From Page 4 to Top 3: How Consistent Link Building Beat a Top Competitor

But there was a twist. Their biggest competitor — TroyAusten.ca — had been dominating the search results for years. Beyond the business rivalry, there was also a personal edge to the competition. Our client wanted to prove they could outperform their long-time rival and secure a higher position in Google’s rankings.



At the time, our client was buried on page 3 to 4 of Google for the target keyword. This not only limited their traffic and visibility but also meant they were missing out on valuable real estate leads.

Fast forward to today: after implementing a consistent link building strategy through MyPortal’s trusted network, the client now ranks in the Top 3 positions on page 1 of Google, successfully outranking their competitor and cementing their authority in the Haliburton real estate space.

In this case study, we’ll break down exactly how we achieved this — and why link building was the game-changer.

The Challenge and The Strategy

When we began, the competitive landscape was stacked against our client. Their main rival, TroyAusten.ca, had already established a strong digital footprint. Their homepage, ranking for “Haliburton real estate,” was backed by a healthy profile of referring domains and authoritative backlinks — giving them a clear edge in search visibility.



In contrast, our client had a limited number of backlinks and referring domains, making it difficult to compete head-to-head. Simply put, the client was starting at a disadvantage in both authority and trust signals.

This meant it was going to be an uphill battle. To close the gap and eventually surpass the competitor, we developed a tailored 6–12 month link building strategy designed to steadily increase authority through consistent, month-to-month efforts.

Our approach combined guest posting and link insertions, strategically phased over the course of the campaign to maximize impact.

Phase 1: Guest Posting (First Half of the Campaign)

During the first 3–6 months, we focused on publishing guest posts on relevant, niche-related websites. Each article was crafted around topics semantically connected to our target keyword, such as:

• Buying Real Estate in Haliburton
  
  
• Haliburton Real Estate Cottages
  
  
• Top 10 Real Estate Opportunities in Haliburton

Within these guest posts, we strategically used the money keyword “Haliburton real estate” as the primary anchor text. This phase was designed to directly strengthen keyword relevance and push the client’s site closer to page one for the target query.

Phase 2: Link Insertions (Later Stage of the Campaign)

In the final 3–6 months, we transitioned to a link insertion strategy. Instead of creating new content, we placed links on existing, authoritative pages that already had visibility and trust signals in Google.



For this phase, we shifted our anchor text strategy to branded anchors, using terms like “Haliburton Gold Group Real Estate.” This balanced approach not only diversified the backlink profile but also reinforced brand authority, helping the site appear more natural and trustworthy in the eyes of search engines.

By combining Phase 1’s keyword-focused guest posts with Phase 2’s branded link insertions, we built a strong, diversified backlink profile that steadily boosted rankings while avoiding the risks of over-optimization.

The Results

Keyword Movement

After implementing our link building strategy, we began to see measurable movement in the rankings.

• September 2023: The keyword “Haliburton real estate” jumped from page 4 (position #42) to page 2 (position #12). While this was an encouraging sign, the keyword later dropped back to position #47, showing the volatility of the niche and the strength of existing competitors.
  
  
• March 2024: With consistent month-to-month link building, the client broke through to page 1 of Google, reaching position #4.
  
  
• June – August 2024: The client even secured the #1 ranking position, outranking their direct competitor, TroyAusten.ca.
  
  
• Present Day (2025): The site currently holds a stable Top 3 position, solidifying its authority in the Haliburton real estate space.

Because the keyword is highly competitive, rankings can fluctuate. However, thanks to the steady acquisition of authoritative backlinks, the client has built lasting credibility in the niche. With continued consistency, we anticipate the site will secure a long-term #1 position and remain the dominant authority for “Haliburton real estate.”

Expanded keyword variations

The homepage not only ranks for the primary keyword ‘Haliburton real estate,’ but also for multiple long-tail and semantically related variations. This broadened keyword footprint strengthens overall search visibility and captures a wider range of real estate-related search intent in Haliburton.

Improved overall domain authority and no. of Backlinks

Through our ongoing link building strategy, the client’s site has significantly improved in key SEO metrics — including backlinks, referring domains, domain rating, and URL rating. Today, their profile is not only on par with but in many areas surpasses TroyAusten.ca, giving them a competitive edge in both authority and long-term search stability.

Things to Consider for Successful Link Building

While link building was the core driver of this client’s success, it’s important to note that results are strongest when combined with other foundational SEO elements. Here are key considerations:

a. Strong On-Page Optimization

A well-structured and optimized website provides the foundation for effective link building. On-page signals such as title tags, meta descriptions, internal linking, and content relevancy make it easier for backlinks to have maximum impact. Simply put, on-page and off-page SEO work hand in hand — the stronger the on-page optimization, the faster and more effectively link building delivers results.



b. The Right Mix of Link Sources

Although niche-relevant backlinks are highly valuable, they can be difficult to acquire consistently. That’s why we use a balanced mix of niche-specific and authoritative general sites. For example, publications like Forbes, Business Insider, or Entrepreneur are not niche-specific, but they cover a broad range of industries and carry massive authority. Earning links from these types of sources significantly strengthens overall domain credibility.

The bottom line: as long as your on-page signals are aligned with your target keywords, off-page signals — delivered through diverse, authoritative backlinks — will reinforce rankings and long-term authority.

Conclusion & Takeaway

• Final wrap-up: How MyPortal Marketing delivered results
  
  
• Why businesses should invest in link building early