Link building
Links that build trust, without the risk
Links from other websites are still one of the ways Google judges how well known a business is. Its local ranking guidance mentions how many websites link to a business when it talks about prominence.
But links are also where a lot of SEO goes wrong, because they’re easy to buy, and buying them for rankings breaks Google’s rules. Link building is part of our SEO services, and we keep it on the right side of those rules.
How we earn links
Local and industry connections
Suppliers, trade bodies, local groups, sponsorships and partners. Most businesses have relationships that would link to them. Nobody’s asked.
Content worth linking to
Guides, data and tools other sites want to reference. Our content strategy plans for this.
Digital PR
Stories and expert comment for local and trade press, where the link comes with real coverage.
Fixing what’s there
Unlinked mentions, links to pages that now return errors, and directory listings with the wrong details.
What Google’s rules say
1
Buying links is link spam
Google’s spam policies treat buying or selling links for ranking purposes as link spam. That covers paying for links, swapping goods or services for them, and sending a free product in exchange for a post with a link.
2
Paid links must be labelled
Paid links are allowed as long as they’re marked with rel=”sponsored” or rel=”nofollow”.
3
Cheap bulk links are a red flag
Anyone promising a hundred high-authority links for a few hundred pounds is almost certainly selling what those policies describe.
Our approach
Why shortcuts cost more
Cheap link packages are tempting. A hundred links for a few hundred pounds sounds like a bargain next to months of outreach. The trouble is what those links usually are. Pages on sites that exist to sell links, read by nobody and ignored or penalised by Google.
The links worth having are harder to get because they’re real. A trade body listing you as a member. A local paper covering a project. A supplier featuring you as a case study. Each one says something about your business that Google, and people, can trust.
They also bring in visitors on their own. A link from a well-read local site can send customers your way regardless of what it does for rankings.
Link building also overlaps with the rest of your business. Sponsorships, memberships, events and partnerships often produce links as a side effect. Part of our job is spotting those chances and making sure the link actually happens.
Good to know
How long it takes
Earned links build up over months. It’s slow, and that’s partly why they count for more. The SEO guide explains how links fit with everything else.
Link building is usually part of an ongoing campaign. We’ll report what we’ve secured each month and what we’re working on next.
There’s no magic number. A handful of relevant links from respected local and industry sites can be worth more than hundreds from sites nobody visits.
Accurate listings on the main directories and trade bodies in your sector help people find you and keep your details consistent. Mass submissions to hundreds of directories aren’t worth paying for.
We can review your link profile and advise on anything that looks like a problem.
No. Earned links depend on other people choosing to link, so we report on what we’ve secured rather than promising a figure.
A link from a spammy or manipulative source. Most sites have a few and Google usually ignores them. A large number bought deliberately is a different matter.
Rarely. Google says most sites don’t need it. It’s for cases where there are many spammy links pointing at you that you can’t get removed.
Not directly for rankings in most cases, but social profiles help people find you and can lead to links from other sites.
You can, but links between sites you own carry little weight. Links earned from independent sites matter more.
Related services and guides
Local SEO
Links that help local prominence.
Content strategy
Content worth linking to.
SEO audit
Including a look at your links.
SEO for business websites
Our full guide to SEO.
We’re not like other agencies
No B.S. Just brains, beauty, and battle-tested results.
Results-Driven Approach
Every decision is commercial. Every click, campaign and line of code is engineered to drive pipeline, revenue and growth, not vanity metrics.
End-to-End Service Offering
From initial strategy through to execution and ongoing optimisation, we own the whole process. One point of contact, full accountability, no finger pointing.
Transparent Communication
You’ll always know what we’re doing, why we’re doing it and what it’s delivering. No smoke and mirrors, no monthly reports full of meaningless numbers.
Scalable Solutions For Growth
Whether you’re an established business looking to dominate your market or a growth stage company building for scale, we build digital infrastructure that moves with your ambitions.
Book A Call
No pitch. No pressure.
We don’t do discovery calls designed to wear you down until you sign something. This is a straightforward conversation between two businesses. We ask the right questions, listen properly and tell you honestly whether we’re the right fit.
If we are, you’ll go away knowing exactly what a partnership with TWA looks like and, more importantly, how it can benefit your business. If we’re not, we’ll tell you that too.
We’d rather turn down the wrong work than take on a client we can’t genuinely help scale.
