Building link equity: strategies that work in 2025
Building link equity remains one of the most powerful ways to boost search engine rankings, drive organic traffic, and strengthen domain authority. However, in 2025, link building has become more complex due to stricter search engine guidelines, advances in AI that better assess link quality and context, and rising competition for high-authority placements.
These shifts demand a more strategic, ethical, and relevance-focused approach to building link equity that aligns with how search engines now evaluate trust and authority.
What Is Link Equity and Why It Matters in 2025
Link equity is the value that a website passes to another when it includes a link. It works like a recommendation. When a trusted site links to yours, it tells search engines like Google that your content is reliable and deserves more visibility.
This kind of trust signal is still one of the most important ways to improve your ranking in search results and bring more visitors to your website. But what matters today is how you earn those links.
Search engines no longer reward just having a large number of links. They look closely at where the links come from, if the content is relevant, and whether the linking website is trustworthy.
That is why in 2025, the focus should be on earning links in smart, honest, and strategic ways. This means creating valuable content, building strong relationships, and securing media coverage that offers real value.
How Building Links Has Changed in 2025
Link building today is not what it used to be. In the past, the main goal was to get as many links as possible, regardless of their relevance or quality. But now, that strategy can do more harm than good.
In 2025, search engines have become much more advanced. They use artificial intelligence to understand the quality, context, and purpose of each link. That means links need to come from trusted, relevant sources and be part of meaningful content. It is not just about the link itself, but why it is there and how it fits the bigger picture.
The competition has also grown. More companies are investing in digital PR and SEO, which means earning high-quality links is harder than ever. To stand out, brands need to build real relationships, create content that others naturally want to reference, and focus on long-term value instead of quick wins.
Strategies for building link equity that actually work
Create content worth linking to
It might sound obvious, but high-quality content is still the foundation of any good link strategy. This includes original research, expert insights, visual assets, and useful resources that others in your industry genuinely want to share. If your content brings value, it will naturally attract links over time.
Use digital PR to earn media coverage
Instead of relying on outdated tactics, focus on earning links through trusted media outlets and industry blogs. This involves pitching relevant stories, collaborating with journalists, and creating campaigns that connect your brand with timely, newsworthy topics.
Collaborate with partners and thought leaders
Building relationships with relevant brands, creators, and subject-matter experts can open new opportunities for backlinks. Guest articles, interviews, and co-branded content are all effective ways to earn visibility and authority in your space.
Optimise for relevance and context
Search engines look closely at the context around each link. Make sure your content aligns with the linking source, fits the topic, and provides genuine value to the reader. Relevance is just as important as authority.
Localise your approach for each market
If you’re targeting different countries or regions, especially in Latin America, adapt your content and outreach accordingly. Local publications, influencers, and culturally relevant angles often lead to more effective and meaningful backlinks.
How We Approach Link Building At Sherlock Comms
For us at Sherlock Communications, building link equity is not just an SEO tactic. It is a key part of our wider digital and PR strategy. We focus on creating valuable, locally relevant content and building genuine relationships that lead to high-quality, organic backlinks.
Our team combines regional knowledge with global best practices. We work closely with journalists, influencers, and publishers across Latin America to secure media coverage that delivers both visibility and authority. By aligning content with cultural context and local interests, we help international clients earn links that matter. Not just to search engines, but to the audiences they want to reach.
We also prioritise long-term impact. That means we avoid shortcuts and focus instead on consistent storytelling, smart outreach, and tracking results to ensure every link supports your brand’s credibility and growth.
Ready to Strengthen Your Link Strategy?
If you’re expanding to or already operating in Latin America, your link-building strategy needs to speak not just to search engines, but to people. That requires local relevance, strong media relationships, and messaging that truly resonates with journalists and audiences across the region.
At Sherlock Communications, we earn links by securing meaningful media coverage rooted in local insight. Our bilingual teams work closely with leading publications across Latin America, understanding exactly what editors are looking for and how to shape your story so it gets noticed.
Get in touch to find out how we turn content into real coverage that builds visibility, credibility, and lasting authority across Latin America and beyond!
