Resources
What we think is actually true about link building right now — including the parts that make our own job harder to sell.
These four build on each other, so this is the order we would read them in. Any one stands on its own.
- 01Where things stand
The state of backlinks and SEO in 2026
What actually changed, what only looked like it changed, and which of the old rules are still load-bearing.
Read it - 02AI search
Backlinks in the age of AI answers
Assistants cite sources. Those citations come from somewhere. Here is how being referenced on other people's sites decides whether you are in the answer.
Read it - 03Strategy
The one thing that keeps working when search changes
Nobody knows where your customers will be searching in two years. Authority is the only spend that follows them there — and the only one you cannot buy in a hurry.
Read it - 04Choosing a partner
Seven questions to ask before you sign with a link building agency
The questions that separate an agency doing real outreach from one reselling the same network everyone else is on. With the answers you want, and the ones that should end the call.
Read it
Shorter answers
Reference pages for the questions that come up on nearly every first call.
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