Buyer's scorecard
Backlinking providers: a buyer's scorecard for agencies that resell links
Before a provider goes into a client retainer, give it a score. The scorecard below has ten lines, takes twenty minutes and makes the scope conversation much shorter.
A retainer line that says only 'link building' invites requests for more of it. Name the number of clusters, the review cadence and who approves the basket, and the fights get rarer.
The ten-line scorecard
| Line | Ask the provider | How this marketplace answers |
|---|---|---|
| Inventory visible | Can I see the donor list before paying? | Yes. Rows show Domain Rating, traffic, referring domains, niche, language, price |
| Price shown | Is the price on the row? | Yes, from $1 up to about $500 |
| Commitment | Is there a subscription? | No, pay as you go |
| Delivery time | When does it go live? | Usually about 24 hours after payment |
| Link type | Dofollow and permanent? | Placements are permanent dofollow |
| Content control | Can we write our own article? | Three modes: automatic, own prompt, own article |
| Review before spend | Can the lead approve first? | Basket first, no charge until payment |
| Order trail | Is there a status list? | Yes, in ordered links |
| Invoices | Can finance get paperwork? | Invoices and proforma invoices are available |
| Promises | Do they guarantee positions? | No, and neither should you |
A filled-in card, as an invented example
Imagine an agency comparing three providers for a pillar-and-cluster retainer. Provider A scores 17 of 20, Provider B scores 12, and Provider C refuses to show inventory and scores 6.
Provider B is not out yet. It might be perfect for one-off outreach work, just not for a retainer where a client reads every order line.
This is an example, not a review of real companies. Run the card yourself with the providers you actually use, and score what you can verify rather than what the sales page says.
Dates to anchor the conversation
Clients sometimes cite older advice. Google's Penguin update went real-time in September 2016, and the link spam update followed in December 2022.
Mention both. They explain why you buy few, relevant placements, and why Ahrefs or Majestic counts alone are not the goal.
It also helps the retainer read as a plan, not a shopping list.
Writing the link line into the retainer
- 1
Count clusters, not links
The contract says how many clusters get link support per quarter, with a budget cap per cluster.
- 2
Set the approval rule
Someone senior signs off on the basket before payment. Everything in it is visible on the marketplace first.
- 3
Fix the report rhythm
Monthly, using the structure from the cluster report.
- 4
State what is not promised
No guaranteed positions, no guaranteed traffic. Say it once, in writing, near the top.
Scope questions that come up on kickoff calls
Should link spend sit inside the retainer or be billed separately?
Either works if it is written down. Many agencies bill the budget at cost plus a handling fee, so the client sees the real placement prices on the order list. Whatever you choose, show the cap and the approval step in the contract.
What if the client asks for twenty extra links in month two?
Treat it as a new basket with its own approval, not as a favour. Show the cost on the rows, offer a smaller batch first, and note that more links do not guarantee a better position.
Can we hand the client read access to orders?
That depends on how you share your account, and we cannot say more than that here. A simple alternative is exporting the ordered links list and attaching it to the monthly report.