[Editorial.Link surveyed](https://editorial.link/link-building-statistics/) 113 industry experts from Europe, the United States, and the United Kingdom. Participants, including in-house experts and outsourced professionals, shared their thoughts on link-building practices.  The survey revealed that many SEOs believe competitors use paid backlinks to improve rankings, highlighting the importance of high-quality backlinks in achieving better search visibility. ## Google’s Guidelines on Paid Links While Google warns against paid links, their guidelines aim to maintain the integrity of search results. This ensures that organic ranking factors are prioritized, encouraging SEOs to focus on quality and relevance in their link-building efforts. The survey emphasizes the benefits of acquiring high-quality backlinks. SEOs understand that while buying links can provide a quick boost, [ethical link-building practices](https://www.stanventures.com/blog/link-building/white-hat-link-building/) yield sustainable success without risking penalties. [Google’s algorithms](https://www.stanventures.com/blog/google-algorithm-updates/) are proficient at detecting low-quality links, making it crucial for SEOs to prioritize quality over quantity. ## Why SEOs Value Buying Links Many SEOs continue to buy backlinks due to the challenges of organic link-building. Competitive niches like finance, insurance, and gambling often see a higher prevalence of paid links. The survey reveals that websites with lower domain ratings are more likely to sell links, making it essential for SEOs to ensure the quality and [relevance of their backlink](https://www.stanventures.com/blog/link-building/relevant-links/). The Ahrefs study shows that niche edits and guest posts are common forms of paid links, reflecting the ongoing demand for high-quality backlinks. SEOs recognize that ethical link-building practices lead to sustainable success and better rankings. ## Effective and Ethical Link-Building Tactics The survey highlights several effective link-building tactics for 2024. Digital PR is the most favored method, with 67.3% of respondents endorsing it. Guest posting and creating linkable assets are also popular strategies. These tactics emphasize building high-quality, organic links through ethical means. SEO experts advocate for transparency and originality in link-building efforts. Genuine outreach, fostering relationships, and creating valuable content are seen as sustainable strategies for long-term success. Avoiding link farms and dubious agencies ensures that SEOs maintain their site’s integrity and avoid penalties. ## Role of AI in Link Building AI is playing an increasing role in link-building practices. The survey shows that 44.2% of respondents use AI tools to streamline processes like identifying link opportunities and automating outreach. However, human oversight remains crucial to ensure the quality and relevance of links. SEO experts caution against over-reliance on AI, emphasizing the importance of human judgment in building genuine relationships and creating high-quality content. As AI technology evolves, it will complement human efforts, enhancing the efficiency of link-building practices. ## Evolution of Link Building [Link-building strategies](https://www.stanventures.com/blog/link-building/) have evolved significantly over the years. Initially, quantity often trumped quality, leading to link farms and automated exchanges. However, search engines like Google have refined their algorithms, prioritizing the quality and relevance of links. Google’s Penguin update 2012 marked a significant shift, targeting manipulative tactics and reinforcing the importance of earning links through merit. Since then, ethical practices and high-quality content have become the cornerstone of successful link-building strategies. ## Future of Link Building High-quality, authoritative links will become even more valuable as AI-generated content becomes more prevalent. SEOs predict that links will continue to play a crucial role in Google’s ranking algorithms, serving as reliable indicators of a site’s credibility and relevance. The methods for acquiring links are likely to change, with AI-driven tools playing a larger role in link analysis and outreach. However, human effort will remain essential for building relationships and ensuring link quality. SEOs must focus on creating authentic, high-quality links that convey trust and authority. ## Practical Advice for Ethical Link Building For those wary of the [risks associated with buying links](https://www.stanventures.com/blog/link-building/buying-backlinks/), the survey offers practical advice: prioritize organic link-building methods. Tools like Editorial.Link’s Link Type Classifier can help SEOs verify the nature of their backlinks and ensure compliance with best practices. Engaging in ethical link-building not only protects a site’s integrity but also contributes to sustainable SEO success. ## Key Survey Insights - 92% of SEOs suspect their competitors of buying backlinks. - 83.2% believe the impact of link-building can be seen in two weeks or more. - Digital PR (67.3%), guest posting (38.9%), and linkable assets (36.3%) are the top tactics. - 53.9% spend over $300 to acquire one quality link. - 69% use Ahrefs Domain Rating (DR) to determine domain authority. - 84.6% prioritize relevance, followed by domain authority scores and site traffic (both 68.3%). - 58.4% rate the impact of links as high. - 69% do not use Google’s Disavow tool. - 44.2% use AI tools in link-building efforts. - 71.1% believe it is possible to rank high on Google solely through quality content without relying on backlinks. SEOs can achieve long-term success and improve their site’s search visibility by focusing on high-quality, ethical link-building practices. ## Quotes from the Study 1. Ann Smarty, Co-Founder of [Smarty Marketing](https://www.smarty.marketing/): “Creating content that attracts links is the most effective link-building tactic because you don’t have to request each link; backlinks come on their own, and editorial links are the safest types of links out there.” 2. Amy Irvine, Digital PR Director at [Digitaloft](https://digitaloft.co.uk/): “It’s really important to look at the value of link building beyond just link numbers. You need to be looking at the quality and relevance of your links. You also need to ensure that the links you are securing are driving real growth in the SERPs.” 3. Patrick Stox, Product Advisor at Ahrefs: “When anyone can easily create basic content, links become an important differentiator to help determine what content is actually good and popular.” By focusing on these insights and strategies, SEOs can leverage link-building to enhance their site’s authority and search rankings ethically and effectively.