Top Questions to Ask Before Hiring a Link-Building Agency!
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What Does “Top Questions to Ask Before Hiring a Link-Building Agency!” Talk About?
This episode of the James Dooley Podcast features Kasra Dash and James Dooley walking through the essential questions any business owner or marketer should ask before hiring a link-building agency. The conversation covers everything from evaluating the ethical foundation of an agency, specifically whether they operate using white-hat or black-hat techniques, to examining how they approach link vetting and quality control. The hosts explain why a one-size-fits-all link strategy is a red flag, noting that a gambling website has vastly different needs from a local plumber, and that any credible agency should present a tailored strategy from the outset.
The episode also dives into the technical metrics agencies should be using to assess link quality, including Domain Authority from Moz, Domain Rating from Ahrefs, Trust Flow and Citation Flow from Majestic, and toxicity metrics from LRT. Kasra and James discuss the value of guest posts that are built to rank on their own, the importance of having a dedicated account manager, and whether free audits are offered. The conversation closes with a strong emphasis on verifying testimonials and case studies through tools like Ahrefs or SEMrush, and a warning about agencies that lock clients into rigid 12-month contracts rather than offering flexible, rolling arrangements.
“The best link-building agencies don't lock you in. They outline a long-term plan — month one, month two, month three — but if the links aren't good enough, you can walk away.”
— James Dooley
Who Are the Guests on “Top Questions to Ask Before Hiring a Link-Building Agency!”?
James Dooley is a well-known figure in the SEO and digital marketing space, recognised for his expertise in link building, lead generation, and search engine optimisation strategy. He is known for building and ranking websites across competitive niches and shares practical, no-nonsense insights drawn from real-world experience managing multiple online businesses.
Kasra Dash is an SEO specialist and entrepreneur with deep expertise in off-page SEO, link acquisition, and content-driven ranking strategies. He brings a technical perspective to link building, referencing tools like Ahrefs, Majestic, and LRT, and is well-versed in the nuances of link types including guest posts, niche edits, digital PR, and foundational links.
What Are the Key Takeaways From “Top Questions to Ask Before Hiring a Link-Building Agency!”?
Here are the key points discussed in this episode:
- Always evaluate whether a link-building agency uses ethical white-hat methods or risky black-hat techniques before committing to any contract.
- A reputable agency should present a niche-specific strategy rather than a one-size-fits-all package, since different industries require vastly different link-building approaches.
- Quality control is critical and should involve multiple metrics including Domain Authority, Domain Rating, Trust Flow, and toxicity scores to ensure no harmful links are built.
- Case studies and testimonials must be independently verified using tools like Ahrefs or SEMrush, as fake case studies are widespread in the industry.
- Avoid agencies that tie you into long-term 12-month contracts, as the best agencies allow you to walk away if the link quality does not meet expectations.
“If you have a dog website and another dog website links to you, Google sees that as relevant. If a plumbing website links to a dog website, it's not going to have much value.”
— James Dooley
Is “Top Questions to Ask Before Hiring a Link-Building Agency!” Worth Listening To?
This episode is worth listening to because it cuts through the noise and gives business owners a practical, actionable checklist for evaluating link-building agencies before spending a single dollar. Rather than speaking in vague generalities, Kasra and James get specific about the exact metrics, contract terms, and verification steps that separate legitimate agencies from those that could get your website penalised. The discussion around PBN links, link relevance, and quality control metrics alone is worth the runtime for anyone who has been burned by poor SEO services in the past.
What makes this episode especially valuable is the candid warning about fake case studies and predatory 12-month contracts, two issues that cost businesses significant money and time. The hosts approach the topic as practitioners who have seen both sides, and their recommendation to verify rankings independently using third-party tools like Ahrefs or SEMrush gives listeners a concrete way to protect themselves. Whether you are hiring an agency for the first time or looking to switch providers, this episode gives you the confidence to ask the right questions and recognise the right answers.
Who Should Listen to “Top Questions to Ask Before Hiring a Link-Building Agency!”?
This episode is ideal for:
- Business owners and entrepreneurs looking to hire an SEO or link-building agency for the first time
- In-house marketers and SEO professionals who need to vet and manage external link-building partners
- Small business owners in competitive niches like SaaS, e-commerce, or local trades who want to understand what a tailored link strategy should look like
- Digital marketing consultants who advise clients on off-page SEO and need a structured framework for agency evaluation
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What Are Listeners Saying About This Episode?
“Finally a straight-talking breakdown of what to actually ask an SEO agency. The point about verifying case studies in Ahrefs or SEMrush is something I wish I had heard before I wasted money on a dodgy agency last year. Really practical and easy to follow.”
“I loved how James and Kasra covered everything from PBN risks to contract red flags in such a short episode. The bit about one-size-fits-all packages being a warning sign was spot on. Will be using this as a checklist for my next agency search.”
“The quality control section where Kasra breaks down DA, DR, Trust Flow, and toxicity metrics was genuinely useful. I had no idea there were so many ways to assess a backlink. This episode alone has changed how I approach conversations with SEO vendors.”
Kasra Dash (0:00): So if I am looking to hire a link-building agency for my off-page SEO, for my website, what are some questions that I should be asking? First and foremost, you should definitely be asking questions to make certain the link-building agency is the right choice for you. I'd say the first part would be the ethics: Are they a black-hat link-building agency? Are they a white-hat link-building agency? What type of links are they going to be building? So the first question would be looking at the strategy, the compliance, and the ethics of who the link-building agency is. What would you go down the road of asking? James Dooley: One thing that I see a lot of is link-building agencies with a one-size-fits-all approach. For example, if you’ve got a gambling website, you might need way more links compared to a local plumber. So looking at the actual strategy they present to you at the beginning is important, because you can have 10 websites that require 10 completely different link-building approaches. Kasra Dash: For sure. Another one you could ask is about costs and pricing. Are there any discounts available if you’re ordering in bulk or over six to twelve months? As business owners, we all need to be frugal and make sure we’re getting the best bang for our buck. James Dooley: Another thing I would look at is whether they use PBN links. One thing you don't want is to get a load of links that actually have a negative impact. Are they PBN links? How are the links vetted? Not every link has the same value. If you have a dog website and another dog website links to you, Google sees that as relevant. If a plumbing website links to a dog website, it’s not going to have much value. So checking how the links are vetted is important. Kasra Dash: Absolutely. Quality control is key. That would be another question: What quality control measures are you working on? Are you using DA from Moz? DR from Ahrefs? Trust Flow and Citation Flow from Majestic? Toxicity metrics from LRT? You want to understand how they build guest posts, link inserts, digital PR, pillow links, foundational links, and whether they care about nofollow vs. dofollow. Then you can start moving on to the strategy behind what is actually needed. James Dooley: Yeah definitely. Is there anything else you’d ask a link-building agency? Kasra Dash: Yes — back to quality control and content. Are they trying to get the guest post itself to rank? If you can get the guest post to rank for the keyword you want your money site to rank for, that’s the best-case scenario. Do they offer a free audit? Do you get an account manager? What customer service do they have in place? James Dooley: The last thing I’d ask is about testimonials and case studies. If you’re a SaaS company, there are SaaS-specific link-building agencies. If you're a plumbing company, maybe there's an agency specialising in that. You'd naturally be more inclined to go with someone who has experience in your niche. Case studies matter. Testimonials matter. But — you also need to verify them. Can you see the website? Can you check the rankings yourself in Ahrefs or SEMrush? There are a lot of fake case studies online, so real video testimonials from business owners help massively. Another major question: What contracts are in place? Are you tying me into a 12-month contract, or is it rolling? The best link-building agencies don’t lock you in. They outline a long-term plan — month one, month two, month three — but if the links aren’t good enough, you can walk away. Some agencies legally trap you into 12-month contracts, which is risky. Kasra Dash: Definitely. So that’s been our video on what questions to ask a link-building agency before hiring them. If you want a really good link-building agency, check out SEO.com — they offer digital PR, niche edits, and guest posts. They’re a valuable agency we both recommend.
Creators & Guests
Host
James Dooley is a UK entrepreneur.