Skill
Off-page and authority
Off-page is the part of SEO you cannot ship on a Friday. It is earned slowly and it is the hardest thing for a competitor to copy, which is exactly why it holds value once you have it. The durable version is not outreach volume. It is building something worth citing and then making sure the people who would cite it know it exists.
What this covers
Authority work spans more than link building, and most of it starts with what you already have.
| Area | What goes wrong | What I do about it |
|---|---|---|
| Link profile audit | Nobody has looked at the current profile in years | Referring domain review, anchor text distribution, and a check for patterns that carry risk |
| Digital PR | Outreach begins before there is anything worth linking to | Build the asset first: original data, a free tool, or research nobody else has published |
| Unlinked mentions | The brand gets cited in articles with no link back | Find the mentions, then ask for the link. Cheapest wins available |
| Competitor gap | Rivals hold links from sites that would happily cover you too | Compare referring domains, target the overlap that is realistically reachable |
| Internal authority routing | External links land on pages that pass nothing on to commercial pages | Route equity from your linked pages to the pages that need to rank |
| Citations and consistency | Business details differ across directories and profiles | Audit name, address and phone consistency, then correct at source |
| Historic link risk | Paid or low quality links from a previous agency | Review the profile, and disavow only where the evidence genuinely supports it |
| Mentions the assistants read | The brand is absent from the comparison articles, forums and review sites AI answers are assembled from | Find which third-party pages the assistants cite for your category, then earn a fair mention on the ones that would cover you |
Signs you need this
- Your content is objectively better than what outranks you, and it still does not move.
- You rank for long tail terms but nothing competitive.
- A previous agency built links and nobody has audited what they left behind.
- Competitors appear in industry roundups and you never do.
- Your best links point at a blog post from 2019 that connects to nothing commercial.
- You are entering a new market where nobody has heard of the brand.
- Competitors are named in ChatGPT and AI Overview answers for your category and you are not, even where you outrank them.
A link profile audit and competitor gap analysis, fixed scope. You get a ranked list of realistically reachable opportunities and an honest read on anything in the existing profile that carries risk. No monthly link quotas, because that is how bad links get bought.
How I work on it
- Audit what exists. Referring domains, anchors, and the pages that actually hold your authority today.
- Route it properly. Internal linking so existing authority reaches the pages that need to rank, before chasing anything new.
- Find the gap. What competitors hold that you could plausibly earn, filtered down to what is genuinely reachable.
- Build the reason. An asset worth citing comes before outreach, every time.
Want to talk through a site?
Twenty minutes, screen shared, your Search Console open. You will leave with at least one thing worth fixing whether or not we end up working together.
Typical reply time: within one working day