When it comes to improving a client’s website, picking the right sites for backlinks is super important. But how do the experts make their choices? I asked SEO pros from all over the world: “How do you choose the best sites for backlinks for your client’s projects?”

They’ve shared their go-to strategies and tips. From picking a mix of sites to ensuring quality and relevance, these insights will help you understand how to build effective backlinks. Read on to get their top advice and see how you can apply these tips to boost your own client projects.

Analyze Traffic and Keyword Relevance

When deciding which websites are best for building backlinks for a specific client project, I primarily look at several key factors: whether the site has real traffic, if the keywords are related to the client’s website, the ratio of Domain Rating (DR) to traffic, and any sudden algorithmic drops in traffic.

I start by analyzing potential linking sites to ensure they have substantial and legitimate traffic. Sites with high real traffic indicate that they are trusted and visited by genuine users, which can significantly benefit the client’s SEO. Additionally, I examine the relevance of the site’s content to the client’s industry. Ensuring that the keywords and topics on the linking site are related to the client’s website helps in driving targeted traffic and enhancing the client’s authority in their niche.

Moreover, I check the ratio of DR to traffic to identify if the DR is artificially inflated. A high DR with low traffic can be a red flag for manipulative link-building practices. I also look for any sudden algorithmic drops in traffic, as this can indicate a site that has been penalized by search engines. By focusing on these factors, I build a robust backlink profile that boosts the client’s search engine rankings and overall online visibility.

Slavko Kovacevic, Head of SEO, Health Link SEO

Prioritize Relevance Over Authority

It’s all about relevance. Regardless of a website’s authority score, as long as its content is relevant to the client, it’s a valuable back-link. Gain relevant back-links, and you’re golden.

Maggie McTavish, Founder & SEO Expert, Mango Media

Use Competitor Research and Metrics

I prioritize relevance and quality when deciding which websites are best for building backlinks for a client project. I start by creating a list of potential link-building targets through competitor research. Then, I assess those sites’ relevance in bulk using Majestic’s Topical Trust Flow, selecting sites with a score of 50 or above.

Next, I use Ahrefs to check their Domain Rating (DR) and Domain Authority (DA). I look for sites with a high DR and a steady increase in organic traffic over the years, ensuring they aren’t using spammy SEO techniques. It’s also crucial to ensure that the top countries driving traffic to these sites align with my client’s target market. 

Additionally, I check the keywords they rank for to ensure they are relevant and not just targeting low-difficulty keywords for traffic. I also review the number of backlinks and referring domains to ensure a robust backlink profile. 

Once I have checked the above information, I look for other vital factors like content quality, up-to-date information, good UX, and fast-loading speeds. Visiting the site and reviewing a few pages helps verify these aspects. For example, if a site is about traveling and my client has a travel-related product, that site’s content should be directly relevant. By focusing on these criteria, I have built solid and relevant backlink profiles for my clients’ sites.

MD. Raisul Islam, Digital Marketing Executive, MeasureMinds Group

Build a Diverse and Reputable Profile

When it comes to choosing websites for backlinks, I’d like to think of it like building a diverse portfolio of friends. You would not want all your friends to be the same, right? You would want them to be differently personable, interested, and backgrounded. It’s the same with backlinks. I look to a lot of different websites relevant to the industry or niche my client is in. Some might be big kahunas with a lot of authority, and some may be smaller in scope but highly regarded within their respective communities. 

I also consider the kind of content these sites go for. Some might be great for in-depth articles or guest posts, while others might be more suitable for infographics or videos. It’s about finding a mix that complements your brand and reaches a diverse audience. Obviously, I also want to make sure that the sites I choose are reputable and not known for spammy practices. It’s kinda like choosing good friends where you know they got your back and are not gonna get you into trouble. It’s all about finding that right quality-versus-diversity level. 

Build relationships with a number of sites, then produce some worthwhile content which they are comfortable sharing. This helps me to provide my clients with a strong, sustainable backlink profile for the future.

Liga Rudzite, Author, The Traveler

Conduct Competitor Audits and Outreach

Using tools like SEMrush or Ahrefs, we do a competitor audit and find out websites from where we can acquire links. Secondly, we look at the SERPs and identify sites that are news/magazines and related sites that have articles ranking in the top 20 or top 50, then reach out to them for guest posts or link inserts. Using SEMrush, we look at the following metrics before going with any site: 

• Does the site have stable organic traffic? 

• Does it have traffic in the client geo-location? 

• What are the top keywords bringing traffic (to ensure it does not have casino/gambling and other related phrases)? 

• Is the traffic stable and does not have any sudden drop or spike?

Praveen Kumar, Chief Decision Maker, Wild Creek Web Studio

Consider Site Authority and Traffic

I determine if the website is relevant to the line of work of my client. It makes sense if they are in the same sector or specialty. I then consider the authority of the webpage. Well-known blogs and news websites are examples of high-authority websites that are fantastic since they lend credibility to my client’s website. I also look at the traffic to the website. Those who visit a website in large numbers are more likely to go over to the website of my client. 

I also take the site’s spam score into account. I steer clear of websites with high spam scores because they may damage the standing of my client. I assess the website’s content quality as well. A backlink from high-quality, pertinent material will appear more natural and have greater value.

Kartik Ahuja, Digital Marketer, kartikahuja.com

Evaluate Domain Rating and Audience Fit

When choosing backlink opportunities for clients, I’m looking at two things: 

1. Do they have a higher domain rating than my client currently has? 
   • To get the most out of our time and resource investment, I want to make sure that we’re focusing on links that come from highly credible sources and can potentially boost their website authority. We don’t just want backlinks; we want strategic backlinks that will have impact and be worth our while.
2. Does the subject and audience of this website complement my client’s?
   • Again, we’re not just looking for volume of backlinks. We want high-quality backlinks that can drive a similar audience to my client’s website, further boosting the value of that backlink.

Amanda Hamilton, Website & SEO Specialist, Anchor ‹A› Digital Design Co.

Align Content with Client’s Industry

Choosing the right websites for backlinks isn’t rocket science, but it’s definitely an art. It’s about finding the perfect match—like pairing a fine wine with a gourmet meal. First and foremost, the website’s content should align with my client’s industry and target audience. It’s like inviting them to a party where they already know everyone and feel comfortable.

Next, I look for websites that are respected and established in their field. These are the influencers, the trendsetters, the ones who everyone listens to. A nod of approval from them can do wonders for my client’s reputation and search rankings.

And of course, I want those websites to have a good amount of traffic. After all, what good is a backlink if no one sees it? It’s like having a billboard in the middle of nowhere.

But it’s not just about popularity; it’s about quality. I avoid websites with shady reputations or spammy tactics. Those are like bad apples that can spoil the whole bunch. Instead, I seek out sites that offer a great user experience and publish high-quality, informative content.

By hand-picking these websites and building genuine relationships with their owners, I create a network of backlinks that not only boosts my client’s search rankings but also enhances their online reputation and drives targeted traffic. It’s a win-win situation for everyone involved.

Michael Lazar, CEO, Content Author

Check Relevancy, Traffic, and Authority

There are 3 things I consider when it comes to vetting domains for clients. 

1. Relevancy: If the link is coming from the domain, is it at all relevant to my client’s site? 

2. Traffic & keyword trends: Estimated traffic and current keyword ranks are a very good gauge of whether the website is actually valuable. There are many high-DA websites that have been destroyed in past algorithm updates. I avoid those. 

3. Authority: This is typically the main thing a quality link is based on. However, like I mentioned above, there are high-authority sites that are more or less ghost ships. A high-authority domain that is ranking very well is what you want. 

In the end, if a domain ticks all 3 of those boxes, it’s a win. I’ll also go for highly relevant domains that rank well, despite a lower authority.

Ben Poulton, Founder, Intellar SEO Consultancy

Focus on Relevance and Authority

When selecting websites for backlink-building, I prioritize relevance and authority above all else. It’s not just about the number of links, but their quality and contextual fit.

I first consider and analyze the potential linking site’s topical alignment with my client’s niche. A link from a closely related industry carries more weight than one from an unrelated field.

I then evaluate the site’s content quality, user engagement, and overall reputation. Does it publish original, valuable content? Does it have an active, engaged audience? These factors indicate whether the site is likely to pass on meaningful ‘link juice’ and targeted traffic.

I also consider the diversity of the link profile. A mix of high-authority sites and niche-specific blogs often yields the best results, creating a natural-looking backlink profile that search engines favor.

Yoyao Hsueh, Founder, TopicalMap.com

Analyze Local and National Relevance

As an SEO expert focused on local businesses, I carefully analyze a site’s relevance and authority within its community. For a client targeting nearby customers, local chamber-of-commerce, newspaper, and blogger sites are ideal partners. Their audiences closely match my client’s, and links signal we’re a trusted local resource. 

For national clients, I seek influential industry publications and thought leaders. If targeting tech companies, sites like TechCrunch or influencers with huge followings on social media are perfect. Their readers are potential customers, and links drive major traffic and buzz.

Results matter most. For local clients, links from key media partners produced 34% average increases in search traffic and new customer leads. National campaigns drove a client’s organic traffic up 67% month-over-month thanks to links from industry influencers. By evaluating relevance, reach, and impact, you can build a backlink profile custom to your business goals. Search traffic and revenue growth prove the strategy’s value.

Danielle Birriel, Founder, D&D SEO Services

Prioritize Relevance, Authority, and Quality

To choose the best websites for building backlinks, I focus on relevance, authority, and quality. I look for sites with high-credibility scores, substantial traffic, and engaging content. 

I also consider link diversity, spam score, domain age, social signals, and contact information. For instance, I worked with a client in the Fashion & Lifestyle niche and targeted authoritative sites like Healthline and Mayo Clinic, resulting in a significant ranking boost. 

By prioritizing quality over quantity, you can attract more relevant traffic and increase your online visibility. Remember, it’s not just about getting links, but about getting links from the right sources. By being strategic and selective, you can build a strong backlink profile that drives real value for your website.

Roshan Singh, SEO Executive, Urban Monkey

Evaluate Site Age and Content Relevance

If we don’t categorize sites by type, but instead focus on the overall quality of the site, I would base it on the following criteria:

1. Age of the site—more than a year.
   
2. The content on the site is relevant to the niche it is promoting—for example, a site about animals will not cover topics such as electronics assembly.
   
3. The content on the site is regularly updated.
   
4. The site is referenced by other reputable resources.
   
5. The site’s organic traffic is stable or growing and evenly distributed across pages.
   
6. The site does not publish posts related to adult content, gambling, or similar niches.

Boris Makienko, CEO, Backlink Outreach Agency

Target Niche and Audience Alignment

When choosing websites to create backlinks for a client’s project, I prioritize the site’s relevance to the client’s sector. One tiny organic-skincare company I worked with, for example, was required to increase its web presence. Rather than merely hunting high-domain-authority sites, I focused on niche beauty blogs and environmentally-friendly lifestyle websites. These websites attracted readers who were actually interested in organic goods, so the backlinks were more valuable.

One especially successful tale came from working with a well-known environmental blogger that led to one particularly successful story. Her highly engaged audience greatly trusted her suggestions.

Not only did we notice increased traffic, but the quality of that traffic was outstanding—visitors were more inclined to stay on the site longer and complete purchases by gaining a backlink from her site. This experience let me realize that audience alignment and relevancy usually exceed absolute domain authority.

Kal Dimitrov, Content & Marketing Expert, Enhancv

Monitor Competitors and Quality Content

Selecting the right websites for acquiring backlinks is crucial for a successful SEO strategy. Here are some tips to guide you in choosing the best sites for backlink building:

• Relevance: Target websites that are relevant to your niche or industry. Backlinks from sites closely related to your content are more valuable to search engines.

• Quality Content: Aim for websites that produce high-quality content. Backlinks from sites with valuable and engaging content positively impact your site’s SEO.

• Monitor Competitors: Track where your competitors are obtaining backlinks. Use tools like Ahrefs, SEMrush, or Moz to analyze their backlink profiles and uncover potential opportunities for your site.

Sebastian Petrosi, Head of Content Marketing, howtowatch.ca

Prioritize Trusted Sites and Content Marketing

We prioritize sites that our potential clients trust and visit regularly. This includes medical information portals, workers’ rights organizations, and even some government health and safety websites. We look at factors like the site’s engagement metrics, how well it ranks for relevant terms, and whether it has a history of linking to quality legal resources.

Our link-building strategy goes hand-in-hand with our content marketing efforts. We create detailed guides on topics like pharmaceutical liability, personal injury, asbestos exposure, and mesothelioma and share them across our networks. This often leads to natural backlinks as other sites reference our materials.

Johnny Cargill, Marketing Director, The Lanier Law Firm

Filter by Domain Authority and Relevance

Filtering and specificity is the name of the game here.

When you just look at all of the possible backlinks from competitors and search there are usually many thousands of potential link opportunities, but how do you identify the meaningful ones?

1. Set a reasonable lower filter for DA/AS/PR or your domain metric of choice. Don’t get too hung up on this but we want something with some juice.
   
2. Category relevance/filter by categories. Getting a link from a niche-relevant site is far more powerful than a link from a non-related site.
   
3. The URL must be indexed (many miss this). Search for a long string of text from the target page wrapped in “” quotation marks. This should return that page and only that page. If it’s not indexed, it’s not worth it for a link target (unless it has very high nonorganic traffic).
   
4. It has some reasonable traffic. Set a filter or threshold for this.

By doing these steps you filter down a massive list into a much shorter, more manageable and meaningful list.

Don’t get too hung up on nofollow—they can still be valuable.

It also makes sense to do a proper analysis of the backlink profiles for the site you are competing against. We use a custom LPS (Link Profile Score) metric to understand the shape and nature of a site’s backlinking profile.

The reason for this is, if the bar is set low, you just need to go a bit higher than the bar rather than shoot for the moon. This helps understand the scale and cost of the challenge.

Trevor Stolber, Co-Founder, CTO, VibeLogic

Ensure Relevance and Traffic Patterns

Deciding which websites are best for building backlinks is a critical component of any successful SEO strategy. For a specific client project, I employ a multi-faceted approach to ensure the backlinks are valuable, relevant, and sustainable. Relevance is paramount; backlinks from websites closely related to the client’s industry signal to search engines that the client’s site is an authority in its field. 

For example, if the client is in the healthcare sector, I prioritize backlinks from medical journals, health blogs, and industry-specific news sites. Domain Authority, a metric developed by Moz, predicts how well a website will rank on search engine result pages. Websites with higher DA are generally more influential and can pass more SEO value to the client’s site. However, maintaining a balance and not focusing solely on high-DA sites is important, as a natural backlink profile includes a mix of high- and medium-authority sites. 

Traffic volume and patterns of potential linking sites are also crucial. Websites with high, consistent traffic are often more credible and can drive significant referral traffic to the client’s site. Tools like SEMrush and Ahrefs provide detailed traffic insights that help in evaluating the linking potential. 

Engagement metrics such as bounce rate, average session duration, and pages per session indicate how engaging a website is to its users. High engagement metrics suggest that users find the content valuable, which can benefit the client’s site through better user experience and engagement. 

Geographic and language considerations are important for clients targeting specific regions. Content and anchor text are critical; the backlink should be placed within relevant, high-quality content with anchor text that aligns with the client’s targeted keywords and branding strategy. 

Link placement on the page affects its value; links within the main body of content are generally more valuable than those in footers or sidebars. Historical data of potential linking sites provide insights into their long-term stability and reputation.

John Reinesch, Founder, John Reinesch Consulting

Consider Domain Authority and Traffic Quality

When selecting websites for building backlinks for a client project, SEO experts consider several key factors to ensure high-quality and beneficial links. Firstly, domain authority (DA) and page authority (PA) are crucial metrics; higher scores typically indicate more reputable sites that can boost your client’s SEO. Relevance is also vital; links should come from sites related to your client’s industry, ensuring contextual relevance and better audience alignment.

Traffic quality is another important factor; sites with substantial and engaged visitor traffic can drive more targeted leads to your client’s site. Additionally, the website’s backlink profile is examined to ensure it is natural and diverse, avoiding spammy or low-quality links that could harm SEO efforts.

Content quality and consistency are also evaluated; websites with well-written, regularly updated content are more trustworthy and valuable for backlinks. The presence of editorial standards and manual link placement indicates a more controlled and credible linking environment.

It’s also essential to consider the potential for referral traffic. Websites that actively engage their audience through comments, social shares, and community involvement can provide additional traffic and engagement benefits. Lastly, check the site’s indexing status to ensure it is properly indexed by search engines and avoid sites with penalties or a history of black-hat SEO practices.

By analyzing these factors, SEO experts can choose a diverse mix of high-quality, relevant sites that will enhance the client’s backlink profile and overall SEO performance.

Omer Lewinsohn, General Manager, Marketing Expert, Management.org

Balance Authority, Relevance, and Diversity

When choosing websites for building backlinks for a client project, I focus on several key factors: domain authority, relevance, traffic quality, and link diversity. Domain authority (DA) is crucial as it indicates the site’s credibility and influence. We aim for a mix of high-DA sites and niche-specific blogs that, while perhaps lower in DA, are highly relevant to the client’s industry. 

For instance, during a project for a health-and-wellness brand, we targeted authoritative health publications and popular lifestyle blogs. Relevance is another critical factor. A backlink from a site closely related to the client’s niche holds more value than one from an unrelated domain. 

We also assess the traffic quality, ensuring that the sites have genuine engagement and a real audience, rather than being spammy or low-quality. In one project, we collaborated with a reputable tech blog, which brought in not only quality traffic but also established the client as an industry thought leader. 

Finally, we look for a diverse range of backlinks, including guest posts, resource pages, and industry round-ups. This variety helps create a natural link profile and mitigates the risk of penalties from search engines. The key is to balance authority, relevance, and diversity to maximize the impact of the backlink strategy. This comprehensive approach ensures that the backlinks are valuable and contribute positively to the client’s SEO goals.

Rodney Steele, CEO, Dinsmore Steele