323: Link Building and Human Connection for Your Business

Artificial intelligence (AI) is transforming how entrepreneurs market their businesses, but one thing remains essential: human connection.

In this episode of Call Me CEO, host Camille Walker welcomes Maria-Katarina Johannesson, founder of Links and Maria, to discuss human-first marketing, link building for SEO, and building authentic business relationships in an increasingly AI-driven world.

Maria shares how entrepreneurs can grow their online presence while staying true to their personalities, values, and unique brand identities.

Why Human-First Marketing Matters

With AI-generated content becoming more common, audiences are increasingly looking for authenticity and genuine connections.

Maria encourages entrepreneurs to ask themselves: What do I want to be known for?

Beyond your products and services, your personality, values, and unique perspective help your business stand out. Human-first marketing means using technology thoughtfully without losing the personal touch that builds trust with your audience.

Link Building for SEO: Relationships Before Backlinks

Maria specializes in link building, an SEO strategy that involves earning links from other websites to improve online visibility and establish website authority.

However, she believes successful link building starts with relationships, not simply collecting backlinks.

Instead of sending generic outreach emails, entrepreneurs should research potential partners, understand their audiences, and offer something valuable. For example, a life coach for mothers might connect with postpartum doulas or family-focused businesses to create helpful resources and meaningful collaborations.

The goal is to build relationships that benefit both businesses while creating relevant opportunities for backlinks.

How to Build Quality Backlinks Naturally

Maria recommends several practical strategies for entrepreneurs who want to improve their SEO and online presence:

Leverage existing relationships: Connect with previous clients, business partners, and companies you genuinely recommend.
Create valuable content: Publish useful guides, original research, or resources that other websites may want to reference.
Personalize your outreach: Show potential partners that you understand their business and audience.
Build industry connections: Participate in podcasts, contribute to relevant publications, and engage with your professional community.
Prioritize relevance: Focus on websites that align with your expertise and target audience.

Maria also suggests asking whether a potential partnership would make sense if backlinks didn’t exist. If the relationship offers no genuine value beyond the link, it may not be the right opportunity.

Build a Brand People Remember

A strong personal brand helps people understand who you are, what you offer, and what makes your business different.

Maria recommends identifying your unique message and sharing it consistently where your audience spends time. Rather than trying to be everywhere online, focus on one or two relevant social media platforms and use your website as your central hub.

Creating helpful content, understanding your audience, and building relationships can strengthen your credibility and help potential customers discover your business.

Remember, backlinks alone cannot fix a weak marketing strategy. A clear message, valuable services, and an understanding of your customers are essential foundations for sustainable growth.

The Future of Marketing Is Human

AI can help entrepreneurs save time and streamline their marketing efforts, but it shouldn’t replace genuine human connection.

Maria-Katarina Johannesson’s conversation with Camille Walker highlights an important lesson: success isn’t just about being visible—it’s about becoming a brand people trust and choose.

By combining effective SEO strategies, quality backlinks, authentic storytelling, and meaningful relationships, entrepreneurs can grow their businesses without losing what makes them unique.

Start by defining what you want to be known for, create content that helps your audience, and build relationships with intention. In an increasingly AI-driven world, authenticity may be one of your greatest competitive advantages.

Listen to the Full Episode

Listen to Call Me CEO with Camille Walker and Maria-Katarina Johannesson to learn more about human-first marketing, link building for SEO, and building authentic business relationships.