About Us
The Team Behind Opphive
Opphive was built by two industry veterans who saw the same problem: existing backlink tools tell you what links you have, but not which ones are actually helping.
Our Story
Opphive grew out of Kerboo — one of the world's leading link analysis platforms and winner of two UK Search Awards for Best SEO Software. After years of building tools to help SEOs understand their link profiles, we saw that the industry was still missing a critical capability: telling you which links are actually counting.
Tools like Ahrefs, Semrush, and Moz do a great job of telling you what links you have. But Google doesn't evaluate links at the domain level — it evaluates each link in its context. Where is the link placed? Is the surrounding content relevant? Does it look natural?
That's why we built Opphive: proprietary algorithms trained on the largest disavow dataset outside of Google, designed to evaluate every link the way search engines actually do. Combined with the Offpage signal strategy methodology, we help businesses build complete, intelligent signal profiles for modern search and AI systems.
Meet the Founders
Paul Madden
Co-Founder
Paul has been involved in digital signals since 2007 and has helped thousands of businesses improve, protect, and grow their signal profiles. He was a high-volume link builder prior to 2012 with a large offshore operation, then through the advent of Google Penguin and Google's changing opinion on links as a signal, he founded Kerboo — one of the world's leading link analysis platforms and winner of two UK Search Awards for Best SEO Software. Since 2020, he relaunched the signal analysis offering as Opphive and founded Offpage to help businesses take a more intelligent, measured and effective approach to building complete signal profiles.
Connect on LinkedIn"Signals are the story we tell search engines, AI systems, and the world about who we are, what we do and why we should be valued. Links, mentions, citations, and data points form the comprehensive narrative that determines how we are discovered, understood, and recommended in an increasingly AI-driven digital landscape."
Areas of Expertise
Career Timeline
Relaunched the signal analysis offering as Opphive and founded Offpage to help businesses build intelligent, comprehensive signal profiles for modern search and AI systems.
Built one of the world's leading link analysis platforms. Winner of two UK Search Awards for Best SEO Software. Developed sophisticated link quality analysis and risk assessment methodologies.
Built and managed high-volume link building operations, developing deep expertise in link acquisition, quality assessment, and the evolving search landscape.
Andrew Boyd
Co-Founder
A respected voice in the SEO industry for over two decades, Andrew is an accomplished link builder and strategist who has been featured in Wired, AOL, Australian Financial Review, Daily Mail, Fintech Times, Fox Business, HubSpot, Sydney Morning Herald, US News, Yahoo! Finance, and many more. He consults on strategy and helps manage operations at Forte Analytica alongside his brothers Gareth and David.
Connect on LinkedIn"Data-driven decision making is the foundation of effective SEO. The ability to turn complex link data into clear, actionable insights is what separates good SEO from guesswork."
Areas of Expertise
Career Timeline
Co-founded Opphive, bringing data engineering expertise and SEO strategy experience to build the proprietary scoring and analysis platform.
Consults on strategy and helps manage operations at Forte Analytica, a digital marketing and SEO consultancy.
Building and growing a portfolio of digital ventures including Finty, KickBack Australia, CreditCardCompare.com.au, Frequent Flyer Credit Cards, and Boyd Hampers.
Over two decades of hands-on SEO experience, from the early days of search optimisation through to modern AI-driven strategies.
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