SEO companies often touting the importance of backlink quantity may disregard quality in their link building efforts. Acquiring a massive number of low-quality links can be harmful. Rather, they should focus on identifying high-quality, authoritative sites to acquire links, ensuring the credibility and authority of their clients' websites improve.

8. Automated Tools and Software

While automated tools can enhance efficiency, their misuse can contribute significantly to manipulating links. Some SEO companies resort to utilizing these tools to rapidly build links or in automated link exchange schemes, increasing the risk of penalties and harming the client's online presence.

9. Links from Unrelated Sites

Acquiring links from sites outside the client's niche or industry can be considered link schemes. SEO companies should instead focus on achieving links from related websites, ensuring the acquired links remain relevant and valuable for the clients' websites.

10. Lack of Transparency

Many SEO companies fail to disclose their link building tactics, sometimes relying on manipulative practices that can harm the client's website long-term. Transparency is key to understanding the methods used and measuring the effectiveness of the link building campaign.

Engaging in these link building strategies without proper disclosure can lead to a client's website being penalized by Google. Before partnering with an SEO company, it's crucial to ensure they practice ethical and transparent link building techniques, prioritizing the long-term success of your website.

At Cpluz, our SEO experts employ industry-standard link building practices to maintain the integrity of our clients' websites. If you're looking for transparent SEO services, contact us at info@cpluz.com or visit cpluz.com to learn more.