All our backlinks are whitehat and created manually by our link building team, who have a network of thousands of sites they can tap up, as well as constantly reaching out to new blogs across a variety of industry sectors.
But what makes a great link?
Well, first of all, it has to be genuine and relevant to your business. We don’t use private blog networks to build your links. Then there has to be some kind of editorial control, meaning that we’ll liaise with a human being to publish your article. This helps to enforce quality standards not just for our content but others who may also provide content to that site.
We use relevant domain metrics like Domain Rank and Trust Flow, as well as traffic and spam score, which give a good indication of the volume and quality of the links coming into that website and so are a good indicator of the value of that link to your website.
Of course no single metric is a perfect measure of quality, which is why we manually check every single site that we post links on for quality and relevant content. Any site that doesn’t meet our own strict internal standard is blacklisted on our database and not used.
What’s more, we only target websites with a long history and so can be confident that they won’t be disappearing anytime soon, meaning your content and associated links will stay live as long as the website stays operational. But just to be sure, we also monitor all the links we’ve built so we’ll know if any go down.
One relevant link from a respected, on-topic site is worth more than dozens from weak ones — and poor links can actively hold you back. We weigh every prospect on its authority (how trusted the site and page are), its relevance to your sector, and the diversity of your overall link profile, since an unnaturally repetitive pattern is a red flag to Google. Authority builds at page level and feeds the wider domain, so a strong link lifts both.
What we never do: buy links, run reciprocal link exchanges at scale, drop context-free links, use private blog networks, or over-optimise anchor text. These shortcuts invite penalties and undo the work. Everything we build is manual, contextual and built to last.
Our primary goal is to obtain ‘follow’ links. This means that some authority passes from the publisher to your website. However, we don’t shy away from obtaining ‘nofollow’ links. Link building should not be solely for the benefit of SEO. A ‘nofollow’ link from a hugely relevant and highly authoritative website can still be beneficial, by placing you in the right link neighbourhood, by providing a mention of your brand name and by sending relevant referral traffic to your website.
What’s more, in 2019, Google officially announced that the ‘no follow’ attribute doesn’t mean it ignores no follow links, rather just treats them as a ‘hint’. This confirms what SEO experts have suspected for some time, that is that it pays to build a diverse link portfolio of both follow and nofollow links.
We can get guest content or blogs published on highly relevant websites to promote your brand.
We can get guest content or blogs published on highly relevant websites to promote your brand and build high-quality backlinks to your website. We’ll reach out to genuine website editors and bloggers across relevant sectors who have an already established audience and provide them with expertly written, relevant and shareable content with a link (or links) back to your own onsite content.
Some sites will allow ‘editorial links’ within the content to relevant blogs on your website, whilst others may limit you to a link in an author biography. Whilst editorial links are more powerful, the primary objective when link building is relevancy. Is the website and content relevant to your business? If so, a link in your author biography can still be very powerful if the site is authoritative.
Another powerful link building method is approaching blog editors to ask them if they’ll place links back to your content in existing content on their own sites. Sometimes called link insertions, this tactic involves going through a website’s content to find related content and then approaching that site for permission to place a link back to your content. The more relevant or authoritative the content we are linking back to, the more effective this technique is.
We ask blog editors to place links to your content from relevant articles on their website.
We create high value unique content or a marketing narrative to build a PR buzz around.
We can create highly linkable assets for your own website such as infographics, e-books, research based content or even interactive media. These assets then become link magnets, which we can then promote to established online publications, along with a press release to our contacts with the goal of earning backlinks from high-value sources.
Digital PR is different from guest blogging and link placements in that the emphasis is on creating very high value unique content or a marketing narrative or story that is easier to promote and build a PR buzz around.
High-quality and niche relevant business listings are still a must have for any backlink profile.
We manually create our business listings complete with as much detail about your business as possible.
They provide the much-needed NAP (name, address, phone number) information required to build the requisite signals required for websites to rank for local search based terms. Citations and business directory listings form the backbone of local SEO campaigns.
We manually create our business listings to include as much detail about your business as possible.
The strongest link building strategies combine earning links with targeted outreach
The four pillars are where most links come from, but a full campaign draws on more. Depending on your sector and starting point, we also use:
Building vs earning. Most of the above is active outreach — the “push”. Alongside it we help you earn links by the “pull”: creating genuinely linkable assets (guides, data, tools) so that other sites choose to link to you. The two work best together.
Bad links can drag a site down, and occasionally clients arrive having been burnt by a previous agency. The good news is that Google now ignores most low-quality links automatically, so disavowing is rarely needed — and doing it carelessly can hurt more than it helps.
We recommend disavowing only in specific cases: a manual action tied to links, or paid/manipulative links you can’t get removed or marked up. The process runs through Google Search Console (a text file of domains, uploaded to the property — noting it works on website, not domain, properties). Where there’s a genuine problem we audit the profile across several tools first, rather than dumping one tool’s “toxic” list. We also keep an eye out for negative SEO, where someone points spammy links at your site deliberately.
Google ignores most low-quality links, making disavows rarely necessary
Usually not. Google ignores most low-quality links automatically, and a careless disavow can do more harm than good. Disavowing is worth it mainly when you have a manual action tied to links, or paid/manipulative links you can’t get removed. When in doubt, get the profile audited first.
Link building is active outreach — pitching guest content, placements and digital PR to secure links (the “push”). Link earning is creating assets so good that others link to them on their own (the “pull”). A strong campaign uses both.
Relevance and authority. A link from a trusted, on-topic site placed naturally in real content is worth far more than volume from weak or unrelated sites. We also keep your overall profile diverse, since unnatural patterns are a penalty risk.
