Link Building Agency
Introducing our multi award-winning link building agency services
Last updated: 29 September 2026
Build relevant, authoritative backlinks that support SEO, visibility and brand authority
Backlinks can be an important part of organic search performance, but successful link building isn’t about collecting as many links as possible.
Koozai is a link building agency that combines SEO insight, Digital PR, content and outreach to earn relevant backlinks from credible websites and publications.
Our approach focuses on quality, topical relevance and genuine editorial value. We identify where links can support your wider SEO strategy, create reasons for authoritative websites to reference your business and use targeted outreach and Digital PR to earn coverage and backlinks.
Whether you need to strengthen an established website, compete in a difficult search market, improve your backlink profile or combine link acquisition with wider brand awareness, our SEO and Digital PR specialists can build a strategy around your objectives.
Talk to our link building team
What is link building?
Link building is the process of earning links from other websites to your own.
These links, commonly called backlinks, can help people discover your content and can also contribute to how search engines understand the authority, relevance and relationships between websites and pages.
However, not all backlinks are equally useful.
A strong link building strategy focuses on earning relevant, credible links that make sense in context. A link from a respected publication or specialist website covering a subject related to your business can be considerably more meaningful than large numbers of unrelated or artificially created links.
That’s why Koozai approaches link building as part of a wider SEO and Digital PR strategy rather than treating backlinks as a standalone numbers exercise.
Do you need link building?
Link building can be particularly useful when your website is technically sound and contains useful content but struggles to compete with established websites that have stronger backlink profiles and greater online authority.
You may benefit from link building if:
- Your competitors have stronger backlink profiles than your website.
- Your important pages struggle to compete in organic search despite good on-page optimisation.
- Your business has expertise, data or insights that aren’t receiving external coverage.
- You want to earn backlinks from relevant media and industry websites.
- Your existing backlink profile relies heavily on low-value or irrelevant links.
- You need to build greater authority around a new or growing website.
- You want SEO and Digital PR activity to work together.
- You want to build brand awareness as well as backlinks.
- You have valuable content but aren’t earning links to it.
- Your competitors regularly appear in publications where your brand is absent.
- You are entering a competitive organic search market.
- You want a sustainable alternative to low-quality or artificial link acquisition.
Link building isn’t automatically the first SEO activity every website needs.
If technical problems, poor website structure or weak content are holding your site back, those issues may need attention first. Our SEO specialists can assess where link building fits within your wider organic search priorities.
What makes a good backlink?
There isn’t one metric that determines whether a backlink is valuable.
We look at links in context and consider factors such as:
- The relevance of the linking website to your business, audience or subject.
- The credibility and quality of the website providing the link.
- Whether the link has genuine editorial justification.
- The relevance of the page containing the link.
- The context surrounding the link.
- Whether the website attracts a genuine audience.
- Whether the link supports wider brand visibility or referral traffic.
- The existing backlink profile of your website.
- The pages and topics your SEO strategy needs to strengthen.
We don’t judge link quality using a single third-party authority score.
SEO tools can provide useful comparative data, but our specialists also assess topical relevance, editorial quality and whether earning the link makes sense for your brand and organic search strategy.
Our link building services
Backlink profile analysis
Before deciding what links you need, it helps to understand the links you already have.
Our SEO specialists can analyse your backlink profile to identify patterns, strengths, gaps and potential opportunities.
Depending on your requirements, this can include reviewing:
- Referring domains
- Linking pages
- Topical relevance
- Authority indicators
- Links to important pages
- Competitor backlink profiles
- Potential link gaps
- Patterns within your existing links
We can then use those findings to help determine what your link building strategy should prioritise.
Competitor backlink analysis
Your competitors’ backlink profiles can reveal useful information about the websites, publications and content earning attention in your market.
We can analyse competitors to identify:
- Which websites link to them.
- Which content attracts links.
- Which media publications cover their business or sector.
- Where competitors have links that your website doesn’t.
- Which topics appear to attract editorial interest.
- Potential opportunities for your own campaigns.
The objective isn’t to replicate every competitor backlink.
We use competitor research to understand the landscape and identify relevant opportunities that make sense for your own website, brand and audience.
Digital PR link building
Digital PR is one of the most powerful ways to earn high-quality editorial backlinks while building brand visibility at the same time.
Our Digital PR specialists create stories, campaigns and expert commentary that give journalists and publishers a genuine reason to reference your business.
This can include:
- Data-led Digital PR campaigns
- Expert commentary
- Newsjacking
- Research-led stories
- Reactive PR
- Thought leadership
- Campaign assets
- Media outreach
The strongest Digital PR campaigns can achieve more than backlinks alone. They can place your brand in relevant media, expose it to new audiences and strengthen the external signals surrounding your expertise.
Data-led link building campaigns
Original data can give journalists, publishers and industry websites something genuinely useful to reference.
Depending on the campaign, our Digital PR team can identify, analyse and develop stories using credible data sources or information available to your business.
The findings can then be developed into newsworthy angles and pitched to relevant media.
Koozai has used this approach successfully across sectors including healthcare, travel, automotive and professional services.
Reactive PR and newsjacking
You don’t always need a large campaign to earn valuable media links.
Relevant news stories can create opportunities for businesses with genuine expertise to contribute useful commentary.
Our Digital PR team can monitor relevant conversations and media opportunities, identify stories where your specialists have something worthwhile to add and pitch timely expert commentary to journalists.
This can help build relationships with relevant media while creating opportunities for coverage, brand mentions and backlinks.
If reactive media opportunities are a major part of your requirements, explore our reactive PR services.
Content-led link building
Useful, original content can create a reason for other websites to reference your business.
Our content marketing specialists can work alongside SEO and Digital PR to identify content opportunities with the potential to attract attention, links and relevant organic traffic.
This could include:
- Research
- Guides
- Reports
- Original data
- Interactive content
- Useful resources
- Expert-led content
Where search demand is also important, our SEO copywriting services can help ensure content is built around relevant audience needs and search intent.
Link reclamation
Sometimes a brand has already earned coverage but isn’t receiving the full SEO value of it.
For example, a publication may mention your brand, campaign, research or spokesperson without linking to your website.
Where appropriate, our team can identify relevant opportunities and contact publishers to request that a useful link is added.
This isn’t guaranteed to result in a backlink, as the final editorial decision remains with the publisher, but link reclamation can be a valuable part of a broader link building programme.
Media outreach
Strong outreach isn’t about sending the same generic email to hundreds of websites.
Our Digital PR specialists identify publications and journalists relevant to the campaign and develop outreach around why the story, data or expertise may be useful to their audience.
This targeted approach helps keep the focus on editorial relevance rather than outreach volume.
SEO-led link building
Our link building specialists work alongside Koozai’s SEO team so that backlink acquisition supports wider organic search objectives.
SEO analysis can help us understand:
- Which areas of the website need greater authority.
- Which competitors are outperforming the site.
- Where backlink gaps exist.
- Which topics matter to the organic search strategy.
- Which content has link-building potential.
- How link building fits alongside technical and on-page improvements.
This collaboration means we don’t build links simply to increase a backlink count. The work has a strategic relationship with the wider SEO campaign.
Our link building methodology
1. Understand your SEO and business objectives
We start by understanding what your business wants to achieve and where link building may contribute.
That means considering your priority products or services, audiences, competitors, organic search performance and wider marketing strategy.
2. Analyse your backlink profile
We review the existing backlink landscape to understand where your website currently stands.
This gives us a baseline and helps identify strengths, weaknesses and opportunities.
3. Research your competitors
Competitor backlink analysis helps reveal what you’re competing against and where opportunities may exist.
We look beyond raw link numbers to understand the types of content, publications and tactics contributing to competitor profiles.
4. Identify linkable opportunities
We determine what your business can credibly contribute that publishers and audiences may find useful.
This could be expertise, original data, research, useful content, commentary or a creative Digital PR campaign.
5. Create the campaign or content
Our SEO, content and Digital PR specialists can work together to create the assets, stories and messaging required for the campaign.
6. Target relevant publications
We identify journalists, websites and publications with a genuine connection to the subject, campaign or audience.
Relevance comes before volume.
7. Earn coverage and backlinks
Our team conducts targeted outreach and media relations to earn relevant editorial coverage and links.
Because publishers retain editorial control, no ethical link building agency can guarantee that a specific journalist or website will provide a backlink.
8. Measure and refine
We review the links, coverage and wider campaign performance and use those insights to inform future activity.
Where link building forms part of a broader SEO campaign, we also consider it alongside organic search performance and the other work being undertaken across the website.
Link building and Digital PR: what’s the difference?
Link building and Digital PR overlap, but they aren’t exactly the same thing.
Link building has a specific focus on earning relevant backlinks to support a website’s backlink profile and wider SEO objectives.
Digital PR has a broader communications role. A Digital PR campaign may aim to earn backlinks while also generating media coverage, brand mentions, awareness, authority and trust.
At Koozai, the two disciplines often work together.
Digital PR gives us a way to create genuinely newsworthy reasons for authoritative websites to talk about and reference our clients, while SEO insight helps ensure link acquisition supports the wider organic search strategy.
Link building and SEO: how do they work together?
Links are only one part of SEO.
A website also needs to be accessible to search engines, technically healthy, relevant to the searches it wants to appear for and useful to the people visiting it.
That’s why Koozai’s link building team works collaboratively with our SEO specialists.
Our Technical SEO services can identify crawling, indexing, performance and website issues that may be limiting organic visibility.
Our wider SEO services consider technical SEO, content, search intent, on-page optimisation and authority together.
Link building can then support that work by strengthening the external authority surrounding the website and its subject areas.
If your website has serious technical or content problems, earning more links alone may not solve the underlying issue. We will recommend priorities based on what the evidence indicates rather than assume link building is always the answer.
Our approach to link quality
Quality safeguards are an important part of sustainable link building.
Koozai focuses on earning links through credible marketing activity rather than manufacturing large volumes of artificial backlinks.
Our approach prioritises:
- Editorially earned links
- Topically relevant websites and publications
- Credible media and industry sources
- Useful and defensible campaign concepts
- Original research and expertise where appropriate
- Targeted rather than indiscriminate outreach
- Links that make sense within the surrounding content
- SEO insight alongside Digital PR expertise
- Long-term website and brand value over short-term link volume
Do you buy backlinks?
Our core link building approach is based on earning editorial links through SEO, content, outreach and Digital PR rather than buying backlinks simply to manipulate search performance.
Paid or sponsored media opportunities can exist within legitimate marketing activity, but these should be treated appropriately and transparently rather than disguised as editorial link building.
If your objective is sustainable organic search growth, we recommend focusing on links that have a genuine reason to exist.
Can you guarantee backlinks?
We can set campaign objectives and targets where appropriate, but we don’t control independent publishers.
Journalists and website owners make their own editorial decisions about what they cover and whether they link.
Any agency promising a guaranteed editorial backlink from a particular independent publication should therefore be treated carefully.
What we can control is the quality of our research, campaign ideas, content, targeting, outreach and follow-up.
How do we measure link building performance?
Counting backlinks is useful, but it shouldn’t be the only measure of success.
Depending on your campaign and objectives, we can consider:
- Relevant backlinks earned
- New referring domains
- Topical relevance of linking websites
- Quality and credibility of publications
- Media coverage
- Brand mentions
- Referral traffic
- Changes in the wider backlink profile
- Organic search visibility
- Organic traffic
- Performance of priority search topics
We interpret link acquisition alongside the other SEO, content and technical work affecting organic performance rather than claiming every ranking or traffic change was caused by backlinks alone.
Link building results
Koozai has used Digital PR, SEO and link building together to earn authoritative backlinks and support organic search campaigns across multiple sectors.
150+ topically relevant backlinks for Better2Know
Koozai combined SEO, content and Digital PR for private healthcare provider Better2Know.
Our Digital PR campaigns generated more than 150 high-quality, topically relevant backlinks, including coverage and links from national media. The campaign was also recognised as a finalist for Best Use of PR in a Search Campaign at the UK Search Awards.
Read the Better2Know SEO and Digital PR case study
165+ topically relevant backlinks for Travelbag
For luxury travel specialist Travelbag, Koozai combined content, SEO and Digital PR to generate online exposure and strengthen the website’s backlink profile.
Digital PR and content campaigns secured more than 165 topically relevant backlinks, including coverage from major national and specialist publications.
Read the Travelbag Digital PR case study
107% increase in referring domains for Maru/Matchbox
Koozai developed a joined-up SEO and Digital PR strategy for global market research business Maru/Matchbox.
The campaign used keyword research, competitor analysis, technical SEO, content improvements and Digital PR to strengthen organic visibility and the website’s backlink profile.
The work contributed to a 107% increase in referring domains alongside a 54% increase in estimated organic search traffic.
Read the Maru/Matchbox SEO and Digital PR case study
68 high-authority links in six months for MyHealthcare Clinic
For MyHealthcare Clinic, our team began with competitor backlink analysis before developing a Digital PR strategy using expert commentary and newsjacking.
The campaign generated 68 high-authority links in six months, with coverage across major national publications.
Read the MyHealthcare Clinic case study
Why choose Koozai as your link building agency?
SEO and Digital PR specialists working together
Link building sits at the intersection of SEO, content and PR.
Koozai has specialists across each of these disciplines, allowing our link acquisition activity to be informed by both search performance and genuine media expertise.
Digital marketing experience since 2006
Koozai has been helping businesses improve their digital marketing since 2006.
We’ve worked with hundreds of businesses across sectors including healthcare, finance, travel, automotive, ecommerce, technology, education and professional services.
Quality over arbitrary volume
We don’t believe that a bigger backlink number automatically means a better campaign.
We focus on earning relevant links that have a credible reason to exist and support the wider objectives of your website and brand.
Evidence-led strategy
Backlink analysis, competitor research, search data and campaign performance help inform what we do next.
We don’t use the same link building formula for every client.
More than links
Strong Digital PR can generate benefits beyond the backlink itself.
Relevant media coverage can also expose your business to new audiences, build brand recognition, demonstrate expertise and generate referral traffic.
If broader visibility is one of your main objectives, our brand awareness services can form part of the wider strategy.
Frequently asked questions about link building
What is a link building agency?
A link building agency helps businesses earn backlinks from other websites as part of an organic search strategy. This can involve backlink analysis, competitor research, content creation, Digital PR, media outreach, link reclamation and other methods of earning relevant editorial links.
What is a backlink?
A backlink is a link from another website to your website. Backlinks can help users discover content and can contribute to the signals search engines use to understand relationships, relevance and authority across the web.
Is link building still important for SEO?
Links can still form an important part of organic search strategy, particularly in competitive markets, but they are only one part of SEO. Technical health, content quality, relevance, user experience and other factors also influence organic performance. Koozai considers link building alongside the wider SEO picture.
What makes a high-quality backlink?
A high-quality backlink generally has a credible editorial reason to exist and comes from a relevant, trustworthy website or publication. Topical relevance, context, the quality of the linking website and the relationship between the content and destination page can all matter. We don’t define quality using one authority metric alone.
How do you build backlinks?
Koozai uses methods including Digital PR campaigns, data-led stories, expert commentary, newsjacking, content-led outreach, competitor research and link reclamation. The appropriate tactics depend on your business, industry, audience, existing backlink profile and SEO objectives.
What is Digital PR link building?
Digital PR link building uses PR techniques to earn online media coverage and backlinks. This can involve creating newsworthy research, data, expert commentary, campaigns or content and pitching those stories to relevant journalists and publishers.
What is the difference between link building and Digital PR?
Link building focuses specifically on earning relevant backlinks, usually in support of SEO. Digital PR can also earn backlinks but has broader objectives including media coverage, brand awareness, authority and reputation. Koozai often combines the two so that campaigns can support both search and brand objectives.
What is the difference between link building and SEO?
Link building is one activity that can form part of SEO. SEO is broader and can include technical optimisation, keyword and search-intent research, content, on-page optimisation, website structure and authority building. A strong SEO strategy determines where link building fits among those priorities.
Do you buy backlinks?
Koozai’s core approach focuses on earning editorial backlinks through SEO, content, outreach and Digital PR rather than purchasing backlinks simply to manipulate organic search performance. Legitimate sponsored activity should be treated transparently and appropriately rather than presented as earned editorial coverage.
Can you guarantee backlinks?
No ethical agency can guarantee that an independent journalist or publisher will provide a particular editorial backlink because the final decision belongs to the publisher. Koozai can work towards agreed campaign objectives and control the quality of the research, content, targeting, outreach and media relations used to pursue them.
How many backlinks do I need?
There isn’t a universal number of backlinks that every website needs. The answer depends on your existing backlink profile, competitors, market, priority topics and wider SEO performance. In many cases, the relevance and quality of links are more useful considerations than pursuing an arbitrary quantity.
How long does link building take?
Link building is usually an ongoing process rather than an instant result. Timescales depend on the strategy, campaign, industry, competition and editorial opportunities available. Digital PR campaigns may generate coverage within a defined campaign period, while building a strong backlink profile and evaluating wider SEO impact can take longer.
How much does link building cost?
The cost depends on the scope of the work. A project involving backlink analysis and focused outreach has different requirements from an ongoing programme involving SEO strategy, research, content creation and Digital PR campaigns. We’ll first understand your objectives and current backlink profile before recommending an appropriate scope.
Can link building improve Google rankings?
Relevant backlinks can support a wider SEO strategy, particularly by strengthening the external authority surrounding a website or subject area. However, rankings are influenced by many factors, so backlinks shouldn’t be treated as a guaranteed way to achieve a particular position. We consider link building alongside technical SEO, content and on-page optimisation.
Can link building help AI search visibility?
Links and credible third-party coverage contribute to the wider web presence surrounding a business, its content and its expertise. Digital PR can also create independent references and brand mentions across authoritative publications. However, there is no single link building tactic that guarantees inclusion in AI-generated answers, so we focus on building genuine authority and visibility rather than promising specific AI search placements.
Should I build links to my homepage or individual pages?
That depends on your existing backlink profile, the content available and your SEO objectives. Some campaigns naturally earn links to a homepage or campaign asset, while others may support specific resources or sections of a website. Our SEO specialists consider which areas need strengthening and what destinations make editorial sense.
What is competitor backlink analysis?
Competitor backlink analysis examines which websites and publications link to competing websites. It can help identify backlink gaps, relevant publications, successful content formats and potential opportunities. We use this information as research rather than automatically attempting to copy every competitor link.
What is link reclamation?
Link reclamation involves identifying existing online references to your brand, content or campaigns where a useful link may be missing or has been lost. Where appropriate, the publisher can be contacted to request that a link is added or restored, although the final decision remains with the website owner or editor.
Can you remove or fix bad backlinks?
If you’re concerned about your existing backlink profile, our SEO specialists can review the links pointing to your website and assess whether there is evidence of a genuine issue that requires action. We don’t recommend removing links simply because a third-party SEO tool labels them as low quality without considering the wider context.
Do you provide link building as part of an SEO campaign?
Yes. Link building can be delivered as part of a wider SEO strategy where backlink acquisition is identified as a relevant priority. Our SEO, content and Digital PR specialists can work together across technical improvements, on-page content and authority building.
Related SEO and Digital PR services
Digital PR
Earn relevant media coverage, brand mentions and backlinks while building greater visibility and authority around your business.
SEO
Improve organic search performance through a joined-up strategy covering technical SEO, content, relevance and authority.
Technical SEO
Identify and resolve technical issues affecting how search engines crawl, understand and index your website.
Reactive PR
Use timely expert commentary and newsjacking to put your specialists into relevant media conversations and earn coverage.
Brand Awareness
Build recognition and visibility among relevant audiences through strategic Digital PR activity.
Content Marketing
Create useful, audience-focused content that supports organic search, Digital PR and wider marketing objectives.
SEO Copywriting
Create search-informed content designed around audience intent and organic search opportunities.
Ready to build stronger links and authority?
If your website needs stronger external authority, more relevant backlinks or a more strategic connection between SEO and Digital PR, talk to Koozai.
We’ll start by understanding your organic search objectives, existing backlink profile, competitors and wider marketing strategy before recommending the link building activity that makes sense for your business.
Get in touch with Koozai or call 0330 353 0300 to discuss your link building requirements.
Putting MyHealthcare Clinic in the national spotlight with SEO and digital PR
177% growth in organic traffic for these personal finance experts
Digital PR & SEO delivers for leader in online healthcare testing
Flying high with SEO and a national PR spotlight for Travelbag
We have been working with Koozai for the best part of a year on our SEO and PR project. Our team is very happy with the results particularly PR with which we are continuing to see outstanding results in a very competitive industry.
The team have been really easy to work with and have a really refreshing attitude and have been great problem solvers. I have found every member of the team knowledgeable, helpful and invested in helping our brand to succeed.
Cara HernonMarketing Executive
Thanks to a comprehensive organic strategy from Koozai, the Boring Money website performance has vastly improved, with better rankings and increased traffic.
Mikhail IsmailHead of Projects and Client Content
We are delighted to work with Koozai and thrilled with the results that the Race of Discovery campaign generated. We were pleased to see the Travelbag brand mentioned in a variety of publications, including national titles, and are looking forward to seeing the results of our future campaigns with Koozai.
Betsie BarrBrand and Campaign Marketing Manager
Ready To Start?
Our awesome team are here ready to strap a rocket to your digital marketing campaigns, so what are you waiting for?
We create cutting edge, award-winning digital marketing campaigns
Questions?
Call us on 0330 353 0300, email info@koozai.com or fill out our Contact Form.
