We wanted more leads coming through the website, and we wanted them to be qualified leads that turn into booked calls. To do this, we needed more organic traffic. So we worked on our own link building efforts, carefully picking the pages and anchors according to a sound plan that we’d seen work for many clients.
The problem is the B2B marketing arena is notoriously cutthroat when it comes to marketing and SEO – of course it is, we’re the experts – and despite our efforts to build links to critical pages, we weren’t achieving the results we wanted.
That gave us two options: stick to our path and hope something changed, or try something new. We chose the latter route.