How to get backlinks the honest way

Last updated 12 October 2026 · By the XKey team

Why do backlinks matter?

A link from another website is a public recommendation. Google uses links to discover pages and to judge which sites are trusted on a topic. One link from your trade body or local newspaper is worth more than a hundred from random directories, because it's relevant and hard to fake.

Start by seeing where you stand: the free backlink checker shows which websites link to you, and comparing with a competitor shows links they have that you don't.

Where can I get links from people I already know?

1. Suppliers and manufacturers. Many have a "where to buy" or "approved installer" page. Ask to be listed.
2. Trade bodies and accreditations. Gas Safe, NICEIC, the Federation of Master Builders, your professional institute – most have a member directory with links.
3. Customers who are businesses. A B2B client may happily mention you on a case study or "our partners" page.
4. Local groups you support. Sports clubs, charities and events you sponsor usually list sponsors on their site.
5. Your chamber of commerce or business network. Membership often includes a directory profile.

How do I earn links with content?

6. Publish your prices. "How much does X cost in [town]" pages get linked by forums and journalists because almost nobody publishes real numbers.
7. Make a genuinely useful guide or checklist. "What to check before hiring a roofer" is something local sites and councils link to.
8. Share data you already have. "We fitted 400 boilers last year – here's what failed most" is a story.
9. Make a free tool or calculator if it fits your trade: a paint calculator, a delivery cost estimator.

How do I get links from the press?

10. Tell your local paper real news: an anniversary, a new hire, a charity effort, an award. Local news sites often link to the businesses they cover.
11. Answer journalists' requests. Free services send out requests from reporters looking for expert comment; a quick, useful answer can earn a mention and a link.
12. Reclaim unlinked mentions. Search for your business name in quotes. If a site mentions you without a link, a friendly email asking them to add one usually works.

What should I never do?

• Buy links or pay for "guest posts" whose only purpose is a link. It breaks Google's spam policies and can get your site demoted.
• Swap links in bulk ("I'll link to you if you link to me") across unrelated sites.
• Use link networks, automated tools or comment spam.
• Chase quantity. Ten relevant links beat a thousand from sites nobody visits.

How do I check my links are working?

Re-run the backlink checker every few months – its data is refreshed quarterly – and compare your authority with competitors using the domain authority checker. In Google Search Console, the Links report shows the sites Google has counted.

Frequently asked questions

How many backlinks do I need?

There's no magic number. Look at the businesses ranking above you with the backlink checker: you need links that are as relevant and trusted as theirs, not more of them.

Are directory links worth it?

A few are: Google Business Profile, Bing Places, Apple Business Connect, Yell and your trade body. Hundreds of low-quality directories add nothing and can look spammy.

Do nofollow links help?

They don't pass ranking strength in the usual way, but they still bring visitors and Google may use them as hints. Don't avoid them.