Amit Raj says safe link building isn’t just about tactics it’s about judgment. The real question isn’t paid vs. unpaid links, but whether a link would exist naturally: Is the content relevant? Does it fit the site editorially?
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A photo of Melissa Popp with the quote "You have to look at the problem you're trying to solve. Every piece of content you create should start from that place. If you can't answer that question, you should not be writing that piece of content – whether the keywords tell you to or not."
Melissa Popp (@melissapopp.com) believes that if you can't answer the question, then you should not be writing that piece of content – whether the keywords tell you to or not.
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Melissa Popp (@melissapopp.com) explains that AI search dominates top-of-funnel awareness; middle-of-funnel builds consideration, and bottom-of-funnel drives action.
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A photo of Vince Nero with the quote "You should be leaning on what works for people and not the algorithms. Think about your customer first and how they would want to interact with your page, your content, your site, and your brand. That will lead you to what will ultimately be best for your company."
Vince Nero wants you to design experiences that align with customer needs and preferences, explaining that this user-centric approach drives long-term company success.
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Vince Nero recommends focusing on customer needs and preferences when designing content and interactions, believing that slow, thoughtful implementation yields long-term success.
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A photo of Alun Lucas with the quote "If you can build a form yourself within UX design principles that will mean people don't drop out, we'd go for that. However, if you just need a quick lead gen form, potentially something like HubSpot or JotForm will enable you to give a relatively frictionless form that's fairly standardised."
Alun Lucas believes that you should prioritise custom, UX-focused forms when possible, but concedes that for quick lead generation, standardised tools like HubSpot or JotForm offer a relatively frictionless experience.
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Starting in 30 minutes!
Alun Lucas explains that poorly implemented password requirements and masked inputs lead to account creation abandonment, and advocates for social logins to reduce this friction and improve conversion rates.
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A photo of Ebere Cecilia Jonathan with the quote "AI is here, and it's probably not going anywhere.Foundational SEO is very important, but it’s also important that you look beyond keywords and look at the person beyond the screen. Optimize for them, prioritise them, and make them the focal point."
Ebere Cecilia Jonathan believes that foundational SEO is very important, but it’s also important that you look beyond keywords and look at the person beyond the screen, optimise for them, prioritise them, and make them the focal point.
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Ebere Cecilia Jonathan encourages SEOs to understand the underlying need behind a search to deliver truly valuable content and drive conversions beyond keyword targeting.
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A photo of Sanja Markovic with the quote "Nowadays, with all this noise about AI, we're forgetting that content is still king, and we still need to create content for real people and not search engines. Creating content for real people is the baseline for building your authority on the internet."
Sanja Markovic explains that nowadays, with all this noise about AI, we're forgetting that content is still king and that we still need to create content for real people, not search engines.
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Sanja Markovic explains that SEO reveals what users search for, while UX research explains why they behave a certain way, and that integrating both provides you with a more informed and effective content strategy.
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✨ Free Webinar! ✨
Join us on Wednesday, 4th March, for a live discussion all about Safe Link Building, featuring our host David Bain and Amit Raj, Bibi Raven, Lilit Ayvazyan, Elizaveta Shutova, and Alexandra Tachalova.
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A photo of Ashley Segura with the quote "Stop building content for ranking purposes and start thinking about content as assets for every stage of the user journey. This means you’re going to build trust, address their questions, supply helpful information, and bring the user through the entire journey, to eventually convert them."
Ashley Segura wants you to stop building content for ranking purposes and start thinking about content as assets for every stage of the user journey.
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Ashley Segura believes that you can optimise for LLMs by prioritising user trust & clarity, and that this can be achieved by establishing credibility through awards, thought leadership, and internal linking.
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A photo of Ryan Jones with the quote "You need to understand where your audience is, where they spend their time, what platforms they visit, where they communicate with other people, and where you can show up that will generate the maximum amount of impact."
Ryan Jones (@ryanjonesseo.bsky.social) believes that you need to understand where your audience is, where they spend their time, which platforms they visit, how they communicate with others, and where you can show up to generate the maximum impact.
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Ryan Jones (@ryanjonesseo.bsky.social) believes it's important to identify where your audience spends time, then deliver content tailored to their stage in the funnel (awareness, consideration, decision) on the appropriate platforms.
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A photo of Bengü Sarıca Dinçer with the quote "AI summaries, search engines, and other platforms use your website as a content source, but if the end users don't recall what your solutions are/what you are doing, then it is not about discoverability."
Bengü Sarıca Dinçer explains that while AI and search engines may surface your content, brand recall is crucial for converting exposure into actual engagement and results.
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Bengü Sarıca Dinçer explains that AI tools streamline research, but users still rely on multiple sources before conversion, so it's important to focus on delivering core value rather than just chasing AI attribution.
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A photo of Izabela Janczak with the quote "Don’t just focus on your website. Remember that there are all these other platforms and tools out there as well. You can either target different generations with each one, or you can mix it up if you strategise intelligently. There is a lot more than just the website these days."
Izabela Janczak believes that you should recognise the importance of diverse platforms and tools and tailor content and targeting to specific generations, or strategically mix approaches to reach your audience effectively.
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Izabela Janczak recommends tailoring your content formats (blogs, videos, TikToks) to align with audience preferences on different platforms for maximum impact.
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A photo of Casie Gillette with the quote "Get hyper-specific about what your ICP (ideal customer profile) actually needs. The era of generic SEO content is over. AI overviews already own those answers. They already own those broad surface-level questions, and the only way to really stand out is to understand what your customers want."
Casie Gillette believes that the era of generic SEO content is over and the only way to really stand out is to understand what your customers want.
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A promotional image for a webinar on "Safe Link Building in 2026" on March 4th featuring pictures of the host David Bain and the guests Amit Raj, Bibi Raven, Lilit Ayvazyan, Elizaveta Shutova, Alexandra Tachalova.
✨ Free Webinar! ✨
Join us on Wednesday, 4th March, for a live discussion all about Safe Link Building, featuring our host David Bain and Amit Raj, Bibi Raven, Lilit Ayvazyan, Elizaveta Shutova, and Alexandra Tachalova.
maj.to/4qP3WmJ
Casie Gillette recommends focusing on deeply understanding your Ideal Customer Profile (ICP), owning specific conversations, and creating tailored, data-driven content that AI cannot replicate.
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A photo of Lazarina Stoy with the quote "It's important to know how you are positioned, what makes you stand out, where to find the people that you're speaking to, and present yourself in a way that's relevant to them in their search journey – not bombard them everywhere and wonder what will stick."
Lazarina Stoy explains that you should understand your brand’s unique position, identify your target audience, and deliver relevant messaging throughout their search journey, avoiding indiscriminate marketing efforts.
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Lazarina Stoy recommends automating tasks like entity analysis using tools such as Google’s Natural Language API, and then utilising the Knowledge Graph API to identify related entities and inform internal linking and content creation.
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A photo of Emina Demiri-Watson with the quote "Don't get bogged down by the technology side of things. Think about your audience. The technology is there to help you understand your audience and learn how to build a website and manage your digital marketing channels in a way that your audience will understand."
Emina Demiri-Watson (@eminadw.bsky.social) believes that you should focus on understanding your target audience and building a digital presence that resonates with them.
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Emina Demiri-Watson (@eminadw.bsky.social) believes you should shift your KPIs from traffic to revenue, conversions, and engagement, utilising tools like Hotjar to understand user behaviour and optimise journeys.
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A photo of Silvi Nuñez with the quote "You need to localise the language. You need to localise the user experience, the trust signals, and so on. Translation makes the content understandable and accessible to a new audience, but localisation makes it believable and makes people trust it."
Silvi Nuñez explains that while translation makes content accessible, localisation builds trust and believability by adapting language, user experience, and trust signals for each target audience.
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