Link Building Tools You May Not Know About

If you’re actively building links, you’re probably already familiar with many of the major link building tools. If your time and budget allow, check out some of these versatile search engine optimization (SEO) tools to help you with your link building efforts.

I’ll cover the tool in general, then look at the unique features of each tool so you can get the most out of it when running link building and content marketing campaigns.

Paid link building tools

These first two tools are robust options that perform a variety of functions and are paid tools. This relatively new tool has the ability to monitor 20 domains and 100 keywords. Like most tools, Nightwatch lets you track your rankings, monitor your backlinks, and do so much more, but if you’re on a budget or looking for something new, it’s a great choice to try. .

It is also a very nice tool with great visuals. You can also connect it to Google Analytics and Search Console.

In terms of link building, while I wouldn’t advise anyone to rely solely on rankings or any other metric, it’s very good to know if you’re progressing, staying the same, or falling off the search engine results pages. (SERP) so you can figure out what’s going on.

There is a great section of the Nightwatch tool where you can see a graph of your average SERP position alongside your competitors. You can quickly run ranking reports based on the keywords you track and identify keywords that need work. If you link to certain pages and use specific anchors, you can use this information to try to see where you need to focus. Don’t get too caught up in the typical day-to-day ranking fluctuations, as it can drive you crazy.

Another great feature that I use frequently is to quickly view how a client’s rankings compare to their competitors’ rankings. This is useful information to have when starting a new link building campaign. If you notice your page going down while competitors are going up, that’s a good sign that something needs to change.

You can also pin items to the dashboard if you want to monitor multiple sites or just want different information for one site, making it easy to create a dashboard that gives you what you need immediately after logging in.

And if you’re one of those people who live to see a daily ranking report, you can see that too.

Another thing I like is the Notifications section which tracks keywords and gives you new keyword suggestions. I love getting keyword suggestions when I’m running out of ideas and running out of ideas to find new link partners or new content ideas. This tool checks mail exchanger (MX) records and redirects. It also monitors page title changes, which I find very useful. I saw a big improvement in rankings and conversions after changing page titles.

This tool monitors anything that has the power to negatively impact your rankings. One of my pet peeves is when there is a technical issue on a site beyond my control, and I find out that no one on their SEO team is monitoring it. You certainly don’t want to work hard to attract links to a page that becomes inaccessible to Google. The monitoring feature of this tool will definitely help you here.

You definitely don’t want a domain or Secure Sockets Layer (SSL) certificate to expire. Little Warden keeps tabs on expiration dates and will send out a monthly email reminder when expiration dates approach. All the features of this tool can be configured to your liking, which is nice.

Free link building tools

These next two tools are free online tools that are more specific to certain tasks. This tool helps find both broken links and duplicate content.

Broken links harm the user experience. Duplicate content is problematic enough that Google has an entire page on how to deal with it, so it’s a good idea to use canonicalization if you have multiple pages with very similar or duplicate content.

The Skipped Pages section lists the reasons why the page was skipped, which can lead you to annoying problems, such as a page blocked by Bing and Google robots or a 404 error. This is very good information to have for your own site, but if you’re analyzing a target site for link building, you definitely want to make sure you’re not putting a link on a page that’s blocked and won’t be indexed. .

Finding broken links on web pages is easy with this tool. Do a keyword search and look for strong partner sites in what returns. Offer great content with working links to replace what’s broken on your target sites. This is a free tool that lets you find out when a Uniform Resource Location (URL) was first indexed. It’s a search that adds variables to make it easier for you, and I like it easy!

If you are trying to place links on a page and you have no idea how old the page is, this tool will give you an idea of ​​how current the information is. If you land on a great page and it was first indexed 10 years ago, you’ll want to double-check to make sure all the content is still relevant and accurate.

When it comes to frequently updated topics, older pages aren’t always a great source or link partner.

Older pages also have a higher probability of broken links, so you can use this tool to check for broken links as well. Not only is this good for link building, but it’s a great way to grab a webmaster’s attention, gently pointing out that something needs fixing or updating.


Link building cannot always be done with the naked eye and always requires the support of smart, well-optimized pages to impact rankings. You can build great links to a site with smart content, but that doesn’t guarantee better rankings or increased traffic. There are many other factors at play that need to be considered, and the tools I’ve listed can help you out and be a great addition to your link tool arsenal.

The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

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About the Author

Julie Joyce is the owner of link development company Link Fish Media and a founding member of the SEO Chicks blog. Julie started working in search marketing in 2002 and quickly became a search manager for a small IT company. Eventually, she started Link Fish Media, where she now serves as COO, focusing on working with clients in ultra-competitive niches all over the world.

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