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Links from authoritative, relevant websites remain one of the strongest ranking signals available to search engines. But earning those links requires more than great content — it requires a deliberate, organised outreach effort that puts your content in front of the people most likely to link to it.
An outreach strategy defines the approach that makes that happen. Identifying the right targets, crafting the right proposition, and building the relationships that result in links from websites your customers — and search engines — already trust.
An outreach strategy is a plan for proactively securing high-quality backlinks from relevant, authoritative websites. It identifies the types of sites most likely to link to the business’s content, defines the approach for reaching out to them, specifies the content or value proposition that will make linking worthwhile, and establishes the process and tools for managing outreach activity at scale.
You need this when your SEO has been managed by different people or agencies over time and you’ve lost track of what’s been done, what’s working and what the current strategic priorities are, or when you’ve inherited an SEO programme and need to understand what you have before deciding what to change. A strategy review gives you clarity and a coherent plan going forward.
This service includes a review of your existing SEO programme, updated strategy documentation, prioritisation of activity across technical, content and authority workstreams, and a refreshed implementation roadmap. Delivered as an SEO strategy review document with a clear forward plan.
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 planned approach to identifying and contacting external websites, journalists, bloggers and industry publications to earn backlinks through valuable content, relationships and digital PR — building the external link profile that supports organic rankings.
Most high-quality backlinks don’t appear organically — they require proactive effort. Outreach is the process of identifying where links can be legitimately earned and initiating the relationship or content opportunity that produces the link.
Original research and data, comprehensive guides that are the best resource on a specific topic, freely available tools or resources, visual assets like infographics, unique expert perspectives on industry topics and timely commentary on relevant news or trends.
Digital PR involves creating and pitching content to journalists and publications that, when covered, produce high-authority backlinks from news and media domains. These links carry significant ranking authority and are among the most valuable a business can earn.
The process of identifying potential link-building targets — domains in your sector, resource pages that link to similar content, publications that have covered competitors, directories and associations relevant to your industry. Prospecting is the research phase of an outreach strategy.
A site with genuine authority in your sector (strong domain rating, good organic traffic), relevant content coverage (not a generic link farm) and a pattern of linking to similar content or resources. The best targets are sites you would want to be featured on for reasons beyond just the link.
A personalised opening that demonstrates familiarity with the recipient’s content, a specific and relevant proposition (a resource they might link to, a content contribution they might publish), and a clear, low-friction ask. Generic outreach emails are ignored at high rates.
A well-targeted, personalised outreach campaign typically achieves a 5–15% positive response rate. Higher rates indicate highly relevant targeting or an exceptionally strong content proposition. Lower rates suggest the target list, the content offer or the email itself needs improving.
Paid links that are not disclosed violate Google’s Webmaster Guidelines and, if detected, can result in a manual penalty that significantly harms rankings. Link earning through content value and outreach is the only sustainable approach.
By tracking the number of links earned per month, the average domain rating of earning links, the diversity of the link profile (new referring domains added) and the correlation between link acquisition and ranking improvements for targeted keywords.