In backlinks, it’s not just about having them. It’s about where they come from. Relevance drives results.
When did you last look at your backlinks report?
If you’re a UK-based interiors retailer working with a digital agency, you’re likely paying £3–4K a month—and getting a monthly backlinks report filled with technical jargon and links from obscure sites.
These agencies chase links because they’re still relying on outdated Google-era SEO tactics. But here’s the uncomfortable truth: not all backlinks help. In fact, some can actively hurt your rankings.
A backlink from a random directory in Azerbaijan or lower Somalia isn’t just irrelevant—it can be flagged by Google as low-quality or manipulative. According to Google’s John Mueller, “relevant, high-quality backlinks remain one of the strongest signals we use in ranking.” He’s also stated that spammy or low-value backlinks may be ignored—or worse, signal attempts to game the algorithm (source).
So ask yourself: is that random link really building visibility—or quietly damaging your credibility?
This is the SEO version of Location, Location, Location—but for PR and visibility, it’s Relevance, Relevance, Relevance.
Relevance > Volume
At JWC, we work exclusively with the homes and interiors sector, which means every backlink we earn is contextually relevant. That matters—not just for SEO, but for brand credibility and click-through potential.
In April alone, we secured:
- 659 editorial backlinks
- 88% from domains with DA 30–60
- 2% from DA 80+
- Every single one from a relevant context (homes, interiors, lifestyle, consumer press)
Print Still Packs a Punch
We also delivered 346 pieces of print coverage across our interiors clients in April—a reminder that press isn’t dead. Far from it. Magazines still hold influence, still get shared in homes, salons, waiting rooms, and still drive organic and referral search.
Top media highlights included:
- Ideal Home
- House Beautiful
- Your Home
- Country Homes & Interiors
- 25 Beautiful Homes
- Modern Gardens
- Fabulous (The Sun)
Why This Matters
Backlinks from generic SEO agencies might tick a box on a spreadsheet. But backlinks from trusted, relevant media?
- Improve your domain authority
- Drive actual referral traffic
- Build your brand’s credibility in the right spaces
- Feed Google and AI with signals of trust
If you’re in wallcoverings, furniture, bathrooms, decor—you want to be seen in the media that matters to your audience.
TL;DR:
Not all backlinks are created equal
- Relevance matters more than volume
- PR earns editorial links from sources that move the needle
- PR earns editorial links that really move the needle
Want to stop paying for backlinks that make no sense? Let’s talk.
