Link Building
Link building is the work of getting other people to reference you, on purpose, because you published something worth referencing. Everything else is buying a number that increasingly does not predict anything.
What makes a link valuable
Whether real people read the page it sits on. Authority weighted by measured traffic predicts outcomes substantially better than authority scores derived from the link graph alone, and engines have been reweighting accordingly.
Practically, that inverts the usual shopping list. A link from a trade publication your buyers actually read, with a domain score of 40, is worth more than one from a general-interest site scoring 80 that nobody visits. The tool disagrees. The tool is measuring the wrong thing.
What earns links in a technical B2B category
Information that did not exist before you published it.
- Original data. A survey of your customers, a benchmark you ran, aggregated figures from your own operations. This is the only category competitors cannot replicate by writing harder.
- Genuine technical reference. Specification, tolerance, comparison and selection material that engineers bookmark and cite because nothing else covers it properly.
- A clear position on something contested. A defensible argument gets referenced, including by people disagreeing with it, which still counts.
What does not work in these categories is generic listicle content. There is no shortage of it, nobody needs another, and it earns nothing.
The highest-leverage outreach target
The "best of" and comparison articles that already rank for your category and name your competitors while omitting you.
Those pages are actively working against you. They are the source material answer engines draw on when someone asks who the options are, so every one of them that excludes you is teaching the answer that you are not an option. Getting added to them changes what gets said about your category.
It is also concrete work with a finite target list, which makes it easier to run and easier to measure than open-ended outreach.
What we do not do
Buy links, use private blog networks, or place articles on sites that exist only to host them. Not primarily on ethical grounds, though those apply, but because it is a poor trade: the links carry little weight, the practice is actively enforced against, and the exposure lands on your domain rather than ours.
We are equally cautious about publishing on borrowed authority. Placing content on a large third-party domain to rank in its place is now directly targeted by policy, and the pages it produces tend to evaporate.
What an engagement looks like
| Stage | Work |
|---|---|
| Profile review | What currently links to you, what links to competitors and does not link to you, and whether anything present is a liability |
| Asset identification | What you already know or hold that would be worth publishing, which is usually more than the team assumes |
| Production | Turning that into something citable: a data piece, a reference resource, a technical comparison |
| Outreach | Targeted approaches to publications and to the comparison articles that omit you |
| Reporting | Links earned, where they sit, and whether they send anyone |
How links support citation
Corroboration is a signal in its own right. A claim that appears only on your own site is weaker than the same claim repeated by independent sources, and answer engines lean on third-party material heavily. Earning coverage builds both the authority half and the entity half of the SEO program at once.
Frequently asked questions
How many links will we get per month?
We do not quote a number, because a monthly link quota is what produces the low-quality placements described above. Genuine outreach has a modest positive response rate and the results are lumpy: a quiet month followed by a piece that earns several at once.
Should we disavow bad links pointing at us?
Usually not. Engines are reasonably good at ignoring junk, and disavowing aggressively can remove links that were helping. It is worth doing when there is evidence of a deliberate negative campaign, and worth leaving alone otherwise.
What anchor text should we aim for?
Mostly your brand name and plain URLs, especially on a younger domain. A profile weighted toward exact-match commercial anchors looks engineered, because it is. Editorial links tend to use the brand naturally, which is part of why they carry weight.
See where you stand
We will review your current search visibility and show you what buyers find when they look for what you do.
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