Link profile audit
The quantity and quality of your existing links, anchor text distribution and diversity, and any toxic links that need dealing with.
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SEO Services · Link Building
SEO Services · Link Building
Link building that earns authority, not just links
Search engines weigh hundreds of factors; two of the most important are the relevance and authority of the sites that link to you. Earning links from well-known, relevant sites — rather than buying volume — is the difference between being found and staying at the bottom of the rankings. We know which links are worth your time and which to avoid completely.
What's included
Eleven ways a link profile is built
Almost any provider can get you backlinks; the work below is about earning the right ones, from the right places, at the right pace.
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Strategy & targets
Which techniques suit your site, how many links a month, and which page and keyword each link should support — one keyword, one URL.
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Editorial & guest content
Unique content placed on high-authority, industry-relevant sites, reviewed by you before it is published.
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News, articles & media
Links from news sites, informational articles, podcasts and video where your story earns a place.
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Citations & directories
Consistent listings in the directories relevant to your category.
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Broken link rebuilding
Finding broken links on relevant sites and offering your content as the replacement.
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Competitor link analysis
Where your competitors earn their links, used selectively — their profiles also contain spammy and irrelevant links we will not follow.
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Internal linking
Links within your own site placed on accurate keywords, not haphazardly, so authority reaches the pages that need it.
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Content to earn links
A content strategy developed alongside the campaign, so your site has material others actually want to link to.
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Outreach & review
Prospects and clients can see each other's sites before a link goes live, and you review all outreach content first.
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Link monitoring
Acquired links are checked; if one is removed after a redesign or domain change, we go back to the administrator to restore it.
Scope
Which of these you need
The snapshot tells you which disciplines matter for your site, in what order.
Get your snapshot
How we work
No price list, no guesswork
SEO for a luxury hospitality group and SEO for a five-unit branded residence are not the same job, so we don't sell either off a fixed-price menu. Every engagement starts with a free AI Visibility Snapshot, and moves at the pace your brand needs.
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Audit
We review your site's technical health, content and current visibility across Google and AI search, and tell you exactly what's holding you back.
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Strategy & build
We fix what's broken and build what's missing: technical foundations, content, structured data and the link profile your category actually rewards.
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Ongoing growth
A retainer that keeps you visible as search — and AI search — keeps changing, with a monthly report you can actually read.
Why quality beats quantity
A spammy site linking to you will damage your rankings; Google penalises toxic links, if not immediately then over time.
Links are effective only when the strategy behind them is. Done well, link building:
- Transfers authority from respected, relevant domains to yours
- Earns links from well-known sites that carry weight in your industry
- Promotes your brand across verticals rather than in one corner of the web
- Gives others a reason to talk about, and link to, your content
- Protects you from the penalties that follow irrelevant or black-hat links
The three link types
Internal links lead from one page to another on the same website. They make the site easier to navigate and contribute to its crawlability. External links connect your site to another, usually to credit a study or guide you have referred to. Used sparingly and from quality sources, they build trust with your readers. Backlinks are incoming links from an external website to yours. They transfer domain authority from one domain to another, which is why building high-quality backlinks is essential to any SEO programme.
The most effective approach to all three: be selective about where you publish, favour high-authority and industry-niche sites, use only unique content, place internal links on accurate keywords, and cite only quality sources when linking out.
“Some links are better than others. Knowing which is the whole job.”
Planning a strategy, and the mistakes to avoid
Links only work when they follow a plan. Decide which techniques your site needs. Anchor links to relevant keywords, and support each backlink with content relevant to your site. Set the number of links you need each month and do not exceed it in a short period. Prioritise quality over quantity. Keep content to an appropriate length. And target one keyword on one URL — spreading it across several dilutes the effect.
The common mistakes are the mirror image: irrelevant link building; ignoring no-follow links entirely; taking multiple links from one site to one page; linking to or from low-quality content; unreliable sources; repetitive exact-match anchors; spammy websites; excessive reciprocal linking; quantity over quality; neglecting outreach; blindly copying competitors’ link profiles, which contain their spam as well as their strengths; and relying on a single technique rather than diversifying.
Links can be built from many places — editorial and guest placements, citations and directories, news sites, informational articles, infographics, video, podcasts, industry forums, broken-link replacement, email and social media. The mix depends on the site and the category.
Toxic links
A toxic link harms both ranking and visibility. Toxic links include those obtained through black-hat tactics; when Google finds them it penalises them, if not immediately then over time. Keeping irrelevant links away from your business is the best policy, even where top competitors have links from those same places. We identify them in the audit and build the profile without them.
Questions
Frequently asked
How much does link building cost?
We do not sell links off a rate card, and we would be wary of any agency that does. The right volume, sources and pace depend on your site, your competitors and your goals. Start with a free AI Visibility Snapshot and we will scope a link programme around your business.
Can prospective link partners see the website before we link live?
Yes. Both the link prospect and the client can see each other's sites before any acquisition takes place.
Do you follow a content review process?
Yes. Directory content and outreach content are both sent to you for review before anything is posted.
Do backlinks remain forever?
Generally, the links we acquire stay in place for a long time. They are usually only removed if the domain expires or the site goes through a major theme change. When that happens we go back to the site administrator to have the link made live again.
How long does it take to acquire a single backlink?
Link acquisition usually takes one to two weeks.
Free AI Visibility Snapshot
See how Google and AI search see your brand
A short, written review of your site's visibility across Google, AI Overviews and the assistants your guests and buyers use. No obligation, no price list.
- Technical health and crawlability
- Where you appear — and don't — in AI answers
- The three things to fix first