Backlinks and link building are two of the most polarizing topics in SEO, and everyone has their own take on what actually moves the needle. We've been in the trenches long enough to know what works and what's just noise.
Here's something that isn't noise: according to an in-depth study of 912 million blog posts, 94% of all online content earns zero external backlinks. That's not a rounding error. That's almost everything on the internet, invisible.
We knew we didn't want to be in that 94%. And we knew that grinding through outreach emails forever wasn't the answer either. So we built something different.
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Why We Stopped Chasing Links
Traditional link building is a slog that every SEO team knows too well.
You identify prospects. You write personalized emails that take 15 minutes each. You follow up. You follow up again. You get ghosted by someone whose LinkedIn bio says "always happy to connect." You eventually land a link on a page with a domain rating of 12.
We still do outreach. It's a core part of our off-page strategy and we've built effective systems around it, including what we call Existing Article Outreach (EAO). But relying only on outreach is like trying to fill a swimming pool with a bucket. Technically possible. Strategically questionable.
The industry data confirms what we were feeling. Cold outreach response rates for link building have been declining steadily, and the actual link placement rate is a fraction of that. You're looking at a lot of effort for diminishing returns.
We needed something that didn't depend on someone else's inbox.
What Are Link Magnets?
Link magnets are content assets designed to attract backlinks organically. Not through outreach. Not through negotiation. Through sheer utility.
When a blogger, journalist, or content marketer writes an article and needs a credible source to back up a claim, your asset becomes that source. They find it through their own research, link to it because it strengthens their piece, and move on. You never sent them an email. You don't even know they exist until you check your backlink report.
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We won't get into the specifics of the exact asset types we create. You'll have to talk to us for that. But what we can say is that they're surprisingly efficient to produce, the quality is genuinely high, and they consistently attract links from domains that would normally take weeks of outreach to crack.
For perspective: only 2.2% of all published content earns backlinks from more than one website. Our link magnets live comfortably in that bracket.
How We Built Ours (And Why It Works Across Industries)
The process is less complicated than you'd expect.
We identified gaps in our partners' industries where credible, well-structured resources were either missing, outdated, or buried behind paywalls. Then we created assets that filled those gaps cleanly.
What made them work:
Some of our partners eventually focused almost entirely on this approach for building domain authority. Not because we told them to, but because the results made the decision for them. One partner alone earned 150+ organic backlinks from link magnet content, with no outreach spend attached.
When a single asset pulls in backlinks from dozens of unique referring domains and you haven't sent a single outreach email, it changes how you think about your entire SEO budget."
The GEO Effect: Why Brand Mentions Matter More Than Ever
This is the part most SEO articles won't cover, because most teams haven't connected these dots yet.
Link magnets don't just boost traditional search rankings. They're becoming critical infrastructure for Generative Engine Optimization (GEO), the practice of making your brand visible in AI-powered search engines like ChatGPT, Perplexity, and Google's AI Overviews. We've written extensively about this shift in our GEO deep dive.
Here's how it connects. AI models don't just crawl your website in isolation. They synthesize information from across the entire web to determine which brands are authoritative. When your brand is consistently mentioned and linked to on reputable third-party sites, AI engines interpret that as a trust signal.
Your brand gets recommended. Your competitors don't.
Every backlink and brand mention your link magnet earns is doing double duty:
It's improving your traditional search rankings. It's training AI systems to recognize your brand as the authority in your space. And it's increasing the likelihood you show up when someone asks ChatGPT or Perplexity a question in your niche.
Companies that only focus on on-site optimization are going to wake up one day wondering why AI keeps recommending their competitor. The answer will be off-page presence, the kind that link magnets build quietly, consistently, and at scale.
Link Magnets Give You Leverage
There's a secondary benefit that doesn't get enough credit.
When you do engage in traditional outreach, having link magnets on your site transforms the conversation. You're no longer cold-emailing someone with nothing to show for it, hoping they'll link to your mediocre service page out of the goodness of their heart.
You're showing up with a site full of authoritative, heavily-referenced content. Your domain rating is climbing. Other high-authority sites are already linking to you. The prospect can see that in five seconds flat with any SEO tool.
That changes the power dynamic entirely.
Prospects could see our content was already being cited across the web. That credibility opened doors that used to be shut. It's the difference between knocking on someone's door uninvited and being introduced at a dinner party. Same person, completely different reception.
The Compounding Effect
Here's the part that still catches us off guard, even after years of running this playbook.
Assets we built months ago are still pulling in new backlinks today. Not a trickle, but a steady, predictable stream. They get discovered by new content creators, cited in new articles, and drive referral traffic to our partners' sites without anyone on our team lifting a finger.
Once a link magnet reaches a certain threshold of authority, it attracts links faster than newer content can. It's compound interest for SEO.
Traditional outreach gives you a link. Link magnets give you a pipeline.
If your off-page strategy is built entirely on manual outreach, you're working harder than you need to. The teams pulling ahead right now aren't sending more emails. They're building assets that earn links on autopilot while they focus on the work that actually requires a human.
Book a call with us now, and we'll show you how link magnets can transform your off-page SEO.
