Link Building That Won't Get You Penalised

Before we build a single link — and if you're still getting clear on what link building actually is, start there — we analyse your backlink profile against your competitors to find the gaps.

We map:

- Which competitors outrank you and why (often it's authority, not content) - Which specific pages need more link equity to rank - What types of links your top competitors have that you don't - Which referring domains link to multiple competitors but not you (low-hanging fruit) - Your current link profile's toxic risk score

This analysis produces a targeted strategy: which pages to build links to, what types of links to pursue, and what anchor text distribution looks natural for your niche.

We don't send you a list of 500 prospects. We send you a prioritised plan that maps link acquisition directly to ranking outcomes.

The highest-quality links come from journalists, editors, and publishers who choose to reference your content because it's genuinely useful or newsworthy.

We create digital PR campaigns built around:

- Original research and data studies that journalists cite as sources - Industry surveys and reports that become go-to references - Expert commentary and reactive PR tied to trending industry topics - Visual content (infographics, interactive tools) that earn natural links - Controversial or counter-narrative positions that generate discussion and coverage

Each campaign is designed for your specific industry and audience. We don't blast 10,000 journalists with a generic pitch. We identify the 50-100 publications that matter for your authority and craft angles specifically for their editorial focus.

The result: links from real publications with real audiences that Google unambiguously values. This is white hat link building — the only kind worth doing.

The best link building strategy is creating content that people want to link to. This sounds obvious, but most content is created for keywords, not for linkability. These are different goals.

Linkable content includes:

- Definitive guides that become the canonical resource on a topic - Original data, statistics, or benchmarks that others cite - Free tools and calculators that solve real problems - Templates and frameworks that practitioners actually use - Curated resource lists that are genuinely comprehensive

We identify the topics in your niche where no definitive resource exists, create that resource, and then promote it to the people most likely to reference it. Not cold outreach spam - targeted promotion to people who are already writing about the topic and need a source to cite.

This approach creates assets that continue earning links passively, long after the initial promotion. Compound returns instead of linear effort.

Outreach done right isn't spam. It's relationship building with people who benefit from knowing about your content.

Our outreach methodology:

- We identify publishers, bloggers, and journalists who actively cover topics related to your content - We personalise every outreach email - no mail merge templates - We lead with value: what's in it for them and their audience - We suggest specific angles or resource additions, not generic 'please link to us' requests - We follow up once, respectfully, and move on if there's no interest

We also build long-term relationships with key publishers in your industry. When they need an expert quote, a data source, or a guest contributor, your brand is already in their contact list. These relationships produce links repeatedly over time, not just once.

Response rates matter more than send volume. We typically see 15-25% response rates versus the industry average of 3-5%, because we don't spam. If you're an agency looking to white-label this kind of outreach, see our guide to link building for agencies.

Before chasing new links, we recover the authority you've already lost.

Link reclamation includes:

- Finding unlinked brand mentions and converting them to links - Identifying broken backlinks (links pointing to 404 pages) and redirecting them - Fixing redirect chains that are diluting PageRank from existing links - Reclaiming links lost when sites you were mentioned on restructured - Identifying high-authority pages with no internal links to your money pages

This is often the highest-ROI link work because you're recovering authority that already exists but isn't flowing correctly. A single broken backlink from a DA 70 site is worth more than 10 new links from DA 20 sites.

We also audit your internal link architecture to ensure that external authority flows to the pages that need it most. No point earning links to your homepage if the authority dead-ends there. If you're evaluating providers, our breakdown of the best link building services explains what to look for.