Not so long ago, link building was akin to the Wild West of SEO. Directories, blog comments, link farms—anywhere you could sneak in a link was considered fair game, and it worked for a while. Rankings climbed, traffic increased, and those who engaged in this strategy reaped the benefits.
But those days are firmly in the past.
In 2025, link building isn’t about sheer volume or exploiting loopholes. It’s centred on trust, relevance, and authority. Search engines have evolved, and the repercussions for poor practices are harsher than ever. If your SEO approach still relies on shortcuts, it’s not just outdated—it’s perilous.
Let’s examine why spammy links are unequivocally defunct, and what ethical link building embodies in a landscape governed by transparency and quality.
What Constitutes Spammy Links (And Why Are They Still Around)?
Spammy links are backlinks that are:
- Irrelevant to your industry or audience
- Non-editorial, often found in comment sections or footers
- Low-authority, from websites built solely to sell links
- Unnatural, forcibly inserted into poor-quality content or off-topic placements
Despite numerous algorithm updates (Penguin, SpamBrain, Helpful Content), spammy links persist—primarily because they’re inexpensive, easy to produce, and promise quick results.
However, don’t be mistaken: these links don’t just fail to help your site—they can actively damage it. From diminished rankings to manual penalties, the repercussions of bad backlink practices are genuine and increasing.
Google’s Campaign Against Link Spam
Google’s evolving position on link spam is unambiguous: manipulative linking schemes are intolerable. The advent of SpamBrain, followed by consistent updates, has resulted in:
- De-indexing of low-quality domains
- Algorithmic downgrades of sites with suspicious link patterns
- Devaluation of links lacking editorial oversight
- Increased scrutiny of guest posts, affiliate content, and paid placements
This means if your links originate from thin, recycled, or irrelevant content, they won’t convey value—and could instead raise a red flag.
In this climate, brands must shift from outdated tactics to ethical link building strategies that withstand scrutiny and provide enduring value.
What Ethical Link Building Entails
Ethical link building involves acquiring backlinks through transparent, content-driven, and value-focused methods. It adheres to both search engine guidelines and the user experience.
Here’s what it looks like in practice:
- Relevance is Paramount
Every backlink should originate from a site that is thematically aligned with your brand or industry. A SaaS company acquiring links from beauty blogs? Not beneficial. A digital marketing firm earning presence on business, tech, or SEO news sites? That’s where value resides. - Editorial Oversight
The most powerful backlinks are those placed editorially. This means someone with decision-making authority has chosen to include your link because it enhances or supports their content. No automated uploads, no link exchanges—just genuine contribution. - Content-Led OutreachSuccessful link building today is rooted in quality content. This includes:
- Authoritative blog posts
- Data-driven insights
- Industry commentary
- Expert roundups
- Research reports
By creating content genuinely worth referencing, you earn backlinks—without resorting to schemes or shortcuts.
- Transparency and Integrity
Ethical link building doesn’t conceal behind vague “networks” or fabricated placements. You should know:
- Where your links are located
- Who is publishing them
- How they were earned
- What value they provide
If your current provider can’t answer these questions clearly, it’s time to move on.
Why This Is More Crucial Than Ever
In a world where anyone can produce content, trust is the differentiator. And trust is built not only through what you publish but where you’re featured. High-quality backlinks are perceived by both users and algorithms as indicators of credibility.
Ethical link building:
- Enhances your brand’s reputation
- Drives qualified referral traffic
- Supports long-term SEO stability
- Shields your site from volatile updates
It’s not about gaming the system. It’s about being discoverable because you’re valuable, not despite it.
Red Flags to Be Aware Of
- Uncertain if your link building approach is ethical? Watch for these common warning signs:
- Promises of “100 links in 48 hours”
- Placement on unrelated or foreign-language sites
- Content that’s barely readable or clearly spun
- Link placements buried in footers, sidebars, or boilerplate
- No visibility into which domains your links appear on
The SEO landscape is far too competitive for these tactics to work. Worse still, they can reverse your progress and lead to lengthy recovery times.
Long-Term Vision Triumphs
A significant shift in ethical SEO is a transition from quick wins to compounding value. Robust backlink profiles aren’t built overnight. They are developed steadily, with a mix of:
- Outreach to relevant, respected publications
- Strategic content collaborations
- Contributions to ongoing conversations in your field
- Continuous monitoring and disavowal of toxic links
Ethical link building might take longer—but the rewards endure longer too.
Final Reflections
Link building remains one of the most potent levers in SEO. But in 2025, the question isn’t if you’re building links—it’s how.
Spammy tactics may still be circulating, but their effectiveness is rapidly diminishing. Google seeks to reward helpful, high-quality content—and the backlinks that support it. This means the savviest brands are already transitioning to ethical, value-driven strategies.
For businesses serious about SEO growth, it’s time to stop chasing volume and start earning credibility. And if you’re seeking a partner that does it right, Terrier specialises in ethical, editorial-first link building that aligns with both your brand and your business objectives.