Link building strategies using the SLNG framework

Executive overview

New websites struggle to rank because they lack backlinks and Google entity recognition. The SLNG framework — Social, Local, Niche, Global — provides a structured sequence for building links at each level.

Start with platforms Google already trusts, then expand into local directories, niche publications, and competitor backlink gaps.

The fastest path to link equity is claiming platforms Google already recognises, then systematically closing the gap on competitors.

Social links

• Build profiles on all major social platforms, even those you won't actively use.
• Google recognises established platforms (Pinterest, LinkedIn, TikTok) more readily than a new domain.
• Claim your brand name on each platform to protect it commercially.
• Repurpose content across platforms to justify active presence.
• Link each profile back to your main domain.

Local citations

• A Google My Business listing is the most impactful local citation.
• Other local directories (Deliveroo, TripAdvisor, etc.) also contribute to local presence.
• Semrush's local listing audit tool shows coverage across ~27 directories and highlights gaps.
• Filter by directories you recognise; evaluate others case by case.
• Consistent NAP data across listings matters for local ranking signals.

Niche publications and outreach

• Search for "top 50 sites about [your niche]" to build a target list of niche publications.
• Guest posts on industry-relevant sites deliver higher-value links than generic directories.
• Semrush's Link Building Tool automates prospect discovery based on target keywords.
• Input 2–3 target keywords; the tool surfaces relevant link prospects.
• Use the built-in outreach feature to contact prospects directly from Semrush.

Global links via competitor gap analysis

• The Backlink Gap tool identifies sites linking to competitors but not to you.
• Add one or more competitor domains to generate a prioritised prospect list.
• Filter prospects by authority score, country, and monthly visits.
• Semrush can surface thousands of domain prospects from a single competitor input.
• Combine keyword-based and competitor-based prospecting for full coverage.