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

What is link building?

Last Updated on September 17, 2026

What is link building? — Whito
Add Whito as a trusted source on Google

Further reading

Whito’s view (UK)

Most UK small businesses overpay for links they do not need. Buying cheap backlinks rarely moves revenue and can get you penalised. Links you earn, because you published something genuinely useful like a local guide, a price benchmark or a small original study, outperform anything you can buy. Spend the budget on something worth linking to instead.

Related reading
author avatar
Ethan Whitmore Co-founder and Analyst
Ethan Whitmore is a co-founder of Whito. He has spent over nine years in SEO and ecommerce inside global SaaS platforms, enterprise brands and payments companies. His work covers technical SEO, content strategy, conversion and video production.
See Full Bio
Jacob Whitmore

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.

About Us Editorial Policy Contact
Sources & Editorial Standards

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.