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On-site & Technical SEO

Backlink Audit & Strategy

Toxic links can crush your online presence. As part of our link building service, we audit your entire link profile from top to bottom. Each audit targets broken backlinks, those that search engines might define as spam, and low-quality links.

After identifying and eradicating weaknesses in your link profile, we turn our attention to strengths. Our goal is to build on any work you’ve already started. If not, we’ll create a solid foundation from which we can launch an effective, non-toxic link building strategy.

Manual Outreach Service

Technology is great, but it can only take you so far. Our experts have long-term relationships with over 10,000 publishers around the world. These relationships allow us to put links on high-authority websites spanning a host of industries.

Building Quality Backlinks

ICS-digital is more than a link building agency. From our UK headquarters, we have a network of more than 300 international writers. Our writers are experts in their fields, which allows us to publish over 2,500 high-quality articles every month.These articles are integral to our link building service. Not only do they generate traffic for the sites on which they’re hosted, but they also earn high-quality backlinks. We can also provide additional services, such as bespoke content, to bolster your link building strategy.

Results & Reporting

A link building strategy is only as good as its results. Devising a plan is only part of the process. Effective strategies are dynamic. Things change based on feedback and data.That’s why we conduct regular audits as part of our link building service. When changes are needed, we make them. That’s what separates us from companies that use copy-and-paste templates. We also keep you in the loop. Alongside performance reports, we can provide updates, listen to feedback, and make changes as required.

Why Choose Us as Your Link Building Agency?

Experience, connections and a personal touch are all reasons we’ve become one of the UK’s biggest link building agencies. We regularly go above and beyond to ensure our clients get the results they want.

That’s why multinational companies and organisations, from the NHS and Deliveroo to IG and Betfair, trust us to get them high-quality backlinks. If name-dropping isn’t enough, here are a few reasons big brands build links through ICS-digital.

20+ years of Experience

Time matters in marketing. ICS-digital was founded in 2008, and a lot has changed since then. Our team has grown from a passionate few to more than 90 experts in all aspects of digital marketing.

The SEO game has also changed significantly over the last 20 years. Being on the frontline through the industry’s biggest changes and challenges gives us a unique perspective. From tried-and-tested methods to the latest trends, our time in the industry is something other link building agencies can’t buy.

Unmatched Scale

We offer link building services in more than 40 countries. From the UK and Europe to North America and Asia, our connections give us a global reach.

Connections, of course, are only part of scaling a link building strategy. Every market has its own nuances, demands and regulations. That’s why first-hand experience matters. We know what works on paper and in practice.

We know that a link building campaign targeting European countries won’t necessarily be the same as one for North Americans. Scaling only works when you have the connections and the knowledge to execute a link building strategy. As an international link building agency, we have both.

On-Demand Link Marketplace

We can tap into a huge database of websites, link providers and backlinks as part of a comprehensive marketing campaign. You can think of it like an Amazon for backlinks that allows us to bolster your presence online.

Hands-On Strategy Management and Guidance

ICS-digital started as a small digital marketing company in theLeeds, UK. One of our defining features back then was personal service. We’d routinely go above and beyond to ensure clients were happy.

We still take the same approach. Even though we’re now an international link building agency with a presence in over 100 countries, we’re as hands-on as ever. Account managers work directly with clients from conception to completion.

We’re a big link building agency that feels small. Not small in scale, expertise or ambition, but small enough to feel personal. Accessibility is one of our greatest strengths. When you need us, we’re there.

A Network of Niches: Industries We Build Links In

iGaming

iGaming, also known as online gambling, was one of the first industries we made our mark in. It remains a core part of our business today, with the biggest names in casino gaming, poker and sports betting using our link building services.Something we’ve learned over the years is that compliance matters when you’re working with brands such as PokerStars, Betfair, and Red Tiger Gaming. A lot of marketing and link building agencies fail to appreciate the complexities of gambling regulations.Our team has experience working across all the major gambling markets, which gives us an edge when it comes to effective and compliant link building.

Finance

Finance is a broad and ever-evolving industry. Our link building services cover all aspects of finance, from service providers, such as IG, to global banks. We’ve even worked at the cutting-edge of finance by providing services to companies with interests in the crypto space, including eToro and Saxo Bank. Like iGaming, finance is a highly regulated industry. That’s why we work with experts to ensure our B2B and B2C marketing services, including link building, comply with all financial regulations.

Supplements

Data from Grand View Research shows that the global supplement industry is worth more than $192 billion. At ICS-digital, we’ve contributed to the growth of companies in this burgeoning sector. Targeted link building campaigns have not only raised the profile of companies, such as Simply Green, but also educated consumers about the benefits and intricacies of various supplements, including CBD.

Travel

Travel has become one of our biggest niches over the last decade. One of the reasons it’s become a core part of our business is the network we’ve created. Working with experts in more than 100 countries allows us to offer local insights on an international scale. Country-specific experience is backed by an appreciation of travel data. From commerce to consumers, our travel link building services take into account all aspects of the industry. That’s evidenced by our work with the biggest B2B and B2C travel companies like eDreams.

Link Building for All Niches

In addition to the niches we’ve covered, our link building services cover many more niches. SaaS and the legal industry are two areas we’ve become highly active in over the last two years. In 2025, we also worked with a growing number of insurance companies, as well as furniture businesses.

Google-Friendly SEO Foundations

In many ways, SEO has never been less complex. Google is increasingly open and transparent about the best practice it expects brands to adopt while at the same time, the algorithm has evolved beyond being ‘tricked’ by convoluted, spammy tactics.

However, while it has become easier to understand ranking factors, implementation of strategy has arguably become more challenging.

Quality across on-site and off-site activity is critical to deliver a high-performing SEO strategy.

Results-Focused SEO Strategies

We ground our SEO strategies in research, competitor analysis, audits and reporting.

We'll use the data gleaned and our years of expertise to identify potential gaps, threats and opportunities for your brand. We'll assess your website in terms of both on-site content and technical SEO.

This two-pronged approach means we'll be able to make your website SEO-friendly for both users and search engines. Then, to ensure our strategies remain effective, we review performance and refine as needed.

User-First SEO: UX, CRO & Beyond

With mobile-first indexing well and truly here, our SEO strategies include recommendations on how to ensure that areas such as page speed, image size, robots.txt, pop-ups, mobile-friendly design, content configuration are all optimised for mobile.

Also critical are Google's Core Web Vitals, which measure the overall user experience of your website.

We have a dedicated team of UX and conversion rate optimisation specialists who can help you optimise your users' journey from start to finish.

Dedicated SEO Consultancy

Our technical specialists are on-hand to provide regular assistance to your team - and to validate and iterate upon your SEO strategy based on performance.

Whether it be notifying on the latest Google algorithm updates or pinpointing specific areas of the wider strategy for optimisation, we will be able to provide continuous, ongoing support.

With a regular rhythm of communication, we can proactively provide input and regularly solve ad-hoc roadblocks to maintain rankings and performance.

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We're Dedicated to our Clients and Continually Work to Maximise Their ROI

“ICS is not just another SEO agency, they have become our partner... their work ethic is the best we’ve seen.”

Through a combination of targeted SEO campaigns, industry-focused copy, and high-profile financial white papers, we’ve become the go-to digital marketing agency for this international trading powerhouse.

“We have achieved some amazing things with your help, with the PCL site going from strength to strength.”

By delivering a comprehensive SEO and CRO strategy, we increased conversions by 394%, improved organic traffic by 36%, and helped this specialist health law firm rank first on Google for 170 keywords.

"The ICS team have been utterly fantastic and have gone above and beyond to meet our ever-changing requirements.”

Working alongside Health Education England, we produced a generation-defining reporting for the Future Doctor Programme – showcasing our ability to go above and beyond the traditional role of a marketing agency.

View all case studies