Meta Description: Discover which links Google trusts more – natural or built links. Learn proven strategies to earn organic backlinks and avoid penalties. Complete guide with examples.
What Are Natural Links? (Complete Definition)
Natural links are backlinks that other websites give to your content voluntarily, without you asking, paying, or exchanging anything. These are also called organic links or editorial links
Real Example of a Natural Link
Imagine you publish an article: “2025 Social Media Marketing Statistics: Data from 10,000 Businesses”
A marketing blogger finds your article on Google, reads it, and writes in their blog:
“According to recent research by [YourWebsite], Instagram engagement rates have dropped to 1.2% in 2025, while TikTok maintains 5.7% engagement.”
They include a hyperlink to your article without you ever contacting them.
Why this is a natural link:
1. Editorially Placed The website owner decided to link without any request from you.
2. Contextually Relevant
The link appears within content that’s related to your topic. For example, a fitness blog linking to your nutrition guide.
3. Natural Anchor Text People use normal phrases like:
- “according to this study”
- “as explained here”
- “check out this guide”
- Your brand name
- Your website URL
4. From Quality Sources Usually comes from:
- Established industry blogs
- News publications
- Educational institutions (.edu)
- Government sites (.gov)
- Trusted resource websites
5. Provides Value The link genuinely helps the reader find useful information.
What Are Built Links? (Complete Definition)
Built links are backlinks you actively create or acquire through outreach, requests, or link-building campaigns. You’re deliberately trying to get these links instead of earning them naturally.
Real Example of a Built Link
You send this email to a blogger:
“Hi Jennifer, I saw your article about email marketing. I just published a detailed guide on email subject lines. Would you consider adding it to your resources section?”
If Jennifer agrees and links to you, this is a built link.
Why this is a built link:
- You actively requested it
- You found the opportunity and pursued it
- It wouldn’t exist without your outreach effort
- You built the relationship to get the link
Common Types of Built Links
1. Guest Post Links You write articles for other websites and include a link back to your site in the author bio or content.
Example: Writing a guest post for a marketing blog with a link: “John Smith is the founder of MarketingPro.com”
2. Directory Submissions Submitting your business to online directories.
Example: Adding your website to Yelp, Yellow Pages, industry directories Aptos Italic
3. Forum Signature Links Adding your website link in your forum profile signature.
Example: “Visit my website: www.yoursite.com” in forum signatures
4. Blog Comment Links Leaving comments on blogs with your website URL in the comment form.
5. Reciprocal Links Exchanging links with another website owner.
Example: “I’ll link to your blog if you link to mine”
6. Resource Page Outreach Requesting to be added to someone’s “useful links” or resources page.
7. Paid Links Directly paying money for backlinks (violates Google’s guidelines).
Which Links Does Google Trust More?
Google trusts natural links FAR MORE than built links.
Here’s the trust breakdown:
Google’s Link Trust Levels
HIGHEST TRUST – Natural Links from Authority Sites
- Trust score: 100%
- SEO value: Maximum
- Example: Natural editorial link from Forbes, TechCrunch, major news sites
- One of these links = 50+ low-quality built links
MEDIUM TRUST – White Hat Built Links
- Trust score: 40-60%
- SEO value: Moderate
- Example: Quality guest post on established industry blog
- Done ethically, provides some value
LOW TRUST – Gray Hat Built Links
- Trust score: 10-30%
- SEO value: Minimal
- Example: Directory submissions, forum links
- Google often ignores these
NO TRUST – Black Hat Built Links
- Trust score: 0%
- SEO value: Negative (can cause penalties)
- Example: Paid links, link farms, spam links
- Risk of Google penalty
Why Google Trusts Natural Links More
Reason 1: Genuine Endorsements
When someone links to your content without being asked, it’s a real vote of confidence. Google’s entire ranking system (PageRank) was built on this idea – links are like votes showing your content is valuable.
Reason 2: Harder to Manipulate
Natural links require creating genuinely good content. You can’t fake them at scale. This aligns with Google’s mission to show the best content in search results.
Reason 3: Better User Experience
Natural links exist because they help readers. Built links often exist just for SEO, not for user value.
How Google Identifies Natural vs Built Links
Google uses advanced algorithms to detect which links are natural and which are artificially built.
Detection Method 1 – Link Velocity (Speed of Getting Links)
Natural Link Pattern:
- Month 1: 3 new links
- Month 2: 5 new links
- Month 3: 22 new links (article went viral on social media)
- Month 4: 8 new links
- Month 5: 6 new links
- Month 6: 9 new links
This shows gradual, organic growth with occasional spikes when content performs well.
Suspicious Built Link Pattern:
- Month 1: 0 links
- Month 2: 0 links
- Month 3: 147 new links (hired link building service)
- Month 4: 3 new links
- Month 5: 0 links
- Month 6: 2 new links
This sudden spike screams “link building campaign” to Google.
Detection Method 2 – Anchor Text Analysis
Natural Anchor Text Distribution:
- 35% Brand name (“Nike”, “Nike.com”)
- 25% Generic (“click here”, “this article”, “read more”)
- 20% URL (“www.nike.com”, “nike.com”)
- 15% Topic-related (“running shoe guide”)
- 5% Exact keywords (“best running shoes 2026”)
Unnatural Anchor Text (Red Flag):
- 85% Exact match keywords (“buy cheap laptops online”)
- 10% Keyword variations (“cheap laptops online buy”)
- 5% Other
This over-optimization is a clear manipulation signal.
Detection Method 3 – Link Placement on Page
Natural Link Placement:
- Within main article content (body text)
- Surrounded by relevant text discussing the topic
- Makes sense in the sentence context
- Helps the reader learn more
Example sentence: “Recent studies show conversion rates vary by industry, with e-commerce averaging 2.86% according to data from this comprehensive analysis of 500,000 stores.”
Unnatural Link Placement:
- In website footer (bottom of every page)
- In sidebar widgets
- In author bio boxes with no context
- In random comment sections
- In lists of unrelated links
Detection Method 4 – Linking Site Quality
High-Quality Natural Link Sources:
- Age: Website 10+ years old
- Authority: Well-known industry publication
- Relevance: Same or related industry/topic
- Traffic: Gets real visitors
- Content: High-quality, regularly updated
- Trust: .edu, .gov, major news sit
Examples: Harvard.edu, NYTimes.com, Forbes.com, government health sites
Low-Quality Built Link Sources:
- Age: Website created last month
- Authority: Unknown, no reputation
- Relevance: Completely unrelated industry
- Traffic: No real visitors
- Content: Thin, AI-generated, or spammy
- Trust: Private blog networks, link farms
Examples: Random blogs with 100+ outbound links, foreign language sites with English links, obvious spam directories
Detailed Comparison – Natural Links vs Built Links
SEO Value & Ranking Power
NATURAL LINKS:
- Directly improve your Google rankings
- Pass full authority (PageRank) to your site
- Long-lasting ranking improvements
- One quality natural link can boost you 5-15 positions
Real Example: A single natural link from a Forbes article increased a client’s keyword ranking from position #23 to position #8 for their target term “project management software”.
BUILT LINKS:
- Variable impact – depends on quality and method
- Many get ignored by Google algorithms
- Can be filtered out by Google Penguin
- Often provide zero ranking benefit
Real Example: A business bought 500 directory links for $2,500. After 3 months, rankings didn’t improve at all because Google ignored the low-quality links.
Risk of Google Penalties
NATURAL LINKS:
- Zero penalty risk
- Cannot violate Google guidelines (you didn’t manipulate anything)
- Safe and sustainable
- Protects you from negative SEO attacks
BUILT LINKS:
- High penalty risk if using manipulative tactics
- Google Penguin specifically targets unnatural link profiles
- Manual actions possible for severe violations
- Recovery takes 6-12 months
Real Penalty Case: Company built 3,000 low-quality links in 2 months using a cheap service.
Result:
- Google Penguin penalty hit them
- Traffic dropped 78% overnight
- Had to disavow 2,847 bad links
- Took 11 months to recover
- Lost over $200,000 in revenue
Longevity & Sustainability
NATURAL LINKS:
- Remain valuable indefinitely
- Continue sending referral traffic for years
- Build genuine brand authority
- Compound over time (good content attracts more links)
Example: An SEO guide published in 2019 still earns 4-7 new natural backlinks every month in 2026 – that’s 7 years of ongoing link growth from one piece of content.
BUILT LINKS:
- May be removed when site owner discovers them
- Lose value as Google’s algorithms improve
- Require ongoing effort to maintain
- Don’t build real brand authority
Example: Guest post links often get removed when websites refresh their content or change ownership. Built links have a 30-40% removal rate over 3 years.
How to Earn Natural Links (5 Proven Strategies)
Strategy 1 – Create Original Research & Data
Why It Works: Journalists, bloggers, and content creators constantly need statistics and data to support their articles. When you publish original research, people naturally cite it.
Step-by-Step Process:
- Step 1: Choose a topic with data demand
- Survey your customers
- Analyze industry trends
- Compile statistics from your business data
Step 2: Conduct the research
- Survey 500-1,000+ people for credibility
- Or analyze your database (orders, users, transactions)
Step 3: Publish comprehensive findings
- Create detailed report with charts
- Include key statistics people can quote
- Make data downloadable
Step 4: Promote to journalists
- Submit to HARO (Help A Reporter Out)
- Email relevant journalists with findings
- Share on social media
Strategy 2 – Build Free Tools & Calculators
Why It Works: Useful tools solve specific problems and provide ongoing value. People naturally link to tools when recommending resources.
Examples of Successful Tools:
1. Mortgage Calculator
- Real estate blogs link to it constantly
- Earns 15-30 backlinks monthly
- Helps people calculate payments
2. Keyword Difficulty Tool
- SEO blogs reference it in articles
- Earns 20-50 backlinks monthly
- Free alternative to paid tools
3. ROI Calculator
- Marketing blogs include it in roundups
- Earns 10-25 backlinks monthly
- Helps justify marketing spend
4. Carbon Footprint Calculator
- Environmental sites share it
- Earns 8-15 backlinks monthly
- Raises climate awareness
Real Example:
A marketing agency built a free “Email Subject Line Analyzer” tool.
Features:
- Scores subject lines for effectiveness
- Checks spam trigger words
- Suggests improvements
- Shows predicted open rate
Strategy 3 – Write Ultimate Comprehensive Guides
Why It Works: In-depth guides become go-to resources that people bookmark, share, and link to when explaining topics.
Guide Formula:
Length: 3,000-10,000+ words
Structure:
- Complete table of contents
- Detailed explanations with examples
- Original screenshots and visuals
- Step-by-step instructions
- FAQ section
- Summary and action steps
Topics That Work:
- “Complete Guide to [Topic]”
- “Ultimate [Topic] Guide”
- “Everything You Need to Know About [Topic]”
- “[Topic] 101: Beginner to Advanced”
Real Example:
Content included:
- 12,000 words
- 150+ original screenshots
- Explanation of every GA4 metric
- Real examples from actual accounts
- Video tutorials embedded
- Updated quarterly
Who linked naturally:
- Marketing blogs explaining GA4 to readers
- Web design agencies in their resource sections
- Universities in their digital marketing courses
- Tech publications reviewing analytics tools
Strategy 4 – Publish Case Studies with Real Data
Why It Works: Real results with specific numbers provide proof that others want to reference and share.
Effective Case Study Structure:
Part 1 – The Challenge:
- Client’s specific problem
- What they tried before
- Why it wasn’t working
- Exact metrics (conversion rate, traffic, revenue)
Part 2 – The Solution:
- Your strategy or approach
- Why you chose this method
- Step-by-step implementation
- Timeline of execution
Part 3 – The Results:
- Before and after metrics
- Percentage improvements
- Revenue impact
- Visual charts showing growth
Part 4 – Key Learnings:
- What worked best
- What didn’t work
- Recommendations for others
- Applicable insights
Strategy 5 – Create Visual Content & Infographics
Why It Works: Visual content is easier to share and more likely to be embedded on other websites with attribution links.
Types of Visual Content:
1. Data Visualizations
- Charts and graphs of industry data
- Comparison infographics
- Timeline graphics
- Process flow diagrams
Infographics
- Statistics presented visually
- “How to” step-by-step visuals
- Comparison charts
- Industry trend maps
Interactive Content
- Quizzes and assessments
- Interactive maps
- Comparison tools
- Configuration builders
Ethical Built Links That Work (White Hat Methods)
Not all built links are bad. Here are Google-approved methods:
Method 1 – High-Quality Guest Posting
The RIGHT Way:
- Write genuinely valuable content for authoritative sites
- Focus on providing insights, not just getting a link
- Choose sites with engaged audiences
- Link naturally within content context
- Build real relationships with editors
Guest Post Example:
Target site: Established marketing blog with 50,000 monthly readers
Your pitch email: “Hi Sarah, I’ve been following MarketingDaily for 2 years and love your content on email marketing. I’d like to contribute an article on ‘How to Write Email Subject Lines That Get 40%+ Open Rates’ with data from 10,000 emails I’ve tested. This would include 5 proven formulas your readers can use immediately. Would this fit your editorial calendar?”
What makes this work:
- You know the site and audience
- You’re offering unique value (original data)
- Your content helps their readers
- You’re not just asking for a link
Expected result: 1 contextual link from authoritative site in your niche
The WRONG Way:
- Mass emailing 500 blogs with generic pitches
- Writing thin, 300-word guest posts
- Linking to your homepage from every guest post
- Using exact-match anchor text
- Guest posting on low-quality sites just for links
Method 2 – HARO (Help A Reporter Out)
What is HARO: Free platform connecting journalists with expert sources. Journalists post queries seeking quotes and information for their articles.
How It Works:
Step 1: Sign up at HARO.com (free)
Step 2: Receive 3 daily emails with journalist queries
Step 3: Respond to relevant queries with expert insights
Step 4: If selected, journalist includes your quote + link in their article
Best Practices:
- Only respond to relevant queries in your expertise
- Provide specific data and examples
- Keep responses concise (150-300 words)
- Include credentials/credibility
- Respond quickly (within 24 hours)
Method 3 – Broken Link Building
The Strategy:
Find broken links (404 errors) on websites in your niche, then suggest your content as a replacement.
Step-by-Step Process:
Step 1 – Find Broken Links:
Use tools like:
- Ahrefs Site Explorer
- Check My Links (Chrome extension)
- Broken Link Checker
Search for resource pages in your niche:
- “marketing resources”
- “useful SEO tools”
- “web design links”
Step 2 – Create Replacement Content:
If the broken link was to a “Keyword Research Guide” and you don’t have one, create a comprehensive guide on that topic.
Step 3 – Outreach:
Email the website owner:
“Hi [Name],
I was researching digital marketing resources and found your excellent article ’20 Essential Marketing Tools.’ I noticed the link to KeywordTool.com in position #7 returns a 404 error – it appears that site is no longer active.
I recently published a comprehensive guide to keyword research that covers similar ground: [YourLink]. It includes step-by-step tutorials and free tool recommendations.
If you’re updating your resource list, this might work as a replacement. Either way, thought you’d want to know about the broken link.
Best regards, [Your Name]”
What makes this work:
- You’re providing a helpful heads-up about their broken link
- Your content genuinely replaces what was lost
- You’re not being pushy – just offering a solution
- Benefits their readers
Sent 40 personalized outreach emails.
Method 4 – Resource Page Link Building
The Strategy:
Find existing “resources,” “useful links,” or “recommended tools” pages and suggest your content where it genuinely fits.
How to Find Resource Pages
Google search operators:
- “keyword” + “resources”
- “keyword” + “useful links”
- “keyword” + “recommended sites”
- “keyword” + “helpful tools”
Example searches:
- “email marketing resources”
- “SEO tools recommended”
- “web design helpful links”
Outreach Template:
“Hi Professor [Name],
I noticed your excellent resource page for Digital Marketing students at [University]. I’m a professor myself and appreciate how you’ve curated quality learning materials.
I recently published a free, comprehensive guide to Google Ads that includes: – Step-by-step tutorials with screenshots – Real campaign case studies – Budget calculators and templates – Video walkthroughs
Several professors at [Other University] and [Another University] have found it valuable for their courses. Would it be appropriate to include on your resource page?
Here’s the link: [YourLink]
Either way, thank you for providing such helpful resources to students.
Best regards, [Your Name]”
Critical Requirements:
- Your content MUST genuinely deserve inclusion
- Must be highly relevant to the resource page topic
- Must be free and valuable
- Must be better or equal quality to existing links
BUILT LINKS:
- Don’t spam irrelevant resources
- Don’t ask for links on low-quality pages
- Don’t use template emails
Success Rate: 8-15% positive responses
Common Mistakes That Make Built Links Look Unnatural
Mistake 1 – Over-Optimized Anchor Text
All your backlinks use exact-match keywords:
- “best CRM software for small business”
- “top CRM software 2026”
- “small business CRM”
- “CRM software reviews”
Google’s reaction: Obvious manipulation, likely penalty
Natural variety of anchor text:
- “TechCRM” – brand name
- “this tool” – generic
- “techcrm.com” – URL
- “CRM comparison guide” – descriptive (7 links – 9%)
- “best CRM software” – keyword (3 links – 4%)
Total: 75 links with natural distribution
Google’s reaction: Looks natural, full SEO value
Mistake 2 – All Links Point to Homepage
WRONG Pattern:
- 100% of backlinks point to: www.yoursite.com
- No links to internal pages
- No links to blog posts
- No links to specific resources
Google’s reaction: Unnatural, obvious link scheme
RIGHT Pattern:
- 40% to homepage (www.yoursite.com)
- 35% to blog posts and guides (/blog/seo-guide)
- 15% to product pages (/products/crm-software)
- 10% to tools and resources (/tools/calculator)
Google’s reaction: Natural linking pattern
Mistake 3 – Irrelevant Link Sources
WRONG – Red Flag Example:
You run a dental practice website but have links from:
- Casino gambling blogs
- Payday loan directories
- Foreign language tech forums (Chinese, Russian sites linking to English dental site)
- Adult content websites
- Pharmaceutical spam sites
Google’s reaction: Immediate red flag, possible penalty
RIGHT – Natural Example:
- Local business directories (Yelp, Google Business)
- Healthcare blogs and publications
- Dental industry associations
- Local news coverage
- Patient testimonial sites
- Related health topics (orthodontics, oral surgery)
Google’s reaction: Natural, relevant link profile
Mistake 4 – Sudden Link Velocity Spikes
WRONG – Suspicious Pattern:
- January: 2 backlinks
- February: 1 backlink
- March: 189 backlinks (hired cheap link service)
- April: 3 backlinks
- May: 0 backlinks
- June: 1 backlink
Google’s reaction: Obvious link building campaign, devalue or penalize
RIGHT – Natural Pattern:
- January: 4 backlinks
- February: 7 backlinks
- March: 28 backlinks (published viral content)
- April: 12 backlinks (content still being shared)
- May: 9 backlinks
- June: 11 backlinks
Google’s reaction: Natural growth with explainable spike
Mistake 5 – Low-Quality Link Sources
WRONG Sources:
- Websites created last week
- Sites with Domain Authority under 10
- Pages with 100+ outbound links
- Content that’s AI-generated spam
- Sites with zero real traffic
- Private Blog Networks (PBNs)
RIGHT Sources:
- Established websites (2+ years old)
- Sites with Domain Authority 30+
- Pages with relevant, quality content
- Sites with real human traffic
- Natural editorial link placement
- Genuine industry publications
Rankings Impact:
- Received Google manual action
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