Frequently asked
Questions, answered plainly.
Everything we get asked before a first campaign. If yours isn’t here, email us — the answer usually takes a paragraph, not a meeting.
Link building basics
What is link building?
Link building is the practice of earning links from other websites to yours. Search engines read a link as a signal of credibility — a vote from one site that another is worth referencing. Links from relevant, trusted publications help your pages compete for rankings; links from sites nobody reads do very little.
Done properly it’s an outreach discipline rather than a technical one: finding the right publication, having something worth publishing, and convincing an editor to run it.
What is white-hat link building?
Earning links naturally and ethically — targeted outreach and genuine relationships with bloggers, journalists and site owners, so they reference your site because there’s a reason to. It gets you onto authoritative publications that are otherwise hard to reach.
Black-hat is the opposite: spam submissions, automated schemes, forum and comment spam, low-quality Web 2.0 networks. Sometimes it moves fast. It also carries risk that lands on your domain, not the agency’s.
What makes a good backlink?
Relevance to your topic, a real audience on the linking page, and genuine authority behind the domain — roughly in that order. A DR 40 industry publication your buyers actually read will usually outperform a DR 80 site with no traffic and no editorial standards.
Placement matters too. A contextual link inside the body of an article carries weight that a footer or author-bio link does not.
What link building strategies do you use?
We keep more than twenty methods in rotation and pick the mix per client. The regulars: editorial outreach, guest posting, link insertions, broken link building, unlinked brand mention recovery, journalist and expert-source outreach, resource page placements, competitor backlink analysis, skyscraper rebuilds, content-led campaigns and digital PR.
Which of those we lean on depends on your industry, your competition and how quickly you need to move.
Our links and quality
What type of backlinks do you provide?
Editorial links on real publications: guest placements, contextual insertions into existing indexed articles, coverage earned through digital PR, and links to content assets worth citing. Every one is in-body and contextual. We don’t supply directory dumps, profile links or anything from a network we control.
Are the links permanent?
We target permanent placements. Because the content is genuinely published rather than rented into a slot, there’s no expiry attached. Publishers occasionally restructure or retire old content — that’s true of any link on the web — and where it affects a placement we’ve built, we’ll tell you and look at a replacement.
Are the backlinks do-follow?
Do-follow is the standard we aim for on every placement. Some publishers apply a sponsored or no-follow attribute as blanket policy regardless of how the content was earned. Where that’s the case we flag it before placing, and the attribute is recorded against the link in your tracker either way.
How do you select which websites to approach?
Topical relevance first, verified organic traffic second, domain strength third. We check the traffic curve for the shapes that indicate a site built for selling links rather than for readers, and we look at who else the site links out to.
You see and approve the full prospect list before any outreach begins. If there’s a publication you don’t want to be associated with, strike it.
Process and reporting
Do you guarantee rankings?
No. Nobody controls Google’s index, and an agency guaranteeing a position is either guessing or planning to do something that will cost you later.
What we commit to in writing: a minimum number of links each month, meeting an agreed quality standard, on relevant sites, pointed at pages we prioritised together.
How long does link building take to work?
Early ranking movement usually shows around months three to four, with the clearer organic gains from month six onward as authority compounds. Our published campaigns run from two months at the short end to twenty-four months and beyond — and the longest-running ones show the largest absolute gains, which is the pattern you’d expect.
Do you provide reports?
You get a shared tracking document that updates in real time as links go live — linking URL, target page, anchor text, domain rating, estimated site traffic and keyword visibility impact. Not a PDF that arrives on the 30th.
Alongside it, a concise monthly summary of work completed and what’s planned next, plus commentary on what we’re seeing in your competitors’ profiles.
How do you monitor results?
We track rankings and performance on the pages we’re actively supporting, not just the link count. That includes a prioritised list of pages that would benefit most from further acquisition, so the next month’s work is aimed at where the upside actually is.
Working together
Can you target specific countries?
Yes. We build per-market target lists using publishers based in — or genuinely read within — the territory you’re targeting, and can run several markets in parallel with separate reporting for each. It’s a standard part of enterprise and multi-region campaigns.
Can you work in competitive or restricted niches?
We work in iGaming, VPN and privacy, AI tooling and other categories where many publishers refuse placements outright. Those campaigns carry higher publisher costs and are quoted individually rather than run off the standard packages. If we can’t reach a decent standard in your category, we’ll say so rather than take the retainer.
Do you offer custom campaigns?
Most of our work is custom. The packages are a starting shape; the plan underneath is always built around your target pages, your competitors and your market. Higher volumes, multiple domains, a specific link mix or a white-label agency retainer are all quoted against the actual work. See pricing for the standard tiers.
How do we communicate during a campaign?
You can reach the team around the clock and typically get a same-day reply. Calls can be booked whenever it suits you, and we schedule regular check-ins to review strategy and progress. Each month you get a written update covering every link built and where it fits the wider plan.
How do I get started?
Book a 30-minute call or send the contact form with your domain and two or three competitors. We’ll run a gap analysis and come back with a written proposal — recommended link mix, monthly volume and price. No charge and no obligation.
Still deciding
Ask us the awkward question.
The ones about link sources, pricing and what we can’t do are the ones worth asking. We’d rather answer them now than in month three.