Links from respected, relevant websites are still one of the strongest signals for Google, and the third-party mentions behind them are exactly what AI tools check before recommending you. Cheap bulk links do the opposite.
Link building is the work of earning links to your website from other reputable sites. Relevant, editorial links build domain authority and help pages rank. They also create the third-party mentions that AI assistants rely on when deciding which brands to recommend. Low-quality or paid bulk links can trigger Google penalties and should be avoided.
Automated link packages, private blog networks and paid links on irrelevant sites can look like progress in a dashboard while quietly building a toxic link profile. Google's spam systems are built to spot exactly that pattern. Recovery is slow and expensive, so we simply do not do it.
If you have bought links in the past, we audit your profile first and, where needed, prepare a disavow file so the bad links stop counting against you.
Expert commentary and guest articles placed where your buyers actually read, such as industry and trade publications.
Contributors to our own Business Spotlight earn a followed link and a badge, and the same model works for your own partners.
Law societies, industry associations, chambers and verified directories that confirm you are legitimate.
Guides, calculators and data your industry wants to reference, so links arrive without asking.
The relationships you already have, turned into links and mentions.
Places that already mention you by name without a link, which are often the easiest wins.
For law firms the strongest links often come from professional bodies, legal directories, community organisations and commentary in local or industry media. For defence suppliers they come from industry associations, state defence industry networks, prime contractor supplier pages and trade publications. Every one of those is also a signal AI tools use to decide who is credible.
Independent research on search and AI behaviour, last reviewed October 2026. We re-check these figures at least every six months.
There is no magic number. A handful of relevant, respected links usually does more than hundreds of weak ones. We focus on quality and relevance to your industry and location.
No. Paid links that pass ranking value break Google's guidelines and put your site at risk. Sponsored placements, where used, are marked as sponsored.
Yes. A profile full of spammy, irrelevant links can trigger penalties or simply drag down trust. We audit existing links and disavow harmful ones where needed.
Indirectly, yes. The same third-party mentions that earn links are what AI assistants check before recommending a business by name.
Book a free 30-minute strategy call. One business per industry, per postcode, so your direct competitor can't buy the same spot.
Intrigue Digital