Despite Google’s restrictions on buying and selling links, link building marketplaces are surprisingly popular.
We can see why – it’s incredibly appealing to skip the manual link building process entirely.
But is it worth paying hundreds of dollars per backlink (which is how much these marketplaces normally charge)?
Let’s find out.
Link building cheat sheet
What is a Link Building Marketplace?
A link building marketplace is a website that sells backlinks in order to improve their clients’ search engine ranking.
These marketplaces usually have a network of thousands of websites, where they are able to offer practically immediate link insertion opportunities.
So, you log in to the marketplace, place your order and, depending on the marketplace’s processes, get your backlink within hours or a couple of days.
Some examples of textbook link building marketplaces include meUP, linkhouse, and AWISEE.

Are Link Building Marketplaces Safe?
Because the very idea of buying and selling links goes against Google’s guidelines, they are inherently unsafe.
But, obviously, a lot of them are still in business so they must be able to skirt the edge somehow.
Let me clarify.
There are good link building marketplaces – and there are bad ones.
The bad ones straight up sell inbound links from sites they own or have a partnership with, including PBNs.
The good ones don’t just sell placements – they also sell link building outreach services.
Meaning, they don’t just log in to their CMS and immediately place your link.
They are link building agencies that actually send link building emails to help you secure placements on the sites you like.
So, instead of straight up selling links, they sell you a managed service – which is okay by Google.
How to Tell if a Link Building Marketplace is Legit?
Let’s take a look at some examples.
The HOTH is one of the largest link building service providers in the world.
They also run a link building marketplace of their own.

It works like this:
- You register in The HOTH’s dashboard
- Place your order – select the DR/DA range, and how much traffic the websites you want links from should be getting, preferred anchor texts, URLs to promote, etc.
- You don’t choose specific sites – the team finds and vets opportunities for you, depending on your requirements.
- Wait for the team to complete your order.
Note how you don’t necessarily choose sites to straight up buy links for.
Even though The HOTH likely keeps a network of websites to sell links from, their link building services aren’t limited to just their connections.
The team constantly looks for new opportunities and does real outreach to get your links.
When selecting a link building marketplace, check their services page.
They should advertise outreach services, not just backlinks for sale.

Now, let’s take a look at a link building marketplace that isn’t as transparent.
We’re not going to point fingers to the name of this marketplace; let’s just say that it’s one of the top 10 search results when you Google “link building marketplace”.
Now, the thing that should immediately tip you off is the emphasis on the “Buy link” button next to each opportunity.

Unlike a legitimate link building agency, this one does not sell any managed search engine optimization service.
It also has a contact form for website owners encouraging them to add their website to the marketplace and get paid for links.
This is a telltale sign that this is a hub for people willing to turn their websites into link farms.

In conclusion, if you’re dead-set on purchasing links, you should focus on link building agencies – not low-quality marketplaces like the one above.
How to Get High Quality Backlinks Safer & Cheaper
Another downside of using link building marketplaces (and agencies for that matter) is the huge markup.
Links typically sell for anywhere from $100-$500, depending on the referral traffic potential and domain rating of the linking website.
And you may need hundreds of links to rank on the first page of any search engine – so this approach is only viable if you have the budget.
For smaller companies (or ones that want to have full control over their processes), a much more cost-efficient way to go about building links is in-house.
All you need is:
- A few hours of your time weekly (or a dedicated team member to build links at scale)
- Some content on your blog
- A link building tool like Respona
Let’s walk through running a guest posting campaign in Respona as it’s a link building strategy that’s both effective and easy to get started with.
To kick off a guest posting campaign in Respona, you’ll start by specifying the topics you plan to write about and sharing samples of your previous work.
This information helps Respona generate relevant search queries and personalize your outreach.
The platform also suggests AI-powered keywords to broaden your search.

Once you’ve entered these details, you can move on to the campaign editor.
Respona offers pre-built email outreach sequences that you can customize further.
You can add personal touches, check for spam words, include unsubscribe links, and adjust the timing of follow-up emails.
Our favorite feature are the AI variables, like “Icebreaker” and “P.S.,” which automatically add unique, personalized content to each email.

These AI-driven elements go beyond simple name insertion, personalizing each email to the specific guest post opportunity.
You can even create your own custom AI variables for even more targeted personalization, suggest guest post topics or comment on something your prospect mentioned in their own articles.
Next, Respona will help you find potential guest blogging opportunities.

The tool uses search operators to target “write for us” pages related to your chosen keywords, and runs multiple Google searches simultaneously.
You can then refine these results using SEO performance filters.
Since we are using a template, Respona’s contact finder is already configured for guest posting campaigns, automatically locating the website owner and other relevant contacts.

You can also fine-tune the AI personalization algorithm by providing examples of your own manual editing style.
You can even instruct it to come up with guest posting ideas around your chosen keywords.
Before starting the search, you can make it recurring.
This means the platform will automatically re-run searches and add new opportunities to your campaign, saving you manual effort.
The search is real-time, displaying results as they are found.

The final step is to review and launch your campaign.
Here, you can review the AI-generated personalizations and make any necessary manual edits.

Respona also retrieves LinkedIn profiles to provide additional connection opportunities.
Once launched, you can monitor responses within Respona’s shared inbox, which consolidates multiple inboxes for easier management.
Link building cheat sheet
Now Over to You
In conclusion, the best way to grow your backlink profile is to get them yourself, through email outreach.
However, if you’re set on using a link building marketplace to speed up the process, pick agencies that provide a managed SEO service – and not just sell straight up links.
Need help getting more quality links?
Don’t hesitate to start your 14-day free trial with Respona to see it in action.
Frequently Asked Questions (FAQ)
Are link building marketplaces illegal?
No, link building marketplaces are not strictly illegal.
However, they operate in a gray area as directly buying and selling external links violates Google’s guidelines.
Google penalizes websites caught engaging in these practices, so they are considered risky.
How much do backlinks cost on a marketplace?
Backlink prices on marketplaces vary significantly, typically ranging from $100 to $500 or more per link.
The cost depends on factors like the linking website’s domain authority and organic traffic and along with other SEO metrics.
Are all link building marketplaces scams?
No, not all SEO link building marketplaces are scams, but many are low-quality and can do more harm than good.
Some marketplaces offer managed digital marketing services, which involve outreach and content marketing, making them less risky than those solely focused on selling direct link placements.
It’s crucial to carefully vet any marketplace before using it.
What is the safest way to acquire backlinks?
The safest way to acquire backlinks is through organic methods like creating high-quality content that others naturally want to link to, building relationships with other website owners in your industry, and engaging in genuine outreach to relevant websites.
How can I tell if a link building marketplace is reputable?
A reputable marketplace will emphasize link building tactics that use outreach services, content creation, and relationship building, rather than simply selling links for higher rankings.
They should be transparent about their processes and avoid guaranteeing specific dofollow links.
Look for client testimonials and case studies to gauge their reputation.