In the fiercely competitive landscape of link building, selecting a reliable and reputable link building agency can be a daunting challenge. With countless options available, marketers often find themselves overwhelmed by the choices and varying claims.
A poor partnership can lead to wasted resources and even damage to brand reputation. To navigate this complex environment, it’s crucial to understand the key criteria that define a trustworthy link-building agency.
After starting my link-building agency in 2020 as an independent link builder, I was the sole person handling everything, from outreach and making links live to preparing reports and conducting client calls. My primary focus has always been on building long-term relationships with clients. This commitment is grounded in transparent communication and a dedication to doing the right things, rather than overpromising results.
Understanding these principles has been invaluable in my journey, and now, to help others navigate the selection process, here is what 17 thought leaders have to say on how they vet a link building agency before they start to work with them.
- Focus on SaaS-Specific Agencies
- Prioritize Low Spam Scores
- Avoid Shop-the-List Links
- Assess Strategy and Search Intent
- Request Raw Proof of Work
- Set Clear Expectations Early
- Earn Backlinks Organically
- Evaluate Agency Track Records
- Find Agencies Building Relationships
- Seek Sector-Specific Agencies
- Avoid Low-Cost, High-Volume Links
- Vet Agencies Through Testimonials
- Look for Transparency in Processes
- Ensure Customized Link-Building Plans
- Conduct Backlink-Gap Analysis
- Focus on Relevance and Authority
- Ask for High-Authority Site Examples
Focus on SaaS-Specific Agencies
As a SaaS business owner, I rely heavily on SEO to get us good traffic and leads. So, it goes without saying that link-building is a cornerstone SEO strategy for us to improve our rankings on SERP. We focus on agencies with proven experience in the SaaS sector, ensuring they understand our unique needs and goals.
Quality over quantity is key; we prioritize agencies that build high-quality links from reputable tech sites. Transparency and clear communication are essential, so we look for agencies that provide detailed reporting on their strategies and results. Past experiences taught us to avoid cheap, low-quality links that can harm our reputation. Instead, we invest in agencies that align with our SEO strategy and deliver us relevant backlinks.
Justin Smith, CEO, Contractor+
Prioritize Low Spam Scores
Tough one, but for us, now it’s easy. Link building today can feel like a fraud, with so many agencies offering low-quality links at cheap rates.
We used to think that DR or traffic were the main factors to consider, but that’s not the case anymore. Now, we focus on things like “low spam scores” and ensuring the websites are relevant to our niche.
We analyze What’s important is checking if the website is genuinely publishing or just engaging in link exchanges or selling posts.
It’s difficult to inspect every backlink, but when we found the right vendor, like Fat Joe, we knew we were in good hands. The results spoke for themselves, with noticeable improvements within a month.
We also use tools like Featured.com, which is an excellent option for genuine link building. It’s all about quality over quantity, and the right links will always deliver results.
Avoid Fiverr-like vendors offering cheap guest posts or link exchanges. These may seem like quick wins, but they’ll only harm your rankings. Trustworthy agencies, like the ones we use, ensure every link counts and aligns with our strategy.
Bhavik Sarkhedi, Founder & Creative Director, Ohh My Brand
Avoid Shop-the-List Links
Having been in SEO for nearly 20 years, choosing a reliable link-building agency remains one of the toughest challenges.
Many agencies scrape the same database and sell identical links under different prices and packages.
Most of these “shop-the-list” links are a waste of money. The sites they use are often link farms, where metrics like DA, DR, or traffic are manipulated to make them appear valuable. However, in reality, these links rarely deliver results.
When choosing a partner, I prioritize agencies with solid outreach experience, a capable team, and skilled content writers. They should focus on building genuine relationships with relevant sites in our industry to earn links rather than just buying them.
In my experience, purchasing links—whether through guest posts or link insertions—has rarely yielded positive outcomes.
Nirmal Gyanwali, Founder and CEO, WP Creative
Assess Strategy and Search Intent
We learned early on that price isn’t always the best indicator of quality, so we dig deeper by assessing how well their strategy aligns with search intent. A proper agency will provide you with a roadmap, detailing the types of sites they plan to target and the potential content collaborations involved. We’ve found it useful to work with those who foster actual relationships with publishers instead of paying for placements—a small nuance that signals sustainability. A crucial litmus test we use is how well they integrate their strategy with our existing content marketing plan, ensuring both pieces move in harmony.
Alari Aho, CEO and Founder, Toggl Inc
Request Raw Proof of Work
When I evaluate a link-building agency, I skip all the sales talk and ask them to walk me through one real campaign they ran—show me the emails they sent, how they got responses, and the exact backlinks they secured.
No portfolios or curated case studies.
I need to see raw proof of work, including failed outreach, because that tells me more than success stories.
I also dig into the anchor-text strategy—if they keep suggesting exact-match keywords everywhere, that’s an instant red flag.
One sneaky trick I use is asking them what they do when a link gets taken down after a few months. If they shrug it off, it’s a transactional relationship. But if they offer solutions (like re-pitching or diversifying), I know they care about long-term results, not just padding reports.
Austin Benton, Marketing Consultant, Gotham Artists
Set Clear Expectations Early
This is a tricky one and I’m not sure you will like my answer, as it is kind of expensive. It certainly is difficult to find good agencies because everybody is promising the moon.
We took the approach of working with multiple agencies and set very clear expectations about timeline, cost, and quality of the links. If you don’t set clear expectations, then that gives them room to make excuses later on.
Also crucial is that we refused to sign long-term contracts upfront. Many of these agencies default to long-term contracts but are willing to do shorter-term tests for a bit of a higher price for the initial testing. We were not evaluating them on traffic results as that takes time. We were simply evaluating whether they were able to deliver the quality and quantity of links that they promised upfront.
Once we got up and running, we evaluated each of the teams after 30, 60, and 90 days. Only a couple gave the results promised, and so we were able to cut them. Then over the subsequent six months, we were able to judge them more on actual traffic results and finally settled on the one which met all of our expectations.
Ben Miller, COO, Undetectable AI
Earn Backlinks Organically
Generally speaking, we’ve recommended to our thought leadership and PR clients to earn backlinks organically through authoring articles, contributing quotes, and participating in well-known publications. Over the past few years, a number of self-submittal leadership portals and websites have launched, enabling features on demand. When purchasing backlinks, we’ve partnered with SEO agencies that have vetted link-building companies and have already seen short-term results from long-term relationships.
Finding trustworthy partners means following the breadcrumbs and measuring their domain authority, track record (per ranking, SEO tools), case studies on their website, transparency about the process, reasonable pricing, and clear experience in our client’s industry. Lastly, we never respond to Gmail-based emails in our junk mail, where it is clear there might not be a real person on the other end.
Jeremy Broekman, Chief Marketing Officer, BROEKMAN Communications
Evaluate Agency Track Records
When choosing a link-building agency, it’s crucial to prioritize quality over quantity to avoid the pitfalls of low-quality links. A reputable agency will be transparent about their link-building strategies and processes, willing to explain how they acquire links, including the sources they target and the types of content they create. This transparency helps ensure that they follow ethical practices and align with search engine guidelines.
I evaluate the agency’s track record by reviewing case studies and testimonials from previous clients. Successful agencies should have verifiable results, showcasing how their strategies improved search rankings, domain authority, and overall traffic for past clients. I also prioritize agencies that tailor their approaches to fit the unique needs of each business, conducting thorough research on my industry and competitors to create customized link-building strategies.
Additionally, I look for agencies that focus on acquiring high-quality links from reputable sites rather than those that promise a high volume of links at a low cost. A smaller number of authoritative links can significantly impact SEO more positively than numerous low-quality links. Finally, I prefer agencies that maintain open lines of communication and provide regular reports on their progress, including insights on the links acquired, their sources, and the impact on SEO metrics.
In my past experiences, I’ve found that taking the time to thoroughly vet potential link-building partners pays off in the long run. By focusing on these key factors, I have successfully partnered with agencies that have delivered tangible results while adhering to ethical link-building practices.
Shreya Jha, Social Media Expert, Appy Pie
Find Agencies Building Relationships
When it comes to selecting a link-building agency, I completely understand the confusion. The industry is flooded with companies that offer cheap, low-quality links, but in my experience, this can do more harm than good. What’s worked best for me is finding agencies that prioritize building relationships with high-authority sites in the right niche, rather than just aiming for bulk links. You want an agency that takes the time to understand your brand and knows that not all backlinks are created equal.
One big lesson I’ve learned over the years is that transparency is non-negotiable. A good agency will walk you through their process, explain where your links will come from, and keep you informed with detailed reports. I’ve worked with agencies that provided regular updates and included data showing the impact of each link, making it easy to see the value they were adding.
I’d also recommend looking for case studies or testimonials from companies they’ve worked with. If they can show a history of successful, long-term partnerships, that’s usually a sign they’re doing things the right way. High-quality link-building takes time and careful planning, so avoid agencies that push for quick, volume-based solutions.
Austin Rulfs, Founder, SME Business Investor, Property & Finance Specialist, Zanda Wealth
Seek Sector-Specific Agencies
The best agencies use your expertise and your connections. When we have an agency that wants to interview our SMEs or get access to our content so they can shape their answers on services like Featured.com better, we know we did the right thing!
Similarly, it’s best to find an agency that specializes in your sector. They have good relationships with other companies and their writers, so they’re able to find editorial link placements in the right contexts.
Lana Rafaela Cindric, Growth Associate, RevBoss
Avoid Low-Cost, High-Volume Links
Choosing the right link-building agency is critical for maintaining your brand’s credibility and search engine rankings. Over the years, I’ve seen many businesses make the mistake of opting for low-cost agencies that deliver a high volume of low-quality links. This not only harms your SEO efforts but can also lead to penalties from search engines like Google.
When evaluating agencies, I look for a few key things: transparency, a proven track record, and a clear process for link acquisition. The agency should provide a detailed breakdown of where and how they will secure links, ensuring they are from high-authority, relevant sites that enhance your brand’s reputation. A good agency will also focus on natural link-building rather than relying on quick fixes like purchasing links in bulk, which may seem enticing due to their cost but ultimately damage your long-term SEO.
I once worked with a client who initially went with a low-cost link-building agency that promised thousands of backlinks in a short period. The result? Their website was flooded with links from spammy directories and irrelevant foreign sites, which led to a major drop in their search rankings. When I took over, we started from scratch, focusing on high-quality editorial links and leveraging relationships with industry-specific blogs, magazines, and trusted online publications.
Over time, not only did we restore their search rankings, but we also improved their domain authority, resulting in more organic traffic. My years of experience, coupled with a solid understanding of SEO best practices, allowed me to guide them through this recovery process and establish a sustainable, high-quality link-building strategy.
Ronald Osborne, Founder, Ronald Osborne Business Coach
Vet Agencies Through Testimonials
Concerns about white-hat versus black-hat policies are a big reason why we prefer to do as much of the SEO work as we can in-house, but sometimes that is not possible. When vetting link-building agencies, the processes they use are important, because if your site is found to be using low-quality links, Google will lower your rankings.
The best way we vet link-building companies is to look at the work they’ve done for previous companies. We find testimonials from customers as well as their pages and check their SEO scores and the quality of their links.
David Holman, CMO, Textun
Look for Transparency in Processes
Honestly, choosing the right link-building agency can be quite the headache. I’ve seen my fair share of the good, the bad, and the ugly in this space. The most I can say from my experience is to look for transparency. In my book, the best agencies are the ones that aren’t afraid to be transparent about their processes. They put everything on the table, letting you see exactly how they create links, which creates trust. And trust is very important because then, even if you’re like, “Hey, maybe we could do this ourselves,” you stick with them because they have exactly what you need and don’t give you that hassle.
You’re gonna want to view their case studies, ask for customer testimonials, really research what kind of links they’re establishing. Any agency that believes in their work will gladly show you a breakdown of their past successes. I’ve never been disappointed by this strategy, and it helps weed out the bots merely selling shoddy links at a clearance price. You get someone who wants as much out of you as you do, and that makes all the difference.
Tyler Hull, Owner and General Manager, Modern Exterior
Ensure Customized Link-Building Plans
We are currently being assisted by an SEO agency called Leadspring, and before we decided to go with them, we made sure that their strategy would work for our business and industry. We didn’t want a cookie-cutter approach where the same tactics are used for every client. So, we asked them how they would create a link-building plan that was consistent with our goals, audience, and competitive landscape. We wanted to be sure they understood what makes our business unique and that the links they built would target the right sites, driving traffic that matters to us, not just generic clicks.
Spencer Romenco, Chief Growth Strategist, Growth Spurt
Conduct Backlink-Gap Analysis
Choosing the right link-building agency is crucial, especially when low-quality links are rampant. My approach is rooted in comprehensive analysis and strategy. We start with a detailed backlink-gap analysis to find high-value link opportunities by identifying what our competitors have that we don’t. This strategic approach resulted in a 35% traffic increase for a client over six months by focusing on high-quality, authoritative sites.
I emphasize the importance of transparent communication and a customized plan for each client. One example involved working with a law firm where we integrated a multifaceted link-building strategy, including industry-specific guest posts and partnerships with legal publications. This not only improved their SERP rankings significantly but also doubled their client inquiries from digital channels.
When assessing agencies, prioritize those who can prove their methodology and success with concrete data from past projects. Analyze their approach to content and relationship-building with authoritative sites within your niche. This ensures your investments translate into sustainable, long-term growth rather than quick but fleeting results.
Robert Portillo, CEO, and Founder, 12 Adaptive Marketing
Focus on Relevance and Authority
It was frustrating how many clients came to us after realizing the links they had bought were just noise. Link-building is more than just numbers; it’s about relevance and authority. I once had a client who had been working with a questionable SEO agency, and they had ended up with a mix of links from unrelated and spammy websites. Their traffic tanked. We adjusted by focusing on securing placements in industry-specific publications and reputable blogs, and within a few months, their organic traffic surged by 30%.
We’ve always believed in quality over quantity. For example, we focus on building relationships with editors and industry influencers for authentic guest posts that our clients’ audiences would find genuinely helpful. The results don’t just look good in a report—they genuinely improve our clients’ search performance long-term. When evaluating a link-building agency, I advise looking for transparency in their methods and demanding real case studies, not just promises.
In my experience, if an agency is unwilling to explain their strategies clearly or only provides vague assurances, it’s a red flag. Differentiation comes from how they plan to position your brand authentically within your niche. Clarity in messaging and results is key—you need an agency that gets that marketing shouldn’t suck or be smoke and mirrors.
Josh Cremer, Founder & CEO, The Rohg Agency
Ask for High-Authority Site Examples
When choosing a link-building agency, it’s crucial to prioritize quality over quantity. I always start by looking at the agency’s portfolio and asking for specific examples of reputable, high-authority sites they’ve secured links from. Avoid agencies that promise large volumes of links at a low cost—these often come from spammy sites, which can harm SEO rather than help.
Transparency is key, so I ensure the agency provides clear reports detailing how they obtain links, the content involved, and the relevancy of the sites. Past experiences have taught me to focus on long-term value and sustainable SEO growth rather than quick, low-quality wins.
Olivia Tian, Marketing and Innovation Manager, Raise 3D
