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A backlink profile full of low-quality, irrelevant or spammy links can actively harm your search rankings. Before building new links, it's essential to understand the quality of what's already there — and to address anything that's working against you.
A backlink audit examines every link pointing to your website. It assesses relevance, authority and potential harm, identifies the links most likely to be creating a negative signal, and produces a clear action plan — whether that's disavowing toxic links, reaching out to have them removed, or simply understanding the landscape before building on it.
A backlink audit is a systematic examination of all the external websites that link to a business’s domain. It assesses the quality, relevance and authority of each linking site, identifies links that may be harmful to the site’s search performance — such as those from spammy, irrelevant or low-quality sources — and produces a plan for addressing the most problematic links through disavow requests or removal outreach.
You need this when your site’s loading speed or Core Web Vitals scores are flagged as poor, when a Google Search Console report has highlighted performance issues, or when you know your site is slow but have never properly investigated the cause. Site speed directly affects both user experience and search rankings, and addressing it is increasingly non-negotiable for competitive SEO performance.
This service includes a technical audit focused on Core Web Vitals and page speed metrics, identification of specific performance issues, and implementation of fixes covering image optimisation, caching, code minification and server response improvements. Delivered as a site speed optimisation service with before-and-after performance benchmarks.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
A comprehensive review of all external websites linking to your domain — assessing the quality, relevance and authority of each link, identifying links that may be harming your rankings (toxic or spammy links) and discovering link-building opportunities.
Backlinks from authoritative, relevant external sites are one of the most significant ranking factors in Google’s algorithm. A link from a credible source signals to Google that your content is trustworthy and valuable, improving your site’s overall ranking authority.
Relevance (the linking site covers topics related to yours), authority (the linking domain has established credibility with search engines), naturalness (the link is embedded in relevant content rather than a list or footer), and the anchor text used to link to you.
A link from a low-quality, spammy, penalised or irrelevant site that may harm your rankings. Toxic backlinks can be identified through a backlink audit using Ahrefs, SEMrush or Majestic, which assign quality and spam scores to linking domains.
The Disavow tool allows you to tell Google to ignore specific backlinks when assessing your site. It should be used sparingly — only when there is clear evidence of a significant volume of harmful links and when they cannot be removed by contacting the linking site owner.
A backlink audit reviews the existing link profile. A link-building audit assesses the quality and effectiveness of link acquisition activity that has been conducted — what links have been earned, from what sources, through what tactics.
Ahrefs, SEMrush, Moz Link Explorer and Majestic are the primary professional tools for backlink analysis. Each has different link databases and quality metrics. Google Search Console also provides a list of domains linking to your site.
A backlink audit reviews your own link profile. A competitor analysis reviews competitors’ link profiles to identify where they are earning links that you could target — particularly from domains that link to multiple competitors in your space.
Annually as standard. An urgent audit is warranted when a sudden unexplained ranking drop occurs or when a Google penalty is suspected. A routine audit during an active link-building programme should be quarterly.
The quality of the referring domains rather than their quantity. A small number of links from high-authority, highly relevant domains produces significantly more ranking benefit than a large volume of links from low-quality or irrelevant sites.