A universal way to get free backlinks: link building with non-competing businesses that share your target market

Your target market is someone else’s target market too.

That sounds obvious, but most link builders do not use it properly.

They either chase direct industry links, which are often hard to get because everyone is competing, or they chase random “high authority” websites that have little connection to the business.

There is a better way.

Find businesses, associations, organisations, communities and websites that serve the same audience as you, but do not compete with you.

Then create something useful that gives them a natural reason to link.

That is the tactic.

I like to think of it as fishing in the same pond.

You and those other websites are trying to reach the same people. But you are not selling the same thing. That makes collaboration much easier.

You are not asking competitors to help you rank.

You are asking complementary businesses to help the same audience.

That changes everything.

The basic idea

The process is simple:

Define your target market.
Find other industries that serve the same target market.
Identify websites, associations, businesses, blogs, communities and resource pages in those industries.
Create content or a resource that is useful to their audience and connected to your business.
Reach out with a relevant reason for them to link.
Build relationships with businesses that fish in the same pond.

The key is this:

Same audience. Different offer.

That is where the link opportunity lives.

Why this works

Most outreach fails because the link has no real reason to exist.

You send a website owner an article and say:

I thought this might be useful for your readers.

But often, it is not actually useful for their readers.

It is useful for you.

This tactic works because you start with the audience.

You ask:

Who are we trying to reach?
Who else is already reaching them?
What do those websites need?
What would their audience genuinely find useful?
What can we create that sits naturally between our business and theirs?

That makes the pitch much stronger.

You are not forcing relevance.

You are finding existing audience overlap.

The important rule: they should not be competitors

This is the whole point.

If you sell hotel stays, other hotel websites are your competitors.

But hospitals, patient associations, event venues, tourist boards, universities, accessibility organisations, travel bloggers and transport providers may all reach people who might need a hotel.

If you sell webhosting, other hosting companies are competitors.

But web designers, graphic designers, copywriters, logo designers, business coaches, accountants and company formation services all reach people who may need hosting.

If you sell pet-friendly holiday stays, other holiday parks may be competitors.

But dog associations, pet clubs, animal shelters, pet bloggers, veterinary practices and dog trainers may all reach people who care about pet-friendly travel.

That is the sweet spot.

Same target market.

No direct competition.

Why non-competing sites are more likely to link

A competitor has no reason to help you.

A complementary business does.

If your content helps their audience, improves their resource page, gives them something useful to share, or makes them look helpful, they may link.

Examples:

A dog club may link to your list of fireworks-friendly holiday parks because their members care about anxious dogs at New Year.
A hospital may link to your accessible hotel room page because patients and families need accessible accommodation.
A web designer may link to your business-startup resource because their clients need hosting, copywriting, logos and websites.
A wedding venue may link to your florist guide because couples need suppliers.
An accountant may link to your invoicing software guide because their clients need better admin tools.

The link makes sense because the audience overlaps.

Start with the target market, not the product

Most businesses define link prospects by industry.

For example:

We sell webhosting, so we need links from webhosting sites.

That is too narrow.

Think audience-first.

For webhosting, the target market might be:

People starting a business
Freelancers launching a website
Small businesses building an online presence
Ecommerce founders
Bloggers
Local service businesses
Agencies building client websites

Now ask:

Who else reaches these people?

That opens up a much bigger link universe.

For people starting a business, relevant non-competing industries include:

Web designers
Graphic designers
Logo designers
Copywriters
Accountants
Bookkeepers
Business coaches
Company formation services
Marketing consultants
Branding agencies
Coworking spaces
Startup communities
Legal advisors
Chambers of commerce
Payment providers
POS providers
CRM providers
Email marketing tools

Now you have a serious prospect list.

Example 1: accessible hotel rooms

Imagine you are a hotel chain.

Each hotel has one accessible room that is especially reserved for people with a physical disability or reduced mobility.

That is not just a hotel feature.

It is a resource for a specific audience.

Your target audience includes:

People with physical disabilities
Wheelchair users
People recovering from surgery
Families travelling with someone who needs accessible accommodation
Patients travelling for treatment
Caregivers
Older travellers
Accessible tourism communities

Now ask:

Who else serves that audience?

Possible link prospects:

Hospitals
Rehabilitation centres
Patient associations
Disability charities
Doctors’ offices
Pharmacies
Mobility aid companies
Accessible travel blogs
Local government accessibility pages
Senior travel organisations
Care organisations
Physiotherapy clinics
Occupational therapy organisations
Wheelchair sports clubs
Disability advocacy groups

Now create a page worth linking to.

Not just:

We have accessible rooms.

Create something like:

Accessible Hotel Rooms in [City/Country]: Practical Information for Guests With Reduced Mobility

Include:

Which hotels have accessible rooms
Door widths
Bathroom details
Lift access
Parking information
Step-free entrance details
Distance to nearby hospitals
Public transport accessibility
Photos of the room
Booking instructions
Contact details for accessibility questions
Emergency information
FAQs for guests and caregivers

Now the outreach is natural.

You can contact hospitals, patient associations and accessibility organisations with something genuinely useful.

The pitch is not:

Please link to our hotel chain.

The pitch is:

We created a practical guide to accessible hotel rooms in the area, including room details, parking, step-free access and hospital distance. It may be useful for your patients or members who need accessible accommodation.

That is much stronger.

Example 2: fireworks-friendly holiday parks for dog owners

In the Netherlands, fireworks around New Year are a tradition.

Many people like it.

Many pets absolutely do not.

So imagine you create a list of holiday parks where fireworks are not allowed, discouraged, limited, or less common.

This is useful for pet owners, especially dog owners.

Your business may be in travel, holiday parks, accommodation, pet-friendly tourism or vacation rentals.

But the audience is much broader.

Who else cares about this?

Dog associations
Pet associations
Breed clubs
Animal shelters
Veterinary practices
Dog trainers
Pet behaviourists
Pet bloggers
Animal welfare organisations
Facebook groups for dog owners
Pet insurance companies
Pet shops
Dog walking communities
Assistance dog organisations
Local animal clubs
Puppy schools
Pet-friendly travel blogs

The content could be:

Fireworks-Friendly Holiday Parks in the Netherlands for Dog Owners

Include:

Parks with no-fireworks policies
Quiet locations
Pet rules
Nearby walking areas
Whether dogs are allowed in accommodation
Extra fees
Distance from busy towns
Tips for travelling with anxious dogs
Vet emergency numbers by region
Packing checklist
FAQs about New Year travel with pets

Now you have a reason to reach out to pet organisations.

Not because they care about your holiday park.

Because their members care about keeping dogs calm during New Year.

That is the overlap.

Example 3: webhosting and people starting a business

I once ranked a webhosting comparison site in the Netherlands using this exact idea.

The site made money through affiliate commissions.

It compared webhosting providers.

The target market was clear:

People starting a business or launching a website.

So I asked:

Who else targets people starting a business, but does not compete with a hosting comparison site?

The answer was obvious:

Web designers
Graphic designers
Logo designers
Copywriters
Branding specialists
Business coaches
Accountants
Bookkeepers
Marketing consultants

I created a recommended businesses list.

Then I contacted those businesses and asked whether I could include them on the list.

In exchange, I asked whether they would link back from their site.

The hit rate was around 60%.

That simple affiliate site ranked in top positions in the Netherlands for years.

Why did it work?

Because the target market was the same.

People who need hosting often also need a web designer, a logo, copywriting, accounting and marketing help.

The businesses I contacted were not competitors.

They were complementary.

The link made sense.

The key question

For any business, ask:

Who sells to the same person before, during or after they need us?

That question unlocks the tactic.

Examples:

If you are a hotel

Your shared-audience partners might be:

Event venues
Wedding venues
Hospitals
Universities
Tourist attractions
Transport companies
Travel bloggers
Conference organisers
Local restaurants
Accessibility organisations
Expat communities

If you are a dentist

Shared-audience partners might be:

Orthodontists
GPs
Pharmacies
Beauty salons
Wedding photographers
Local employers
Schools
Sports clubs
Health blogs
Expat communities

If you are an accountant

Shared-audience partners might be:

Company formation services
Business coaches
Bookkeepers
Web designers
Legal advisors
Payroll providers
Coworking spaces
Startup communities
Banks
Payment providers
Chambers of commerce

If you are a wedding photographer

Shared-audience partners might be:

Wedding venues
Florists
Caterers
Bridal shops
Makeup artists
Hair stylists
Wedding planners
DJs
Bands
Cake makers
Honeymoon travel agents
Suit shops

If you sell pet products

Shared-audience partners might be:

Vets
Dog trainers
Pet shelters
Breed clubs
Pet insurance companies
Pet-friendly hotels
Dog walking services
Groomers
Animal charities
Pet bloggers

If you sell cybersecurity software

Shared-audience partners might be:

IT consultants
Managed service providers
Business insurers
Compliance consultants
Legal firms
Accountants
SaaS consultants
HR platforms
Remote work communities
Startup associations

If you sell ecommerce software

Shared-audience partners might be:

Ecommerce agencies
Payment providers
Logistics companies
Packaging suppliers
Shopify developers
WooCommerce developers
Product photographers
Email marketing agencies
CRO specialists
Marketplace consultants
Accounting tools

This tactic applies to almost every industry.

You just need to stop thinking in terms of competitors and start thinking in terms of shared customers.

How to find your “same pond” industries

Use this simple framework.

Step 1: Define your customer

Be specific.

Not:

Businesses

Better:

Small ecommerce brands in the Netherlands selling physical products online.

Not:

Travellers

Better:

Dog owners in the Netherlands looking for quiet holiday parks around New Year.

Not:

People who need a website

Better:

Freelancers and small business owners launching their first business website.

The clearer the audience, the easier the prospecting.

Step 2: Map the customer journey

Ask what the customer needs before, during and after they need your product.

For someone starting a business:

Before:

Business idea
Legal setup
Company registration
Branding
Logo
Domain name
Website
Accounting
Bank account

During:

Hosting
Website design
Copywriting
Email
Payment setup
Marketing
CRM
Invoicing

After:

SEO
Advertising
Bookkeeping
Legal templates
Insurance
Hiring
Scaling

Each of these steps points to non-competing businesses.

Step 3: Identify complementary industries

Turn the customer journey into a list of industries.

For the business starter example:

Web designers
Copywriters
Branding agencies
Accountants
Company formation services
Banks
Payment providers
Business coaches
Legal template providers
Coworking spaces
Local business associations

These are your same-pond industries.

Step 4: Find websites in each industry

Search for:

[industry] [location]
[industry] directory [location]
best [industry] for [audience]
[industry] resources for [audience]
[industry] partners
[industry] recommended tools
[industry] useful links
[industry] association
[industry] blog
[industry] [target market]

For example:

web designers Netherlands
copywriters for startups
business coaches for freelancers
accountant for small business
startup resources Netherlands
recommended tools for freelancers
useful links for new businesses

Step 5: Look for linkable angles

Do not immediately ask for a link.

First ask:

What could I create that would be useful for their audience and still relevant to my business?

That could be:

A list
A guide
A checklist
A tool
A calculator
A comparison
A directory
A template
A research piece
A map
A downloadable PDF
A recommended supplier page
A resource hub

The format depends on the audience.

Content formats that work well

Recommended businesses lists

This works when you can list complementary service providers.

Example:

Recommended Services for People Starting a Business

Sections:

Web designers
Copywriters
Accountants
Logo designers
Legal advisors
Hosting providers
Marketing consultants

You can then reach out to the businesses you include.

Be careful to keep the page useful and not turn it into a fake link exchange farm.

The page should help the user.

Resource guides

Create a guide for the shared audience.

Examples:

Accessible Travel Guide for Visitors With Reduced Mobility
New Business Website Launch Checklist
Moving to [City]: Practical Guide for Expats
New Year Travel Guide for Dog Owners
Wedding Planning Checklist for [City]
Cybersecurity Checklist for Remote Teams
Ecommerce Launch Guide for First-Time Store Owners

Resource guides work well because many complementary sites can link to them.

Directories

A directory can work if it is genuinely useful.

Examples:

Dog-friendly holiday parks
Fireworks-free accommodation
Accessible hotels near hospitals
Startup service providers by city
Wedding suppliers by region
Coworking spaces with childcare
Restaurants near conference venues

Directories are linkable because included businesses may share them, and other sites may reference them.

Tools and calculators

Tools can be very linkable.

Examples:

Website launch cost calculator
Wedding budget calculator
Pet travel checklist generator
Accessibility hotel room checklist
Ecommerce shipping cost calculator
Business startup checklist tool

Tools give complementary sites something useful to recommend.

Downloadable PDFs

For some audiences, a printable asset can help.

Examples:

Emergency travel card
New business launch checklist
Dog New Year safety checklist
Accessible hotel booking checklist
Wedding supplier checklist
Cybersecurity checklist for small businesses

A simple PDF can improve outreach because it makes the content feel more practical.

Outreach angle

The outreach should be built around audience overlap.

Not:

Please link to us.

Instead:

We both serve [audience]. We created [resource] that may be useful for your clients/readers/members.

That is the core pitch.

Example for dog associations:

Subject: Fireworks-friendly holiday parks for dog owners

Hi [Name],

I noticed your organisation shares useful resources for dog owners.

We recently created a guide to fireworks-friendly holiday parks in the Netherlands, aimed at dog owners who want a quieter place to stay around New Year.

It includes parks with no-fireworks policies, pet rules, nearby walking areas and practical travel tips for anxious dogs.

You can find it here:

[URL]

I thought it might be useful for your members.

Best,

[Name]

Example for hospitals/accessibility organisations:

Subject: Accessible hotel rooms near [City/Hospital]

Hi [Name],

I saw that you provide practical information for patients and visitors who need accessible facilities.

We created a detailed page about accessible hotel rooms in [City], including step-free access, bathroom details, parking, distance to nearby hospitals and booking information.

Here is the page:

[URL]

It may be useful for patients, family members or caregivers who need accessible accommodation.

Best,

[Name]

Example for web designers:

Subject: Recommended business services for new founders

Hi [Name],

I’m putting together a recommended services page for people starting a business in the Netherlands.

The audience is new founders who need help with websites, branding, copywriting, bookkeeping, hosting and marketing.

I came across your work and thought you could be a good fit for the web design section.

Would you be open to being included?

Best,

[Name]

Then, after inclusion:

Hi [Name],

I’ve added you to the recommended services page here:

[URL]

If you think it is useful for your own clients who are starting a business, feel free to mention it on your resources page.

Best,

[Name]

This is softer than a direct link exchange request and gives them something first.

The recommended list exchange version

This version can work very well, but use it carefully.

The idea:

Create a useful list of complementary businesses.
Contact those businesses and ask if you can include them.
Add them to the list.
Let them know they are included.
Mention that they are welcome to share or link to the list if useful.

This works because people like being recommended.

But there is a line.

You do not want the page to become:

I link to you if you link to me.

That is cheap.

Instead, position it as:

We created a useful resource for our shared audience and included your business because it fits.

That is much better.

You can still ask for a link, but the page should stand on its own.

How to avoid making it look like a link scheme

This tactic can be done well or badly.

Do it well.

Do

Create a genuinely useful resource.
Include businesses because they are actually relevant.
Be transparent.
Keep the page helpful for users.
Avoid exact-match anchor manipulation.
Make the resource valuable even without backlinks.
Focus on audience fit.
Build relationships.

Do not

Add anyone who agrees to link.
Use fake recommendations.
Create 500 thin “recommended partner” pages.
Demand a link in exchange.
Use keyword-stuffed anchors.
Hide that you are doing outreach.
Add competitors or irrelevant businesses.
Turn it into a reciprocal link farm.

The resource should pass the smell test.

If a real user lands on it, they should think:

This is actually useful.

Not:

This is obviously an SEO trick.

Same-pond prospecting examples

Business: hotel chain with accessible rooms

Target market:

Travellers who need accessible accommodation

Same-pond industries and sites:

Hospitals
Rehabilitation clinics
Patient associations
Disability charities
Accessible travel blogs
Mobility equipment suppliers
Senior travel organisations
Caregiver resources
Local government accessibility pages

Content idea:

Accessible Hotel Rooms in [City/Country]
Guide to Booking Accessible Accommodation Near Hospitals
Accessible Travel Checklist for Hotel Guests

Business: holiday park or travel site

Target market:

Dog owners who travel around New Year

Same-pond industries and sites:

Dog associations
Breed clubs
Pet shelters
Vets
Pet bloggers
Dog trainers
Pet behaviourists
Pet shops
Pet insurance companies
Animal welfare organisations

Content idea:

Fireworks-Friendly Holiday Parks in the Netherlands
New Year Travel Guide for Dog Owners
Checklist for Travelling With an Anxious Dog

Business: webhosting comparison site

Target market:

People starting a business or launching a website

Same-pond industries and sites:

Web designers
Graphic designers
Copywriters
Accountants
Business coaches
Startup communities
Logo designers
Legal advisors
Company formation services
Coworking spaces

Content idea:

Recommended Services for Starting a Business
Website Launch Checklist for New Businesses
Complete Online Business Setup Guide

Business: accounting software

Target market:

Freelancers and small business owners

Same-pond industries and sites:

Accountants
Bookkeepers
Business coaches
Freelancer communities
Coworking spaces
Legal template websites
Invoicing consultants
Tax advisors
Small business associations

Content idea:

Freelancer Admin Checklist
New Business Finance Setup Guide
Invoice Template Library

Business: wedding venue

Target market:

Engaged couples planning a wedding

Same-pond industries and sites:

Florists
Photographers
Videographers
Makeup artists
Hair stylists
Wedding planners
Bridal shops
DJs
Bands
Cake makers
Wedding blogs

Content idea:

Wedding Supplier Checklist for [Region]
Recommended Wedding Suppliers Near [Venue]
Complete Wedding Planning Timeline

Business: cybersecurity company

Target market:

Small businesses worried about security

Same-pond industries and sites:

IT consultants
Managed service providers
Business insurers
Legal firms
Accountants
HR platforms
Compliance consultants
Startup communities
Remote work blogs

Content idea:

Small Business Cybersecurity Checklist
Remote Team Security Guide
Phishing Prevention Guide for Employees

Business: fitness brand

Target market:

People trying to improve health and performance

Same-pond industries and sites:

Physiotherapists
Nutritionists
Sports clubs
Running clubs
Health bloggers
Personal trainers
Wellness clinics
Corporate wellness providers
Sports equipment shops

Content idea:

Beginner Strength Training Checklist
Running Injury Prevention Guide
Recovery Guide for Amateur Athletes

How to build your same-pond map

Create a simple table.

Columns:

Target audience
What they need before us
What they need alongside us
What they need after us
Non-competing industries
Example websites
Possible content asset
Outreach angle
Status

Example for a webhosting company:

Target audience	Before hosting	Alongside hosting	After hosting	Non-competing sites	Content idea
New business owners	Company registration, logo, domain	Website, copy, hosting	Marketing, accounting	Web designers, copywriters, accountants	Business launch checklist

You can do this for almost any business.

Once you have the map, prospecting becomes much easier.

Search queries to find same-pond prospects

Use queries like:

[target audience] resources
[target audience] useful links
[target audience] recommended services
[target audience] checklist
[target audience] guide
[industry] partners
[industry] recommended suppliers
[industry] resources
[industry] useful links
[industry] associations
[industry] directory
[industry] blog
[industry] [location]

Examples:

dog owner resources Netherlands
pet association fireworks dogs
accessible travel resources Netherlands
disability travel accommodation
resources for starting a business
web designer recommended tools
copywriter resources for startups
wedding supplier directory Manchester
small business cybersecurity resources
freelancer accounting checklist

You can also search for specific page types:

inurl:resources [target audience]
inurl:links [target audience]
inurl:partners [industry]
inurl:recommended [industry]
intitle:resources [target audience]
intitle:useful links [target audience]
intitle:recommended suppliers [industry]

How to pitch without sounding transactional

This is important.

Do not lead with:

I will link to you if you link to me.

That makes it feel cheap.

Instead, lead with value.

For example:

We are creating a guide for [audience] and thought your business would be a useful addition.

Or:

We created a resource that may help your [clients/members/readers] with [problem].

Or:

We both serve [audience], and I thought this might be useful to share.

The link is the result of relevance.

Not the opening line.

When to create the content before outreach

Sometimes you should create the asset first.

This works when:

The topic is clearly useful.
You know the audience exists.
You have enough prospects.
The resource does not depend on including specific businesses.
You want to pitch a finished page.

Example:

Fireworks-friendly holiday parks
Accessible hotel rooms
Cybersecurity checklist
Startup website launch guide

Create the resource, then outreach.

When to outreach before creating the content

Sometimes you should validate first.

This works when:

You are creating a recommended businesses list.
You need businesses to participate.
You want quotes or contributions.
You want to feature partners.
You are not sure if people will care.

Example:

We are creating a recommended services page for new founders. Would you be open to being included?

This lets you build interest before publishing.

It also gives you a warm reason to contact people again after the page is live.

How this tactic can create more than links

The best part is that this tactic can create real business relationships.

You may get:

Referral partners
Co-marketing opportunities
Guest articles
Newsletter mentions
Social shares
Directory inclusions
Event invitations
Podcast appearances
Joint webinars
Customer referrals
Repeat backlinks

For example, the web designer who links to your hosting comparison site may later send you customers.

The dog association that links to your fireworks-friendly holiday park list may share it every December.

The hospital that links to your accessible hotel page may become an ongoing referral source.

This is why audience-overlap link building is powerful.

It is not just link acquisition.

It is partnership discovery.

Common mistakes

Mistake 1: Thinking too narrowly

Do not only look inside your own industry.

The best opportunities are often one or two steps away.

Mistake 2: Contacting competitors

The whole point is to find non-competing businesses.

If they compete with you, the incentive is weak.

Mistake 3: Creating content that only helps you

The content must help their audience.

Not just your rankings.

Mistake 4: Making the pitch too transactional

Avoid hard link exchange language.

Give first.

Mistake 5: Adding irrelevant businesses to a list

If your recommended list includes anyone willing to link, it becomes useless.

Quality matters.

Mistake 6: Ignoring associations and communities

Sometimes the best prospects are not individual businesses but groups that represent the audience.

Examples:

Dog associations
Patient associations
Startup communities
Wedding communities
Freelancer groups
Local business associations

Mistake 7: Not building a repeatable system

Once you map audience overlap, save it.

You can reuse it for future campaigns.

Same-pond link building checklist

Audience mapping

[ ] Define the target customer clearly
[ ] Map what they need before your product/service
[ ] Map what they need alongside your product/service
[ ] Map what they need after your product/service
[ ] List non-competing industries that serve the same audience
[ ] List associations, clubs and communities around that audience

Content strategy

[ ] Choose a useful content angle
[ ] Make sure it connects to your business
[ ] Make sure it helps the shared audience
[ ] Choose the right format
[ ] Add practical details
[ ] Make the resource worth linking to
[ ] Avoid turning it into a thin SEO page

Prospecting

[ ] Search for businesses in same-pond industries
[ ] Search for associations and clubs
[ ] Search for resource pages
[ ] Search for useful links pages
[ ] Search for communities and directories
[ ] Add prospects to a spreadsheet
[ ] Qualify for relevance

Outreach

[ ] Lead with audience overlap
[ ] Explain why the resource is useful
[ ] Keep the email short
[ ] Avoid transactional link exchange language
[ ] Give before asking where possible
[ ] Follow up once
[ ] Track replies and links

Relationship building

[ ] Save positive contacts
[ ] Look for referral opportunities
[ ] Offer future collaboration
[ ] Update them when the resource improves
[ ] Share their work where relevant
[ ] Build a long-term same-pond partner list

Final thoughts

Your target market is someone else’s target market.

That is not a problem.

That is the opportunity.

The best link prospects are not always direct industry websites. They are often the businesses, associations, communities and organisations that serve the same people from a different angle.

A hotel with accessible rooms can earn links from patient associations, hospitals and accessibility organisations.

A holiday park guide for dog owners can earn links from pet clubs, vets and dog associations.

A hosting comparison site can earn links from web designers, copywriters, accountants and business coaches.

A wedding venue can earn links from florists, photographers and bridal shops.

A cybersecurity company can earn links from IT consultants, insurers and compliance advisors.

Same pond.

Different fish.

That is the key.

Find the businesses that serve your audience before, during and after they need you.

Create something useful for that shared audience.

Reach out with a reason that makes sense.

And build links through relevance, not begging.