White-hat link building refers to link building practices that are in line with Google’s Webmaster Guidelines (now called Search Essentials). White-hat link building includes creating content that will acquire links naturally, as well as establishing partnerships that, among other things, also result in links.

White-hat link building strategies prioritize quality over quantity. These types of links improve a website’s authority and credibility in the eyes of search engines, while providing value to users by directing them to helpful and relevant content. By following ethical and transparent link-building practices, website owners can build a strong online reputation and increase their visibility in Search Engine Results Pages, without risking penalties or damage to their reputation.

Some website owners and marketers get confused with how link building outreach is different from black-hat link building. With black-hat link building practices, you’re creating low-quality content and reaching out to webmasters solely with the purpose of getting a do-follow backlink for that content. With white-hat link building, you’re establishing partnerships with bloggers, influencers, and adjacent businesses who find your products, services, or content genuinely useful, and would love to share it with their audience, as well. This includes also linking back to your website from their own blog or site.

Contact Fire&Spark to learn more about the value of link building for your business, content creation that will result in natural links and how to create digital PR opportunities for your website.