"'Spray and pray' is outdated": Interview with Konstantin Sadekov

What can be more useful for an SEO pro than hands-on tips from other SEO pros who've been there, done that?

Today, we're launching a series of interviews with top SEO experts. We talk to them about all things link-building, so you can apply their tips directly to your job.

Our first interview is with Konstantin Sadekov, CEO and Co-Founder at EthicalSEO, an innovative SEO agency for SaaS companies based in Estonia.

What are the biggest changes in link-building that you’ve noticed this year?

Konstantin: The most significant change in link-building this year is the integration of AI in SERPs, particularly with Google’s Search Generative Experience.

This shift emphasizes the importance of branding — a well-known brand is more likely to be featured in search results. For search engines to recognize your brand, backlinks (or what Larry Page referred to as "Citations") are essential. The more credible sources that mention your brand, the more recognized it becomes.

With the rapidly evolving SERP landscape and unpredictable algorithms, solidifying your brand presence is crucial for long-term success.

What link-building tactics worked best this year? Which ones would you avoid?

Konstantin: At EthicalSEO, we prioritize building links to pages that generate actual traffic, rather than focusing solely on domain-level metrics. This aligns with insights from the recently leaked Google API documentation, suggesting that Google evaluates the traffic of individual pages, not just the domain.

Securing mentions in listicle articles like "Best X" or "Top X" has also proven effective. These lists attract users who are ready to make a purchase, which can enhance both rankings and conversions.

One overrated tactic I would avoid is "Broken Link Building." Why? Because these links are often outdated.

"According to Google’s patents, newly created content with a few backlinks can outperform older content with many backlinks. Freshness and relevance are key. Additionally, the resources required to run a broken link-building campaign often outweigh the potential benefits."

Konstantin Sadekov

CEO and Co-Founder at EthicalSEO

Read more: Link-Building for SaaS: The Big Guide for 2025

What are the 2-3 biggest no-nos in link-building?

1. Relying on Vanity Metrics

Metrics like Domain Rating (DR) or Domain Authority (DA) are created by third-party tools and are not officially recognized by Google.

Worse, they can be easily manipulated. Blindly following them without assessing the actual quality of the linking pages is a mistake.

2. Buying Backlinks

Purchasing links can lead to penalties from search engines. It’s essential to build a natural backlink profile based on genuine merit and relevance.

Read more: How to Get Free Backlinks: 9 Tactics That Work

3. Not Building Relationships with Publishers

Failing to cultivate relationships with publishers and influencers can limit your opportunities for high-quality backlinks. Building authentic connections leads to more impactful link-building efforts.

How should marketers properly measure the effect of link-building campaigns?

Konstantin: There are a few essential metrics that help you evaluate if your link-building efforts are successful.

1. Increase in Rankings

Monitor the rankings for target pages where backlinks have been built. Improved positions in search results indicate successful link-building efforts.

2. Referral Traffic

Use analytics tools to track the traffic coming from backlinks. An increase in referral traffic shows the effectiveness of the links.

3. Increase in Sales or Leads

Ultimately, link-building success is measured by increased conversions (e.g., sales or leads) driven by enhanced visibility and traffic.

Read more: Can't Measure Link-Building ROI? Read this (A 5 steps’ Guide)

Cold emails for link-building — is it still a valid approach today?

Konstantin: The "spray and pray", or shotgun cold email strategy, is outdated. It often results in low response rates, and moreover, it can damage your reputation.

Instead, focus on personalized outreach that emphasizes genuine value and connection.

What tip would you give to SEOs who struggle with link-building?

Konstantin: Don’t get bogged down by SEO jargon. Focus on building authentic relationships with reputable websites by engaging with them on social media and finding mutual benefits.

Remember, one high-quality link can be far more valuable than dozens of low-quality ones. Prioritize quality over quantity in your link-building efforts.

Thank you for talking to us, Konstantin! Here's to ethical SEO practices and sustainable link-building.