Link Smarter, Not Harder: Why we’ve Rewritten the Rules on Backlink Audits for Travel Brands

Securing coverage in leading publications like Condé Nast Traveller boost brand visibility, but to truly make an impact online, our clients also needed quality backlinks. Backlinks were, and continue to be, a vital ranking factor for Google, signalling a site’s authority and relevance.

Knowing how important links are to our clients, we created our backlink audits to measure and track our success. With every new client, we began by analysing their existing backlinks: where they came from, when they were acquired, and their overall quality. Back then, the mantra was simple—links were king. Most brands focused on securing the coveted “follow links,” which carried direct SEO value. Publications quickly caught on, with some even starting to charge for follow links, which altered the landscape significantly, and quickly.

Our Backlink Audits were an instant hit. They helped clients not only understand their existing link profiles but also strategically target new, high-value links. But that was just the start. We could also dig into what competitors were doing—spying (the ethical kind!) on their backlink profiles, domain authorities, Google rankings, and even which stories were driving links for them. It’s insights like these that gave our clients a real edge.

Everything was running smoothly—until Google changed the game.

Fast forward to 2024: Google introduced several significant updates that reshaped how backlinks and brand mentions influence search rankings. These updates de-emphasised the volume of backlinks, instead focusing on their quality, relevance, and the context of brand mentions. This marked a major shift, as it meant that the strategies we had relied on for years needed to evolve. In a way, it was a massive return to what we all in the industry consider “traditional PR.” Good SEO meant building credibility, trust, expertise, and authority of a brand in the media, not just links.

Recognising the need for change, we overhauled our approach and after lots of spitballing of names in the office, we rebranded our backlink audits as Digital Positioning Audits. These go far beyond backlinks, offering a comprehensive view of a client’s entire digital presence.

Our updated approach to digital strategy places quality and context at the forefront, ensuring that our clients’ online presence is not only competitive but also strategically sound.

Gone are the days of chasing sheer quantity when it comes to backlinks. Instead, we focus on quality - prioritising reputable, relevant sources. A single high-value link often has more impact than dozens of lower-quality ones. This shift aligns with our integration of PR and SEO strategies, where the stories we pitch are designed to support keyword targets and broader search visibility goals. For example, when clients face challenges ranking for specific terms, we craft PR campaigns that highlight these keywords in the right publications, boosting their visibility on Google.

We break our digital strategy into key focus areas, ensuring every action is tied to impact:

1. Profiles of Referring Domains

We dive deep into the makeup of referring domains, evaluating whether links come from authoritative sources within the relevant niche. Where gaps exist, we provide targeted recommendations to ensure our clients’ digital footprints are both comprehensive and impactful.

2. Review Past Coverage

By reviewing historical coverage, we identify patterns and insights that inform future campaigns. Which stories landed well? Which publications drove results? We also track competitor mentions to uncover untapped opportunities and “hot prospects”, publications that have covered similar brands but not yet featured our clients.

3. Website Health

Even the most successful PR campaign can fall short if the website isn’t optimised. We conduct detailed audits to assess site functionality, UX, and technical SEO. From improving load times to restructuring navigation and booking pathways, we ensure every visit has the best chance to convert.

4. Competitor Analysis

Understanding what works for others in the space gives our clients an edge. We examine competitor activity to uncover gaps, content ideas, and backlink opportunities that can fast-track visibility.

Take our work with a top London hotel: An audit revealed they weren’t ranking for key terms like “best family hotels in London” or “best hotels in London with suites”—keywords critical to their growth strategy. We launched a targeted campaign, including a brand partnership with Yoto Players to attract the family market.

The results were transformative:

• Domain Authority increased from 38 to 46
• Monthly visits grew from 3,700 to 11,200
• SEO toxicity score reduced from 13.8% to 8.7%
• 69 total pieces of coverage (56 online)
• Online audience reach of over 870 million in 8 months

This case shows the power of aligning PR with keyword goals—and the measurable difference it can make.

Likewise, when Cape of Senses launched a new luxury spa hotel on Lake Garda, our competitor research helped us pinpoint gaps and secure immediate placements in top-tier outlets like Elle, Condé Nast Traveller, GQ, Hearst, and Evening Standard, driving high-quality international traffic from key markets like the UK.

And when we worked with a top UK hotel, our Digital Positioning Audit uncovered a significant issue: users were dropping off before completing bookings due to poor UX. We responded with a targeted content and technical strategy, rebuilding booking pathways and refining content to ensure SEO and PR efforts translated into real conversions.

Our strategy doesn’t stop once coverage lands. At the six-month mark, we conduct a full performance review, evaluating what's working, what needs refining, and where new opportunities lie. This ensures our clients aren’t left with a one-hit wonder campaign, but instead benefit from continuous evolution. Whether it’s tracking keyword movements, analysing referral traffic, or spotting new competitor activity, we revisit the data to shape smarter next steps.

This ongoing cycle of review, refinement, and optimisation means our clients not only stay competitive but continue to grow - and that every campaign contributes to a bigger digital picture.

We’ll be the first to admit that these practices aren’t unique to Lemongrass. Any agency with a strong understanding of SEO and digital PR can implement similar strategies. The tools, frameworks, and data we use are widely available to professionals in the field. What sets us apart, however, is the way we bring everything together—combining technical expertise with a deep understanding of the travel industry to deliver tailored strategies that drive measurable results.

To return to the scene of 2022, we had very separate teams with distinct focuses—PR specialists handling press trips and traditional media outreach, and digital PR experts working on link-building and SEO-driven strategies. We had a clear divide.

But now, that’s no longer the case. Our team is made up of individuals from diverse backgrounds—some with SEO expertise, others with experience in digital link-building, and many rooted in traditional PR. Today, we all work toward the same goals: securing maximum market awareness for our clients and, ultimately, driving meaningful results like increased bookings. This shift to a more collaborative and holistic way of working allows us to deliver campaigns that are not only seamless but also far more effective.

It’s not just about analysing what your competitors are doing; it’s about finding clever, engaging ways to respond to those gaps. For example, if we see that your competition is being discovered for their weather-related content, we can craft and pitch weather-focused newsjacking stories to help you compete.

This approach worked brilliantly for a tour operator client of ours, where we secured significant coverage by contributing to conversations around summer heatwaves, climate change, the best time to visit key destinations, and more. We secured 56 pieces of coverage within six months, including 40 links and 206 brand mentions with this alone. This was with no press trip investment, just good storytelling.

By pairing sharp insights with creative, timely storytelling, we ensure our clients are part of the wider narrative that matters to their audiences—and gain the digital visibility to match.