[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrighton-seo-fili-wiese-linkbuilding-2018":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":17,"class_list":19,"acf":29,"head_links":495,"breadcrumbs":496,"reading_minutes":11,"category":503,"head":506},"2017-09-15T13:46:27",{"rendered":6},"\u003Cp>What is the future of link building looking like? Fili Wiese, a former member of the Google Search Quality team discussed how link building is going to change over the next 12 months with a stronger focus on the consumer journey and less on page rank.\u003C\u002Fp>\n\u003Cp>Don’t build links for the sake of page rankings – Google’s key statement about link building.\u003C\u002Fp>\n\u003Cp>It’s key to check back links, disavow correctly and create good content that Google can discover through link building.\u003C\u002Fp>\n\u003Cp>Without links we don’t have the web, so SEOs should rejig their thinking. Focus should be placed on why you are link building. Ranking high on Google should not be the only reason. It should be about driving traffic and conversions to encourage business. Links should be built to directly drive conversions.\u003C\u002Fp>\n\u003Cp>How should we be building links?\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Don’t stay focused on page rank. If the link drives zero traffic, it isn’t a good link regardless of where it is located.\u003C\u002Fli>\n\u003Cli>Use rel=nofollow, as link building should not about page rank.\u003C\u002Fli>\n\u003Cli>Always be linking.\u003C\u002Fli>\n\u003Cli>Partner with similar businesses that are not competitors, it produces a long-term growth strategy.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Key takeaways:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Clean up back link profile\u003C\u002Fli>\n\u003Cli>Don’t waste money on links that don’t drive traffic directly\u003C\u002Fli>\n\u003Cli>Focus on building convertible traffic links\u003C\u002Fli>\n\u003C\u002Ful>\n",false,"standard",[10,11],45,1,[13],{"id":14,"name":15,"path":16},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[18],135,[20,21,22,23,24,25,26,27,28],"post-3312","post","type-post","status-publish","format-standard","hentry","category-digital-pr","category-seo","collections-brighton-seo",{"page_content_modules":30,"hero":141},[31,97],{"acf_fc_layout":32,"reduced":33,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":33,"title":34,"content":6,"authors":35},"blog_post_content",true,"Brighton SEO: Fili Wiese – Link building 2018",[36],{"id":37,"path":38,"display_name":39,"job_title":40,"description":41,"avatar_url":42,"acf":43},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. 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A major shift is happening in AI, with LLMs like ChatGPT and potentially Gemini moving towards paid advertisements appearing in their responses. ChatGPT […]\u003C\u002Fp>\n","\u002Fblog\u002Fseptember-google-algorithm-and-search-industry-updates\u002F","2026-10-09T11:28:10",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Funsplash-community-ds6fb8b3t7c-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[112],{"name":113,"image":114},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":116,"name":117},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":21,"title":119,"excerpt":120,"to":121,"postedAt":122,"readingTime":109,"image":123,"authors":124,"category":126},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[125],{"name":113,"image":114},{"to":116,"name":117},{"type_key":21,"title":128,"excerpt":129,"to":130,"postedAt":131,"readingTime":132,"image":133,"authors":134,"category":138},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[135],{"name":136,"image":137},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":139,"name":140},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type":142,"style":143,"heading":34,"date":4,"updatedAt":144,"reading_minutes":11,"image":40,"imageAlt":34,"categories":145,"collections":413},"blog-post","light","2022-02-07T16:48:36",[146,329],{"id":10,"count":147,"description":148,"link":139,"name":140,"slug":149,"taxonomy":150,"parent":48,"meta":151,"acf":152,"head_links":153,"resource_count":154,"yoast_title":155,"yoast_meta":156,"yoast_json_ld":200,"_links":297,"path":139},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","digital-pr","category",[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[157,159,162,165,168,171,174,176,178,180,183,186,189,192,194,197],{"property":158,"content":155},"title",{"property":160,"content":161},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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