Link building remains one of the top SEO tactics in 2025. If you want your website to flourish, you have to improve its authority and popularity. This will give you better traffic and a higher Google ranking. 

The problem is, the second you start exploring this area to understand what kind of link-building services you need, you’ll realize that there are two different approaches. One is manual link building, which depends on personalized outreach, and then there are scalable services that deliver bulk results. 

Which of these approaches is more efficient? Here is your chance to find out!

What We Mean by “Manual” vs. “Scalable”

First, let’s establish the fundamental difference between manual and scalable link building. 

Manual = Personalized Outreach 

As you can likely infer from the name, manual link building is human-led, and it brings a deeper level of personalization. If you choose this approach, you’ll have to perform the following actions:

• Research potential partners who will agree to host your links, paying attention to their websites and the quality of the content they post.
• Find a way to get in touch with the owners of these websites to discuss your potential partnership.
• Craft personalized messages and make an offer that will benefit both parties.
• Agree on a price and finalize the conditions of your cooperation.

In other words, you need to look through countless websites and select the ones that suit your niche, post quality content, and are open to link building.  

Scalable = Systemized Outreach or Link Inventory

Scalable link-building services focus on volume first and foremost. The goal of this approach lies in getting as many backlinks as possible within the shortest timeframe. 

In most cases, website owners hire a link building agency that already has a significant database of contacts. These contacts are used for posting various guest posts and sponsored articles, and they have fixed rates; in other words, everything you need is already in place.     

Agencies that offer scalable services send automated emails to your potential future partners, relying on identical templates and changing only the most basic details there, such as names and task descriptions. In addition, they have link inventories. You can benefit from them by viewing the catalogue of websites that are prepared to host your links, their SEO metrics, such as domain authority and rating, and the price you’ll have to pay.

Pros and Cons of Each Approach

Each of the approaches above has its strengths and weaknesses. Consider them all to decide which method will suit your needs more.

Manual = Better Relevance, Slower Output 

What kind of product is valued more, the handmade one or the one that is manufactured in bulk by the factories? The first option definitely sounds better, but it also has its shortcomings. Here are the pros and cons of manual link building:

Pros

• Better relevance. When relying on a manual approach, you select the most relevant websites that fully correspond to your niche of interest.  
• Long-term relationships. By establishing personal communication, you form solid, friendly bonds that will last a long time.  
• Fewer safety risks. By targeting unique websites that meet your needs, you’ll secure your links’ safety: they’ll look natural, so Google will rate them higher. 

Cons 

• Slow output. Needless to say, it takes a long time to build your list of partners and arrange link building at the level you need. 
• Higher costs. Since you’ll be paying for each separate link, you’ll have to pay more than you would by placing a bulk order. 
• Time-consuming. It takes a lot of time to nurture your in-house link-building team and start getting real results. 

More relevant and personalized link building requires a larger amount of resources. 

Scalable = Volume, But Watch for Quality Loss

Hiring a reliable link-building agency seems like a solution to all problems, at least at first glance. Alas, everything is not as simple. 

Pros

• Bigger volumes of links. Professional agencies deliver a predetermined number of backlinks, no matter how many of them you require.  
• Faster results. Since agencies have established catalogues with link hosts, they deliver quick results.    
• Upfront prices. With scalable link building, you know exactly how much you have to pay for how many links. 

Cons

• Fewer long-term benefits. Links posted on websites whose owners you don’t know personally can vanish at some point with no warning. 
• Quality loss. Agencies often partner with low-quality platforms; the overall relevance is lower, too, as it’s difficult to find a website that fully corresponds to your niche.  
• Higher risks. Due to dubious quality and a suspicious number of links that start appearing out of nowhere, you might face penalties from Google. 

Buying links in bulk can bring you quicker results, but their quality might suffer. 

When to Use One Over the Other

Hopefully, you got a clear picture of both manual and scalable approaches to link building. But how do you decide when to use them? 

Project-Based vs. Long-Term Growth 

Manual link building is ideal for businesses interested in gradual, long-term growth. If there is no rush, you can focus on quality over quantity. Establish solid relationships with suitable platforms and start cultivating your reputation step by step.

If you have a specific project coming up and want to boost its popularity, contacting a link-building agency is a good idea. It will deliver a short-term ranking boost, creating a fuss that might help you attract more traffic.    

Budget and Niche Considerations

If your budget is limited but you need a solid number of backlinks, you’ll benefit from scalable link building. However, if your niche is highly unique, a manual approach is better. It delivers more relevant results, which is what you’ll need to appeal to the right audiences. 

Final Take: Most Agencies Use a Mix (And You Should Too)

If you’re torn between manual and scalable link-building approaches, don’t be. Many agencies use both methods, and you should consider doing the same. 

Commit to long-term reputation building by applying a manual approach, choosing your partners carefully, and focusing on relevance. If you need to increase the ranking of specific pages swiftly, though, do it with the help of scalable services. Find a balance based on your needs and budget, and start climbing the SEO ladder.