After 15+ years in the SEO industry, I can confidently say that high-quality backlinks remain one of the most impactful ranking factors. But securing authoritative, relevant links from trusted sites across the web requires significant expertise and effort.
That’s why many brands make the strategic decision to partner with a link building agency to earn impactful backlinks at scale. However, not all link building companies are created equal. Choosing the right agency to trust with your site’s off-page SEO can pay dividends through increased organic visibility and conversion growth.
In this article, I’ll share key evaluation criteria, questions to ask, and lessons learned from my experience driving link building programs for Fortune 500 companies. Approach agency selection carefully and you’ll find an invaluable long-term partner to propel your SEO success.
Scrutinize Experience and Delivered Outcomes
The first step is vetting the experience an agency brings to the table. Look for:
- Years specifically focused on link building – Seek out true specialists vs. generalist SEO agencies. Link building is a distinct expertise.
- Case studies with compelling results – Ask for examples of previous client campaigns that drove measurable lifts in rankings, traffic, and revenue. Beware vague claims.
- Proof of links acquired – Agencies should share samples of high-quality links and placements secured. Gauge domain authority of their links.
- Client reviews and testimonials – Get in touch with past clients to understand their experiences and validate results delivered.
An agency with 5+ years executing managed link building campaigns and proven ROI should instill confidence. They’ve already refined effective processes.
Examine Their Link Prospecting and Outreach Strategies
Drill into the agency’s systematic approaches for link opportunity discovery and outreach:
- How are prospects identified? Look for a balance of technology-driven research and manual discovery by specialists. Robust proprietary databases are a plus.
- What outreach strategies are leveraged? There should be a mix of automated tools for efficiency and manual personalized outreach for building relationships with publishers.
- **How is content promotion incorporated?**guest posting on authority sites can be a lucrative source of backlinks. Understand their process for content development and promotion.
- How are risky tactics avoided? Paid links and manipulative schemes should be prohibited. Ensure the focus is on building links editorially.
Verify Detailed Reporting and Metrics Tracking
Link building without thorough reporting and visibility into results is flying blind.
- How often are reports delivered? Insist on monthly reports at minimum detailing all activity and links acquired. Access to a campaign tracker is ideal.
- Do they track rankings impact? The agency should connect earned links to tangible lifts in rankings for target keywords.
- How is link quality measured over time? Look for link equity metrics like your site’s domain authority trends.
Transparency into campaign data, indexed links, and performance indicators enables informed optimization.
Ensure a Focus on Quality and Sustainability
Guard against agencies that churn out spammy links without considering longevity:
- Do campaigns align with Google’s guidelines? Avoid firms using shady tactics like paid links or link schemes. A reputable agency’s process will be completely transparent.
- Is there a focus on quality over quantity? The number of links should not be the primary KPI. Assess whether they continuously monitor link quality and value.
- How future-proof are their strategies? Given Google algorithm changes over time, the agency should be building durable links that will stand the test of time.
Seek Custom Solutions, Not Cookie-Cutter Campaigns
Link building should be tailored to your specific business and industry vertical:
- Do they take the time to understand your market landscape and priorities? Be wary of firms with a one-size-fits-all, volume-driven approach.
- How are campaigns tailored to your site? From opportunity discovery to outreach messaging, programs should be aligned with your brand and content.
- How do strategies evolve as markets change? Continuous optimization based on your site’s performance is key for sustainable success.
Compare Pricing Models and Be Cautious on Cost
There is quite a range when it comes to pricing in the link building space:
- Monthly retainers ranging from ~$1,000 to $10,000 are typical for managed programs. Scope aligns to budget.
- Per link pricing is less common but incentivizes quantity over quality. I advise against models strictly based on number of links.
- Hourly rates for one-off small projects can make sense but don’t provide ongoing value.
- Avoid dirt cheap services promising thousands of links. You often get what you pay for – focus on quality agencies with proven methodologies.
Finding the Right Long-Term Partner
Securing a continuous stream of authoritative backlinks is foundational for sustaining top SEO performance. While link building requires rolling up your sleeves, working with an accomplished agency tends to provide the best ROI.
Approach the selection process seriously – vet experience, question tactics, verify reporting, ensure customization. With the right partner, link building can become an invaluable competitive advantage vs struggling alone.
