How Important Are Backlinks For SEO in 2021?


Backlinks and SEO go hand-in-hand. After all, it is a tactic adopted by agencies, in-house marketers, and freelancers all over the globe. Yet, it remains one of the most time-consuming, and often unrewarding processes. We still see Google, and tools denote the value of backlinks. More so, we are here to outline the importance of a holistic SEO approach that welcomes link encouragement of quality links, rather than investing time in relentlessly chasing that golden link.

Are Backlinks Still An Important Part of Long Term SEO Success?

Since the dawn of the SEO era, emphasis has been placed on outreach. Securing backlinks via dedicated targeting and vetting of potential sites is still commonplace in organic search strategies. Yes it can be decent to acquire more backlinks, but link building is only one piece of the SEO puzzle.

For some time, search engines such as Google have placed a value on a site's backlink profile. This isn't new. But what could be new is the transition from link building to brand building. It is ever so easy for anyone to link to absolutely any site they wish. Which means all sorts of backlinks could connect to any domain. With a focus on a healthy backlink profile, obtaining fundamental and relevant links from authority sources still remains valued.

There's Backlinks, Then There's Backlinks...

Spammy, toxic backlinks exist like no tomorrow. Not matter how often you vet them or disavow a bunch of nasty links, more and more just keep on appearing. With harmful links left, right, and centre, we know these do not add value in search. High quality links to your website can be a good signal for SEO, which could add value. However, the traditional model for ‘link building’ is highly inefficient and requires many tedious hours of time with little or nothing to show.

We believe that link encouragement is a team effort that can be supported by quality content creation, strong PR and business partnerships. We have successfully achieved page one positions in key markets for a large volume of essential key terms with all our clients by adopting this tailored strategy.

The Escaping Gravity Way

Delivering successful strategies and implementations has been engraved in approach since our inception. With a specialty in providing SEO consultancy for challenger brands, we see our proven methods hit new heights across a range of some of today's most competitive verticals. For us, the sky is not the limit, but merely the first step to significant ROI and organic search growth.

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Drum Award Nomination for Monica Vinader

Escaping Gravity Nominated for The Drum Search Awards 2021

We’re delighted to announce that Escaping Gravity is a finalist in the 2021 The Drum Search Awards for our work with Monica Vinader. As a Challenger SEO Consultancy it’s great to see our name up there against well established and impressive agencies.

What are The Drum Search Awards?

The Drum Search Awards are an annual celebration of the best in Search Engine Marketing. The Drum is a magazine and online platform dedicated to marketing and advertising. They have a collection of awards for each section of marketing, including Search, Social Media, and Content. The Search Awards are judged by a group of experts from across the world and are open to teams of any size.

What Category are Escaping Gravity Nominated in the 2021 The Drum Awards?

Escaping Gravity has been nominated in the SEO - Best B2C Campaign category for our Black Friday campaign with British jewellery brand Monica Vinader. We’re extremely proud of this campaign and are over the moon to have been recognised for the results we and the Monica Vinader team achieved in it.

The Entry: Gold Rush for Black Friday: Monica Vinader x Escaping Gravity

Our campaign focused on the Black Friday period, given the closure of physical stores due to Covid, it was essential online retail was done right. We were appointed as the SEO Consultancy for Monica Vinader in the late Summer of 2020. This gave us a short 4 month time span to get in the right places for important keywords to drive both traffic and revenue to the site. 

Our work on tech elements such as spider traps, as well as our focus on improving key non-brand positions, allowed us to do just this. With relevant non-brand keywords such as ‘black friday jewellery’ and gold themed keywords such as ‘gold bracelet’ and ‘gold pendant’ reaching page 1. We saw organic search becoming the single largest channel for customer acquisition. In addition, SEO delivered a comparable ROAS of 50.16.

Up There with the Best

We are up against some incredible competition within the SEO - Best B2C Campaign category. With well-established brands and agencies also vying for the top spot, including Rise at Seven for GAME, and Walk-In Media for Vodafone. We cannot wait to see the best campaign win!

The Awards Ceremony for The Drum Search Awards will be held virtually in the afternoon of Wednesday 28th April. Although we can’t celebrate the nomination in-person, we are all incredibly excited to tune in to watch the ceremony. 

About Escaping Gravity

We are a Search Engine Optimisation Consultancy for Challenger Brands. Founded by digital marketing veterans, Jamie and Katherine Riddell, Escaping Gravity was launched to fill the gap of an organic search strategy that many brands were missing. Our expanding team has the mix of skills, experience, knowledge and innovation that makes SEO campaigns successful. With 130,000 keywords under management, our clients on average see a return of £18 for every £ they invest in SEO. 

What industries need seo the most?

Nearly every type of business can benefit from search engine optimization (SEO). Like any other form of marketing it will depend on the level of investment you put in, and the level of return you can get back out.

2020 has already shown us that high organic placements can deliver unprecedented brand awareness and traffic growth for almost all industries at the time of lockdown. (Travel could be a notable contrast to this pattern.)

For any product or service, someone is searching for what you offer. The trick is to match what people search for (the keywords) with your website.

With an effective SEO strategy in place, any business can increase brand awareness from search engine listings, and drive site traffic and associated revenues.

Here are some of the industries that could benefit from SEO


The rise in Direct to Consumer (DTC) retailing offers brands a chance to sell directly to the consumer. To connect with potential customers, retailers will need to create and maintain a successful SEO strategy.

The potential returns are a direct path between consumers searching, and retailers offering the matching products or services. Quite literally, direct to consumer.

Financial Services

As online banking and financial services become normal, so consumers will want to find new services or shop around for better deals and rates.

With potentially high cost per click for competitive terms including ‘loans’, organic search can offer a great potential to deliver cost-effective leads.

As Google starts to offer more answers to questions (instead of search results) so financial services have the chance to educate and inform future customers as they start their research.


At the time of writing, travel seems like the last industry that needs SEO. However, consumers have turned to search for support in cancelling or changing their travel plans.

Search demand for key terms like flights and holidays may be lower now but there are still intrepid searchers looking for cheap deals or making future travel plans. They will be searching for inspiration and information. Success with SEO could connect those searchers with travel brands that could forge long term relationships for when travel resumes.

Health & Fitness

In the UK, Search demand for home gym equipment, dumbbells and leggings rocketed as consumers started planning fitness routines at home during the lockdown. We also saw a leap in search demand for vitamin d.

These searches were not just for products but also for ideas and inspiration - how to stay healthy in lockdown, how to work out in your living room. Smart brands that capitalised on these search trends, by supporting consumers (not just selling to them) will have seen great value their SEO.

Pet Care & Pet Food

Like DTC retailers, pet food can now be bought online and delivered to your door. In the UK alone, the pet food industry was worth £2.7 in 2018. Consumers are searching for pet food, cat food, dry dog food and wet dog food as they look to keep their animals healthy.

SEO for the Pet Food Industry is another key opportunity to bridge the gap between consumer demand (search), brand awareness and traffic/revenue generation.


The FMCG industry does seem an obvious industry for SEO. But consider people now search for ‘ice cream delivery’, ‘popcorn recipes’ and so much more. Why not use SEO to connect directly to potential customers.

Did we miss any industry? Yes!

Every industry can benefit from SEO - the question is how can achieve success from organic search listings.

As a global SEO Consultancy for Challenger Brands, we bring 25 years experience in SEO to brands across most industries. Feel free to look at our site to learn more and contact us if you’d like to chat.

Working with Inspirational Brands

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