Links still matter for rankings, especially in competitive SaaS categories. But search engines have become far better at recognising and discounting links that exist only to manipulate them. The result is a widening gap between link building that works and link building that wastes money or creates risk.
What no longer works
- Paid links on unrelated sites: sites that sell links to anyone are easy to identify, and their links are usually ignored.
- Mass guest posting: generic articles on sites that accept anything carry little value.
- Link exchanges and networks: patterns of reciprocal or networked linking are detectable.
- Directory and profile spam: low-quality directories add nothing and can look manipulative.
What still works
Original data
Surveys of your audience, or anonymised aggregate data from your product, give journalists and bloggers something new to cite. A single strong data story can earn links from dozens of relevant publications, and keep earning them for years as others reference it.
Expert commentary
Journalists and content writers constantly look for expert quotes. Founders and specialists who respond quickly and usefully to these requests earn mentions and links on relevant, authoritative sites.
Free tools and templates
Calculators, generators, templates and benchmarks attract links naturally because people reference useful tools. They also tend to rank well and introduce users to your product.
Integration and partner ecosystems
Marketplace listings, integration directories and co-marketing with complementary tools produce highly relevant links and real referral traffic.
Unlinked brand mentions
As your brand grows, people mention it without linking. Finding those mentions and politely asking for a link is one of the most efficient tactics available.
Point links at pages that matter
Links pointed at your homepage or random blog posts do little for revenue. Plan link targets around the pages where higher rankings would produce pipeline: comparison pages, use-case pages, and the resources that support them through internal links.
A link building plan for a typical SaaS company
| Month | Focus |
|---|---|
| 1 | Partner and integration listings, unlinked mentions, existing relationships |
| 2–3 | One original data study, pitched to relevant journalists and newsletters |
| 3–6 | Expert commentary programme for founders and specialists |
| Ongoing | A linkable tool or template, promoted to communities and resource pages |
This mix builds a steady base of relevant links early, then adds the higher-authority coverage that data-led PR can earn.
Tactics that suit SaaS particularly well
Integration ecosystems
If your product integrates with other tools, their integration directories, marketplaces and partner pages are some of the most relevant links available. Many partners will also co-publish guides or case studies, which earn further links and referrals.
Free tools
A free version of a small, useful job your product does, such as a calculator, checker, generator or template, attracts links naturally and introduces users to your brand. The best free tools are genuinely useful without signing up.
Customer and community stories
Customers who have achieved something notable with your product may be happy to share it on their own blogs, in industry media or at events, often linking back to you.
Glossaries and definitions
Clear explanations of the terms in your category often become the page others link to when they mention those terms, especially for newer categories where few good definitions exist.
Measuring link building
Count links, but judge success by what they do: ranking improvements for the pages you targeted, referral traffic, and coverage that sales and marketing can reuse. A handful of strong links that move a comparison page onto page one are worth more than a long list of placements nobody reads.
How to evaluate a link
| Question | Good sign |
|---|---|
| Is the site relevant to our market or buyers? | Covers software, your category or your buyers' industry |
| Does it have a real audience? | Genuine organic traffic and engagement |
| Is the link editorial? | Placed in content where it helps the reader |
| Would we want it without SEO? | It could send relevant visitors |
If the answer to the last question is no, the link is probably not worth having.
For help building links the durable way, see our link building service.