What approaches are most commonly used today to obtain links? What role do digital press relations play in visibility strategies? Our new study provides a clear overview of current link building practices, based on responses from nearly 400 SEO professionals.
A unique study on current link building practices
Conducted between March and April 2025, this joint survey by Abondance and the Flashs Institute provides a structured overview of the methods preferred by SEO practitioners: use of paid links, the evolution of hybrid strategies, perceptions of brand mentions, interest in so‑called "rare" links…
It also highlights differences in practices according to experience, the type of service provider (freelancers, agencies, advertisers), and the criteria used to assess the quality of a backlink.
Growing interest in editorial approaches
While link building is still considered relevant by a large majority, the study also shows a measured increase in digital PR and visibility strategies based on editorial credibility, in a context where a brand’s legitimacy is becoming an increasingly important factor.
Without claiming to settle the debates, the results help to better understand the trade‑offs made in the field and how professionals are adapting to changes in the sector.
Access the full results
To view all the insights from this survey, the detailed figures and our commentary, you can visit the dedicated page:
A big thank you to all participants for their contribution. Your feedback helps reveal concrete trends emerging from the daily practice of search professionals 
The article "Link building and digital PR: SEO professionals share their 2025 outlook" was published on the site Abondance.
