[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearchleeds-smes-billion-dollar-companies-link-building-can-work-everyone":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":435,"breadcrumbs":436,"reading_minutes":139,"category":443,"head":445},"2017-06-16T11:45:14",{"rendered":6},"\u003Cp>\u003Cstrong>Keynote by Paddy Moogan, Co-Founder at \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002Fairadigital\" target=\"_blank\" rel=\"noopener noreferrer\">Aira\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Paddy’s talk was something I was particularly looking forward to as I often consider the challenge of link building for SMEs greater than that for billion dollar companies. Whether I’m right or wrong, it’s undeniable that the relative lack of brand awareness for SMEs never works in their favour when it comes to outreach. Regardless, I waited eagerly amongst the SEO crowd at SearchLeeds’ Main Stage for Paddy’s talk.\u003C\u002Fp>\n\u003Cp>Paddy kicked his talk off with the admission that everyone faces the same link building challenges. It’s always a toss-up between budgets, strategies and getting the actual ideas signed-off, both internally and externally. Paddy ultimately concluded that link building is f*cking hard (his words, not mine…).\u003C\u002Fp>\n\u003Cp>And he’s completely right; link building campaigns are inherently risky and never come with the guarantee of actually successful link acquisition. Paddy continued, stating that even if they do work, they may not actually \u003Cem>work\u003C\u002Fem>.\u003C\u002Fp>\n\u003Cp>This reveals arguably the most major hardship of link building. Even if your link building campaign gained traction and resulted in several linking root domain, the reality is that this still may not “move the needle” and increase search visibility. It was here where Paddy called upon a previous blog post from Tomas Vaitulevicius, entitled “\u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fthe-seo-myth-of-going-viral\" target=\"_blank\" rel=\"noopener noreferrer\">The SEO Myth of Going Viral\u003C\u002Fa>”, that discusses this very notion.\u003C\u002Fp>\n\u003Cp>While link building budgets can vary, Paddy’s experience in promotion has taught him that having a bigger budget doesn’t necessarily mean you’ll achieve more links (unless you buy them, he joked). Paddy continued that having more budget does equal more time and resource, but even that can’t guarantee a “result”. This insight actually turned out to be the anchor point of Paddy’s talk, which I’ll touch upon again later.\u003C\u002Fp>\n\u003Cp>Paddy’s slide deck then introduced the typical link building process for any SEO, in-house or agency. This is starting with \u003Cstrong>ideation\u003C\u002Fstrong>, moving on to \u003Cstrong>design\u003C\u002Fstrong> and \u003Cstrong>build\u003C\u002Fstrong> before concluding with the actual process with \u003Cstrong>outreach\u003C\u002Fstrong>. While mentioning several case studies from Aira that utilised this framework, there was again no correlation between link building success and budget.\u003C\u002Fp>\n\u003Cp>To illustrate the point of link building success not being proportional to budget, Paddy called upon a particular story when a Digital PR of his briefed him an idea. While this idea wasn’t bad, Paddy recalled his grumpy attitude and while he was happy to sign it off, he mentioned to the Digital PR that “it won’t work, but you can try it anyway…”.\u003C\u002Fp>\n\u003Cp>Despite the odds being stacked up against this campaign – not least because it was launched on a Friday at 2pm (a unanimous no, no for many Digital PR experts) – the concept ended up being a huge success. By 5 pm that Friday, a mere three hours after launch, the campaign already acquired a handful of top-tier links from many of the UK’s national newspaper. To this day, it remains to be one of Aira’s most successful campaigns. in terms of ROI anyway.\u003C\u002Fp>\n\u003Cp>The talk continued with Paddy explaining that if you’re link building campaign hasn’t got a story then no one is going to care. Similarly, if it’s not adding any value or not executed very well, it’s not going to work either.\u003C\u002Fp>\n\u003Cp>To avoid link building failure, Paddy Moogan shared these six key points:\u003C\u002Fp>\n\u003Col>\n\u003Cli>\u003Cstrong>Limit the scope of execution\u003Cbr \u002F>\n\u003C\u002Fstrong>By this, Paddy meant how restrictions can help creativity. He spoke about “burst ideation sessions” his team often undertake where they’re tasked to share ideas in a quick amount of time. It’s this restriction of time that allows their creativity free, Paddy mentioned. He finished this point by asking the audience, “imagine if you don’t have development resource – how would you execute a link building campaign?”\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Cheat sheet for execution\u003Cbr \u002F>\n\u003C\u002Fstrong>This point from Paddy communicated the need for stories to be carried on effective mediums. It essentially answers the question of not knowing how to visualise a story idea you may have as a search marketer. To help inspire your team, Paddy shared assets from David McCandless’s \u003Ca href=\"http:\u002F\u002Fwww.informationisbeautiful.net\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Information is Beautiful\u003C\u002Fa> which is well worth checking out for inspiration.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Add some friendly stalking to your digital PR efforts\u003C\u002Fstrong>\u003Cbr \u002F>\nIt was here that Paddy shared the interesting fact that there are 1,500 stories that could potentially appear in our Facebook’s newsfeed every time we log in. Paddy urged the audience to utilise insight by targeting journalists and writers with their content on Facebook so they naturally stumble across it. Facebook has powerful targeting capabilities that even enable you to target by job title, i.e. journalist\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Think about content as mobile first\u003Cbr \u002F>\n\u003C\u002Fstrong>Mobile-first is a mentality that many digital experts are still trying to explore and that’s no exception for content marketing, either. To avoid this failure, Paddy recommended to the audience that we simply need to start designing content for mobile first before anything else.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Traditional, Digital PR\u003Cbr \u002F>\n\u003C\u002Fstrong>While the relationship between SEO and Digital PR has been established for several years now, Paddy recommended that this still needs to continue well into 2017. As SEOs, we need to continue leaning on the Digital PR methodology, establishing relationships with content curators and using news as the basis for stories.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Update old data sets\u003Cbr \u002F>\n\u003C\u002Fstrong>Similar to repurposing, if any of your content uses old data sets, you could update these to instil new life into your content. Paddy explained how this the strategy David McCandless employs on his “\u003Ca href=\"http:\u002F\u002Fwww.informationisbeautiful.net\u002Fvisualizations\u002Fbased-on-a-true-true-story\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Based on a true, true story\u003C\u002Fa>” content piece. This is a relatively low-resource task as it simply involved updating current frameworks that are already in place.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>Before finishing his talk, Paddy again explained how the success of a link building campaign isn’t governed by budget, instead, it’s several other factors – like those explaining in the six key points above, for instance. It’s essentially down to the story and the medium; if these are executed properly then there’s no reason our content marketing efforts won’t be successful.\u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17],143,[19,20,21,22,23,24,25,26,27],"post-3182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-search-leeds",{"page_content_modules":29,"hero":171},[30,127],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"SearchLeeds: From SMEs to billion dollar companies – how link building can work for everyone",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},59,"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F","Petar Jovetic","Executive Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":43,"job_title":39,"specialist_service_links":44,"photo":71},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n",[45,62],{"page":46,"link_text":51},{"ID":47,"post_author":48,"post_date":49,"post_date_gmt":49,"post_content":50,"post_title":51,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":54,"to_ping":50,"pinged":50,"post_modified":55,"post_modified_gmt":55,"post_content_filtered":50,"post_parent":56,"guid":57,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":61},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":63,"link_text":66},{"ID":64,"post_author":48,"post_date":65,"post_date_gmt":65,"post_content":50,"post_title":66,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":67,"to_ping":50,"pinged":50,"post_modified":68,"post_modified_gmt":68,"post_content_filtered":50,"post_parent":56,"guid":69,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":70},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-06-30 09:19:16","\u002F?page_id=37897","\u002Fpr-social\u002F",{"ID":72,"id":72,"title":73,"filename":74,"filesize":75,"url":76,"link":77,"alt":50,"author":78,"description":50,"caption":50,"name":79,"status":80,"uploaded_to":56,"date":81,"modified":81,"menu_order":56,"mime_type":82,"type":83,"subtype":84,"icon":85,"width":86,"height":87,"sizes":88},24289,"Pete-Jovetic-NEW","Pete-Jovetic-NEW.png",274057,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&q=90","\u002Fpete-jovetic-new\u002F","12","pete-jovetic-new","inherit","2023-08-02 10:44:57","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":89,"thumbnail-width":90,"thumbnail-height":90,"medium":91,"medium-width":92,"medium-height":93,"medium_large":94,"medium_large-width":95,"medium_large-height":96,"large":97,"large-width":98,"large-height":99,"1536x1536":100,"1536x1536-width":101,"1536x1536-height":102,"2048x2048":103,"2048x2048-width":104,"2048x2048-height":105,"post-thumbnail":106,"post-thumbnail-width":107,"post-thumbnail-height":108,"12_col":109,"12_col-width":110,"12_col-height":111,"default_landscape":112,"default_landscape-width":113,"default_landscape-height":87,"default_portrait":114,"default_portrait-width":87,"default_portrait-height":113,"6_col_and_margin_short":115,"6_col_and_margin_short-width":107,"6_col_and_margin_short-height":111,"11_col_and_margin":116,"11_col_and_margin-width":117,"11_col_and_margin-height":111,"9_col_rectangle":118,"9_col_rectangle-width":119,"9_col_rectangle-height":120,"11_col":121,"11_col-width":122,"11_col-height":111,"staff_image_696_600":123,"staff_image_696_600-width":86,"staff_image_696_600-height":87,"rectangular_thumbnail":124,"rectangular_thumbnail-width":125,"rectangular_thumbnail-height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":128,"reduced":32,"top_overlap":129,"bottom_underlap":129,"disable_observer":-1,"heading":130,"cta_text":131,"cta_link":132,"items":133},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[134,147,156],{"type_key":20,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":139,"image":140,"authors":141,"category":145},"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",5,"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",[142],{"name":143,"image":144},"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":146,"name":51},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":20,"title":148,"excerpt":149,"to":150,"postedAt":151,"readingTime":139,"image":152,"authors":153,"category":155},"July 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 tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[154],{"name":143,"image":144},{"to":146,"name":51},{"type_key":20,"title":157,"excerpt":158,"to":159,"postedAt":160,"readingTime":161,"image":162,"authors":163,"category":170},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[164,167],{"name":165,"image":166},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":168,"image":169},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":146,"name":51},{"type":172,"style":173,"heading":33,"date":4,"updatedAt":174,"reading_minutes":139,"image":175,"imageAlt":33,"categories":176,"collections":353},"blog-post","light","2022-02-07T16:48:37","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FPxUTMTgw-050720211625523804_search-leeds-2017.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[177],{"id":10,"count":178,"description":179,"link":146,"name":51,"slug":54,"taxonomy":180,"parent":56,"meta":181,"acf":182,"head_links":183,"resource_count":184,"yoast_title":185,"yoast_meta":186,"yoast_json_ld":231,"_links":322,"path":146},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[187,189,192,195,198,201,204,206,208,210,213,216,219,222,225,228],{"property":188,"content":185},"title",{"property":190,"content":191},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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