1. In the period between 2019 – 2020 they hired an SEO/content marketing agency, and traffic had gone up. However, it was a bit of a false positive, as they ranked top of funnel content and brought in traffic that was not their intended audience and ranked for keywords which did not have great buying intent. In other words, traffic came in, that wasn’t their ideal audience.

2. They simplified things much more, targeted keywords which matched the intent of their target audience (very crucial), and they realised backlinks were going to make the difference.

3. They hired another well-known link building firm in early 2020, however, they struggled to build links (only managing 4 in total), and the links they did build, again, did not have much relevance to their intended audience.

4. This is where having a handle on link relevancy was going to give us an edge. Our link building campaign took place between Sept 2020 to mid-Nov 2020.