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7 White Hat Link Building Techniques to Improve Your Websites Ranking



Vineet Gupta

Modern SEO is a complex discipline. That’s because search engines use a wide variety of signals to determine SERP placements. And that means there are countless aspects of web pages that need attention to achieve results

But without a doubt, link building is one of the most critical parts of the SEO process. The quantity and quality of the backlinks leading to a page play a huge role in its search engine ranking. And it’s been that way since the earliest days of search

But in the old days, all backlinks counted equally. And that led to abuse in the form of link farms and other black hat linking schemes. In response, Google and other search engines cracked down on that type of manipulation and worked tirelessly to update their algorithm to detect it

Today, your site would be penalized for attempting to use black hat techniques to improve SERP performance. But there are still a variety of white hats – or legitimate, relevant – backlink building techniques that work well. And while they do take a great deal of work, time, and care to execute, the payoff is tremendous

To help, here’s a top to bottom guide on the subject. We’ll cover what white hat link building is, how it compares to black hat techniques, and the pitfalls to watch out for. Then, we’ll cover 7 white hat link-building tactics that can propel your site to the top of the search engine results pages. Let’s get to it

What is White Hat Link Building?

White hat link building refers to techniques that encourage other authority websites to link to your own. And they all rely on organic linking and not on paid placement of any kind. And the reason white hat link-building strategies aren’t penalized by search engines is that they result in links that add value to the content they appear in

Recently, even John Muller, Senior Webmaster Trends Analyst at Google, has confirmed that it is ok to outreach to the websites and share that you have a good piece published on your website and if they like it they can link to it or let their audience know about it.

White Hat Vs. Black Hat Link Building

Where white hat link building relies on generating useful, high-quality links, black hat link building typically seeks to generate backlinks by any means necessary. As SEO techniques go, they are the polar opposites of one another. And because search engines prioritize their users’ search experience above all else, they frown upon sites trying to gain relevance by resorting to tricks and inorganic linking

Common white hat SEO link-building techniques include things like including backlinks within guest posts on other sites or within a related author profile, or through relationship building with other site owners. Those relationships can then become the basis of niche edit requests, where a site owner suggests some relevant content on their site to the other site owner or proposes a barter arrangement

Black hat techniques, by contrast, are attempted shortcuts around all of that hard work. A popular one is the use of private blog networks (PBNs), which are clusters of blogs that exist for little purpose other than to be a vehicle for backlinks. And another is the use of automated link placement tools that focus on link quantity rather than quality. The thing they all have in common is that they’re risky attempts to trick search engines that can backfire spectacularly

7 White Hat Link Building Techniques

Now that you know the difference between white hat and black hat link-building techniques, it should be obvious that the former is the only viable way to achieve SEO success. It should also be obvious why that’s the case. And to help you to develop creative link-building strategies that result in high-quality white-hat links, here are 7 white hat link-building techniques that you can use to push your website to the top of the search rankings

1. High-Quality Content

The core of any link-building strategy has to be the creation of high-quality content to support it. This serves two distinct purposes. First, it creates real visitor engagement that lets search engines know that sending traffic your way is worthwhile. And second, it provides a legitimate reason for other sites to link to your content

Creating high-quality content is one of the SEO best practices that are so fundamental that it should be obvious. But creating high-quality content takes a great deal of research and work. And that’s why it’s considered a white hat technique

You have to put in the time to analyze the pages that rank well for your target keywords, and then create content that represents the best features of them all. This creates a powerful incentive for authority sites to link to your content, creating a beneficial loop that continually improves your SERP performance

2. Guest Blogging

Another powerful white hat link-building technique is to find opportunities to guest post on related, high-authority websites. 53% of marketers believe that link building helps in improving ranking in search engines. Put simply, Google values the opinions of the websites that score well in its ranking algorithm. And getting a backlink to your content from any of those sites reflects well on your site because it represents that site’s seal of approval in Google’s eyes

But you can’t simply pay an authority site to include outbound links to your own. That’s because Google’s algorithm takes the quality of your backlinks into account in addition to their origin. So you have to find a way to get those backlinks organically, which is what you achieve with guest posting. And it’s an easy but time-consuming tactic to master

You don’t have to be a renowned expert in your field to guest post and you can learn how to do guest blogging even if you don’t have much writing experience. What’s important is to do your research and create content that will add value to the site you’re guest posting on. And if you can do that, you’ll find that other sites will be quite receptive to publishing your work

3. The Skyscraper Technique

One of the additional benefits that come with creating quality content is that it enables another kind of white hat link-building tactic. It’s called the skyscraper technique, and it refers to the process of creating content that’s superior to something that already ranks well, and then working to replicate its backlinks. It’s a tactic that requires plenty of work, but that can be worth its weight in gold when done right

The way that the skyscraper technique works is a simple three-step process. They are:

  • Identify a target keyword and look for a high-ranking result for that keyword you think you can improve on
  • Create your superior content
  • Reach out to the sites that have linked to the original and ask them to consider switching their links to your superior version

The reason that this is such a great approach is that it’s less risky than creating brand-new untested content. By working to improve on something that has already attracted quality backlinks, you already know there’s ample demand for what you’re creating. And while the skyscraper technique is a little bit cut-throat as far as white hat link building goes, it’s a legitimate and viable tactic to include in your link building strategy

4. Moving Man Method

Because the internet isn’t static, content tends to come and go offline with some frequency. And you can use that to your advantage to execute another white-hat link-building tactic called the moving man method. As its name implies, it revolves around finding ways to replace links to content that’s gone offline or is otherwise inaccessible with your own

The process is simple. You begin by identifying content that has a large volume of quality backlinks, or a handful of especially valuable ones that’s either moved or gone offline. Then, you replicate that content and ask the sites that linked to the original to consider replacing those dead links with ones to your site

The hardest part of this technique is finding broken links to target in the first place. But you can begin that process by looking for competitors in your market that has rebranded or gone out of business. Then, find the sites that still have backlinks to those competitors. Once you’ve identified a missing piece of content that has plenty of broken backlinks, the rest is simple

5. Niche Edits

Another way you can build backlinks is to create content that’s specifically designed to add value to an existing high-ranking page, and then ask that page’s owner to link to it. It’s a process that’s known as making niche edits, and it’s an excellent white hat link-building technique

The reason for that is simple. It benefits both parties and has no real downsides. In other words, you gain a backlink and the site that links to you improves the value of its content, thereby protecting its own page rank

The only caveat is that some site owners will only consider making niche edits if you pay them to do it. And while there’s nothing inherently wrong with that, it can increase your costs significantly if you’re not prepared for it. So it’s best to feel out the owner of your desired linking site partner before creating too much-customized content. If they’re open to niche edits, then you’ll be clear to proceed

6. Reciprocal Linking

One of the most basic white hat link-building tactics is also the simplest to execute. It’s to link to trusted websites as your content sources and then asking them to link to your article in return. This kind of reciprocal linking makes up a large portion of earned backlinks, as all you’re doing is trading some outbound links for some inbound links to your site. Do it with a limited number of websites only to avoid any risk of creating too many 2-way backlinks

Be aware, however, that not all site owners will be willing to engage in reciprocal linking. This is especially true if your site lacks authority. There’s just not enough in it for the other site to make the effort worth it. So, although it’s not impossible to succeed with a reciprocal link-building effort early in your site’s life, it’s a tactic that becomes increasingly valuable as its status grows later on

7. Blog Commenting

Although there’s some debate about how well blog commenting works as a white hat backlink strategy, there’s reason to believe it can still play a role in your overall link-building efforts. It’s also very easy to execute. All you have to do is look for content on high-authority websites that satisfy three major criteria:

  • The content is related to your industry or the keywords you’re targeting
  • The content allows comments from visitors
  • The comment section doesn’t implement a nofollow tag

If you find a high-authority site with content that satisfies these criteria, all you have to do is leave a comment that includes a link to your website. Of course, you’ll want your comment to add something to the discussion on the page, as obvious link insertions are frowned upon and will likely be deleted. Over time, doing this will improve your site’s SERP performance and should also create some additional organic traffic

White Hat Link Building Techniques are the Core of Good SEO Strategy

The bottom line here is simple. Achieving top SERP performance involves trying to improve several facets of your site and its content simultaneously. And, because Google and the other search engines never reveal the exact composition of their ranking algorithms, it’s like trying to hit an ever-moving target

But making efforts to gain as many high-quality backlinks to your site and its content as possible has always been the one sure way to improve search performance. And although the ways that your backlinks are measured may change, their relative value will always remain high. So that means white hat link building using the methods detailed here should always be at the core of your overall SEO strategy

And taking shortcuts will only lead to penalties and even more work. So all that’s left to do is assemble your SEO strategy using the tactics here that make the most sense for your site, and then execute it with everything you’ve got

Image Credit: provided by the author; thank you!

Vineet Gupta

Digital Marketing Team Lead

Vineet is a software engineer by qualification and an online marketer by profession. He likes studying Google search algorithms and helps businesses by improving their online presence.


Fintech Kennek raises $12.5M seed round to digitize lending



Google eyed for $2 billion Anthropic deal after major Amazon play

London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.

According to an Oct. 10 report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.

The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:

“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”

The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:

“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”

The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.

The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.

Featured Image Credit: Photo from; Thank you!

Radek Zielinski

Radek Zielinski is an experienced technology and financial journalist with a passion for cybersecurity and futurology.

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Fortune 500’s race for generative AI breakthroughs



Deanna Ritchie

As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.

Goldman Sachs’ Cautious Approach to Implementing Generative AI

In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.

According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.

One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.

To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.

Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.

Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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UK seizes web3 opportunity simplifying crypto regulations



Deanna Ritchie

As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.

Streamlining Cryptocurrency Regulations for Innovation

To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.

The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.

Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.

The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.

Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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