RBSEO Reviews (285), Pricing, Services & Verified Ratings

Link Building Company

RBSEO is a London based established Link Building agency serving 1000's of businesses in the UK & around the world since 2005.

We offer high quality SEO, web design, blog outreach, content writing & link building services at affordable prices to small, medium & large businesses.

Min project size
$1,000+
Hourly rate
$25 - $49 / hr
Employees
2 - 9
Year founded
Founded 2005

No have been added yet...

Pricing Snapshot

Min. project size $1,000+

Avg. hourly rate $25 - $49 /hr

Rating for cost 5 /5

What Clients Have Said

RBSEO is noted for competitive pricing and good value, with clients appreciating their responsiveness and results. While some reviewers suggested that single backlink prices could be lower, overall feedback indicates satisfaction with cost-effectiveness and project outcomes.

This summary is based on verified Clutch reviews.

Most Common Project Size

< $10,000 based on 252 reviews

< $10,000 $10,000 - $49,999 $50,000 - $199,999 > $200,000

Learn more about SEO pricing

Select a service to see pricing information

RBSEO Review Insights

Overall Review Rating

5.0

Quality 5.0
Schedule 5.0
Cost 5.0
Willing to Refer 4.7

Top Mentions

Review Highlights

Effective Link Building Campaigns

RBSEO's link building campaigns are noted for delivering high-quality backlinks. Clients appreciate the team's responsiveness and seamless project management. However, some clients mentioned that the price could be lower and the domains could be more relevant to their specific business.
Professional and Honest Approach

Clients appreciated RBSEO’s professional and non-pushy approach. The team is described as courteous, honest, and considerate, helping clients make informed decisions within their budget.
Strong Communication Skills

RBSEO is frequently commended for their excellent communication. Clients highlight the team's responsiveness, even during weekends, and their ability to keep projects on track with timely updates.
Positive Impact on Business Growth

Clients reported that RBSEO's services positively impacted their business growth. Improved web presence, increased traffic, and higher conversion rates were some of the key outcomes mentioned.
Timely Deliverables and Efficient Workflow

Clients noted that RBSEO consistently met deadlines and managed projects efficiently. The team's ability to deliver projects on time and within budget was frequently highlighted.
Variety of Digital Marketing Services

RBSEO offers a range of digital marketing services, including SEO, content creation, and PPC. Clients appreciated the comprehensive approach and the ability to handle various aspects of their digital marketing needs.

Was this helpful?

RBSEO Reviews

Submit a Review

Verified

All Filters

0 selected

Sort by

Marketing Strategy Other Digital Marketing Public Relations
Confidential
July 2025 - Ongoing

5.0

Quality: 5.0

Schedule: 5.0

Cost: 5.0

Willing to Refer: 5.0

“They consistently beat deadlines, and communication with their team was very efficient and clear.”

Oct 4, 2025

Media Manager, Auto Spares

Hudson Davis

Automotive
Derby, England
1-10 Employees
Online Review

RBSEO has optimized a car parts retailer's website and resolved some technical issues. They've also launched a link-building campaign across different media.

RBSEO's work has increased the client's traffic, leads, and conversion rate. The team has consistently met deadlines and communicated efficiently and clearly with the client. They've also crafted tailor-made strategies instead of just following a script or ticking boxes.

The client submitted this review online.

BACKGROUND

Please describe your company and position.

I am the Media Manager of Auto Spares

Describe what your company does in a single sentence.

We specialise in all the major car parts including brake pads, blades, batteries, bulbs & more.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire RBSEO to accomplish?

Link building campaign

SOLUTION

How did you find RBSEO?

Referral

Why did you select RBSEO over others?

Pricing fit our budget
Good value for cost

How many teammates from RBSEO were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

RBSEO has optimised our website, reslved some technical issues and lauched powerful link building campaigns across media

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The outcome is; increased traffic, increase in leads, and a big rise in conversion rate.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They consistently beat deadlines, and communication with their team was very efficient and clear

What was your primary form of communication with RBSEO?

Email or Messaging App

What did you find most impressive or unique about this company?

Rbseo agency didn’t just tick boxes or follow a script in this project. They clearly crafted strategies that felt tailor made.

Are there any areas for improvement or something RBSEO could have done differently?

Nothing at all, up till now.

RATINGS

5.0

"Awesome first class from all prospective"

Content Marketing Digital Strategy Other Digital Marketing
Less than $10,000
June 2025 - Ongoing

5.0

Quality: 5.0

Schedule: 5.0

Cost: 5.0

Willing to Refer: 5.0

"Their overall knowledge within the link-building industry stands out.”

Oct 4, 2025

Online Manager, By Jewellery

Matilda Alis

Retail
Birmingham, England
1-10 Employees
Online Review

RBSEO provides SEO services for a jewelry retailer. The team has conducted a competitive analysis, developed a link-building strategy, and provides monthly reports on the progress.

RBSEO has delivered quality work, and the client is pleased with the results. The team accommodates requests and manages expectations well. Their overall knowledge of the link-building industry is commendable.

The client submitted this review online.

BACKGROUND

Please describe your company and position.

I am the Online Manager of By Jewellery

Describe what your company does in a single sentence.

Fashion and fine jewellery - necklaces, bracelets, earrings and rings.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire RBSEO to accomplish?

Links building

SOLUTION

How did you find RBSEO?

Online Search

Why did you select RBSEO over others?

Pricing fit our budget
Good value for cost

How many teammates from RBSEO were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

They helped us with understanding the link building process and performed analysis of our competitors and our own website. They developed a link building strategy and we approve links and content each month.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Every month we are presented a formal monthly report of our progress and quality of links and content is first class.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They are very good at accommodating our evolving requests and managing our expectations.

What was your primary form of communication with RBSEO?

Virtual Meeting
Email or Messaging App

What did you find most impressive or unique about this company?

Their overall knowledge within the link-building industry stands out.

Are there any areas for improvement or something RBSEO could have done differently?

None as of now.

RATINGS

5.0

Content Marketing Other Digital Marketing Other Marketing
Less than $10,000
Apr. - Aug. 2025

5.0

Quality: 5.0

Schedule: 5.0

Cost: 5.0

Willing to Refer: 3.5

“The team was highly organized.”

Oct 4, 2025

Manager, Duncan Pharmacy

Aisha Dalton

Medical
Cardiff, Wales
1-10 Employees
Online Review

RBSEO provided SEO services for a pharmacy. The team was tasked with creating a content strategy and building quality backlinks to strengthen the client's domain authority.

RBSEO helped the client improve their keyword rankings, which now appear on the first two pages of Google. The team communicated excellently through email and messaging apps, ensuring the project's smooth and efficient progress. Their organization and follow-through were second to none.

The client submitted this review online.

BACKGROUND

Please describe your company and position.

I am the Manager of Duncan Pharmacy

Describe what your company does in a single sentence.

Pharmacy Store

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire RBSEO to accomplish?

link building
content strategy

SOLUTION

How did you find RBSEO?

Clutch Site

Why did you select RBSEO over others?

High ratings
Good value for cost

How many teammates from RBSEO were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

Partnered with RBSEO to grow our organic presence through a mix of link building and content strategy. They build quality backlinks to strengthen domain authority.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Our keyword rankings improved to an average position of 1-2 pages on Google.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Communication was excellent which helped keep the project moving efficiently.

What was your primary form of communication with RBSEO?

Email or Messaging App

What did you find most impressive or unique about this company?

The team was highly organized, and always followed through.

Are there any areas for improvement or something RBSEO could have done differently?

No, there weren’t any.

RATINGS

5.0

Advertising Branding
Less than $10,000
July 2025 - Ongoing

5.0

Quality: 5.0

Schedule: 5.0

Cost: 5.0

Willing to Refer: 4.0

“They adapt quickly to our needs.”

Oct 4, 2025

Director, Andrew Butchers

Andrew Wilson

Food & Beverage
Manchester, England
1-10 Employees
Online Review

RBSEO has been hired by a meat retailer to implement a link-building program. The team is tasked with developing the client's links and content strategy to drive traffic and collaborating closely with them.

Thanks to RBSEO's efforts, the client has seen a 200% increase in site traffic within the first month of launching the link-building program. This has led to a huge boost in click-through rates and a reduced bounce rate. The team has impressed the client with their timely delivery and adaptability.

The client submitted this review online.

BACKGROUND

Please describe your company and position.

I am the Director of Andrew Butchers

Describe what your company does in a single sentence.

Farm fresh meats

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire RBSEO to accomplish?

link building program

SOLUTION

How did you find RBSEO?

Referral

Why did you select RBSEO over others?

High ratings
Pricing fit our budget
Great culture fit
Good value for cost
Referred to me

How many teammates from RBSEO were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

RBSEO played a key role in shaping the links and content strategy to drive traffic and worked closely with us.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Within the first month of launching the link building program - our site traffic has increased by 200%. This led to massive increase in CTR and reduced bounce rate page load.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team consistently delivered everything on schedule.

What was your primary form of communication with RBSEO?

Email or Messaging App

What did you find most impressive or unique about this company?

They adapt quickly to our needs. We are impressed with their flexibility and swift execution.

Are there any areas for improvement or something RBSEO could have done differently?

I have no complaints at all.

RATINGS

5.0

Content Marketing Search Engine Optimization
Less than $10,000
May - Sep. 2025

5.0

Quality: 5.0

Schedule: 5.0

Cost: 5.0

Willing to Refer: 5.0

"What stood out about RBSEO was their innovative approach to link building and optimization."

Oct 4, 2025

Owner, Dropoff Courier

Guy Katyal

Business services
London, England
11-50 Employees
Online Review

RBSEO provides SEO services for a courier delivery services company. The team was responsible for backlink building, keyword research, and creating SEO-friendly content for Google search results.

RBSEO helped the client gain top rankings for crucial business-related keywords. The team delivered work on time and responded promptly and effectively to the client's needs. Their innovative approach to link building and optimization was the standout quality of their work.

The client submitted this review online.

BACKGROUND

Please describe your company and position.

I am the Owner of Dropoff courier

Describe what your company does in a single sentence.

Delivery services for mail, parcels and deliveries.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire RBSEO to accomplish?

Backlinks building, keyword research and SEO

SOLUTION

How did you find RBSEO?

Online Search

Why did you select RBSEO over others?

High ratings
Pricing fit our budget
Great culture fit

How many teammates from RBSEO were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Their method involved backlinks building, keyword research and SEO. They created content that was both interesting to our target community and designed to perform well in Google search results.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Top slot gained rankings for some of our most crucial business related keywords and operations.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Delivering on schedule,responding promptly and effectively to our needs throughout the project.

What was your primary form of communication with RBSEO?

Virtual Meeting
Email or Messaging App

What did you find most impressive or unique about this company?

What stood out about RBSEO was their innovative approach to link building and optimization.

Are there any areas for improvement or something RBSEO could have done differently?

Nothing comes to my mind.

RATINGS

5.0

Content Marketing Other Digital Marketing Search Engine Optimization
Less than $10,000
June 2025 - Ongoing

5.0

Quality: 5.0

Schedule: 5.0

Cost: 5.0

Willing to Refer: 5.0

"The team is always available and very effective."

Sep 27, 2025

Owner, Morgan Berkley

Morgan Berkley

Other industries
Luton, England
11-50 Employees
Online Review

RBSEO has been hired by a recruitment agency to provide SEO services. Their work focuses on managing the client's link-building efforts and creating content.

RBSEO's work has led to a significant increase in new opportunities for the client, as well as improvements in domain authority and rankings. The team is always ready and available to help, and their ability to work efficiently without compromising quality distinguishes them from other providers.

The client submitted this review online.

BACKGROUND

Please describe your company and position.

I am the Owner of Morgan Berkley

Describe what your company does in a single sentence.

Specialist recruitment agency

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire RBSEO to accomplish?

Link building campaign
Link building services

SOLUTION

How did you find RBSEO?

Clutch Site

Why did you select RBSEO over others?

High ratings

How many teammates from RBSEO were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

RBSEO was contracted out for link building tasks and some of our content production.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We have seen a huge increase in new opportunities, improvement in domain authority and ranks through their link building campaign.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team is always available and very effective.

What was your primary form of communication with RBSEO?

Email or Messaging App

What did you find most impressive or unique about this company?

They are very efficient and easy to work with.

Are there any areas for improvement or something RBSEO could have done differently?

Nothing that we can think of.

RATINGS

5.0

Digital Strategy Search Engine Optimization
Less than $10,000
June 2025 - Ongoing

5.0

Quality: 5.0

Schedule: 5.0

Cost: 5.0

Willing to Refer: 3.5

"Working with RBSEO has been extremely beneficial for our business."

Sep 27, 2025

Director, Regent MOT

Jo Blake

Automotive
London, England
1-10 Employees
Online Review

RBSEO provides digital marketing services for an automotive business. The team has created a marketing strategy for the client and manages SEO and link-building efforts.

Thanks to RBSEO's efforts, the client has acquired several new customers through their website. The team manages tasks as professionally as possible and communicates effectively with the client through email, video meetings, and phone calls. Overall, the engagement has been very successful.

The client submitted this review online.

BACKGROUND

Please describe your company and position.

I am the Director of Regent MOT

Describe what your company does in a single sentence.

Tyres, MOT Testing & Servicing

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire RBSEO to accomplish?

Digital marketing strategy.

SOLUTION

How did you find RBSEO?

Online Search

Why did you select RBSEO over others?

High ratings
Pricing fit our budget
Good value for cost

How many teammates from RBSEO were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We collaborated with RBSEO to set up and build our digital marketing strategy. We needed a clear marketing strategy, SEO and link building services.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We attained many new customers thanks to the work that the RBSEO team has performed on our website.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

We worked mainly through emails, video meets and phone calls.

What was your primary form of communication with RBSEO?

Virtual Meeting
Email or Messaging App

What did you find most impressive or unique about this company?

Working with RBSEO has been extremely beneficial for our business, and I would highly recommend them.

Are there any areas for improvement or something RBSEO could have done differently?

They are real professionals.

RATINGS

5.0

Branding Content Marketing Marketing Strategy
Confidential
Apr. - Aug. 2025

5.0

Quality: 5.0

Schedule: 5.0

Cost: 5.0

Willing to Refer: 5.0

“We are extremely pleased with the reliability.”

Sep 27, 2025

Marketing Manager, Moss Interiors

Hazel Mason

Business services
Leeds, England
1-10 Employees
Online Review

RBSEO provided SEO services for an interior design company. The team focused on link building and content creation.

Thanks to RBSEO's efforts, the client achieved great rankings for most target keywords, with some keywords ranking first. RBSEO met all deadlines and communicated effectively through virtual meetings and email. The client praised the team's reliability, expertise, and professionalism.

The client submitted this review online.

BACKGROUND

Please describe your company and position.

I am the Marketing Manager of Moss Interiors

Describe what your company does in a single sentence.

Interior Designer

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire RBSEO to accomplish?

Links Building

SOLUTION

How did you find RBSEO?

Clutch Site

Why did you select RBSEO over others?

Pricing fit our budget

How many teammates from RBSEO were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

They focused on link building and content creation, meeting all content standards.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

We already are achieving great rankings for most of my target keywords and for some we are on spot one.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Their communication is prompt and all deadlines were consistently met.

What was your primary form of communication with RBSEO?

Virtual Meeting
Email or Messaging App

What did you find most impressive or unique about this company?

We are extremely pleased with the reliability. The expertise and professionalism in the link building field is awesome.

Are there any areas for improvement or something RBSEO could have done differently?

None

RATINGS

5.0

Marketing Strategy Other Digital Marketing Search Engine Optimization
Confidential
June 2025 - Ongoing

5.0

Quality: 5.0

Schedule: 5.0

Cost: 5.0

Willing to Refer: 4.5

“We are very impressed by the level of care they took in making sure everything was perfect.”

Sep 27, 2025

Owner, Vanessa Jewellery

Tan Murphy

Retail
Oxford, England
11-50 Employees
Online Review

RBSEO has conducted an SEO audit for a jewelry retailer. The team has performed a competitive analysis, conducted keyword research, and provided technical backlink recommendations.

RBSEO has helped the client significantly improve their organic rankings for all important keywords. The team has impressed the client with their professionalism and meticulousness. RBSEO has also ensured to obtain the client's approval before implementing any changes.

The client submitted this review online.

BACKGROUND

Please describe your company and position.

I am the Owner of Vanessa Jewellery

Describe what your company does in a single sentence.

Vanessa Offers inspiring pieces of luxury bracelets, necklaces, earrings and pendants.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire RBSEO to accomplish?

SEO audit & backlinks

SOLUTION

How did you find RBSEO?

Referral

Why did you select RBSEO over others?

High ratings
Close to my geographic location
Pricing fit our budget
Great culture fit
Good value for cost
Referred to me
Company values aligned

How many teammates from RBSEO were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

This work included comprehensive SEO audit, competitive analysis, keyword research, and technical backlinks recommendations.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Our organic rankings for all important keywords have increased significantly.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They were professional, and always made sure to obtain my approval before moving forward with any changes or suggestions.

What was your primary form of communication with RBSEO?

Email or Messaging App

What did you find most impressive or unique about this company?

We are very impressed by the level of care they took in making sure everything was perfect, from seo, backlinks and the language used in our content. They really know their stuff.

Are there any areas for improvement or something RBSEO could have done differently?

I can't think of any right now.

RATINGS

5.0

Other Marketing Search Engine Optimization Social Media Marketing
Less than $10,000
Feb. 2025 - Ongoing

5.0

Quality: 5.0

Schedule: 5.0

Cost: 5.0

Willing to Refer: 5.0

“They operated with a high level of professionalism.”

Sep 27, 2025

Media Manager, White Windows Company

Juliet Lyon

Other industries
London, England
1-10 Employees
Online Review

RBSEO provides SEO services for a window treatment company. The team is tasked with link building and content marketing.

RBSEO has helped the client triple their click-through rate and earn high-quality backlinks. The team is responsive, proactive, and flexible. They communicate via email, messaging apps, and virtual meetings. Their professionalism and ability to deliver results within a short timeframe stand out.

The client submitted this review online.

BACKGROUND

Please describe your company and position.

I am the Media Manager of White Windows Company

Describe what your company does in a single sentence.

We sell beautiful made to measure blinds and curtains.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire RBSEO to accomplish?

SEO
link building and content marketing

SOLUTION

How did you find RBSEO?

Online Search

Why did you select RBSEO over others?

High ratings
Good value for cost

How many teammates from RBSEO were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

RBSEO agency did everything they could to help us hit our website marketing goals, especially in SEO, link building and content marketing where they really shine in every area they worked for.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Our website organic click through rate tripled. We earned high quality backlinks that continue to boost online visibility.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They were very responsive, proactive and always willing to adjust things.

What was your primary form of communication with RBSEO?

Virtual Meeting
Email or Messaging App

What did you find most impressive or unique about this company?

They operated with a high level of professionalism. Their results driven program shows they can deliver results in a short time frame.

Are there any areas for improvement or something RBSEO could have done differently?

I wouldn’t say there were major areas for improvement.

RATINGS

5.0

Showing 21-30 of 285 Reviews

Our Story

1. Genuine Agency & Act with Integrity
2. Transparent Pricing & No Hidden Agenda
3. Honest Advice & Customers First
4. High Quality Services & We Think Big

Contact RBSEO

If you’re not seeing exactly what you need here, send this company a custom message. You can talk about your project needs, price, and timeline to get started on your project.

Get connected to see updates from RBSEO like new case studies, latest reviews, their latest masterpieces in their portfolio, delivered straight to you.

Additional Connections

(120)

RBSEO

Link Building Company

Services

Focus

Industries

Clients

Pricing Snapshot

What Clients Have Said

Most Common Project Size

Select a service to see pricing information

Highly Rated Similar Providers

Reviews

RBSEO Review Insights

Overall Review Rating

Top Mentions

Review Highlights

Effective Link Building Campaigns

Professional and Honest Approach

Strong Communication Skills

Positive Impact on Business Growth

Timely Deliverables and Efficient Workflow

Variety of Digital Marketing Services

Reviews mentioning:

RBSEO Reviews

SEO & Link-Building Campaign for Car Parts

BACKGROUND

OPPORTUNITY / CHALLENGE

SOLUTION

RESULTS & FEEDBACK

RATINGS

SEO Services for Jewelry Retailer

BACKGROUND

OPPORTUNITY / CHALLENGE

SOLUTION

RESULTS & FEEDBACK

RATINGS

SEO Services for Pharmacy

BACKGROUND

OPPORTUNITY / CHALLENGE

SOLUTION

RESULTS & FEEDBACK

RATINGS

Link-Building Services for Meat Retailer

BACKGROUND

OPPORTUNITY / CHALLENGE

SOLUTION

RESULTS & FEEDBACK

RATINGS

SEO Services for Courier Delivery Services Company

BACKGROUND

OPPORTUNITY / CHALLENGE

SOLUTION

RESULTS & FEEDBACK

RATINGS

SEO Services for Recruitment Agency

BACKGROUND

OPPORTUNITY / CHALLENGE

SOLUTION

RESULTS & FEEDBACK

RATINGS

Digital Strategy & SEO for Automotive Business

BACKGROUND

OPPORTUNITY / CHALLENGE

SOLUTION

RESULTS & FEEDBACK

RATINGS

SEO Services for Interior Design Company

BACKGROUND

OPPORTUNITY / CHALLENGE

SOLUTION

RESULTS & FEEDBACK

RATINGS

SEO Audit & Backlinking Services for Jewelry Retailer

BACKGROUND

OPPORTUNITY / CHALLENGE

SOLUTION

RESULTS & FEEDBACK

RATINGS

SEO Services for Window Treatment Company

BACKGROUND