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The Stuff of Nightmares: Website Maintenance in 2021 700 415 admin

The Stuff of Nightmares: Website Maintenance in 2021

Many small to medium businesses live under the false hope that once their website is developed and ready to launch, that it will require no further effort or expense. Unfortunately for them, websites are not static things. Domains expire. Content needs revitalising. SEO is a long-term project. Viruses and service attacks are common. And the internet itself just keeps changing.

Yet onboarding your own in-house IT department may be neither practical nor desirable. In such a scenario, the overheads will just keep coming (investment in technology, office space, salaries, resources, et al) and will certainly induce a very big headache.

Thankfully, there is an easy alternative that is profit margin friendly and immediately accessible: white label website maintenance. At Agency Stack UK, we partner with your business to fill the gaps of your digital skill set and take the burden off your team to manage the complexities of website maintenance.

To drive the point home, in this blog we will list some more common website maintenance issues and the damage they can wreak on your business or company if not managed swiftly.

404 Errors

The words “Not Found” and “404 Error” are so common that they’re now listed in most online dictionaries, but for businesses they’re the stuff of nightmares. 404 Errors, also known as broken internal links, cost money – sometimes big money. Worse still, the cause of 404 Errors ranges from irritating to complex, and often require significant heavy lifting by a website builder to remedy. Mod-rewrites, .htaccess and incorrect custom URL routes are just some of the causes of broken internal links, but every minute that goes by, is a minute that costs you money. Broken internal links must be fixed quickly and expertly (as to not create additional problems).

Browser Incompatibility

New browser versions, and sometimes even entirely new browsers, come online frequently, but websites don’t automatically adjust to new browser requirements. As frustrating as this may sound, your website needs to be constantly upgraded to remain up to date, not least because an incompatible browser is a security risk to would-be shoppers.

Server Crashes

Even in the best of circumstances your website server (where it’s stored) can crash, effectively taking your website offline and all potential sales along with it. Worse still, servers can crash at the most inconvenient times, disrupting your website continuity in the middle of the night, while you’re on holidays, or in the middle of an important retail event. However, hiring a security team to handle server crashes at any time of day is needlessly costly, when a whitelabel service will provide the same function just as effectively.

Service Attacks

More commonly referred to as “being hacked”, service attacks are complicated situations that arise from an external threat breaking into your site. Far from just being pranks by bored kids, hacking attempts can be sophisticated break-ins by a technologically sophisticated opponent. Simplistically, service attacks can escalate from bad to worse extremely quickly, and not only can hackers disrupt your website, but they can also go after your customer’s private information while they’re at it. Service attacks can single handily erode your customers trust in your website, fleece your business of unthinkable amounts of money, and disrupt the entire future of your business. However, the best way to defend your website against service attacks is surprisingly ordinary: by whitelabelling an expert web maintenance team, you can ensure you have someone keeping an eye on your website at all times.

Say Goodbye to Website Maintenance Hell

Agency Stack is your “business partners on demand”. We exist to manage your website maintenance and all services across digital marketing, so you don’t have to. Contact us today for assistance.

content writing services
Dissecting the Killer Pitch 1024 683 admin

Dissecting the Killer Pitch

The who, why, what, how and when of pitching successfully

Unlike standard white label agencies offering SEO and content writing services, Agency Stack is committed to helping our partners grow their businesses. Where better to start than with tips on how to deliver a killer pitch?

So, how do you make sure that you hit all the notes to ensure that your pitch resonates with your prospect? Follow the steps below and you’ll be well on your way.

Step 1 – Establish Credibility & Passion: The Who

The pitch is your opportunity to reinforce the things that your agency stands for and what you’re passionate about. Tying this passion to the key concerns driving your client’s decision-making process is a fantastic way to establish a rapport and solidify you in their minds as the right fit for their company.

A true pitch enthusiast can demonstrate this passion by peppering their presentation with points of interest that help bring the story to life. These anecdotal elements work to highlight your messaging and establish touchpoints throughout your pitch that can be remembered when your prospect is reviewing your offer.

Whilst your passion will capture your prospect’s imagination, it is proof of your capabilities that will assure them that your agency is The Who they are looking for.

Your credibility will be evidenced in your professional experience and specialist knowledge and expertise. Case studies and instances of positive outcomes for companies similar to your prospect can be of additional support for your presentation.

Step 2 – Identify the Problem: The Why

Referring to issues encountered by your prospect is a good way to indicate that you understand their business.

Making space for this dialogue within your pitch plays a substantial part in establishing “Why” your client should conduct business with your company.

Asking questions that elicit a “yes” response from your prospect will lay the foundations for positive agreement between both parties.

Step 3 – Present the solution: The What

The What is the combination of services and/or products you will propose to achieve your prospect’s desired result.

Although your client must understand the solution you’re proposing, they will more likely be focussing on the outcomes rather than the intricacies of PPC bidding management or Advanced SEO techniques.

Take time to read your audience and offer your client opportunities to ask questions or contribute their insights and knowledge.

Step 4 – Your implementation plan: The How

Although you can explain “How” you plan on fulfilling your prospect’s requirements, a pitch is not the place to go into excruciating detail.

Applying the KISS principle is a reliable way to ensure that your prospect will not become overwhelmed with information and that you deliver only the most necessary points to help with your pitch.

Step 5 – Closing the deal: The When 

Once you’ve engaged and enlightened your prospect, you can round off your presentation by asking “When can we start?”

Hopefully, if you’ve pitched successfully, there should be nothing to stop your client from sealing the deal. If they’re not fully on board, sometimes clarifying elements of the pitch that they didn’t understand could be enough to land you the contract.

If the client is still non-committal or hesitant, request a time to follow-up. However, don’t spend too long chasing a lead that grows cold as chances are if they wanted to work with you, they would have signed up straight away.

digital marketing freelancer


Part 1: Understanding your Client

In order to scale your business, you may have been considering hiring additional help from an external source, which could mean hiring anyone from a digital marketing freelancer to a full-service digital agency. Whoever you’re teaming up with, it is important to be clear on what they plan to deliver. Outsourcing work is great when the situation calls for it, but you also have to have an understanding of what your business is offering and the services you’re selling, and what kind of an impact this will have on your clients.

Here at Agency Stack, we’re here to help you recommend the appropriate selection of services to your customers with confidence, doing so in the knowledge that these services will deliver on your client’s expectations. Start by gaining a deeper understanding of your client. This means getting to grips with their business, their customers and what sets them apart from the competition.

1. Researching Your Client

This is one of the most important steps in this whole process. Research your client in order to establish what they are about. What would make customers choose them over their competitors? What do they promise and how do they deliver these promises? You’ll also need to consider industry trends applicable to your client and any obstacles they might have to overcome. The promises your client makes to their customers will inevitably form the basis for their brand positioning. With that in place, you can help your client get their message out there to the right people through the right channels.

2. Your Client’s Products and/or Services

What pain points do your client resolve for their customers, and what gives them the edge over their competition? What services/products do they offer that others perhaps don’t? Really work to understand what your client is offering to their audience, and work with them to assess what competing products and services are out there so that you and your client have a good understanding of the landscape.

3. Your Client’s Customers

Just as your client is key to your business, you need to understand the things that are most important to your client’s customer when it comes to making a decision. Help your client target key customer personas. When you know who your client’s customers are and what they are expecting from the client, you’ll be better placed to know what sort of content to recommend as well as what sort of channels they should pursue.

4. Your Client’s Competition

Once you have an understanding of your client’s customers, the next group you need to consider is your client’s competition. Who is on their level, who are they performing better than, and who do they aspire to be like? Take note of what sort of content their competitors are producing and what channels they are using. Also, take time to think about how your client can position themselves in the market and exist in the same space as their competitors whilst still being able to claim points of difference that sets them apart.

5. Your Client’s Business KPIs and Goals

Your client’s goals will always be the most important part of this process. They’ll be using this as a framework in which to measure how successful you are in the services, you’re providing them. If you’re able to work towards your client’s expectations and achieve good results within their budget, then there is no reason that they won’t be over the moon with the service you’re providing.

6. Roadmap for Success

As a final step, creating a business plan is a good way to pull all of your research together. Using a template means that you can repurpose the plan for other clients.

It’s important to recognise that all of this should be approached as a whole process. Hopefully through this, you’ll be able to gain a great understanding of your clients and how they are positioned in the market, as well as what their customers and competitors look like, and what services and/or products they offer.

Digital Marketing Freelancer
Our Do’s and Don’ts for Writing Online Copy 1024 525 admin

Our Do’s and Don’ts for Writing Online Copy

Writing quality copy for your website or social media should inspire your audience to take action and engage with your brand. That’s the number one goal for writing copy, whether you’re a digital marketing freelancer or a copywriter. It’s important that you nail this part of the process in order to achieve whatever you have set out to do with your business, whether that’s selling products, landing clients, or growing your brand. Your writing, regardless of content, should be interesting and engaging in order to hook people in. Otherwise, what’s the point?

In today’s market, things like digital marketing are crucial to the success of any business, so it’s important to pay attention to detail here. If you’re a new brand starting out, or can’t afford to hire your own copywriter, here are some handy do’s and don’ts for how to write online copy. 


Do Your Research

Just because you feel clued up on a certain topic doesn’t mean you know everything there is to know. Even the most knowledgeable geniuses out there still need to do their homework. When it comes to putting out content online, researching before you start the writing process is a great opportunity to enhance your knowledge. It also lessens the chance of writing misleading or incorrect information when you are able to fact-check and make sure you have all the details before publishing your content.

Do Include A Call To Action

If someone has landed on your page and you’re not giving them a call to action, then that’s a valuable trick you’re missing! You need to give them a clear indication of what your intentions are and communicate that effectively and directly. There’s no point beating around the bush here. Whether you want your audience to sign up for a free trial, join a mailing list, start an online course, be notified of future events or products, subscribe, learn more… the clearer you are with your CTA, the more likely you are to see results.

Do Write For An Audience

When writing copy, you really need to know your audience so you have an idea of how to craft your message. If you have your target audience in mind then it will be easier for you to speak to them directly and be able to tailor your output in order to attract the right people. Make sure that your writing is clear and easy to read.

Do Cultivate a Writing Style

Your writing style is unique to you, so have fun with it! Decide what you want your brand’s tone to be and make sure it’s consistent across your platforms. Knowing how to appeal to your niche or audience will inform how to approach your writing. Of course, not all businesses will want to be casual and funny, but having that human element to your writing will allow people to connect with your brand.


Don’t Plagiarise 

If you’re short on time or don’t know much about a certain topic, it can be so tempting to borrow text or copy from other webpages. But this isn’t a good tactic for a number of reasons. People will be looking to your brand for original content and if this is something that you cannot deliver on then your audience may not view you as a reliable or trustworthy source. It is also a really fast way to lose credibility and drop down in rankings on search engines.

Don’t Use Copyrighted Images

It’s easy to get caught out with this one, but our best advice is only to use stock images or your own content if you’re planning on having images or graphics on your website or socials. The latter can often be costly and time-consuming though, but luckily there are many websites out there such as Shutterstock, Pexels and Unsplash that have an extensive archive of royalty-free images.

Don’t Forget to Double-Check

Make sure you proof-read and edit your writing before you publish it. There’s nothing more embarrassing than having content out there in the world with loads of typos and grammatical errors. Even the pros can slip up here and there, so don’t forgo this last important step.

In House vs Freelance Copy? The Pros & Cons For Everyone Involved 1024 683 admin

In House vs Freelance Copy? The Pros & Cons For Everyone Involved

A number of businesses will find themselves in survival mode due to lack of resources, when trying to grow and scale. This isn’t viable. However, businesses need digital marketing campaigns executed in the best way possible to keep on running and growing. A  dedicated in-house team can help you achieve this but it comes at a price. This is where freelance services come in handy.

Everything has its pros and cons. When we talk about copywriting services, whether they are in-house or freelance, both have advantages and disadvantages. We’re breaking down both sides to each so you can decide what’s best for your business. It is necessary to note that various businesses have different requirements, some businesses would find it suitable to have an in-house copywriter while others would like to hire a freelance copywriter or consult an agency to hire a freelance or in-house copywriter.


Freelance Copywriters:

There are a variety of advantages of hiring a freelance copywriter or agency that can outsource for you. 


  • Freelance copywriters tend to be cost-effective. The reason behind their cost-effectiveness is on-demand services and pay according to work. 
  • Freelance copywriting services could be scaled up according to requirements, you can scale a lot easier and quicker without having to go through a full timely and expensive hiring process.
  • If you select an on-demand services platform to hire freelance writers you have access to a huge variety of skills and writing styles. This is perfect for specific detailed projects
  • With freelance outsource copywriting services, you can change your writer according to your needs and required style. You can get a number of freelance writers who can fulfil your changed writing style needs at any time, so it is future-proof as well. 


  • A freelance writer might face problems while writing highly specific content about your services or products compared to someone in the business with first hand knowledge.
  • You might have to go through a number of revisions with a freelance copywriter, this can take up time. 
  • Urgent tasks may be harder to turn around with an outsourced freelancer. 


In-house Copywriter:

If you have the financial stability to hire an in house member there are plenty of rewards. This decision isn’t always right for everyone so consider the below reasons before making your decision. 


  • You can get highly specific content written from in-house copywriter according to your domain and products.
  • They are well adapted to the writing style used for the content required for your business.
  • It is easy to track the progress and productivity of a project when in-house writers are on work. 
  • You can get content on an urgent basis from in-house writers because the working schedule is similar and you need to invest any extra time for revisions or modifications if needed. 


  • You have to pay in-house writers on a regular basis whether you need their services or not.
  • The hiring process costs time and money.
  • You might face difficulty while looking for diversity in the content with an in-house copywriter.
  • If you need more content you might face scalability issues as well.
Pick Productivity: How Outsourcing Allows You To Ditch The Work You Don’t Like And Spend More Time On The Stuff You’re Great At 1024 684 admin

Pick Productivity: How Outsourcing Allows You To Ditch The Work You Don’t Like And Spend More Time On The Stuff You’re Great At

A number of things come to mind when the discussion of outsourcing arises. While many clients and agencies have their ideas and impressions on it, there are also misconceptions that lead people to miss out on the benefits of outsourcing. The term ‘outsourcing’ covers the practice of contracting your work out to an external or third party organisation which may or may not reside in your country. There are a number of tasks that can be outsourced to avoid excess workloads, broaden skills and services offerable, as well as allowing you to keep the focus on key tasks for your business. Whether its web design outsourcing, marketing, content, or copy outsourcing, it’s a cost effective way to work with professionals around the globe while scaling your business.

Outsourcing is a practical option for businesses, it’s especially wise for small and medium sized businesses. Outsourcing will allow you to complete required tasks at professional quality at considerably lesser costs while also being able to expand and take on more.

Reduced Operational Costs:

An in house work force has it’s advantages of course but it  also comes with its costs. An in house team is something larger businesses have the facilities to manage. Smaller or medium businesses however, can achieve the same skillset, scalability, and workload, with an outsourced team for far lesser costs. This gives your business the time, space, and services to grow to the point where you can begin to focus on growing your in house teams. Freelance outsourcing gives you flexibility too, think of it like a subscription, there to use when you really need it, and able to be turned off when it is no longer serving you.

Professional Services:

With the help of outsourcing, you’re able to hire seasoned professionals with expertise in their fields. These professionals are not only qualified but well-trained and experienced, thus able to perform tasks promptly and efficiently to a certain quality.

Avoiding Risks:

There are certain underlying risks that come with every business investment. These risks include change of market, competition, financial status, regulations, and technologies, which might affect your business. These risks could be minimized through outsourcing tasks because outsourcing providers tend to assume and manage these risks on your behalf. They have the required knowledge, and experience to minimise such risks.

Letting You Focus on What Matters:

You can only take on so many tasks. While you might be a jack of all trades you simply can’t do everything if you want to grow. Outsourcing tasks that are lower on your preference list, allow you to hone in on what you’re best at and also what brings you the most joy. Copywriting make you want to fall asleep at the keyboard? Let the copy expert do it! You’ll have more time and motivation to spend on the aspects of your business you’re looking after, while someone else is able to cover the rest. You also have more time to focus on your business and its growth.

The Ins & Outs of Outsourcing 1024 683 admin

The Ins & Outs of Outsourcing

What is it?
Outsourcing is simply the act of contracting a certain portion of your work to a third party business. There’s an old conventional belief that everything should always be kept in house. As the digital marketing landscape continues to unfold and branch out this just isn’t worth sticking to. The digital landscape makes it easier than ever to go global. With everything accessible online there’s nothing stopping you from pooling the best of the best resources from around the world and harnessing them into results.

Time & Money

Many businesses see outsourcing as a dirty word. In reality it’s a logical business strategy that allows you to scale your business, better manage your time and money, and actually get the results you’re after. When looking into SEO outsourcing it’s important to evaluate your budget. How much money will you spend on SEO services in house, and how much could you save by outsourcing? When running the numbers, it’s important to consider that costs that aren’t actually financial. Time and resources are a huge cost when it comes to SEO and they won’t necessarily show up on your budgeting sheets. The time it takes to run a thorough SEO service in house isn’t such a viable strategy. The way you probably hired a graphics expert and a copywriter to carry out those specific tasks, don’t try to double down, outsource to a dedicated SEO team and ensure that you’re getting the right return on investment with quality SEO.

Knowledge & Skill
SEO is no simple feat. It requires specific knowledge and a lot of dedicated time to be done correctly. For startups especially you may only have a small team on hand. Taking away valuable time for them to spend hours a day optimising content and site pages is going to cost you. Outsourcing means your core staff don’t lose any time and can instead spend it making twice the amount of content for optimisation. Training your staff in SEO is another thing that will cost you precious time and money. As with most things digital the SEO landscape is constantly shifting. With new algorithms, rules and regulations, guidelines, and formats if you’re going to tackle your own SEO you need to be committed to staying on top of all of it. A dedicated SEO resource means they’re always up skilling with up to date knowledge and practices without you having to pull any other valuable employees away from their everyday tasks to be trained.

Best Practice vs Black Hat

When it comes to SEO there are plenty of ways to go about it. Some people just want a get rich quick scheme and others are willing to put in the work. Search engines have implemented algorithms that recognise unique and original SEO content and will often penalise those that try to cut corners. Unless you do a deep dive into SEO techniques you probably won’t even be aware of the unorthodox or “black hat” techniques. It’s not worth the risk of getting your site penalised, reported, or banned. With an expert and specialist SEO team you’re guaranteed to be sticking to best practices at all times.

A Website’s Work Is Never Done 1024 683 admin

A Website’s Work Is Never Done

When it comes to websites there’s no such thing as set and forget. Your site should always be treated like a car. In order for it to drive you further towards results, you need to regularly service it and pump it full of the right fuel. The term website maintenance often turns people off but in reality you don’t have to be a web developer to run a good website. Here’s all you need to know about keeping your website up to date and adaptable. If it feels like too big of a job or you’re looking to maintain client sites, perhaps it’s time to call in the experts.

Is your site dated?
Does your site look out of date? You may have set your site up following the hottest trends at the time but none of that matters a year later when your site starts to look dated. A dated site isn’t going to feel like a reliable source of relevant information to your customers. Keeping your site looking and feeling relevant doesn’t have to be complicated. You can cut your workload in half by starting on the right foot. A simple minimal design is always going to showcase information and products easily and it’s never really going to look out of date either. As trends change, the less updating you have to do, the better. Call on classic design elements to ensure your site will stand out in any era.

Is your content fresh?
Your website is set up, you’ve got a good batch of content, but it stops there. Your customers are impressed upon their first visit but by their third or fourth your site is offering nothing new. Even if your content is serving the same purpose over and over and over, giving it a fresh face means your existing customers will stay loyal and new customers will be given up to date info every time. Keeping your content on a fresh rotation also means you can target different people at different times. Tap into seasonal traffic with tailored content. With the ability to change your content you can position yourself with trending topics, events, and other businesses. If one type of content isn’t working you can rearrange or retarget with ease. Neglecting content in a site maintenance strategy is where so many businesses go wrong in staying front of mind.

Think about your customers
Your customers should be at the forefront of any decision you make regarding your site. Their needs are constantly changing and evolving as well as the way in which they interact with businesses on a digital platform. Little things, like optimising your site for mobile/tablet use go a long way. The more you can seamlessly fit your site into your customers everyday lives, the more they’ll be willing to bring it into it. Keeping your website up to date and in tune with your customers needs, means keeping a finger on the pulse of their interests.

Behind all the content strategies, the aesthetics, and the marketing is the back end technology powering your site. Technology evolves and changes fast and it certainly waits for no one. When it comes to the technology powering your site its keep up or get left behind. This is something that’s never going to change so it should be an integral part of your maintenance strategy. When setting up your site consider how much data and files you have on there and how easily they can be backed up. If you keep your site running with only the necessities and don’t overcrowd with gimmicky features it’ll always be able to adapt and upgrade with the technology it’s running on.

Engagement beyond likes 1024 683 admin

Engagement beyond likes

With the recent change to Instagram’s ‘like’ based structure it’s no longer a numbers game. While there are still plenty of numbers to study in the algorithms and insights behind the curtains, digital marketers are having to adapt to new ways of engaging audiences and tracking their engagement. Now more than ever, is a great time to hone in on your social media management. If your agency is looking to expand into this area of servicing, or need to scale your current workload, take a look at the social media service packages Agency Stack has on offer. 

Since this change it’s not just those posting content that have been subject to a behavioural shift. Without likes the way in which audiences engage, appreciate, and interact with content changes too. It’s possible that overtime as we get used to this new structure people may feel less and less inclined to dish out likes. If this is the case where does that leave us in the digital marketing sphere? 

Well, for this one feature the platform has lost, it’s made up for with an almost constant introduction of new ones. From polls, chat groups, swipe up features, and ecommerce links, there’s certainly no shortage of new creative ways to engage your Insta audiences. 

There’s still plenty of ways to track your reach too. You can see exactly who views your stories, and if you’re registered as a business instagram you have access to valuable insights about your profile impressions. 

A lack of likes shouldnt be the sign to throw up your hands or throw in the towel. Content, at its core, should be made to engage, interest, and inform, all with the end goal of raising brand awareness and traffic. Just because there isn’t a number next to that post doesn’t mean your content cant be validated. Those on the platform that are using this as a freeing rather than restricting change, are those making big strides ahead. 

As the platform strives towards a freer experience, not overshadowed by vanity metrics, adopt the same approach with your content. Experiment with new ways to incorporate calls to action. Widen your content scope. Spring clean your strategy and take it as an opportunity to rejig your drivers. Make content that has a variety of goals, not just to get likes. 
If you feel like you’ve exhausted all your creative CTA’s and run your existing campaigns into the ground, Agency Stack has a team of dedicated professionals waiting to take on your clients with you. Tailor your services to your needs and deliver your clients results that matter far more than likes.

Search Engine Flop-timisation: 4 of the most common SEO mistakes 1024 683 admin

Search Engine Flop-timisation: 4 of the most common SEO mistakes

Optimising your client’s content to make the most of your audience’s search engine results doesn’t need to be a headache. If you feel like you can’t get on top of it yourself Agency Stack lets you scale your services, and offer your clients more. Imagine being able to offer your clients the results of a dedicated SEO freelancer who can perfect their content. While the concept of search engine optimisation is straightforward, here are some of the most common faux pas we see in the industry when it comes to execution.

Keyword stuffing 

Search engines have adapted to sift through copy and weed out those that try to stuff as many keywords as possible into their sites. These sites don’t actually offer any useful or valuable content. While techniques like this worked in the past, they’re now ranked lower and lower. This system works to reward hard work and consideration when it comes to SEO techniques, instead of the short cutters and quick fixers. Now that search engines have levelled the playing field it’s important to be clever when it comes to integrating your keywords. Craft well informed copy that makes sense with the inclusion of keywords and it will improve your SEO rankings.

Duplicate content

While duplicate content is not penalised it certainly isn’t ideal for optimisation either. Duplicate content refers to content that is either the same as or similar to content that already exists across the platform. Search engines will always rank sites with unique and original content that adds value and insight, higher than those that recycle. Ensure all your clients content is made specifically for them with an experienced and thorough SEO team.

Over optimisation 

Getting the right balance is crucial when it comes to SEO. While the aim is to optimise your content, it’s still possible to have too much of a good thing. In 2012 Google actually introduced a penalty for over optimisation. Since then, the days of over stuffing and spamming are long gone. When using external links be sure to exercise the less is more principal. Pick and choose valuable links to use. Stick to relevant keywords when optimising your content. You’re not going to get anywhere trying to steal someone else’s traffic. Get smart with your SEO and get more out of less.

Bad link building 

Building up backlinks to external sites can be great for your SEO results. It allows you to optimise your site off page, but if you’re too hasty it can have the adverse effect. It’s all about quality over quantity. Make sure you’re not linking to spam or illegal sites. These will instantly give your site a bad reputation. Buying links is another tactic to steer clear of. It’s not worth the penalty and there’s far more merit in doing things the right way and being recognised for your efforts. When it comes to link building take your time. Only do so where is necessary and logical and you should set your site up for success.