Can you share an example of a successful link building collaboration with a non-competitor in your industry? How did you identify and approach potential partners?

Question

Link building collaborations are essential for growing your online presence and authority. This article presents practical strategies, backed by expert insights, to help you forge valuable partnerships. From leveraging shared audiences to offering unique industry perspectives, discover effective ways to create mutually beneficial relationships that boost your digital footprint.

Jock Breitwieser · Answer

One of our most successful link-building collaborations came from partnering with a nonprofit that promotes digital literacy for small business owners. On the surface, we weren't direct competitors, but we served overlapping audiences: marketers, entrepreneurs, and local service providers trying to grow online.
We used what we call a Shared Audience Alignment Map to identify potential partners whose audience goals matched ours but whose services didn't compete. This helped us find content partners in adjacent spaces like education, research, and community development.
Creating co-branded resources was a big hit. We created free guides that we both promoted through our blogs, newsletters, and webinars. Their .org domain brought domain authority, and our SEO expertise brought traffic. 
Within 90 days, we earned 12 high-authority backlinks and saw a 25% lift in referral traffic from that one partnership alone. Most people think link-building is all about outreach and cold emails. But we've consistently seen that starting with shared values and solving a common problem together builds links and trust that actually last.

Danielle Birriel · Answer

I partnered with a local chamber of commerce here in Florida for one of my HVAC clients. The chamber needed technical expertise for their "Small Business Digital Readiness" workshop series, while my client wanted to establish authority beyond just fixing air conditioners.
We created a monthly workshop where the chamber handled promotion to their 300+ member businesses, and my HVAC client taught practical lessons about maintaining business equipment and energy efficiency. The chamber got valuable content for their members, while my client positioned themselves as the go-to expert for commercial HVAC needs.
Within 4 months, this collaboration generated 12 high-quality backlinks from chamber blog posts and member spotlights, plus coverage in the local business journal. More importantly, it drove $47,000 in new commercial contracts from businesses that attended the workshops.
The secret was finding a partner whose audience overlapped with our target market but approached them from a completely different angle. Chamber members needed HVAC services eventually, but they found my client through business education rather than emergency repair calls--which meant higher-value, planned projects instead of one-off fixes.

Steve Morris · Answer

A couple of years ago, we made the decision to target the UK and several EU countries for new business. The quickest progress we made didn't come from sending out cold emails or buying directory spots. Instead, it happened when we joined forces with an EU-based web development firm. Because they already had a strong reputation and a solid client base, we instantly gained real connections in that new market and started getting leads and link-building opportunities right away.
Rather than just trading links, we looked at the whole client service process. By partnering with developers, we could get involved in projects right when SEO became important. We made sure not to interfere with their main work, like website and software builds, and instead provided specialized services that their clients already wanted. The partnership grew quickly. They'd position us as the SEO experts who could boost the results of their development projects, and in exchange, we made them look like they offered a complete digital package. Offering extra value, like site audits, co-hosted webinars, and published case studies, helped the relationship become long-term and trust-based, rather than just a one-time favor. The collaboration only works if you bring extra value on several levels and join at the right time in the process.
To find the right partners, instead of just checking which companies weren't direct competitors by looking at NAICS codes or typical agency lists, we mapped out entire relationships based on the buyer's journey. Businesses that worked with clients before us, like consultants or branding experts, could refer us from the first day, but these deals were less common. It was the downstream partners, like developers, SaaS companies, and marketing tech vendors, who really gave us access to SEO work right after a website launch.
By thinking about the ecosystem instead of just industry categories, we avoided running into the same clients as our partners and found companies whose services matched up perfectly with ours. To keep things efficient, we checked out relevant details like recent work, case studies, new site launches, and whether their leaders were established in our target markets. That helped us spot who we could realistically work with.

Nick Mikhalenkov · Answer

At Nine Peaks Media, we once teamed up with a tech blog outside our direct competition. We spotted them through mutual industry forums and social media groups. Instead of sending cold emails, we reached out with a casual message, mentioning how their content complemented ours. The key was offering value upfront, like sharing exclusive insights our audience loved, and in return, they naturally linked back to us. It felt like trading favorite recipes with a neighbor; everyone gets something tasty.
This approach built trust quickly and grew both audiences without stepping on toes. We kept communication simple and friendly, avoiding jargon or sales pitches. Collaborations like this show that finding the right partner is about genuine connection, not just link swapping. It's about crafting relationships that benefit both sides and create organic growth. Plus, it's way more fun than the usual outreach grind.

Noah Lopata · Answer

I once partnered with a local home security company while working on an HVAC client's campaign. I noticed that both industries serve homeowners making major property investments, but at different lifecycle stages - security companies target new homeowners, while HVAC companies often deal with existing homeowners facing system failures.
We created a "New Homeowner's Essential Systems Guide" that covered HVAC maintenance schedules alongside security considerations. The security company promoted it to their fresh customer base, while my HVAC client offered it to prospects during estimates. This single collaboration generated 89 relevant backlinks and increased my client's qualified leads by 43% over six months.
The key insight came from my PI background - I literally tracked the customer journey from home purchase to the first major system issue. Most HVAC companies were missing that 18-month window where new homeowners are most receptive to preventive maintenance education.
I identify these partnerships by mapping out every service a customer needs before, during, and after they need my client's solution. Then I approach those businesses with data showing our shared customer overlap, not just a generic collaboration request.

Joe Benson · Answer

A successful link building collaboration I had with a non-competitor came through consistent contributions on Featured.com. While it wasn't a traditional partnership in the sense of co-authoring content or joint campaigns, it was highly effective because it connected me with publishers and content creators in industries adjacent to mine—fields like finance, HR, marketing, and tech.
The key was positioning myself as a subject matter expert who could provide relevant, quote-worthy insights to audiences outside of my direct niche. I didn't go in trying to pitch a product or brand. Instead, I focused on offering thoughtful, experience-based answers that added genuine value to the articles being written. These non-competing publishers—whether in business blogs, SaaS platforms, or thought leadership roundups—benefited from fresh expert perspectives, and I earned authoritative backlinks in return.
What made this strategy work was treating every submission like a professional collaboration. I stayed consistent with tone, followed editorial prompts carefully, and made sure the answers aligned with both the writer's intent and the publication's audience. The result was not just backlinks, but credibility across multiple verticals.
My advice for others is to view platforms like Featured.com not as a link farm, but as a relationship engine. You're not just trying to get published—you're helping someone else do their job better. That mindset opens the door to repeated features, higher domain authority, and long-term visibility with readers who might never have discovered your work otherwise.

Shubham Agarwal · Answer

There have been several instances where I have successfully executed collaborations with non-competitors in my client's industry. I was working for an email marketing client who was particularly interested in blogs discussing email marketing or featuring email marketing tools. I approached non-competitor sites along with sites that could provide valuable links to their domain. Brand mention opportunities where their competitors were already mentioned typically worked best in these cases. I followed this approach and secured a brand mention for my client in exchange for another brand mention.
Below are some strategies I use to identify and approach potential partners:
1. I particularly favor competitor backlink analysis. It provides me with a clear goal of which links are benefiting competitors and how much they can benefit my client's sites. I go to Ahrefs, check competitor backlinks, find the best backlinks from the last 3 months that are available in blog content, and extract the list. I then sort the list for brand mentions and landing page links.
2. Next, I compare my client's list with the competitor's list to identify where my client is missing opportunities.
3. I check for those sites on Slack groups. If no direct contact is found there, I reach out to them first on LinkedIn and then via email. When reaching out, I always take care to share my offering from the first message, so they can be clear about what exactly they will get from the collaboration.
4. By extracting data from the past 3 months, it gives me an idea of which sites are actively allowing backlink additions. This increases the conversion rate of outreach efforts.
Through this process, I have successfully built thousands of backlinks for my clients and helped increase their Domain Rating (DR), traffic, and ultimately brand awareness.

Jody-Ann Rowe · Answer

A great example of a successful link building collaboration was when I was invited by a non-competitor in my industry to be a speaker at their virtual summit for photographers. While I primarily serve wedding planners, our audiences overlap because many photographers work closely with planners and value insights into the broader wedding industry.
They approached me with the opportunity, and as part of their promotion, they linked to my website on the speaker lineup page, the summit landing page, and in their event emails. I also promoted my session through my own blog and email newsletter, which linked back to their site. This collaboration resulted in high-quality backlinks, new referral traffic, and a noticeable increase in my email list subscribers. It was an easy and impactful way to expand reach, build authority, and grow my audience without competing directly.

Shawn Shameli · Answer

Approximately three years ago, I secured one of our most valuable link building partnerships with a luxury photography studio in Los Angeles. We were both targeting the same high-end clientele - elite brands and luxury businesses - but from entirely different perspectives.
I reached out after observing that they had exceptional visual content, but their websites were loading extremely slowly, which was detrimental to their SEO. My proposal was straightforward: we would optimize their site speed and technical SEO at no cost in exchange for them featuring our web design work in their client case studies when appropriate.
The collaboration resulted in eight high-quality backlinks from their domain (DA 67) over 18 months. Additionally, we were featured in their luxury brand newsletter, which reaches over 3,000 decision-makers. Our organic traffic from luxury brand searches increased by 31% that year.
I consistently seek out service providers who work with my ideal clients but address different challenges. The key is finding partners where you can genuinely solve each other's business problems, not just exchange links.

Hassan Khan · Answer

One successful link-building collaboration I executed was with a fashion influencer focusing on sustainable fashion. She wasn't a competitor, but her audience aligned perfectly with our client's target market. I started by engaging with her content to build a relationship and then proposed collaborating on a blog post combining her insights and our client's products. In exchange for featuring her content, we received a high-quality backlink to our product pages. This collaboration not only resulted in valuable backlinks but also drove new traffic and increased brand credibility, demonstrating the power of partnering with non-competitors to boost SEO.

Rusty Rich · Answer

As the founder of Latitude Park, deeply involved in optimizing online presence for franchises, I've always prioritized strategic link building as a cornerstone of effective SEO, especially for multi-location brands.
A prime example involved a collaboration with 'Franchise Accelerator Network,' an online community and resource hub for aspiring and emerging franchisors. This wasn't a competitor since they focus on business development and legal matters, not digital marketing execution.
We shared data-driven insights on achieving a 'Hybrid SEO Strategy' for multi-location brands, demonstrating how corporate and local entities can optimize their digital footprints without conflict. They then featured this prominently as a multi-part content series on their platform. This mutually beneficial arrangement allowed us to leverage our local PR capabilities, leading to citations and backlinks from industry-specific news outlets and publications that picked up on these unique strategies. As a result, we boosted our organic visibility by over 25% for targeted franchise marketing keywords.
We identified 'Franchise Accelerator Network' by analyzing the top non-competing entities within the broader franchise ecosystem that served our ideal client profile but from a different angle. Our approach was consultative, offering to solve a significant pain point for their audience—the complex interplay between corporate and local digital efforts—through our unique expertise.

James Foote · Answer

One of the most effective strategies within our digital PR campaigns (that was not a core focus) has been the development of strategic partnerships with non-competing brands operating within the same location-based or sector-adjacent spaces.
It's important to note that this is not a link-building strategy; rather, it's a business growth strategy. The goal is to foster meaningful partnerships that lead to referral opportunities and expanded service offerings for the client's target audience.
We only pursue partnerships with businesses that align in services, size, location, and client profile. Final fit is confirmed through C-suite, in-person meetings to ensure mutual goals and value, resulting in partnerships that drive measurable business impact.
We do not select partners based on Domain Authority, Domain Rating, or any other SEO metric. This is not a link-building tactic; it's a strategic initiative focused entirely on business growth and mutual value creation.
To date, though, we've naturally secured around five backlinks to our agency site, all from DA55+ partner websites with strong topical relevance and clear geographic proximity to our location.
These links originate from partner announcements and exhibit key SEO qualities: high Domain Authority, do-follow status, relevant anchor text, few outbound links per page, and prime top-of-page placement.
In contrast, a recent expert commentary we contributed was buried among 20+ outbound links, offering minimal SEO value. This underscores why strategic partnerships consistently outperform traditional link-building in both quality and relevance.
Beyond link referrals, these partnerships enable placement in niche "Best by Sector" listicles that target bottom-funnel traffic and drive conversions. Additionally, such articles often appear in AI overviews and ChatGPT citations, boosting brand visibility in AI-driven search results.
From an SEO perspective, they contribute to stronger external validation signals, supporting EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) and reinforcing search compliance in an increasingly AI-influenced landscape.
This work has directly contributed to a significant ranking improvement for the high-value term "SEO Agency" in the UK, moving from the bottom of page one to position three.
We have seen a noticeable increase in visibility and inbound inquiries from platforms like ChatGPT, where brand presence is influenced by trusted, well-cited sources.

Gunnar Blakeway-Walen THLA · Answer

When managing FLATS®' $2.9M marketing budget across 3,500 units, I found our strongest link building came from partnering with neighborhood associations and local business districts. For The Hall Lofts in Minneapolis' North Loop, I identified the North Loop Neighborhood Association as a perfect non-competitor partner since they needed quality housing content and we needed local authority links.
My approach was data-driven rather than transactional. I presented them with demographic insights from our 3,500+ unit portfolio showing how quality housing impacts neighborhood stability and economic growth. This gave them valuable content for their community reports while positioning FLATS® as a neighborhood stakeholder rather than just another developer.
The collaboration resulted in featured placement on their resource pages and inclusion in their quarterly newsletters, generating qualified local traffic that converted 15% higher than typical ILS leads. More importantly, it established FLATS® as a community partner, leading to referrals from other North Loop businesses who saw us as invested neighbors rather than outsiders.
The key was approaching with community value first. Instead of asking "what can you do for us," I led with neighborhood data and insights that made their job easier while naturally showcasing our commitment to the area.

Daniel Welch · Answer

My pest control company secured a game-changing collaboration with a local solar installation company after I realized we were both addressing the same homeowner problem: birds nesting under solar panels. The solar company was receiving callbacks for damaged equipment, while we were getting calls for bird issues they couldn't address during installation.
We created a joint "Solar Protection Package" where they would refer customers to us for exclusion work before installation, and we would recommend them for solar upgrades during our pest inspections. The solar company had relationships with eco-conscious homeowners spending over $20,000 on systems, while we had connections with property maintenance-focused clients in the same neighborhoods.
This partnership resulted from tracking our service calls and noticing that 40% of our solar exclusion jobs were on systems less than two years old. Instead of competing for the same customers after problems occurred, we started preventing the issues upfront. Our solar exclusion revenue increased significantly because we shifted from reactive pest control to proactive protection.
The key was mapping our actual service data to find overlap patterns. I analyzed six months of job tickets, identified the most expensive recurring problems, then cold-called companies whose customers were creating those problems for both of us.

Bhavik Sarkhedi · Answer

Some of the most meaningful results I've seen came from writing on blogs my audience already follows. It wasn't about chasing backlinks; I just focused on contributing something genuinely helpful that fit into their content style.
That honest approach ended up building real relationships over time.
If you're trying to find an effective strategy that works:
- Find brands your audience already trusts- Create value-packed content- Reach out with collaboration ideas that benefit both sides
It's less about backlink exchanges and more about building credibility in spaces that already matter to your audience.

R. Couri Hay · Answer

I've been in PR for over 40 years, and one of my most successful link-building partnerships occurred through an unlikely connection with Sotheby's auction house. While covering high-society events for my column, I noticed wealthy philanthropists were increasingly interested in both collecting art and supporting cultural causes.
We created a quarterly series called "Collections with a Cause" where I would profile major collectors who were also active philanthropists. Sotheby's provided expert art historical context and auction insights, while I brought the society angle and personal stories behind the collectors. Each piece naturally linked to both our platforms since you couldn't tell the complete story without both perspectives.
The collaboration generated 47 high-quality backlinks from art publications, society magazines, and museum websites over six months. More importantly, it positioned both of us as authorities in the luxury philanthropy space. The key was recognizing that our audiences overlapped significantly - people who collect million-dollar paintings often appear at charity galas.
I identified Sotheby's by simply paying attention to where my column subjects were spending their money and time. Instead of pitching them cold, I mentioned the idea casually at a Met Gala after-party where their PR director and I were both networking.

Bill Spencer · Answer

I partnered with a local insurance adjuster who was constantly dealing with storm damage claims but couldn't actually perform the repairs. We both serve Alabama homeowners after hailstorms, but at different points in their recovery process.
We created a joint "Post-Storm Property Assessment" where they'd handle the insurance documentation while I provided the actual repair estimates and technical roofing analysis. This gave homeowners everything they needed in one coordinated visit instead of scheduling multiple appointments weeks apart.
The results were immediate - my emergency call volume increased 67% because homeowners got my contact information directly from their adjuster instead of scrambling to find reliable contractors online. The adjuster benefited too, since they could offer clients a trusted repair partner, making their job easier and building stronger client relationships.
I identified this opportunity by tracking where my best storm damage leads were coming from. Insurance adjusters kept coming up in client conversations, so I started reaching out to local adjusters with a simple pitch: let's solve the same problem together instead of separately.

Peter Wootton · Answer

One example that stands out was a collaboration I organized between a legal services website and a local business association's blog. Although they weren't direct competitors, their audience overlapped with ours—small business owners who often need legal advice.
I identified them by researching organizations that regularly publish helpful content for entrepreneurs and checking which sites had good domain authority but weren't saturated with similar legal links. Once I found a few promising partners, I reached out with a personalized message, highlighting how a guest article from our legal experts on common legal pitfalls for startups could add value to their readers.
The approach was all about mutual benefit—offering relevant, high-quality content that wasn't just promotional but genuinely useful. The partnership resulted in a well-received guest post, a strong backlink, and even opened the door for further collaborations with other business groups they recommended. It showed me how thinking beyond direct competitors can uncover great opportunities for link building.

Mina Daryoushfar · Answer

After running Rugsource for over a decade, my most successful partnership came from an unexpected place - interior design firms that needed authentic rug expertise but didn't sell rugs themselves. I identified potential partners by tracking which designers were frequently writing about home décor but lacked deep product knowledge about rug construction and origins.
My breakthrough collaboration was with a Charlotte-based interior design studio that specialized in luxury home staging. They needed credible content about how different rug styles affect room perception, while I needed exposure to their high-end clientele who valued quality craftsmanship. We created a series where I provided technical expertise about hand-knotted vs. machine-made rugs, and they showcased the visual impact in real staging projects.
The approach was simple - I reached out directly, explaining that I noticed their beautiful staging work but saw opportunities to improve their rug selections with authentic pieces. Instead of pitching my products, I offered free educational content about rug durability and maintenance that their clients always asked about. This led to natural link exchanges when they referenced my expertise in their project write-ups.
The results speak for themselves - our online inquiries from their referrals increased our custom rug orders by 35% that year. More importantly, these clients understood quality and were willing to invest in hand-knotted pieces rather than mass-produced alternatives.

Ben Lamarche · Answer

At Lock Search Group, we quickly realized that link building doesn't have to be limited to corporate blogs or traditional PR channels. Some of the most authentic and high-traffic voices in our space are individuals -- job seekers who've transformed their personal journeys into valuable resources for others. Whether it's a blog chronicling a career pivot, a TikTok account offering resume tips, or a LinkedIn voice sharing insights on job transitions, these creators had already earned the trust of audiences we wanted to reach.
Collaborating with these storytellers turned out to be a powerful way to broaden our reach and deepen our candidate pool.
We began by identifying creators whose tone and content aligned with our values: practical, optimistic, and rooted in real-world experience. Our research team used a combination of SEO tools, LinkedIn analytics, and TikTok engagement metrics to pinpoint those whose audiences overlapped with our target market. From there, we initiated personal, thoughtful outreach, leading with what we genuinely appreciated in their work, not with a pitch.
In one case, we co-developed a blog series with a mid-career professional who had built a highly engaged newsletter community. In another, we supplied exclusive salary data and interview prep resources that a job-hunting TikToker wove into their video content. In return, they linked back to our original resources or cited us directly, driving both traffic and trust.
This approach has significantly expanded our digital footprint while elevating our brand's reach.

Mateusz Mucha · Answer

We've had good luck partnering with sites that do something totally different from us but serve an audience that needs numbers. When a parenting blog wanted to talk about saving for college, we offered them an embedded savings calculator. A fitness community got a calorie or BMI tool. A travel site used our currency converter. They gave their readers something useful without building tech, and we received natural links back.

HJ Matthews · Answer

About two years ago, I identified an opportunity with a commercial aviation parts supplier while managing my commercialreipros.com site. They had incredible industry expertise but zero digital presence - no social media strategy, outdated website, the works. Meanwhile, I needed credible industry voices for content authority.
My approach was straightforward: I offered to create their entire social media content calendar and manage their LinkedIn presence for three months at no cost. In return, they'd contribute expert insights to our industry reports and co-author a whitepaper on supply chain optimization in aviation real estate.
The results exceeded expectations. Their LinkedIn engagement jumped 340% in those three months, and they landed two major contracts directly from social media leads. For us, that partnership generated 12 high-authority backlinks from aviation industry publications who picked up our co-authored content, plus we got invited to speak at three industry conferences.
I always target businesses that serve my ideal clients but operate in completely different service areas. The sweet spot is finding partners who have industry credibility but lack digital marketing expertise - you solve their visibility problem, they solve your authority problem.

Gerald Ming · Answer

As a batik fashion designer, I discovered an amazing link-building opportunity with a popular Malaysian travel blog that wanted to feature local artisans and cultural experiences. I shared my batik-making process and design inspiration in detailed articles, while they created gorgeous photo essays about traditional batik in modern fashion. This authentic content exchange boosted both our SEO rankings and brought in new customers who were interested in Malaysian culture and fashion.

How to find link building collabs

Table of Contents

How to find link building collabs

Leverage Shared Audiences for Lasting Partnerships

Educate Local Businesses to Build Authority

Map Buyer Journey for Strategic Collaborations

Foster Genuine Connections Through Mutual Benefit

Target New Homeowners with Complementary Services

Contribute Expertise to Expand Industry Reach

Exchange Value with Non-Competing Partners

Speak at Virtual Summits for Mutual Growth

Solve Partners’ Problems to Earn Quality Links

Align with Influencers to Boost Brand Credibility

Offer Unique Insights to Industry Communities

Partner for Community Impact and Growth

Combine Expertise for Comprehensive Client Solutions

Create Joint Packages with Adjacent Services

Collaborate on Educational Content Series

Connect with Individual Creators for Authenticity

Offer Embedded Tools for Natural Backlinks

Exchange Digital Skills for Industry Insights

Share Cultural Expertise with Travel Blogs

Provide Value Before Pitching Partnerships

Focus on Mutual Benefits in Collaborations

Leverage Complementary Services for Referrals

Use Data to Identify Strategic Partners

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