What is link building?
Every link from another website to yours is a vote of trust. Search engines use those votes to decide which website deserves the top spot. Link building is the craft of earning those votes: structurally building relevant, high-quality backlinks that grow your authority.
Within SEO, link building is the third pillar next to technical work and content. And its importance is growing: AI search engines such as ChatGPT and Perplexity also prefer to cite sources with proven authority.
Relevance over volume
Ten links from your industry do more than a hundred from random directories. We only build links that make editorial sense.
Authority that compounds
Every strong backlink increases trust in your domain, making all your pages easier to rank.
A natural link profile
Varied anchor texts and sources, at a pace that looks organic. Exactly how search engines want to see it.
AI visibility included
Mentions and links on trusted sources increase the chance that AI models cite your brand.
Buying backlinks: the honest story
Search for buying backlinks and you will find dozens of providers with packages from a few euros. That is where the real difference sits between building authority and buying risk: not whether a placement is paid for, but where that link lives and how it is embedded.
Link placements can absolutely be part of the strategy, as long as they are selective. Bulk packages and link farms give a short spike at best and a lasting risk; Google keeps getting better at recognising those patterns.
Where it goes wrong
Bulk packages, link farms and networks with fixed price lists per link. Exactly the patterns Google detects and penalises.
What does work
Selective placements on relevant websites with real traffic, embedded in editorial content with natural anchor texts.
Our quality bar
We assess every source upfront on authority, relevance, traffic and authenticity. If a website does not clear that bar, we do not place there.
How we build links
Our link building runs on multiple routes that reinforce each other. No tricks, but a mix that fits your market and pace.
Digital PR
Newsworthy stories, data and research that journalists and trade media want to pick up, with a natural mention as the result.
Link-worthy content
Guides, tools and insights that websites in your industry want to reference on their own.
Strategic link placements
Quality-checked placements on relevant websites with real traffic, editorially embedded and fitting your link profile.
Targeted outreach
Personal contact with relevant websites, editors and partners in your market. No mass mailing, but lasting relationships.
Capturing existing opportunities
Turning unlinked brand mentions into links and restoring valuable references to pages that disappeared.
What makes a backlink valuable?
Not every backlink carries the same weight. One strong link can do more than a hundred weak ones, and search engines keep getting better at telling the difference. These are the six factors we assess for every placement.
Source authority
The stronger the link profile of the referring website, the more value the link passes to your domain.
Relevance
A link from your industry or field carries more weight than a random mention on a directory site.
Real traffic
Websites with real visitors are proof that a source is alive. That is exactly where you want to be found.
Editorial context
A link in the middle of a relevant article does more than a mention in a footer, sidebar or link list.
Natural anchor text
Variation in anchor texts keeps your profile credible. We use exact-match anchors deliberately and sparingly.
Fit within your link profile
The mix of sources, anchors and pace has to look organic. One strong link at the right moment beats ten mediocre ones.
Link building strategy in four steps
Link building without a plan is burning money. Every engagement therefore starts with a link building strategy that defines which links you need, where they come from and at what pace.
Step 1. Link profile analysis
We put your link profile next to the competitors ranking above you: where is the gap and which links explain their positions.
Step 2. Target pages and anchor texts
We point links at the pages that need to perform commercially, with an anchor mix that stays natural.
Step 3. Execution through multiple routes
Digital PR, link-worthy content, strategic placements and outreach run in parallel, at a pace that fits your profile.
Step 4. Measure and adjust
Every month you see which links were added, how your authority grows and what it does to rankings and organic traffic.
Outsourcing link building to TNG
Link building is the most labour-intensive part of SEO and requires a network, editorial skill and patience. Which is exactly why companies outsource it to us.
Link building works best combined with strong content and a technically healthy site. Read how outsourcing SEO works with us, or explore our full SEO approach.
Full transparency
Every month you see which links were added, on which sources and with what effect on your authority.
A quality bar
We test every potential source for relevance, authority and authenticity before we invest time in it.
Part of your SEO strategy
We build links to the pages that deliver commercially, not randomly to your homepage.
A selection of our clients
View our full portfolio
Cases
Results with Link building
In a competitive, international market, Beans App needed to attract high-quality, active users rather than just app installs. This required a scalable strategy that makes optimal use of ecosystem partners. Because of strict platform rules on channels such as TikTok, specific platform expertise, creativity and patience were crucial for successful scaling.
Beans
De website van Villa Bloom, een tweetalige kinderopvang in Den Haag en Voorburg, was online nauwelijks vindbaar. Strategische pagina's scoorden niet in Google door een lage domeinautoriteit, een gebrekkige technische structuur en het ontbreken van een contentstrategie. Zonder die basis heeft iedere optimalisatie weinig effect.
Villa Bloom
Glaskoning wanted to take their marketing to the next level with impactful content. The ads didn't stand out enough and organic growth was stagnating. The ambition was a powerful combination of visual 'stopping power' in ads and a dominant SEO position. The goal: more visibility, higher authority and structural growth in profitable traffic.
Glaskoning
Insights
