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What is link building?

Link building is the process of creating and generating opportunities for other websites to link back to your website. It’s a key SEO consideration for Google because if other websites link to yours as a reference point, this demonstrates that you are an authoritative source of information.

By creating a strong referral network with lots of backlinks, via the process of link building, search engines improve your DA (Domain Authority). Domain Authority is one of the key components to SEO and improving organic rankings, so link building should be a core element of your organic ranking strategy.

Why are backlinks important?

  • They demonstrate to search engines the importance of a website, as well as its genuine authority about a subject matter
  • Where good backlinks are placed, organic traffic will follow. This will contribute to search engines making a site even easier to find
  • Faster indexing is a direct result of a large number of quality backlinks, making a website easier to discover search-engine bots.
All of these reasons come down to one thing: links are still Google’s number-one ranking factor, so without them, you will not succeed at SEO.
Our Approach
Do not waste money on poor-quality content placed on websites with limited traffic, low-ranking keywords and poor Domain Authority (DA). Focus on quality not quantity, and remember that your link-building efforts must look natural. This is where a quality link-building agency like Woo comes in. Typically we will follow the following process:
Before we begin, we learn about your business and who your target audiences are.

By looking at your nearest competitors, and the websites that are doing better than yours, we can help form a list of sites to target.
Armed with the knowledge of who your target audiences are, we identify the types of websites they spend their time on and start to develop a prospect list.
After studying the websites to see what types of content they publish, that would also be relevant to your business.

Before we create any content we pitch ideas to websites to make sure we have agreement and they are bought into what we are trying to achieve.
We use industry-experienced copywriters to create cutting-edge content with best-practice anchor text to ensure the content will be well received and your links look natural.
All of this is managed by a dedicated account manager who is on hand to listen and consult with you throughout the project, before supplying you with a post campaign report.

What makes for an effective backlink profile?

Many factors contribute to the quality of a link profile, including:


Links from individuals and companies that are in the same industry as yourself hold more gravitas than a larger number of seemingly random connections. Focusing on gaining relevant links from website owners within a reasonable geographical distance from yourself will add to your credibility.


Just as links from sites that have nothing in common with yours will undermine your authority, so too will links from undesirable sites. Connecting with any site that has spam-like connotations must be avoided in favour of links from organisations that are viewed as knowledgeable. Educational and news companies will give a greater sense of authenticity. One of the key metrics is Domain Authority (DA), which you can learn more about further down this page.


To significantly improve your rating, securing links from different types of websites will help to give a more rounded impression of who you are and why you are an authority. Google looks for diversity in acquired links to ensure genuine online interactions such as social media likes, shares and comments.

Types of link-building content we provide

Guest posts

Articles written with a natural link to your website, in the style of the site that it will be published on.

Opinion pieces

Topical articles attributed to you which are designed to garner interaction and sharing.

Press releases

News content that educates interested parties about relevant new company information/product launches. We can also seed this as PR services as well.


Objective reporting about pertinent developments within your company.


Posts about products and services we can review on your behalf.


Eye-catching layouts designed to intrigue and capture the attention of viewers. These are often in the form of a chronological map with images included.


Usually expert or technical in nature and sent to a pre-subscribed audience of people who are interested in your chosen subject matter.


Carefully chosen pictures often with Alt-Text added as anchor text.


Here are some of the brands we’ve had the pleasure of creating content for…


  • Ian Crawford

    "Woo has consistently impressed me with their commitment and dedication to achieving the best possible results for our brand. They understand that return on investment relates to figures on the bottom line, and not some transient social media metric"

    Brand Manager
  • Dipesh Pattni

    "Really pleased with the quality of copywriting and guest posts Woo delivers. Affordable, on time, with fantastic results."

  • Monty Jivraj

    "Woo is an amazing copywriting & content marketing agency. Their prices are reasonable. In addition their professional services are exceptionally good and I will most definitely use them again and you should do the same."

    Gannons Solicitors
  • James Rusell

    "Woo create SEO-friendly content that my clients love. They are great strategists and always help me shape campaigns that deliver great results."

    Flat Frog
  • Michael Ryan

    "Woo has helped me across a few areas including content, links & helping us build a content marketing strategy for our business. The work has been of a high standard and has made a direct impact on our site & the quality of leads we receive. I will be using them again for sure!"

    Mr SEO
  • Assad Khan

    "As a recruitment business, it's not easy to source good content from people who understand your industry. These guys understand recruitment and our sector, and they deliver high-quality content on time. Reasonably priced too. Thank you and will definitely be using them again."

    Elliot Recruitment

Link-building FAQs

What's a copywriter?

A copywriter is someone who writes text for advertising and/or marketing purposes. This writing, or ‘copy’, is used to help sell or give information about a product or service. Copywriters use a combination of skilful, persuasive writing, industry knowledge, research skills and excellent grammar to create engaging sales and marketing copy for your business.

What are follow links?

A follow link tells Google to follow said link to another website. For example, if you had a backlink from another website with a ‘dofollow’ link, search engines and their crawlers would follow the link from Website A to your website, crediting you with a backlink and another ‘point’ towards your overall organic ranking.

What are nofollow links?

A nofollow link is one that you place on certain elements of your website to tell a search engine (or more specifically, their crawlers) not to follow that link. For example, you may use a nofollow link to tell search engines not to crawl your login page because this would hold very little extra information and would not necessarily need to be indexed, but it would still allow people to follow these links.

What are internal links?

An internal link is a link from one page on your website to another page on your website. The most common example of this is in a navigation bar or in the footer of your website. Internal links help your users to navigate through your website, but they also work by helping search engines to create a hierarchy, determining which content from your website should be indexed and ranked.

What is anchor text?

Anchor text refers to the hyperlinked words that are used within copy on a website. It is clickable, usually appearing as blue, underlined text and takes you to another page or piece of content either within your own website, or to a reference point on another website.

More FAQs...

What are the different types of anchor text?

Exact-Match – Anchor text that contains the keyword which the destination page or document is about. For example, the anchor text ‘Copywriting Services’ linking to a page about copywriting services is considered exact-match.

Partial-Match –Anchor text that contains a variation of the target keyword of the linked to page is considered partial-match. For example, the anchor text ‘Copywriting service deals’ that links to a page about copywriting services.

Branded – Anchor text that uses a company’s name in it. For example, using ‘Woo’ as an anchor text.

Naked Link – Anchor text that uses the bare destination URL. For example, the anchor linking to that page.

Generic – Anchor text that uses a navigational or general word or phrase. A commonly seen generic anchor text is ‘Click here’.

Image – Images are capable of having links in them and Google uses the Alt-Text as the anchor text.

Is link building still relevant?

In short, yes! But instead of actively paying for links on other websites, Google is encouraging businesses to create useful content and copy that provides organic opportunities for link building. It’s important to Google that it provides the best experience and results for its users, so it has shifted to promoting organic backlinks rather than paid or mutual backlinks, in the hopes of sharing truly useful and intelligent content. So, instead of spending time on outreach and relationship building, put your content strategy at the forefront of your link building and SEO plan.

What is Domain Authority?

Domain Authority, also known as DA, is a score ranging from one to 100 that measures your likelihood of a positive ranking on search engines. In essence, if you were to measure two competitor websites based on DA, the one with the highest score would be the most likely to rank higher.

What is link-building strategy?

A link-building strategy is the process of ‘building’ or generating opportunities for others to link to your website. In its simplest form, each backlink shows search engines that your website is useful and improves your organic ranking by giving you a ‘point’. A link-building strategy will have a strong content plan at its core and will entail creating blogs, white papers and/or specific landing pages packed with information to increase the likelihood of other websites linking to you as a reference point. Once your content is up to scratch, you may decide to reach out to other websites with a similar target audience or complementary product offering to see if they will link to your content from their website.

How much does link building cost?

Link building can cost a lot or a little, depending on the nature of your campaign. Big interactive campaigns involving design and development will naturally cost more than article-led link building. The bottom line is that you get what you pay for. Pay less and you will end up on spam or trash sites that won’t offer you much link equity. The key is to create a sustainable link profile that grows in value as other sites improve their authority.

Link Building Hacks – An Essential Guide

Link Building Hacks

A few years ago, SEO was a straightforward process for people – they would just buy links in bulk and cram them onto their pages. This sort of spamming may have been overlooked then but it is certainly not the case now. Google’s new algorithms don’t allow spammers and it pushes their webpages out of the search results entirely. Follow these simple link building hacks to keep your website on Google good side and create a strong link building network.

1. Internal Linking

Internal links are hyperlinks that link to different pages on the same domain. Internal linking tends to be overlooked by most business owners, but rest assured, it is crucial for strengthening your link-building situation. There are two things you should know about it: firstly, internal linking is completely under your control, and secondly, it not only helps you transfer link equity – that is, the value passed from one webpage to another – between your pages, but it also enables fast crawling by Google.


2. Stop Buying Links

As mentioned above, link buying does not only put a strain on your wallet, it also damages the ranking of your webpages. Ever since Google Panda was released, it’s been easy to detect links that have come from bulk sites. If your webpage contains links that also pop up on a lot of different pages, it will likely consider it as spam, and your ranking will take a hit. 

3. Don’t Be Afraid to Ask for a Credit 

Sometimes you might come across web pages where your website’s name is mentioned but that’s it. Someone might be talking about your products or services but without a link. Here’s how you should handle this situation. First of all, take a step back and count your blessings that people are actually talking about your brand! Afterwards, you should draft up a carefully worded email saying that you really appreciated that they mentioned you, but you noticed the absence of a link to your website. Just remind them that you are still growing as a brand, and you can easily earn you links while also possibly leading to a sustained mutual relationship.

4. Check Links for Relevance

You need to keep a close check on all your webpages to ensure that none of the linked sites have gone AWOL. Maybe you linked during a spike in traffic that isn’t there anymore. Here are a few things you should check to ensure that the links are still fresh: 

  • Use Google to check the popularity of your keywords. If your previously linked keywords have dropped, it’s time to replace them with better-ranked ones.
  • Check for social media coverage. If the blog or article was once trending but it isn’t anymore, you should consider relinking to a more stable website.
  • Check if there have been any recent updates to your links. In case the page hasn’t been updated in years, it’s highly likely that its traffic and ranking have dropped as well.

5. Don’t Try to Stand Out

While being a follower isn’t exactly what most people prefer, that’s all you should be with link building. You can’t be unique in all aspects of your link-building strategy. You should follow the crowd considering the fact that Google evaluates how relevant your webpages are by the popularity of your links.

6. Keep It Natural

Don’t just start link-building just because you need to link. Your links should be used to fulfil a purpose other than earning recognition from Google. You know what they say – if you don’t have anything nice to say, don’t say anything at all. Don’t create links if you’ve got nothing valuable to share with your audience.

7. Create Substantive Links 

The websites you link to must be useful to your company’s overall content marketing strategy, otherwise your audience won’t really care about them at all. If your links are truly utilitarian and benefit your viewers in some way, you’ll get a lot of clicks and new traffic. You’ll also be identified as an authoritative website, thus earning supplementary backlinks from plenty of other websites.

8. Use Explicit Search Queries 

Whenever you’re researching what keywords to employ for link building, it’s best if you’re precise with your search queries. For example, if you run a shoe store and you decide to look up ‘latest shoe fashion blogs’, it won’t do you much good. You’ll have to do a lot of sorting and scanning to end up with good options.

If you specifically wish to link your latest line of formal shoes for women, it’s better to search for ‘women formal shoes fashion blogs’. You can even add ‘list’ to the end of your query to get much better results with pre-made lists. 

These are some of the hacks that us as a blogger outreach agency has to share with all of you. We offer highly trusted link building services using a lot more than the aforementioned hacks! Guest posting is one of the oldest tricks in the book when it comes to strong link building. We always keep it completely natural, providing you with the opportunity for your brand to be viewed as trustworthy and well-informed. You can rest assured that our guest post service will boost your SEO fortunes.

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