Last Updated on December 30, 2025
They’re the web’s version of “word of mouth”: one site publicly vouching for another.
If your site is brand new, that trust starts at zero, which is why many new websites struggle to rank, even when the content is good.
The good news: you don’t need a massive link profile to get traction.
You need the right kind of authority signals early on, built consistently over time.
In this article, you’ll learn a simple framework for link building on a new site, focused on purchase-intent keywords, plus the three tactics I’d use first and how to keep momentum without turning link building into a full-time job.
Why backlinks matter more for new websites (and which pages need them)
A new website can publish the “best” page on a topic and still rank nowhere.
That’s not always because the content is bad. It’s because Google hasn’t received sufficient external validation to consider the site credible.
Here’s the important nuance:
You don’t need backlinks to every page.
But you do need some backlinks to your root domain (homepage) and a few supporting pages so the entire site can be trusted enough to compete.
Think of it like opening a new restaurant.
You can have an incredible menu, but until enough people mention you, recommend you and link to you, you’re invisible.
Target purchase-intent keywords that need fewer backlinks
Most people start SEO by targeting “learning” keywords.
That’s fine, but those topics often become ultra-competitive, because everyone wants them.
A better approach for new sites is to prioritize purchase-intent keywords: searches where people already know what they want and are trying to take action.
These queries usually imply:
- “buy”, “pricing”, “deal”, “near me”
- “software”, “service”, “provider”
- “best [tool] for [job]”
- “alternative”, “compare”, “vs”
- “book”, “hire”, “quote”, “demo”
They’re often overlooked, which makes them less competitive.
And when competition is lower, you can rank with fewer backlinks, especially if your site has some baseline authority.
The 3 link-building strategies I’d start with
When I launch a new site, I focus on three things first.
Not because they’re trendy. Because they’re repeatable, legitimate, and compound over time.
1) Launch platforms + social announcements
Most businesses launch once, then go quiet.
That’s a missed opportunity, because launches create natural reasons for people to mention you, link to you, and search your brand.
Start with launch platforms that fit your niche:
- Tech: Product Hunt, BetaList, niche SaaS directories
- Local/service: local business communities, regional lists
- Content/media: relevant newsletters, curated “new tools” lists
Then do the obvious thing most people skip: announce on social.
Especially LinkedIn and X if your audience is there.
What this does (even beyond links):
- Drives real visits and engagement
- Increases branded searches
- Creates discoverability loops for future mentions
Operational note: Set up analytics and Google Search Console early, submit your sitemap, and ensure your brand name is discoverable. If people search for you and you don’t show up, you’re wasting attention.
2) Directories (because real businesses show up where customers look)
Directories are often overlooked when approached with a business mindset.
If you’re a legitimate business, being listed across relevant directories is normal and those listings often include links that help establish baseline trust.
Use two buckets:
Niche directories
These are industry-specific: “best [category] tools”, “top [industry] agencies”, “marketplace for [type]”.
General directories
These include broader “company discovery” platforms and “alternatives” sites.
The goal here isn’t “link juice.”
It’s credibility, consistency, and a clean footprint across places customers and journalists might check.
Recommendation: Track every directory submission in a spreadsheet with four columns:
- URL of the listing
- Login/email used
- Password (or credential manager reference)
- Description text used
If your positioning changes later, you’ll be glad you did.
3) Expert quote platforms (one reply a day for a few months)
This is the most efficient “high trust” link-building tactic for a new site, because it turns your expertise into editorial mentions.
The model is simple:
- Journalists ask for quotes
- You respond as a credible expert
- They include your quote
- You get a mention (often with a link)
Treat it like a daily habit:
One response per day is enough.
Do that for 60–90 days and you’ll build a base of authoritative citations that most new sites never get.
Platforms in this category include services such as “source-of-sources” style newsletters, reporter-request platforms, and expert-quote networks.
You don’t need to “pitch.”
You need to be helpful and easy to use.
Expert quote platforms: how to get accepted more often
Most people lose here for one reason:
They write responses like marketers, not like sources.
If you want higher acceptance rates, structure your reply like this:
- Why you’re qualified (1–2 sentences)
- The quote (the exact thing they can paste)
- Optional context (one supporting point, max)
- Short bio (with your role and company)
Keep it tight.
Journalists are not collecting essays. They’re collecting usable snippets.
What not to do:
- Don’t attach sales pitches
- Don’t stuff keywords
- Don’t write “Let me know if you want to learn more about our solution…”
Your “About” blurb is where your link/value lives. The quote is what earns you the placement.
Linkable assets: the only “shortcut” that isn’t spam
The fastest way to get links is still the oldest one:
Create something people want to reference.
That could be:
- A free tool
- A calculator
- A template library
- A dataset
- A highly visual explainer
- A weird-but-useful interactive page
When a linkable asset is created, the upside is significant because people voluntarily and repeatedly link to it.
But linkable assets are creative work, not checklists.
If you struggle with ideas, train the skill like a muscle:
Spend five minutes a day combining unrelated things into one concept. The point is to build “connection-making” ability, because linkable assets are usually just unexpected connections packaged in a proper form.
When you get a promising idea, build a miniature version fast and launch it through the same launch + social loop.
Did it work? How to measure early link-building results
New-site link building shouldn’t be judged by “DR went up.”
Measure outcomes that map to real progress:
Your brand becomes searchable (and clicks happen)
When people search your brand name, does your site appear?
Do people click it?
That’s a simple early signal that Google is recognizing you and that users are interacting with you.
Your homepage and key pages start earning referring domains
You want to see:
- The first wave of referring domains
- A steady upward trend (even a slow one is fine)
- Links landing on your homepage and a few core pages
For new sites, consistency beats spikes.
Your purchase-intent pages begin moving.
The best sign you chose the right keywords is this:
You start seeing impressions and ranking movement with fewer links than you expected.
Track:
- impressions (Search Console)
- average position trend
- pages that “break out” with minimal authority
Those are your compounding pages.
Five mistakes that waste time (and keep new sites stuck)
1) Trying to rank with zero baseline authority
Even purchase-intent pages need the site to look real. Get some paid backlinks first.
2) Chasing metrics instead of relevance
A relevant mention on a smaller site can move you more than a random high-metric link no one in your niche cares about.
3) Doing everything at once
New sites burn out by trying to build links, write content, and launch campaigns simultaneously. Start with one daily habit and one weekly push.
4) Writing journalist responses like outreach emails
Reporter platforms are not outreach. Your job is to be copy-pasteable, credible, and fast.
5) Treating link building as a one-time task
Link building compounds. It’s not “get 30 links and stop.” It’s “keep showing up” through launches, listings, quotes, and occasional linkable assets.
Final thoughts
For new websites, link building isn’t about “hacking” authority.
It’s about creating enough real-world signals that Google can confidently rank you, especially for action-driven keywords.
If you want a simple plan, do this:
- Week 1–2: launch + directories + make sure brand search works
- Next 60 days: one expert quote reply per day
- Monthly: ship one “linkable” experiment (even small)
You don’t need to sprint.
You need to keep stacking small wins until the site has momentum and then everything gets easier.
