Complete Guide to Trust-Building and Link Building

In the competitive world of SEO, link building is often viewed as one of the more enigmatic and challenging tactics. It's an industry saturated with misinformation, outdated practices, and spammy methods. However, the key to standing out in this crowded field lies in one powerful and often overlooked element: trust. In a recent discussion with Javez Rubin, a seasoned SEO expert and founder of "Link Building Mastery", we explored the transformative potential of trust-based link building, the value of in-person events, and the evolving role of AI in the SEO landscape.

This article unpacks the essential insights from the conversation, providing business owners, marketers, and link builders with actionable strategies to improve their SEO efforts and create meaningful connections.

The Power of Trust in a Saturated Market

Link building, while critical for SEO success, suffers from a reputation problem. The field is rife with spammy practices and quick-fix solutions that often do more harm than good. According to Javez Rubin, the antidote to this is building trust - both with your peers and your audience.

Why does trust matter so much?
Because in an industry where relationships drive results, trust is the foundation of long-term success. Whether you're convincing a website to link to your content or building credibility among peers in the SEO community, trust can help you build a more sustainable and effective link profile.

Rubin emphasized that one of the most impactful ways to establish trust is through mastermind sessions and in-person events. These gatherings allow professionals to share ideas freely, learn from one another, and form authentic connections that digital channels often fail to replicate.

In-Person Events: The Missing Link in SEO Networking

While digital communities and Slack threads are convenient, they often lack the depth and authenticity of face-to-face interactions. Events, such as Rubin’s "Link Building Mastery", create an environment where participants can collaborate, share strategies, and solve problems together.

Rubin highlighted the mastermind format as particularly effective. In these small-group sessions (often with just five or six people), participants spend hours discussing challenges, brainstorming solutions, and learning from one another. This level of engagement fosters trust and connection in a way that virtual meetings simply can’t.

"The level of trust built by spending an entire day at a mastermind session is something that can’t be replicated online", Rubin explained.

Mastering Link Building: From Basics to Advanced Strategies

Step 1: Start with a Strong Foundation

Before embarking on any link-building campaign, Rubin advises ensuring your website is content-ready. A site with only a homepage or minimal content isn’t a credible candidate for earning links. Instead, focus on publishing high-quality, relevant content that provides real value to your target audience. This makes your site naturally appealing for links and ensures your efforts look genuine.

Step 2: Use Smart Prospecting Tools

Effective link building begins with identifying the right websites to target. Rubin’s tool of choice is Ahrefs Content Explorer, which allows users to filter for relevant sites based on traffic, domain authority, and other key metrics.

"Good prospecting is the foundation of a strong link-building strategy", Rubin emphasized. Avoid outdated methods like buying pre-packaged link lists, as they often lead to poor results and wasted resources.

Step 3: Diversify Your Approach

One of the most common mistakes in link building is relying too heavily on one strategy. Rubin advocates for a diversified link-building profile, which includes:

Guest posts: Writing valuable content for reputable websites in exchange for a backlink.
HARO (Help a Reporter Out): Responding to journalist queries to earn media mentions.
Statistical content: Creating data-rich articles that naturally attract backlinks.
Digital PR: Leveraging newsworthy stories to generate links from authoritative media outlets.

By mixing different tactics, you not only make your link profile appear more natural but also hedge against potential changes in search engine algorithms.

Step 4: Pace Yourself

A common pitfall for new businesses is building links too quickly, which can trigger red flags in search engine algorithms. Instead, Rubin recommends starting slowly, focusing on smaller, niche-relevant sites with credible traffic.

"Even links from DR 10 or 20 sites can move the needle if they’re relevant and high-quality", Rubin noted.

As your site grows in authority, you can gradually aim for higher-tier websites and more competitive keywords.

Navigating the Role of AI in Link Building

In 2025, the influence of AI on SEO is undeniable. From content creation to search visibility in tools like ChatGPT, AI is reshaping how businesses approach link building. Rubin’s advice? Stick to the fundamentals.

Prioritize Quality Content and Credible Links

AI responds well to high-quality, authoritative content. Brands cited across multiple reputable sites tend to perform better in AI-generated responses, just as they do in traditional search engine rankings.

Rubin stresses the importance of maintaining a consistent focus on publishing great content and earning links the right way. "If you’re doing it correctly for Google, you’ll also get picked up in AI-driven search results", he explained.

While AI tools can assist with scaling certain tasks, Rubin warns against relying on automation for link acquisition. Trust-building and outreach still require a human touch.

Outdated Practices to Avoid

Despite advancements in the SEO industry, some outdated practices persist. Rubin identified one in particular that continues to frustrate him: the obsession with high DA (Domain Authority) or PA (Page Authority) links.

"People still focus too much on third-party metrics that don’t tell the whole story", Rubin said.

This outdated mindset often leads businesses to purchase low-quality, artificially inflated links that provide little value. Instead, Rubin recommends prioritizing metrics like site traffic, relevancy, and engagement.

Key Takeaways

Trust is the cornerstone of effective link building. Invest in forming authentic relationships through in-person events and genuine outreach.
Start slow and focus on quality. Build links gradually, starting with smaller, relevant websites before targeting larger ones.
Diversify your strategies. Use a mix of guest posts, HARO, digital PR, and other tactics to create a natural and varied link profile.
Avoid outdated metrics. Don’t over-prioritize DA or PA; instead, focus on relevancy, traffic, and quality.
Publish strong content first. Ensure your website has a robust foundation of valuable content before pursuing links.
Leverage AI smartly. Use tools to assist with prospecting and content creation but maintain a human touch in outreach and trust-building.
Join mastermind sessions or events. These are invaluable for building connections, learning new strategies, and establishing trust in the industry.

Conclusion

Link building isn’t just about accumulating backlinks - it’s about creating meaningful connections, building trust, and consistently delivering value. By focusing on quality over quantity and embracing a diversified, trust-based approach, businesses can unlock the true potential of link building in 2025 and beyond.

As Rubin aptly said, "Stick to the basics: publish great content, build high-quality links, and do it all the right way. The results will follow."

Whether you’re a seasoned marketer or a new entrepreneur, these insights provide a roadmap to navigate the complex world of SEO with confidence. Focus on trust, consistency, and authenticity, and you’ll not only improve your rankings but also build lasting credibility in your niche.

Source: "How to Build Trust and Master Link Building with Jabez Reuben" - Jolly SEO, YouTube, Nov 18, 2025 - https://www.youtube.com/watch?v=YuAyRGpHCak