Unfair Links is an SEO link-building service for agencies and marketers. It places backlinks on hand-built sites that sit on real local businesses (businesses with a live Google Business Profile, reviews and history) and it matches each link to your specific page by country, language and market niche. The service lives at unfairlinks.com and is currently in beta.

That's the short version. The rest of this page covers what the service does, who it's for, why it carries the name it does, and what it is not.

The problem it was built for

If you've bought links for clients, you already know the frustrating bit. Some placements move a page. Plenty don't. The link goes live, the invoice gets paid, and nothing changes, and nobody can tell you why.

Usually the reasons are boring ones:

• Wrong market. A Swedish service page gets a link from a generic English-language blog. It reads as random, so it tends to count for less.
• Obvious footprint. The linking site looks and behaves like hundreds of others, which makes it easy to group together and discount.
• No real entity behind it. A bare domain with no business, no reviews and no history gives a search engine very little reason to trust it.

Unfair Links is built around fixing those three problems, not adding more volume on top of them. We wrote more about that trade-off in why one well-fitted link beats a pile of weak ones.

How Unfair Links works

From the customer's side the process is meant to be very short: you paste the URL you want to support, and the system suggests matches.

1. You paste a page

The tool detects the market, language and niche of the page. If it gets something wrong, you correct it.

2. You see a match and a score

Before you buy, you're shown candidate sites and a fit score for your page. The homepage example shows a Swedish cleaning-services page matched with a cleaning business in Göteborg (Swedish language, a live Google Business Profile, a few hundred reviews), with a high score because the market, language and niche all line up. That's an illustration of the flow, not a promise about any specific order. The entity and domain are revealed once you order.

3. The link goes on a real, local site

Each site in the network is custom built on a domain tied to a business with a live Google Business Profile. The content is written in the local language. Once the link is placed, it's checked to be live and indexed.

Doing that yourself is weeks of work for a single link: finding a relevant domain, securing it, hosting and DNS, a custom build, local-language content, then placement and verification. We've already done that groundwork across the network, so for you it comes down to pasting a URL. For the longer version, see links matched to Google Business Profile listings.

Who it's for

Unfair Links is for people who buy or build links for a living:

• SEO and digital agencies that need relevant local links across several client markets
• In-house marketers supporting location or language-specific pages
• Consultants who want to show a client why a link was chosen, not just that it exists

If you run an agency, how agencies fit it into client work walks through a realistic workflow.

Why it's called "Unfair Links"

People sometimes read the name as a confession, as if "unfair" meant "against the rules." It doesn't. It's unfair in the way a competitor's prime retail location feels unfair: an advantage that takes real work to build and can't be copied by next week.

The founders, Rollo Unden and Oliver Fish, chose the name on purpose. The idea is to give agencies links that a competitor can't simply go out and buy from the same list everyone else uses. We explain this properly in what the word "unfair" actually means here.

What Unfair Links is not

It's worth being specific here, because the name invites guesses.

• Not spam. There's no automated blasting of links onto comment sections, forums or scraped pages.
• Not a directory. Your link doesn't sit in a list of thousands of unrelated businesses.
• Not unauthorized deep linking or framing. The term "unfair" has nothing to do with misusing other people's content.
• Not a volume play. The model is fewer, better-matched links, picked for one URL at a time.
• Not a guarantee machine. We don't promise rankings, and you should be wary of anyone in SEO who does.

If the penalty question is the one on your mind, we answer it directly in Is Unfair Links a penalty risk?

Where things stand right now

Unfair Links is in beta. We're refining the setup and collecting data before opening to the public. You can leave your email on the homepage and we'll send one note when public access opens. There's no launch date we're promising and no pricing announced yet.

Join the beta waitlist if you want to hear when it opens.

Where to go next

This page is the hub for everything we've written about the service. If you want definitions of the terms we use (entity, footprint, fit score, trust tier), start with the glossary. If you're comparing options, the comparison posts on directory listings, PBN myths and generic guest posts are the most useful next reads.

In one line: Unfair Links helps agencies and marketers get local backlinks from real businesses in the right market, matched to the page they actually want to rank.