Most "how to choose a link building agency" content is agency self-promotion dressed up as advice. This guide is meant to be useful whether or not you choose GPM Agency: the questions below apply to any vendor in this space.
Ask how publishers are qualified beyond DR
"We only use high-DR sites" is not an answer. It describes a metric, not a process. A real answer names several criteria (topical relevance, real traffic, editorial standards, site history) andwhat disqualifies a site. If an agency can't describe what makes them say no to a site, they likely aren't actually screening much.
Ask who writes the content
For guest posts in particular, find out whether content is written in-house, by vetted freelancers, or outsourced in bulk at the lowest possible cost. Thin, generic, obviously templated articles drag down the perceived quality of the whole placement, including your link.
Ask whether you approve the site and draft before it goes live
A legitimate process shows you the publisher and the content before publication, not after. If an agency's model is "we'll place it and send you the report," you've lost the ability to catch a bad fit before it's live.
Ask what happens if a placed link is removed
Publishers are independent third parties, and links do occasionally come down. A credible agency has a stated policy, usually a replacement placement, rather than treating it as your problem once payment has cleared.
Red flags worth watching for
- Real-brand-name-dropping without verifiable placements. If a sales deck implies regular access to major outlets as if they're stock inventory, ask for a live, current example. Genuine top-tier coverage is earned per pitch, not sold off a shelf.
- Bulk pricing sold purely by DR band, with no explanation of vetting beyond the number. This usually signals a marketplace reseller, not a fulfillment partner.
- No sample reporting.You should be able to see what a delivered report looks like (live URL, anchor text, publisher metrics at the time of placement) before you commit.
- Vague answers to the questions above. Evasive or generic responses to direct questions are themselves useful information.
What reasonable terms generally look like
Whatever the details of a particular deal, which should always be confirmed in writing before work begins, a reasonable engagement makes the scope, the approval process and what happens if a link is removed clear before you pay anything. Anyone unwilling to put those basics in writing deserves a second look, however good the pitch sounds.
We would want the same standards applied to us. See howwhite-label fulfillment works if you're an agency evaluating a fulfillment partner specifically, or about GPM Agency for more on how we operate.