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Reviewed by Jacob Whitmore, Whito · Fact-checked for accuracy

What is a backlink?

by | Apr 8, 2026 | Help Centre | 0 comments

Last Updated on May 9, 2026

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Ethan Whitmore
Ethan Whitmore is co-founder of Whito and an SEO and ecommerce specialist with over 9 years of experience driving growth, visibility, and revenue for global SaaS platforms, enterprise brands, and ecommerce businesses. His expertise spans SEO strategy, technical optimisation, content marketing, and digital media production, bridging creative execution with data-driven performance. Ethan has led SEO initiatives across major technology and payments companies, delivering scalable strategies that increased rankings, traffic, and conversions across complex enterprise ecosystems. His key strengths include ecommerce trading and conversion optimisation, technical and on-page SEO, data-driven performance reporting, video production, and content strategy. At Whito, Ethan brings this experience to help UK small businesses cut through the noise and focus on what actually works.
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Jacob Whitmore

Founder, Whito

Jacob Whitmore founded Whito to help UK businesses cut through marketing noise. Every article is researched, written, and fact-checked with one goal: giving you clear, practical guidance you can actually use. Whito doesn't sell marketing services or take commissions that compromise recommendations. Structure before scale.

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Whito is committed to providing accurate, unbiased marketing guidance for UK businesses. Our editorial team researches, writes, and fact-checks every piece of content independently. We may earn affiliate commissions from some links, but this never influences our recommendations. Read our full Editorial Policy for more detail on how we work.