Pre-purchase checklist for buying guest posts
Pre-purchase checklist for buying guest posts
Buying guest posts has become a common strategy for brands, marketers, and agencies aiming to build authority, boost rankings, and drive targeted traffic. But with so many marketplaces, providers, and websites offering placements, how can you be sure you’re making a smart investment? The truth is, not all guest post opportunities are created equal. And when real money is on the line, it pays to slow down and follow a checklist before pulling the trigger. Let’s walk through what to look for — so you can secure safe, valuable links that actually move the needle for your SEO.
1️⃣ Verify Site Quality Beyond DA
It’s easy to get dazzled by Domain Authority (DA). We’ve all been there — scrolling through a marketplace and spotting a DA 50 site at a great price. But DA alone doesn’t tell the whole story. Before buying, check:
👉 Organic traffic — Does the site get real, consistent traffic? Use tools like Ahrefs, SEMrush, or SimilarWeb to verify. A DA 50 site with zero traffic is a red flag.
👉 Niche relevance — Is the site topically related to your industry? A backlink from a relevant niche site generally carries more weight than one from a generalist blog.
👉 Content quality — Read a few posts on the site. Are they well-written, engaging, and useful? Or do they look like filler content made just to sell links?
👉 Design and user experience — A clean, functional site that looks active is a good sign. A dated or spammy-looking site? Not so much.
2️⃣ Check Link Profile Health
You’re about to place a link on someone else’s domain — and that domain’s history matters. Before buying a guest post, take a quick look at:
✅ Referring domains — Does the site have a natural mix of backlinks, or is it propped up by PBNs and questionable links?
✅ Anchor text diversity — Sites that rank well tend to have varied anchor text pointing to them, not just exact-match spam.
✅ Toxic links — A site riddled with spammy backlinks could be at risk of penalties, and your link would be guilty by association. Tools like Ahrefs’ Site Explorer or SEMrush’s Backlink Audit can give you insight.
3️⃣ Clarify Placement Type
Not all guest posts offer the same SEO value. Before you buy, be clear on:
🔹 Do-follow vs. no-follow — For SEO impact, you want a do-follow link (unless your strategy also values no-follows for diversity or traffic).
🔹 Link placement — Will your link be in the body of the article (best), or stuck in an author bio or footer (less valuable)?
🔹 Permanent vs. temporary — Some sellers remove links after a period or charge for yearly placement. Always ask about longevity.
4️⃣ Review Content Policies
Your guest post will live on someone else’s site, so make sure their content policies align with your goals:
👉 Can you approve the content? — Will you see the draft before it’s published, or is the provider writing and posting without input?
👉 Quality standards — Is the provider promising native-level writers or just “unique content”? There’s a big difference.
👉 Editorial integrity — Will the post look like genuine content or a sponsored post stuffed with keywords? Google’s getting smarter at spotting paid placements, so subtlety matters.
5️⃣ Assess Traffic and Audience Fit
Even if SEO is your main goal, don’t overlook the value of referral traffic. A good guest post should ideally do both: pass link equity and send engaged visitors your way. Before buying:
✅ Check the site’s traffic sources. Does it have organic traffic from your target regions?
✅ Look at engagement signals — comments, social shares, community involvement.
✅ Consider the audience — Does this site speak to your ideal customer, or is it irrelevant?
6️⃣ Clarify Turnaround Time
Depending on your project timeline, delivery speed could matter a lot. Before ordering:
👉 Ask how long it will take from purchase to publication.
👉 Understand any stages — e.g., how long for content draft approval, how long for editorial review on the target site.
👉 Watch for providers that promise too fast a turnaround on high-quality sites — genuine editorial processes take time.
7️⃣ Understand Reporting and Transparency
Once your guest post goes live, you want proof. Before buying, confirm:
✅ Will you get a report with the live URL and metrics?
✅ Is the provider transparent about the site beforehand, or do they make you buy blind?
✅ Will they replace the link if it’s removed within a certain period?
A reputable provider will have no problem offering these guarantees.
8️⃣ Factor in Cost vs. Value
It’s tempting to go for the cheapest option — but in guest posting, you often get what you pay for. A $30 link on a site that Google already devalues is no bargain. Instead:
👉 Weigh price against site quality, relevance, and expected SEO value.
👉 Consider long-term value. A link on a strong domain that sticks around will pay off over time — even if it costs more upfront.
👉 Balance your budget across a mix of DA levels, as part of a broader link strategy.
9️⃣ Review Refund and Replacement Policies
Things don’t always go as planned. Before buying:
👉 Ask about the refund policy if the link doesn’t go live or is removed quickly.
👉 Check if the provider offers replacements or credits in case of issues.
👉 Understand what happens if the site gets deindexed — will they stand behind the placement?
This protects your investment and shows you’re working with a professional.
10️⃣ Keep an Eye on Diversity
Finally, buying guest posts isn’t just about a single link. It’s about building a well-rounded link profile over time. As you work through your checklist:
👉 Avoid buying too many links from one domain or network.
👉 Vary your anchor text naturally.
👉 Mix up DA levels, site types, and content formats.
The goal is to look organic, not engineered.