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What is link building?
Link building (also called netlinking or link acquisition) refers to all strategies aimed at obtaining quality backlinks from third-party sites. These inbound links are interpreted by Google as trust signals: a site that cites you judges your content worth recommending. Link building is one of the three pillars of SEO, alongside on-page optimization and technical aspects. Its particularity: it happens outside your own site, making it harder to control than other levers.
The state of link building in 2026
Contrary to what you sometimes hear, backlinks remain a major signal in Google's algorithm in 2026. Successive Core Updates have strengthened detection of artificial links, but haven't devalued natural editorial links. What has changed is relative weight: one high-quality link is worth ten times more than before the inflation of link networks. The bar for a link that actually makes a difference has risen. Another evolution: links from reference media and publications also contribute to a brand's presence in LLMs' training corpora, indirectly strengthening AI citability.
What we observe at Vydera on link building campaigns
The most effective link building campaigns we see combine exceptional content and digital PR. A sector reference guide, an original study with proprietary data, a useful free tool: these assets generate links naturally over the long term. Conversely, mass guest posting on sites without real traffic produces little measurable effect in 2026 and presents increasing risk of algorithmic detection.
Effective link building strategies in 2026
- Linkable assets: creating resources that naturally deserve to be cited (original data, tools, exhaustive guides).
- Digital PR: building relationships with journalists and specialist publications to be cited in in-depth articles.
- Selective guest posting: editorial contributions on relevant publications with real audience.
- Broken link building: identify broken links on authoritative sites and propose your content as replacement.
- Mention recovery: identify sites that mention your brand without linking and request conversion.
Sources and references
Go further
Link building is systematically integrated into our SEO/GEO strategies. Find our analyses on Vydera Lab or contact us to build your link acquisition strategy.
How many backlinks do you need to rank well?
There's no magic number. The number of backlinks needed depends on competition for target queries and the quality of competitors' links. A site can rank first with 5 backlinks in a low-competition niche, or need hundreds of links for ultra-competitive queries. Analyzing the link profiles of sites already ranking on your targets is the only relevant reference point.
Is link building still effective with AI Overviews and LLMs?
Yes, at two levels. For traditional SEO, backlinks remain a major algorithm signal for Google in 2026, especially for competitive queries. For GEO, backlinks from reference media and publications contribute to anchoring a brand in LLMs' training corpora. Being cited in sources that models have ingested means building presence in their knowledge base.
Can Google penalize a site for its backlinks?
Yes. Google can apply manual actions or algorithmic penalties if a site presents a manifestly artificial link profile: private link networks (PBNs), mass-purchased links, links from content farms. The Google Disavow tool lets you flag identified toxic links. The best protection is preventive: only build links that would withstand human scrutiny.
What's the difference between link building and digital PR?
They're two complementary strategies. Link building is the general discipline of link acquisition, including many tactics. Digital PR is a specific approach that aims to generate links and mentions by being covered by media, journalists, and high-authority publications. Digital PR generally produces the highest-quality and most durable links, but requires a solid content or journalistic angle strategy.
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