Link-Building Strategies for New Organic Lead Generation


Building links for new organic lead generation sites can feel tricky, especially when you want to grow your rankings without overspending or taking too many risks. Over time, we have found that focusing on the right type of links and using client budgets smartly can make a big difference. In this article, we’ll share how to build links with the right relevance, when to buy guest posts or niche edits, and how to keep benefiting from your work even after clients move on.

We’ll explain how to approach link building depending on the type of site, how to choose links that bring real value, and how to use client budgets to help power up your assets. Whether you’re just starting with organic lead generation or managing local SEO clients, these strategies can help you build a strong foundation for your SEO efforts.

Table of Contents

When working with organic lead generation sites, the first step is to focus on links that have the right kind of relevance. This means links should be related to the topic of your site or connected to the geographic area you are targeting. Here’s how we approach it:

  • Foundation Links: For the first few months, we build foundation links that come from relevant sources. For example, if you have a directory page that lists multiple locations, you want links that are related to the topic or local area to strengthen that page.
  • Topical Relevance: Links from websites or pages that cover the same topic help Google understand your site’s focus. This is especially important for local lead gen sites which often rely on niche markets like tree services or plumbing.
  • Geographic Relevance: For individual location pages or subdomains, we add links that are geographically relevant to the area the page targets. This helps boost local rankings and signals to search engines that your content is connected to a specific place.

Using this approach, we avoid building random links that might look suspicious or irrelevant. Instead, we focus on quality links that fit naturally within the topic or location.

When to Buy Guest Posts and Niche Edits

For some local SEO clients, especially those on monthly retainers, we include a small number of paid links like guest posts or niche edits. But we don’t just buy any links; we look for links that meet two main criteria:

  1. Proper Relevance: The site or page where the link is placed must be related to the client’s industry or local area. This means the link should come from a site with topical or geographic relevance.
  2. Has Real Traffic: Instead of focusing on domain authority (DA) or domain rating (DR), we pay attention to whether the site actually gets visitors. Traffic is more important because links from sites people visit can help send referral traffic and show search engines the link is valuable.

Most traditional link providers sell links based on DA or DR, but we don’t prioritize those metrics. We want links that come from active sites with relevant content and real visitors. This strategy helps us get better results with fewer links.

Because these guest posts and niche edits tend to be expensive (starting around $200 per link), we limit how many we buy. For clients with smaller retainers (around $1,000 per month), we usually buy one link every quarter. For clients with bigger budgets ($1,500 to $2,000 per month), we might buy two links every quarter. This keeps costs manageable while still building authority.

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One of the smartest ways to grow your lead gen assets is by using a portion of your client’s budget to build links to your own sites. Here’s how this works:

  • Once you have a paying client in a specific area, you assign them a lead gen site that you control.
  • You take a small percentage of their monthly budget—usually 10-15%—and use it to buy or build links that point to your lead gen asset.
  • This helps your site rank better, which benefits the client because the site is assigned to them while they’re paying you.

This approach is ethical because the client is getting value from the site and its improved rankings. The bonus for you is that if the client ever cancels, you keep the links that were built. These links still support your asset, so you don’t lose the work or investment you made.

We’ve found this model especially helpful in industries like tree services, where clients often pause campaigns during slower seasons. Instead of losing all momentum, the links you built remain and can be used later when you sign a new client in the same area. This way, you keep building on the foundation rather than starting over each time.

One important part of our strategy is to make sure the links we build are permanent. We don’t spend time or money removing links if a client leaves. Most links we place don’t have renewal fees, or if they do, the fee is very low (around $25 per year).

This helps protect the long-term value of your assets. When clients come and go, you still have the strong link profile you built. You can then offer the same lead gen site to a competitor in that area and continue the cycle.

By focusing on link relevance and traffic, and by carefully managing client budgets, you create a sustainable system for growing your organic lead gen sites.

  • Start with foundation links that have topical or geographic relevance.
  • For local SEO clients on retainers, buy a limited number of guest posts or niche edits focused on traffic and relevance, not just DA or DR.
  • Use a portion of client budgets to build links to your lead gen assets, benefiting both your clients and your business.
  • Keep links permanent to maintain long-term value and reduce work when clients leave.
  • Leverage the assets and links built from past clients to attract new clients in the same area.

Q: Should I start with foundation links or buy guest posts right away?

A: It’s best to start with foundation links that have strong topical or geographic relevance. Guest posts and niche edits are more expensive and should be used sparingly, usually after you’ve built a solid base.

Q: How important is domain authority (DA) or domain rating (DR) when buying links?

A: We don’t focus on DA or DR. Instead, we look for links from sites that have real traffic and are relevant to your niche or location. Traffic and relevance matter more than these traditional metrics.

Q: Can I use my client’s budget to build links to my own lead gen sites?

A: Yes, you can allocate a small portion of their monthly budget (around 10-15%) to build links to the lead gen asset assigned to them. This benefits both the client and your business.

Q: What happens to the links if a client cancels their service?

A: The links remain permanent and continue to support your lead gen site. You can then assign that site to another client in the same area and keep building on your existing link profile.

Q: How often should I buy guest posts or niche edits for local SEO clients?

A: For clients with smaller retainers, once every three months is a good pace. For clients with higher retainers, you might buy two links per quarter. This keeps costs manageable and avoids over-aggressive link building.

Final Thoughts

Building links for organic lead generation isn’t about rushing to buy as many links as possible. It’s about choosing the right links with real relevance and traffic, building a strong foundation, and using client budgets wisely to grow your assets over time.

By focusing on topical and geographic relevance, buying quality guest posts and niche edits carefully, and keeping your links permanent, you create a system that benefits both your clients and your business. This approach helps you build trust with clients, improve rankings, and keep growing your lead gen sites even when clients come and go.