Google's algorithm is built on a simple idea: if other websites link to you, you're probably worth ranking.
Not any links. The right links. Editorial mentions from relevant sites. Coverage in industry publications. Resources that reference your expertise. The kind of backlinks that signal "this business is credible" — to Google and to customers who find them.
Most link building is garbage. Spammy outreach, irrelevant directories, paid placements that Google can spot a mile away. It doesn't work — and when it does work temporarily, the penalty eventually comes.
We build authority properly. Strategic, relevant, sustainable.
Why Links Still Matter
Every few years, someone declares link building dead. Every few years, they're wrong.
Links remain one of Google's strongest ranking signals. A site with genuine editorial backlinks from relevant, authoritative sources will outrank a site without them — all else being equal.
The difference now is quality over quantity. Ten relevant links from respected industry sites beat a thousand links from random blogs. Google's gotten very good at spotting manipulation. The only link building that works long-term is link building that earns real editorial endorsement.
What Strategic Link Building Looks Like
Digital PR — Creating stories worth covering. Data, insights, expert commentary that journalists and editors actually want to reference. Not begging for links — earning them by being genuinely useful.
Content-Driven Authority — Resources so good that people link to them naturally. Guides, tools, research that become reference points in your industry. Links that keep coming because the content keeps delivering value.
Strategic Outreach — Identifying relevant sites where your expertise adds value. Guest contributions, expert roundups, resource page inclusions. Relationship-building, not spam-blasting.
Competitor Gap Analysis — Where are your competitors getting links that you're not? Which opportunities are you missing? Reverse-engineering what's working in your space.
Link Reclamation — Mentions without links. Broken links pointing to moved content. Citations that should be linked but aren't. Low-hanging fruit that most businesses never capture.
What We Don't Do
We don't buy links from link farms. We don't do mass outreach to irrelevant blogs. We don't use private blog networks. We don't promise "50 links per month" because that metric incentivises garbage.
We don't do anything that puts your site at risk. Google penalties are real, and recovering from them is painful and expensive. Every link we build is one you'd be comfortable showing to a Google engineer.
The Multi-Location Angle
For multi-location businesses, link building has extra dimensions.
Local links matter — coverage in local press, mentions from local business associations, links from community organisations. These signals tell Google you're genuinely established in each area you serve.
We build authority at both levels:
The Long Game
Link building compounds. A link earned today keeps passing authority for years. The sites that invest consistently in building genuine authority become harder and harder to compete with.
This isn't a quick win. It's infrastructure. The businesses that start building now will dominate their markets in two years. The ones waiting for a shortcut will still be waiting.
Who This Is For
Businesses who understand that rankings require authority, not just on-site optimisation. Who want sustainable growth, not quick fixes that backfire. Who have content worth linking to — or are ready to create it. Who see link building as investment, not expense.
