How to choose a link building agency
Most link building agencies sound the same on sales calls. The difference shows up in the details: how they pick sites, how they plan anchor text, how they handle link attributes, and whether you get reporting you can verify. If you want to compare pricing tiers, see link building packages. If your top worry is risk, start with quality and safety.
A quick checklist you can use in 10 minutes
Before you get pulled into “DA” talk, check the basics: topical fit, real context, anchor text planning, and proof. A link building service is only as good as its process.
If an agency can’t answer these, pause
- Will you share a live URL report that lists the linking page, target page, anchor text, and link attributes?
- How do you pick sites by niche relevance, index status, and link context, not just “metrics”?
- Do you plan anchor text distribution (brand, URL, topical, partial match) so you do not overdo exact match anchors?
- What is your link velocity approach, and how do you avoid spammy footprints?
Match the agency to the link type you actually need
Some agencies are built for editorial and PR placements. Others are built for consistent contextual backlinks. You will waste money if you buy the wrong style.
If you need trust heavy links
Look for digital PR, journalist outreach, data-led stories, and brand mentions. Ask for examples of publisher placements and how they source stories. Start here: digital PR backlinks.
If you need steady contextual backlinks
Look for outreach, guest posts, niche edits, and resource placements with clear reporting. Start here: manual outreach link building, guest post backlinks.
Red flags buyers miss
Most bad link building looks fine on a spreadsheet. The risk sits in patterns: off-topic sites, repeated networks, and anchor text that looks forced. Here are the warning signs buyers spot too late.
- “Guaranteed rankings” claims, or promises tied to one metric.
- No clear answer on link attributes, or they dismiss dofollow vs nofollow vs sponsored vs UGC.
- Exact match anchors pushed too often, with no anchor text strategy document.
- They can’t explain how they avoid link schemes, footprints, and risky networks.
Price talk that helps you choose
Price should match effort: prospecting, outreach, writing, edits, relationship management, and reporting. If the “package” is too cheap, something gets skipped. If it is too expensive, you should expect higher trust placements and deeper planning. Your cleanest compare point is deliverables per month, link types included, and reporting quality.
A simple way to compare two agencies
- Ask for a sample report format, then check if you can verify everything without a “trust me”.
- Ask what happens if a link drops, is removed, or the page gets deindexed.
- Ask how they handle anchor text changes when your rankings shift.
FAQ
Short answers you can use on calls with link building agencies.