SEO Link Building Services
Done the Way Google Actually Wants It Done
Ranking on Google used to be a numbers game. Stuff in some keywords, buy a few backlinks, wait. That game is over, and if your agency is still playing it, it could be quietly costing you rankings.
We build SEO and link building strategies around what’s actually working in 2026: genuine authority, relevant coverage, and content that both people and AI search tools trust enough to cite.
As a PR agency that’s spent years earning media coverage and partnerships for our clients, link building isn’t a bolt-on for us.
Search has changed. Have you?
Here’s the bit most agencies won’t tell you: ranking #1 on Google doesn’t mean what it used to.
Google’s AI Overviews now answer a huge chunk of searches directly at the top of the page, before anyone scrolls down to the results, let alone clicks on yours. At the same time, more people are starting their searches in tools like ChatGPT, Gemini, and Perplexity instead of Google altogether.
That doesn’t mean SEO is dead. It means the goalposts moved.
The sites doing well now are the ones that:
- Are genuinely useful: original insight, real data, proper expertise, not recycled fluff
- Have a strong SEO plan: yes, it does still matter for ranking across search engines and AI
- Are trusted by other reputable sites: quality backlinks and mentions still carry serious weight, but only the right kind
- Are built to be understood: by Google, and increasingly by the AI tools summarising it
- Have a recognisable brand that shows up naturally – both humans and AI will trust it and it will grow.
Why backlinks still matter
Link building has had a bad reputation, because for years it WAS done badly.
Mass directory submissions. Paid link farms. Suspicious “guest post” networks.
Google has spent the last couple of years getting much, much better at spotting all of it, and recent Google updates mean a dodgy backlink profile can now actively damage your rankings rather than just fail to help them.
What still works, and works better than ever, is earning links the old fashioned way:
- Coverage in publications your industry actually reads and trusts
- Partnerships and mentions from associations, suppliers, and bodies you genuinely work with
- Original research, data, or commentary that journalists and bloggers want to reference
- Digital PR that puts your story in front of the right people, who then link to it themselves
- One genuine link from a respected, relevant site is worth more than fifty from low-quality ones stacked up to game the system. Google knows the difference. Increasingly, so do AI search tools.
They’re looking for the same trust signals when deciding which sources to cite.
This is where having an agency that does PR and SEO under one roof actually pays off. We’re not bolting link building onto a spreadsheet of cold outreach emails. We’re using the relationships, the coverage, and the storytelling we already do for clients, and pointing it at your search visibility too.
What do you get when you work with us?
SEO audit and content strategy
We start by finding out what’s actually happening on your site, with an honest repot on what’s working and what’s holding you back. We’ll do a backlink audit to find out the relevant websites and external links for your site, competitor analysis to see what you’re up against and where broken link building is impacting page authority. Opportunities lie in finding what doesn’t work as much as what does.
Keyword research
Keyword analysis is still king for SEO. It’s about knowing about the intention behind the keyword, how it works for your site and what words will improve page authority. We also find out what your customers are actually typing into Google (and asking AI chatbots), then build content and pages around topics you can own.
On-page & technical SEO
Page speed, site structure, internal linking, metadata, mobile usability: the generic but useful foundations of on-page SEO that determine whether Google (and AI search, these days) can trust your site and therefore bring it up in a search.
Content writing earns its place
Blogs, guides, and pillar pages built to genuinely answer the questions your audience has, with the kind of original insight, data, and expertise that gets cited rather than skipped past. The same standard Google rewards is the standard AI visibility tools used to decide who to quote.
Link building & digital PR
Targeted outreach, partnership building, and PR-led coverage that earns industry-leading links from referring sites your industry actually respects. No link farms, no shortcuts, no risking a penalty six months down the line.
How we work at Aura PR
1. We get to know your world. Same as everything else we do. No generic strategy decks. We learn your industry, your audience, and what “winning” actually looks like for your business.
2. We audit and benchmark. A full look at where you stand now: rankings, technical health, content gaps, and your current backlink profile (including anything that might be quietly working against you).
3. We build the plan. A strategy covering online content, technical fixes, and digital PR backlinks, prioritised by what’ll move the needle fastest, not what’s easiest to bill for.
4. We build the relationships with key websites and journalists to ensure your business is first and foremost when they need a story that relates to your industry.
5. We get to work, and keep you in the loop. Ongoing content, outreach, and technical improvements, with regular, plain English reporting so you always know what’s been done and why.
6. We report – after all, how do any of us know what’s working without the report. You’ll always know what we’re doing, how link-building SEO campaigns are performing and the impact it’s having on your website.
Let’s get you found!
Whether you’re starting from scratch or your current agency has left you wondering what you’re actually paying for, let’s have a chat about what SEO and link building could realistically do for your business.
FAQs
What is the difference between link building and digital PR?
Link building is mostly about acquiring backlinks to boost your website’s appearance in search engines. Digital PR is different because it link building while also focusing on earning a broader visibility online by developing brand trust and your reputation.
What does a digital PR agency actually do?
A digital PR agency earns coverage, mentions, and backlinks for your business by building relationships with journalists, publications, and industry bodies, then turning that coverage into measurable search engine optimization value. Unlike traditional link building, it’s rooted in real stories, data, and partnerships rather than outreach emails sent at scale.
How is Aura PR different from a typical digital PR agency?
Most digital PR agencies bolt link building onto cold outreach. We’re a PR agency first and a link building agency comes close second. The relationships, bespoke outreach, and storytelling we already do for clients are the same ones doing the work for your search visibility – not a separate workstream running in parallel.
How long does it take to see results from link building and digital PR?
Most clients start seeing early organic traffic, coverage and links within the first one to two months, with measurable search engine ranking movement from three months onwards. Genuine digital PR is a relationship-driven process, so it builds momentum over time rather than delivering instant results.
Is digital PR worth it for a small business?
Yes, if it’s done properly. You don’t need national press coverage to benefit – relevant mentions from industry publications, guest posting, blogger outreach, supplier partners, and trade bodies often move the needle more for SEO than a handful of generic, low-quality links ever would.
How much does working with an SEO and link building agency cost?
It depends on your starting point, goals, and competition in your sector. We’ll give you an honest assessment of what’s achievable and what it’ll cost during your free audit. We’ll also offer a tiered price range, rather than a one-size-fits all package price, so you can find something that works for your budget.
Do I need a digital PR agency if I already have an SEO agency?
This depends. If your current agency has got your on-page and technical SEO nailed, then stick with them. Where they might need help when looking to boost your SEO rankings is through developing authority links that offer strong trust signals for Google and AI search visibility. This is where a digital PR agency fills the gap. They can build external links from relevant media editors and guest sites that are respected by your industry and position your business as a voice of authority.