How to Brief a Link Building Provider (Template Included)

Key Takeaways

Most link building orders go wrong because the client never provided a proper brief, leaving the provider to make all the decisions
Your brief should specify target pages, anchor text distribution with exact examples, and minimum quality standards
Always include a list of platforms to reject, such as Wakelet, Medium, and any UGC platform that auto-applies nofollow tags
Set clear content standards including minimum word count, topical relevance, and a ban on duplicate or spun articles
Include a verification checklist so you can confirm each link meets your requirements before paying
A strong brief protects your site from over-optimised anchor text, low-quality placements, and wasted budget

If you have ever paid for link building and been disappointed, the problem might not have been the provider. It might have been the brief.

Most orders go wrong because the client says “build me 10 links to my homepage” and leaves every other decision to the provider. The provider then chooses the easiest placements, uses whatever anchor text seems reasonable, and delivers links that do nothing for rankings. A detailed brief puts you in control of the decisions that actually matter for your SEO strategy.

Do not just list your homepage. Specify which pages should receive links and what percentage each page gets. If you are ordering 10 links, your brief might allocate 3 to your homepage (30%), 4 to a key service page (40%), and 3 to a blog post (30%).

Think about which pages need authority most based on current rankings. A service page stuck on page two might warrant more links than a homepage that already ranks for branded terms.

2. Anchor Text Distribution with Exact Examples

This is where most briefs fail. Without specified anchors, providers default to over-optimised exact match keywords or completely generic phrases.

Provide specific examples for each target page. For a page targeting “SEO services Auckland,” your brief might include two branded anchors (“Lucid Media”), one exact match, one partial match (“Auckland-based SEO agency”), and one generic (“learn more here”). This keeps your anchor text profile balanced and shows the provider you understand what you are paying for.

3. Quality Requirements

Set minimum standards in writing. Specify a Domain Authority floor (DA 30+ is a reasonable baseline). Require in-content placement only, not sidebars or author bios. Confirm dofollow links only. Ask for sites with real organic traffic, because a DA 40 site with zero visitors is often a PBN.

4. Platforms to Reject

Create an explicit reject list. Wakelet, Rebrandly, and similar bookmarking platforms carry no authority and waste budget. Medium applies nofollow by default. Any UGC platform with auto-nofollow should be excluded. Web 2.0 properties like Tumblr, Blogger, or WordPress.com subdomains were effective a decade ago but signal low-quality link building in 2026.

5. Content Standards

The article your link appears in matters as much as the link itself. Set a minimum word count of 800 words. Require topical relevance to your industry. Insist on original content that passes Copyscape. The link should fit naturally within the article, not feel forced into an unrelated paragraph.

6. Verification Checklist

Before approving delivery, verify each link is live, dofollow, within the article body, using correct anchor text, on a site meeting your DA minimum with real traffic, and within original relevant content.

The Template

Use this as your starting point. Customise the specifics for each campaign.

Link Building Brief

Campaign: [Month/Quarter + Year]

Target Pages:

[URL 1]: [X]% of links

[URL 2]: [X]% of links

[URL 3]: [X]% of links

Anchor Text Distribution (per page):

Branded (40-50%): “[Brand Name],” “the team at [Brand Name]”

Exact match (5-10%): “[target keyword]”

Partial match (10-15%): “[variation of target keyword]”

Generic (15-20%): “click here,” “this website,” “learn more”

Naked URL (10-15%): “https://[domain]”

Quality Standards:

Minimum DA: [30/40/50]

Dofollow links only

In-content placement only (no sidebars, footers, or author bios)

Host site must have verifiable organic traffic

Rejected Platforms: Wakelet, Medium, Rebrandly, Tumblr, Blogger, WordPress.com

Content Standards:

Minimum [800/1,200] words per article

Topically relevant to [your industry]

Must pass Copyscape (no duplicate or spun content)

Link must appear naturally within article context

Verification: All links subject to review before final payment. Non-compliant links must be replaced.

Red Flags When Working with Providers

They resist sharing placement URLs before publishing. Reputable providers share the target site for approval before placing content. Refusal usually means low-quality sites they know you would reject.

They deliver everything in 48 hours. Quality link building takes time. Twenty links in two days almost certainly come from a pre-existing network of low-quality sites.

They guarantee specific DA scores at suspiciously low prices. DA can be manipulated. A provider guaranteeing “all DA 50+ links” cheaply is likely using sites with inflated metrics.

They cannot explain their process. Legitimate providers use manual outreach, publisher relationships, or digital PR. If they cannot describe how they acquire placements, proceed with caution.

For a comprehensive approach to building links that move rankings, the brief is just the starting point. But it is the most important document in any link building campaign.

Take Control of Your Link Building

The difference between effective link building and wasted money almost always comes down to the brief. Specify what you want, hold providers accountable, and protect your site from unnecessary risk.

If you need help creating a strategy or want an experienced team to manage your campaigns directly, we are here to help.