This case study is an anonymised, illustrative example of how we run link building campaigns. The client name is withheld and figures are representative of typical results rather than a single published account, so the process can be shared openly without exposing client data.
Snapshot
| Client type | B2B SaaS, project management software for construction firms (~40 staff, UK and US markets) |
| Starting point | DR 24, 118 referring domains, 1,900 organic visits per month, no page-one rankings for money keywords |
| Timeframe | 9 months |
| Outcome | DR 24 → 41, 118 → 312 referring domains, 1,900 → 9,400 organic visits per month, 14 commercial keywords on page one, demo requests from organic up 3.6x |
The challenge
The client had a well-built product and a small library of solid guides, but the site was invisible for the terms that actually drove demo requests: “construction project management software”, “construction scheduling software” and “subcontractor management tool”. Competitors held those positions with sites in the DR 55–75 range.
Their previous agency had bought roughly 60 guest posts on generic marketing and tech blogs. Most of those links sat on pages with zero traffic, several used identical exact-match anchors, and a handful were on domains that had since been de-indexed. The link profile looked manufactured, and it was not moving rankings.
The brief was blunt: earn links that would move the commercial pages, without adding more noise to a profile that already had warning signs.
Month 1: Audit and clean-up before building anything
We started with a full backlink audit in Ahrefs and Search Console. Of the 118 referring domains, 31 were low-value or risky: paid placements on link farms, spun content on expired domains, and three sitewide footer links from unrelated directories. We did not rush to disavow. Instead we contacted the 11 sites we could reach and asked for removal, then disavowed the remaining 20 that were clearly toxic and unreachable.
We also fixed the anchor-text distribution. Around 40% of existing anchors were exact match for “construction project management software”. We asked partner sites to adjust several of those to branded or natural anchors, which brought exact match down to roughly 12%.
This phase produced no new links, but it stopped the campaign from building on a weak foundation.
Month 2: Choosing pages that could actually rank
Instead of pointing every link at the homepage, we mapped three target pages to three keyword clusters and checked the gap between the client’s page and the current top five for each. For two clusters the gap was manageable: the client needed roughly 25–40 relevant referring domains per page to be competitive. For the third (“construction ERP software”), the gap was over 150 domains, so we deprioritised it for this campaign and told the client why.
We then rewrote the two target pages with our on-page SEO team so that any link we earned would land on a page worth ranking: clearer comparison tables, real screenshots, pricing transparency and an FAQ built from sales-call objections.
Months 3–8: Four link acquisition channels
1. Original data study (42 referring domains)
The client’s product stored anonymised schedule data from thousands of construction projects. With permission, we analysed 2,300 completed projects and published “Why Construction Projects Run Late: Data From 2,300 Job Sites”. The headline finding, that 71% of delays traced back to subcontractor scheduling conflicts rather than weather or materials, gave trade publications a genuine story.
We pitched 140 journalists and editors at construction, architecture and business titles. Coverage came from two national trade magazines, a regional business journal, eleven industry blogs and a construction-tech newsletter with 30,000 subscribers. Several sites linked to the study page and to the scheduling software page in the same article.
2. Resource and “best tools” page outreach (58 referring domains)
We built a list of 410 pages that already listed construction software tools, contractor resources or scheduling templates. Each pitch was specific to the page: where the client fit, why it was missing, and in some cases where an existing link on the page was broken. Reply rate was 19%, placement rate 14%. No payment was offered or requested.
3. Expert commentary and quote sourcing (37 referring domains)
The client’s co-founder had 15 years on job sites before building software. We put him forward for journalist requests on Qwoted, Featured and direct pitching to writers covering construction labour shortages and project delays. His quotes appeared in 37 articles over six months, most with a link to the homepage or the About page. These were the highest-authority links of the campaign, including two DR 80+ business publications.
4. Partnership and integration links (28 referring domains)
The product integrated with accounting, CRM and drawing tools. Only four of those partners listed the client in their integration directories. We coordinated listings with the remaining partners and secured joint blog posts with three of them. These links were relevant, permanent and sent real referral traffic.
What we deliberately did not do
- No paid guest posts and no “sponsored” placements without disclosure
- No private blog networks or link exchanges
- No links from pages without organic traffic or a real audience
- No more than 15% exact-match anchors across the new links
Results after 9 months
| Metric | Before | After | Change |
|---|---|---|---|
| Domain Rating (Ahrefs) | 24 | 41 | +17 |
| Referring domains (live, after clean-up) | 87 | 312 | +258% |
| Referring domains with DR 50+ | 6 | 54 | +800% |
| Organic visits per month | 1,900 | 9,400 | +395% |
| Commercial keywords on page one | 0 | 14 | — |
| “Construction scheduling software” | Position 38 | Position 3 | +35 |
| “Construction project management software” | Position 51 | Position 6 | +45 |
| Demo requests from organic search per month | 9 | 32 | 3.6x |
Rankings for the two target pages began moving in month five, roughly eight weeks after the first wave of data-study coverage was indexed. The biggest single jump came in month seven, after the two DR 80+ commentary links were picked up.
What made the difference
Clean-up first. Removing and disavowing the manufactured links meant new authority was not diluted by a suspicious profile. We believe this is why the rankings responded relatively quickly once quality links arrived.
Linking to pages that deserved it. The target pages were rebuilt before outreach. A link to a thin page is a wasted link.
A story only this client could tell. The data study worked because the client owned the data. Generic “state of the industry” surveys rarely earn the same coverage.
Realistic scoping. Dropping the “construction ERP” cluster kept budget focused on battles that could be won in the timeframe.
Lessons you can apply
- Audit before you build. Toxic links and over-optimised anchors quietly cap what new links can achieve.
- Estimate the link gap per page, not per site, and be honest about which targets are realistic.
- Look inside the business for data, expertise or partnerships that competitors cannot copy.
- Measure links by the traffic and rankings they move, not by the count on a monthly report.
If your site has a similar profile, plenty of links but no movement on the pages that matter, our link building services follow the same audit-first process. You can also read our practical guide on how to build high-quality backlinks or get in touch for a free link profile review.
Khizar Yaqoob
Khizar Yaqoob is the founder of Khizar SEO Expert and an off-page SEO specialist with 8+ years in search. He has run 30+ global outreach campaigns, secured 3,500+ premium editorial backlinks and helped 150+ brands grow through link building, digital PR and technical SEO. He writes about what actually moves rankings and revenue, backed by real campaign data.
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