Link Strategy with Topdog

Links are one of the hardest SEO factors to control, simply because someone else has to add a link to your site from theirs. They’ll only do that if they like what they see and feel you add real value. That’s exactly why you need a link strategy.

What does a link strategy actually involve?

A link strategy for Google SEO needs to answer the following questions:

How are your competitors approaching link building?

A competitor analysis shows you where you stand relative to your competitors and what they’re doing when it comes to links.

Which link-building tactics should you pursue?

Success usually calls for several tactics working together, but finding scalable methods that hold up over time isn’t easy.

How should the link-building process be implemented?

Getting link building to work requires a proper process within your company. Topdog often takes an active role in that process, or even owns it outright, so we can make sure it keeps delivering results over time.

What are the risks involved with links?

We regularly discuss the rules around links, both general good practice and Swedish marketing law. We do this because nothing changes unless the client fully understands links and how they work.

How does Topdog build link strategies?

Topdog is one of Sweden’s most experienced agencies in natural link building. Unlike many other Swedish SEO agencies, we don’t rely on a link network. Instead, we aim to build sustainable, long-term links for our clients. Here’s our approach:

Current-state analysis

We look for recurring link patterns: the kinds of events that lead others to link to you and your competitors. We then bring our own expertise on how to attract links into the mix, turning it all into concrete recommendations for what you should do and which processes we need to build together.

Insight

If you don’t understand what’s happening in your market, or what you need to do about it, nothing will change. That’s why we make sure you fully understand the landscape you’re operating in and what it will take to succeed.

Link-building processes

We develop the processes and actions we need to carry out together to help you succeed in acquiring links.

Embedding the SEO link strategy

We make sure you fully understand the link strategy we develop and that it’s tailored to your business and your circumstances.

Executing the link strategy

Topdog specialises in execution and building robust processes. In most cases, we also stay involved during the execution phase itself, to make sure everything runs as it should.

An example of a link tactic

One of the best ways to build links is to build them around your brand. A brand is built on relationships and promises, and links tend to follow naturally from both.

To show how this works in practice, we’ve built a simple tool called Länkscouten. It finds link opportunities based on your brand and compiles them into a list. You can then reach out to these sites and ask whether they’d be willing to turn a mention into a link. In the industry, this is known as mention-based link building.

Who needs a link strategy in 2026?

It’s mainly companies that rely heavily on SEO that invest in link strategies. These companies also tend to have a built-in organisational complexity, meaning they run one or more link-building processes on an ongoing basis. A few examples:

• Online retailers
• B2B companies generating digital leads
• Large companies with a local presence, for example through regional offices
• Startups

When should you build a link strategy?

A link strategy is usually put together alongside other SEO work, whether that’s on the technical side or around content.

Why choose Topdog for your link strategy?

At Topdog, we offer:

• Reliable, transparent processes
• Clear technical project planning
• A close working relationship with your tech team
• Genuine interest in you as a client
• Flexibility that fits your specific circumstances
• Hands-on delivery that gets results