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Link building keeps changing every year.

SEOs are constantly testing new methods to build backlinks and improve rankings.

But what many still get wrong is this. Building more backlinks is not the goal.

What matters is building backlinks that search engines actually trust. And out of every type of link out there, editorial links sit right at the top.

At ReputePost, we help SEOs and agencies get editorial backlinks through three different channels. We'll get into those later in this article. But before you pick the right one for your site, you need to know what editorial links are and how they actually work.

So, let's begin.

What is an editorial link?

An editorial link is a backlink that a writer or editor places inside their content as a reference.

These links are added to support a point, give extra context, or cite a useful source.

In most cases, the link is included without any direct outreach. The writer simply finds your page during their research and uses it because it adds value.

For example, imagine a writer working on an article about link building. Instead of explaining every concept from scratch, they search for pages that already cover specific points well. They then reference those pages in their article.

This makes the article look more researched and more credible. And the referenced website earns an editorial backlink. Just because its content was helpful.

That's the simplest way to understand it.

Editorial link examples

Here are a few real examples of what editorial links look like in practice.

Example 1: A statistics citation. A blogger writes an article about SEO trends. They mention that "75% of users never scroll past the first page of Google." They link to the original study where this stat was published. The study's website just earned an editorial backlink.

Example 2: A tool reference. A content marketer writes a guide on keyword research. They mention that tools like Ahrefs or Semrush can help with this. Both Ahrefs and Semrush get a link. That's an editorial mention.

Example 3: A how-to reference. A writer covers email marketing and mentions a popular framework. They link to a detailed guide that explains the framework. The guide just picked up an editorial link.

In all three cases, no one reached out. No one paid. The links were placed because they added value to the content.

That's what makes them editorial.

How to identify an editorial link

Not every backlink in a piece of content is editorial.

Here's a quick checklist to spot one:

The link sits inside the body of an article, not in a footer or sidebar
It uses descriptive anchor text, not "click here" or a brand name dump
The linked page is genuinely related to the surrounding sentence
There's no sponsored or affiliate disclosure near it
The placement looks natural and would help a reader

If a link passes these checks, it's likely editorial.

This matters because editorial links carry more weight than other types. Google's systems are good at telling the difference now.

Why editorial links matter for SEO

Editorial links signal three things to search engines.

Trust. Someone with editorial control chose to link to you. That's a vote of confidence.

Relevance. The link sits in content that's related to your page. The topical match strengthens the signal.

Authority. When multiple editorial links point to your page, search engines treat your page as a source. It becomes the page others reference.

This is why one strong editorial link can outperform dozens of forum, directory, or web 2.0 links.

The signal is just cleaner.

Editorial links vs guest posts vs niche edits

People mix these three up all the time. They're not the same thing.

Here's a quick breakdown:

Type	How it's placed	Effort	Risk
Editorial link	Writer adds it naturally during research	Low for you, high for content	Very low
Guest post	You write content for another site and include a link	High	Low if done well
Niche edit	A link added to an existing article on another site	Medium	Low if relevant

Editorial links are the gold standard. But they take time and strong content to earn.

Guest posts are still useful. They give you control over the page, anchor text, and surrounding content.

Niche edits are often the fastest way to get a link inside an already-ranking article. This is why a lot of SEOs use them as a shortcut.

We'll cover how to use each one in the next section.

How to get editorial links

There are four ways to get editorial backlinks.

Each one fits a different situation. So pick the one that matches where your site is right now.

1. Earn them naturally. This works best for sites that already have authority. You publish strong content, writers find it, and they link to it. The downside is that this takes months or years.

2. Buy editorial placements through niche edits. This is the fastest option. You find an existing article on a relevant site, and the editor adds your link inside it. ReputePost offers niche edits on high authority sites that aren't usually open for guest posting.

3. Use editorial guest posts. You write or commission content that gets published on another site with your link inside it. Our guest post marketplace connects buyers with sellers across thousands of vetted sites.

4. Outsource the entire process. If you're an agency, building editorial links for clients takes time you probably don't have. Our white label link building service handles outreach, content, and placements under your brand.

Pick one based on what you actually need. New site? Start with niche edits or guest posts. Established site? Focus on earning. Agency? Outsource and keep your margins.

Do SEOs build editorial backlinks?

The honest answer is yes, no, and it depends.

An example of SEOs not building editorial links. Sometimes a content writer searches for a topic and finds your page on their own. They link to it. You had nothing to do with it. These come from good sites, average sites, and sometimes spammy ones. You're not in control.

An example of SEOs building editorial links. SEOs use guest posts and niche edits to build editorial-style links. The idea is to write as a third party and get a link as a reference. So the link looks natural to search engines.

An example of editorial links coming out of nowhere. Sometimes writers and editors pitch your site directly. They offer to add your link to an existing article for an editorial fee. For SEOs, this is the ideal case. The link is real editorial, and you didn't have to chase it.

All three happen. The first one is rare for new sites. The second is the most common. The third happens once your site starts ranking.

How Brian Dean built editorial links naturally

This isn't as hard as it sounds. Plenty of people have already figured this out.

One of the best examples is Brian Dean. He created Backlinko and built it almost entirely on editorial links.

His method was simple. He looked at ranking articles for big SEO terms. Then he created longer, better, more useful versions of them. He called this the Skyscraper Technique.

His pages started ranking fast. And once they ranked, writers covering similar topics linked to him as a source.

He also internally linked his pages to pass link juice around the site. Then he repeated the process.

That's how Backlinko grew into a major site with thousands of editorial backlinks.

The lesson is this. If you create something better than what's ranking, links follow.

How to attract editorial backlinks to your site

The key thing is to show up on the SERPs and catch the attention of writers, editors, and journalists. These are the people who can give you editorial backlinks.

Here are five things that help.

1. Create data-oriented content

If you want editorial links, your content has to be worth linking to.

The best way to do this is to publish data-oriented topics. Most of your competitors are covering general topics that have been done a thousand times.

Find a gap in your niche. Look for common problems. Do real research. Then cover them in a detailed article.

This kind of content moves up the SERPs faster. And writers covering the same topic will link back to you naturally.

2. Use original data and statistics

Data-oriented content isn't enough on its own. You also need to be unique.

Use Google Trends, alerts, and other tools to stay active in your niche. Test things others aren't testing.

Here's an example.

A typical website writes "What are comment backlinks in SEO." Boring. Already covered.

Instead, try this. "10 things to keep in mind when building comment backlinks in SEO." In your guide, you'll include real data and arguments. Writers covering comment backlinks will reference your post because it adds something new.

3. Build relationships with bloggers, editors, and journalists

Try to connect with the people who are actually writing for different websites.

A good relationship pays off in ways outside of this strategy. You get more links, more shares, and more opportunities.

This is mutually beneficial. They get a reliable source. You get more visibility.

4. Stay active on social media

If you're an introvert, that's fine in real life. But not on social.

Your website should have a clear social media strategy. Share your content regularly. Comment on what others post. Build a presence.

This grows your audience outside of Google.

And more visibility outside of search usually leads to more links inside it.

5. Build authority first with other link types

Editorial backlinks take time.

You can't expect them on a brand new site. You first need to build authority and credibility.

So start with niche edits, guest posts, and other safe link types. These pass authority to your site and help it start ranking.

Once your pages rank, editorial links start showing up on their own.

A lot of SEOs miss this. They want editorial links from day one. But the smart move is to build a base first.

How to buy editorial links the right way

A lot of people search for "buy editorial links" and end up with low quality placements.

Here's what to look for before you spend money on any editorial link.

Site authority. Check the domain rating, traffic, and topical relevance. A high DR site with no real traffic is a red flag.

Real editorial process. The site should have actual writers and editors. Not just a "guest post submission" page with no quality control.

Niche match. The site needs to be related to your niche. A backlink from a generic news site is worth less than one from a focused industry blog.

Natural placement. Every editorial backlink placement should sit inside body content with descriptive anchor text. It should feel like it belongs.

No PBN signs. Avoid sites that look like a private blog network. Same template, same author, no real audience.

This is exactly the filter we use at ReputePost. Every site in our editorial guest post marketplace and niche edit inventory goes through these checks before it goes live.

So if you want to buy editorial backlinks without doing the manual vetting yourself, that's the safest place to start.

Editorial link building services for agencies

Building editorial links at scale is hard.

For an agency, it's even harder. You have to handle multiple clients, hit monthly link targets, and keep margins healthy. And you still need each link to look editorial.

Most agencies outsource link building to handle this part.

Our white label link building service is built for exactly this. We handle outreach, content, and editorial placements under your brand. Your client sees clean reports. You keep the margin.

If you're running an agency and editorial link building services are taking more time than they should, this saves both.

Wrapping up

Editorial links are still the strongest backlinks in SEO. And they'll stay that way.

If you have a new site, focus on building authority first. Guest posts and niche edits are the safest place to start. As your site grows, editorial links come on their own.

If you have an established site, double down. Publish data, build relationships, and stay active.

If you're an agency, outsource the heavy lifting and focus on strategy.

Editorial links take work. But the payoff is bigger than any other link type out there.

And, they'll get stronger with time.

Frequently asked questions

How long does it take to get editorial backlinks?

Editorial backlinks usually take time. They're earned when writers or editors find your content during their research. This can take weeks or months, especially for new sites. Once your content starts ranking, editorial links come in more consistently.

Are editorial backlinks better than guest post links?

Editorial links are generally stronger because they're placed naturally as references. Guest post links are planned and negotiated. Both work, but editorial links carry more trust because they're earned on content quality, not placement.

Can editorial backlinks be nofollow?

Yes. Some writers and publishers use nofollow as part of their editorial policy. A nofollow editorial link still brings referral traffic and brand exposure. Not every valuable link needs to be dofollow.

Do editorial backlinks work for new websites?

Editorial links are harder to earn when a site is new. Most writers prefer linking to established sources. New sites should build credibility first through quality content and other link types. As authority grows, editorial links follow.

Is it safe to buy editorial links?

Buying links to manipulate rankings goes against Google's guidelines on paper. But in practice, many editorial placements happen through sponsored content, collaborations, and editorial fees. The risk depends on relevance, quality, and natural placement. Poor or forced links carry far more risk than well placed ones.

How many editorial backlinks does a website need?

There's no fixed number. Even a few high quality editorial backlinks from authoritative sites can move rankings. It's about relevance and consistency, not volume. One strong editorial link can outperform dozens of low quality backlinks.

Where can I buy editorial links?

You can buy editorial links through curated marketplaces and link building services. At ReputePost, we offer editorial backlinks through guest posts on our marketplace, niche edits on high authority sites, and white label link building for agencies. Every placement goes through editorial review before it ships.

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