A high-earning website within the ultra-competitive finance niche approached us for link building services. At the time, the site had huge ad spend in PPC and display networks with minimal investment in organic trac. They wanted to test the impact of link building and SEO on site revenue. Site Assessment: After reviewing the client’s project, we determined their site had a wealth of existing linkable assets that were difficult to access. In addition to being buried, their linkable assets were poorly optimized due to internal linking problems, bad URL structures, and the use of subdomains. Because of these issues, the pages had low performance in search and little-to-no external links. Despite these suboptimal conditions, the client was anxious to begin link acquisition before any investment into site restructure. We also learned the client was implementing other marketing and PR initiatives, including contests and further content creation. Potential Obstacles: Through client assessment, we identified possible hurdles to campaign success: • Highly competitive niche. • Lack of collaboration across departments. • Poorly optimized linkable assets. Strategic Plan: After assessing the client’s website and identifying obstacles, we created the following strategy to achieve the client’s primary goals: 1. Leverage existing assets to build relevant links on authoritative websites. 2. Coordinate with other marketing initiatives to increase visibility and link opportunities. 3. Restructure/reorganization of existing quality content when possible.