Evaluating Publisher Relevance and Quality

After discovering publishers, the next step is to vet each for topical relevance, audience quality, and editorial standards. This guide covers how to evaluate publisher relevance and quality. See Publisher Discovery in the Backlink Marketplace for the discovery process.

Topical relevance

A publisher is topically relevant if their content aligns with the campaign's subject. A placement on a relevant site reaches the right audience and provides contextual value. An irrelevant placement, even on a high-traffic site, provides little value.

Content quality

• Is the content original (not scraped or spun)?
• Is the content useful and well-written?
• Does the site have a visible editorial policy?
• Is there a clear contact path?
• Does the site have a history of quality publishing?

Red flags

• Scraped or spun content.
• No editorial policy or about page.
• No contact information.
• Excessive ads or low-quality design.
• History of link scheme violations.