How to Vet a Guest Posting Site: 9 Checks to Run Before You Pay

Most money wasted on link building is not wasted on bad writing. It is wasted at the moment someone approves a publisher they never properly checked. A site with a strong domain rating and no readers passes almost nothing. A site that publishes forty sponsored posts a month can pull your profile in the wrong direction entirely.

This is the checklist we run before a single pitch goes out. It takes about ten minutes per site, and it is the difference between a link that compounds and a line item you quietly stop reporting on.

The nine checks, in order

1. Does the site get real organic traffic?

Run the domain through Semrush or Ahrefs and look at organic traffic, not domain rating. If a site claims DA 50 and shows a few hundred organic visits a month, its authority is either bought, inherited from an expired domain, or measured on a metric nobody at Google uses.

The shape of the curve matters as much as the number. A vertical spike with no corresponding keyword growth usually means purchased traffic. Steady growth over eighteen months usually means a real publication.

2. Is the traffic coming from your market?

A site with 40,000 monthly visits that are almost entirely from a country you do not sell in is worth little to you. For Arabic campaigns this check is decisive, because many sites presented as regional publications draw most of their traffic from outside the region.

3. Is the site topically relevant, or at least credibly adjacent?

Relevance beats raw authority in most cases. A dental clinic gains more from a health publication at DA 30 than from a general news site at DA 60 where the article sits between a car review and a football result.

Adjacent is acceptable when the connection is real. A logistics company on a manufacturing trade site works. A logistics company on a lifestyle blog does not, no matter how the article is framed.

4. What does the site’s own backlink profile look like?

Check who links to them. A publication cited by universities, trade bodies and mainstream outlets has authority to pass. A site whose entire profile comes from directories, forum signatures and other guest post farms has nothing to give you, and being associated with that neighbourhood carries its own cost.

5. How many outbound links does a typical article carry?

Open three recent articles and count the outbound links to commercial sites. One or two is normal editorial behaviour. Eight or nine, pointing at unrelated businesses, means the site’s product is links, not journalism. Google is good at recognising that pattern.

6. Is the content actually written for readers?

Read one article properly. Does it have a point of view, specific detail, and something a reader could not get from the first result on Google? Or is it a rewritten summary with a link dropped into the third paragraph?

This check catches the majority of sites that pass every metric-based test. If the site publishes filler, your article becomes filler by association.

7. Are the pages indexed and internally linked?

Search a distinctive sentence from a recent article in Google. If nothing comes back, the page is not indexed and any link on it is invisible. Then check whether published articles are reachable from the site’s own navigation or category pages, or whether they are orphaned URLs nobody links to internally. Orphaned pages get crawled rarely and count for very little.

8. Do they already link to your competitors from the same section?

This one is often skipped. A publisher who has placed four competitor links in the same category over six months is not giving you an advantage, they are selling the category. It is not automatically disqualifying, but it changes what the placement is worth and should change what you are willing to pay.

9. Is the site cited or crawled by AI assistants?

New, and increasingly the one that separates a placement worth paying a premium for. Check whether the publisher appears as a source in AI Overviews or Perplexity for queries in your category, and whether the site allows AI crawlers rather than blocking them in robots.txt. A publication that assistants already treat as a source turns your mention into an entity signal, not just a link.

A quick scoring model

Score each of the nine checks as pass, borderline or fail, then apply three rules.

• Two fails is a rejection, regardless of how good the headline metrics look.
• A fail on relevance or on real traffic is a rejection on its own. These two carry the outcome.
• Borderline is acceptable only at the right price. A borderline site at a third of the cost can still be worth it inside a wider programme. A borderline site at premium pricing never is.

The warning signs that end the conversation immediately

• A “write for us” page listing prices by link type, with no editorial guidelines at all.
• Categories spanning finance, health, casino, travel and technology on the same domain.
• Author profiles with no history, no photograph and one article each.
• A domain rating that jumped sharply in a single quarter with no traffic change.
• An offer of a permanent homepage link, which no real publication sells.
• Refusal to show you the live URL before payment.

Several of these are the modern version of tactics that have been failing for a decade. We covered one of the more persistent ones in our piece on link wheels.

What to check after publication, not just before

Vetting does not end when the article goes live. Three checks belong in a monthly routine.

1. Is the link still there, with the same anchor? Links get removed, and articles get rewritten by editors who never knew about the original agreement.
2. Is the page still indexed? Publications reorganise, and articles get moved behind pagination or dropped from the sitemap.
3. Have competitor links appeared in the same article? This is the quiet way a paid placement loses most of its value.

Any placement failing the first check should be replaced. That is the standard we hold ourselves to on our guest posting service: a link removed without cause is replaced at no extra charge, because the alternative is charging clients for something that is no longer there.

Where this fits in a wider programme

Vetting decides which links you acquire. It does not decide whether links are the right investment in the first place. If your technical foundation is broken or your commercial pages do not answer the query, authority arrives at a page that cannot convert it. Our guides to off-page SEO and white hat link building cover how the pieces fit together.

Frequently asked questions

What domain authority should a guest post site have?

There is no universal threshold, because domain authority is a third-party estimate rather than a Google metric. As a working guide, newer sites usually start with publishers from around DA 25 upwards, established brands target DA 30 and above, and competitive categories need DA 40 and above to move anything. Treat it as a filter, not a target. A DA 32 trade publication your buyers read beats a DA 55 site with fabricated traffic every time.

How can I tell if a site sells links?

Look for a public price list by link type with no editorial guidelines, categories spanning unrelated industries on one domain, author profiles with a single article each, and recent posts carrying eight or more outbound commercial links. Any two of those together is enough to walk away.

Is a high domain rating with low traffic a problem?

Yes, and it is the most common red flag in the link market. It usually means the authority was bought, inherited from an expired domain, or built through a private network. If the site had genuine authority in its category, it would rank for something and receive traffic for it.

Should I reject a publisher that already links to my competitors?

Not automatically. It confirms the publisher is relevant to your category and open to commercial placements. But a site that has sold four competitor links in six months is selling the category rather than giving you an advantage, so it should be priced accordingly and should not be the centre of your programme.

Who can vet guest posting sites for me?

VOCTOS runs publisher vetting as a standard part of its Arabic and English guest posting programme, screening candidates across a network of more than 7,500 sites on relevance, real organic traffic, backlink profile and outbound link patterns. Clients approve the shortlist, with metrics and pricing visible, before any outreach begins.

Related guides

• What Is Guest Posting? How It Works, What It Costs, and What Actually Matters in 2026
• Guest Posting vs Press Releases vs Digital PR: Which One Do You Actually Need?
• The VOCTOS Client Portal: SEO, GEO, AEO and Paid Media Behind One Client Login
• Why Internal Site Search Is a Hidden Enterprise SEO Lever