Interview with Minna Pousette – Senior Partnership Manager at Bazoom Group

In an interview with AffPapa, Minna Pousette, the Senior Partnership Manager at Bazoom Group, shared her insights on strategic link building, quality content, organic SEO growth, and more.

Yeva: Bazoom Group has built a reputation for simplifying link building worldwide. From your own experience, what do you think companies still misunderstand the most about link building?

I would say the “quick fix” mindset that we still see pop up. People wanting instant results from something that’s fundamentally a long-term play. We believe strongly in quality over quantity, building links strategically, with relevance, and in a holistic way. By that, I mean developing a strong, diverse backlink profile. This is exactly what we focus on helping companies achieve. To make sure that the strategy is a good fit, we offer free consultation and analysis at Bazoom.com. You can get a strategy directly in the platform or we can book a meeting with our amazing experts.

Yeva: Affiliates and operators often lean heavily on paid traffic. What do you see as the biggest long-term advantages of building organic SEO instead?

Paid traffic can be great for quick wins, you know what you’re getting. But the moment you stop paying, it’s gone. SEO, on the other hand, you will get an increasing ROI while paid traffic is flat. Just to reiterate on the above, paid traffic is great short term but Link building focuses on long term sustainability and growth. The longer you invest in building a strong organic presence, the better your ROI gets. Link building is about setting yourself up for sustainable growth.

Yeva: You include content as part of every link-building package. How do you make sure that content isn’t just filler, but actually drives SEO value?

We don’t believe in one-size-fits-all content. Every client is different, and we highly recommend our clients to create content guidelines with us that aligns with the goal or image they are trying to achieve. We know it’s important for content to be informative, relevant and high quality, when those pieces are in place, producing SEO-driven content becomes straightforward.

Yeva: When you look at successful collaborations, what makes the difference between a long-term SEO win and just a quick backlink placement?

I’ll give you an example. We had a large affiliate client with teams spread across different markets. For over a year, they’d been buying backlinks themselves, but their traffic was neither going up or down, but just staying at the same level. We eventually sat down with their management team and put together a more holistic strategy at the group level. Once we rolled it out, they quickly started to see growth. The difference was moving to a more tactical, long-term backlink strategy.

Yeva: If an affiliate or operator is expanding into a new market, how would you approach creating a link-building plan that actually works?

We always recommend starting local and doing research on local audience and regulations. Don’t go in too aggressively, but blend what’s already working in your existing markets with new, locally tailored efforts. That means focusing on local keywords and relevance with the right media outlets in that region. It’s about building trust step by step, not forcing growth too fast. With this, also still building to their existing markets.

Yeva: Bazoom Group has already helped thousands of companies. With AI content becoming more widespread, where do you see the role of link building heading over the next few years, and how do you see the company evolving its services to keep up with the changes in the industry?

There’s a big misconception that AI is “bad” for content. The truth is, Google is already very good at spotting generic, copy-paste AI text. What really matters is human input, making sure AI-generated content is refined, purposeful, and actually useful to the reader. That’s how we approach it, and it’s why we’ve even developed our own in-house AI tool to support our clients. You might also hear buzzwords like “AEO” or “GEO” floating around, but right now, there’s no real data behind them. At the end of the day, they’re just another way of saying “good SEO.” And that’s what we’ll keep focusing on, helping companies build sustainable growth with strategies that actually work with good content.

Company: Bazoom Group
Interviewee: Minna Pousette
Date: 28.10.2025