Link Building in 2023: What Works and What Could Get You Penalised?

In the field of SEO, link building remains a cornerstone of improving a website’s authority and visibility. However, as search engine algorithms become more sophisticated, the rules of the game change. In 2023, the strategies that once worked like a charm might now lead to penalties that harm your website’s rankings. This blog post explores what works and what could potentially get you into trouble in the realm of link building in the current digital era.

I. The Evergreen Practices

Quality Over Quantity

When it comes to link building in 2023, the adage “quality over quantity” still holds true. High-authority, relevant backlinks from trusted sources can significantly boost your website’s SEO. These are links that genuinely add value to your content and provide valuable information to your audience.

Guest Posting

Guest posting remains a valuable method for acquiring backlinks. However, in 2023, it’s not about churning out content for any website that will have you. It’s about producing high-quality, original content for reputable websites in your niche. This establishes your credibility and helps you gain valuable backlinks.

II. The Shifting Landscape

Avoid Black Hat Tactics

Search engines have become more adept at identifying black hat tactics, such as buying links, link farms, and excessive link exchanges. These strategies can lead to severe penalties, including a drop in rankings or even removal from search engine results. In 2023, it’s crucial to steer clear of such shortcuts and invest in ethical link building.

Nofollow Links

In 2023, search engines are placing greater emphasis on nofollow links. While these links don’t pass SEO authority directly, they can still be beneficial in the eyes of search engines. Nofollow links can drive valuable referral traffic and enhance your website’s overall link profile, which may indirectly impact your rankings.

III. The Gray Areas

Social Media and Links

Social media platforms continue to play a pivotal role in online marketing. However, the relationship between social media and SEO remains somewhat enigmatic. While links on social media platforms are often nofollow, a strong social media presence can indirectly boost your website’s visibility and traffic, which may, in turn, improve your rankings.

Internal Linking

Internal linking, when used judiciously, can enhance user experience and help with SEO. It’s a gray area because excessive internal links can be seen as manipulative, negatively impacting your rankings. In 2023, the focus should be on making internal links natural and relevant to the content.


Link building in 2023 is a balancing act between adhering to evergreen practices and navigating the shifting landscape of SEO. While traditional practices like guest posting and prioritising quality remain crucial, avoiding black hat tactics and paying attention to new trends like nofollow links and the impact of social media is equally important.

In this dynamic digital environment, websites that adapt to the changing rules and follow ethical link building practices are more likely to thrive. For comprehensive guidance on modern link building strategies and the latest SEO trends, you can visit elevate-uk.

Remember, link building is not a one-size-fits-all strategy. It’s essential to tailor your approach to your specific niche and audience. Regularly monitor the performance of your links and be ready to adjust your strategy as the SEO landscape continues to evolve. By striking the right balance between timeless techniques and the latest trends, you can ensure that your website’s link profile is not only robust but also future-proof.

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