Michael Johnson, CEO of Resolve, presented a framework for modern link-building strategies on Thursday, emphasizing quality and mutual benefit for brands, publishers, and audiences.
Johnson outlined a “keep-or-cut” approach for tactics that remain effective for search engine optimization (SEO) and artificial intelligence (AI) visibility in 2027, distinguishing them from outdated or manipulative practices.
He advised against using metrics like Domain Authority or Domain Rating as primary indicators, stating they are easily inflated and not direct signals used by Google.
Among the recommended strategies to “keep,” Johnson included genuine guest contributions, outreach for broken links and resource pages, leveraging unlinked brand mentions, and providing expert commentary.
These tactics, according to Johnson, generate value when executed authentically and provide a clear benefit to all parties involved.
Conversely, Johnson identified several tactics to “bury” due to their ineffectiveness or potential for penalties.
These outdated methods include participating in private blog networks, engaging in link-swap schemes, forcing commercial anchor text, and sending generic roundup requests.
For digital public relations, Johnson advocated for the creation of original research and data-driven assets.
He said such assets provide unique value to journalists and their audiences, fostering natural and high-quality link acquisition.
Johnson suggested a 90-day implementation plan for these strategies, beginning with an audit of existing link-building programs.
The plan also involves identifying valuable publishers and opportunities for genuine collaboration, Resolve reported.
Source: Search Engine Journal
