What it is. A backlink marketplace is a website where you pick publisher sites from a list and buy a guest post or niche edit on them.
You often pay a markup. One 2026 study found vendors list guest posts at about 56% more than publishers charge directly.
Check every site, not just the platform. Real traffic, a topic match and clean outbound links matter more than the size of the list.
A backlink marketplace is a platform where you buy links on other websites, usually guest posts and niche edits, from a list of sites with their metrics and prices. It is a fast way to buy links without doing outreach yourself. The catch is quality: one platform can list strong, real sites next to link farms, so you still need to check every site before you pay.
Our team handles 300–400 orders a month and runs a catalog of 22,000+ publisher sites, so we see this market from the inside. Because we sell links too, we have backed the numbers in this guide with outside data and Google’s own documents.
- What is a backlink marketplace?
- How a backlink marketplace works
- Types of link building marketplaces, and how agencies compare
- How much do marketplace backlinks cost?
- Are backlink marketplaces safe?
- How to choose a backlink marketplace: 8 checks
- Backlink marketplace or agency: which is right for you?
- Frequently asked questions
What is a backlink marketplace?
A shop for links: publishers or resellers list their sites, and you buy a placement on the ones you choose.
Most marketplaces sell three kinds of placement:
- Guest posts: a new article on the site, with your link inside the text.
- Niche edits (also called link insertions): your link added to an article that is already live. We compare the two in guest posts vs link insertions.
- Sponsored posts: paid articles on news and media sites, often labeled as sponsored.
You will also see these platforms called link building marketplaces, guest posting platforms or guest blogging marketplaces. They all work in a similar way.
How a backlink marketplace works
- Filter the list. Search sites by niche, DR, organic traffic, country, language and price.
- Pick your sites. Choose a guest post or a niche edit on each one.
- Send your details. Your target page and anchor text, plus your own article or a request for one to be written.
- Check the live link. The publisher places your link and you get the live URL.
Some marketplaces are open, so any publisher can list a site. Others are curated, so the platform checks sites before they appear. That difference matters more than the size of the inventory.
Types of link building marketplaces, and how agencies compare
Not every place that sells links works the same way. These are the four routes you will come across, from the most hands-on to the least.
| How it works | Best for | |
|---|---|---|
| Open marketplace | You pick from any listed site and vet each one yourself. | Experienced buyers on a budget |
| Curated marketplace | You pick from a checked list, but still review each site. | Buyers who want speed with some quality control |
| Agency or managed service | The agency shortlists sites for your approval. You send one brief and get a report. | Businesses that want sites, content and reporting handled |
| Direct outreach | You find and pitch site owners yourself, with plenty of follow-up. | Unique links and long-term publisher relationships |
How much do marketplace backlinks cost?
Prices depend mostly on the site. Two independent data sets give a useful range:
- In TheWebsiteFlip’s review of 93,812 backlinks across six popular marketplaces (Vettted, PressWhizz, Loganix, Authority Builders, SERP Pro and INSERT.LINK), the average price was $280.67 per link and the median was $216.96. Average prices ranged from under $125 on INSERT.LINK to about $380 on Loganix.
- BuzzStream’s 2026 data puts the average guest post at $295 when bought directly from the publisher and $461 through vendors, about 56% more. Link insertions averaged $179.
That gap is the reseller’s margin, and TheWebsiteFlip puts the typical marketplace markup at 30–50%. Many listings come from middlemen rather than site owners, so the same site can appear at different prices on different platforms. We see this in our own buying too. One well-known tech news site costs us $25 when we buy directly from its owner, while resellers usually list it at around $50.
Two costs are easy to miss. The first is the article: many marketplaces charge for writing separately. We charge $20 per 800 words, or you can send your own. The second is protection if a link is removed, which varies by platform, so read the terms before you order. Ours lasts 8 months, as set out in our guarantee and refund policy.
Are backlink marketplaces safe?
Buying links goes against Google’s rules when the link is meant to boost rankings. Google’s spam policies list “buying or selling links for ranking purposes” as link spam, including posts that contain links. Sites that break these rules may rank lower or drop out of results.
Google also says paid links are fine when they are marked as paid with rel="sponsored" or rel="nofollow". In practice, most marketplace links are sold as dofollow, so the risk sits with you as the buyer. Keep anchors natural, keep the pace steady and judge the risk for your own site.
The bigger danger is buying from the wrong sites, such as link farms and private blog networks (PBNs) that exist only to sell links. In a survey of 518 SEO professionals, 89% said they avoid sites with spammy outbound links. That is the first thing to check on any listing. Guest posting itself still works when it is done with care, as we explain in our guide to guest posting for SEO.
How to choose a backlink marketplace: 8 checks
Judge the platform first, then every site you buy on it.
- You can see the site before you pay. Some platforms hide site URLs until you buy or sign an NDA. Avoid buying blind.
- Traffic and authority are real. Check the traffic trend in Ahrefs or Semrush, not a single number, and make sure the DR or DA comes from real backlinks. Sudden spikes are a warning.
- The site fits your topic. A relevant site with modest numbers is worth more than a high-DR site that publishes anything.
- Recent posts are indexed. Search Google for the exact URLs of a few recent articles. If they do not show up, your post may not either.
- Outbound links are clean. Skim recent posts. If most of them link to casinos, loans or pills, move on.
- Your link goes in the body. Confirm the placement is inside the article, not in an author bio or footer.
- Removals are covered. Look for a written replacement or refund policy and how long it lasts.
- You get proof of delivery. Ask for a report with the live URL, anchor text and target page, like our sample report.
We go deeper on site checks in what to check before you pay.
Browse 22,000+ publisher sites, each with its DR, Ahrefs traffic and price shown upfront.
Backlink marketplace or agency: which is right for you?
Both can work. The right choice depends on how much time and SEO experience you have.
| Marketplace | Agency | |
|---|---|---|
| Control | You pick every site | The agency shortlists, you approve |
| Your time | High: you vet each site | Low: one brief and a report |
| Price per link | Lower, but you pay with your time | Higher, because the work is included |
| Strategy | None: you choose pages, anchors and pace | Advice on pages, anchors and pace |
| Best for | SEO pros and small tests | Businesses and agencies that want it handled |
Frequently asked questions
What is the best backlink marketplace?
There is no single best one. The best marketplace for you lets you see each site before you pay, check its traffic and topic, and get a replacement if a link is removed. Compare the same kind of site across a few platforms before you commit.
Are backlink marketplaces legit?
Many are real businesses, but the sites they list vary in quality. A platform can be legitimate while some of its sites are link farms, so judge each listing on its own.
How much does a backlink cost on a marketplace?
In one review of six marketplaces, the median price was about $217 per link and the average about $281. BuzzStream’s 2026 data puts guest posts at $295 bought directly and $461 through vendors.
Is a backlink marketplace better than an agency?
A marketplace costs less per link and gives you full control, but you do the vetting. An agency costs more per link and handles sites, content and reporting for you. Choose based on your time and SEO experience.
Should links from a marketplace be dofollow?
Google wants paid links marked with rel=”sponsored” or rel=”nofollow”. Most marketplace links are still sold as dofollow, so use natural anchors and a steady pace, and know the risk.
What is a guest blogging marketplace?
Another name for a backlink marketplace that focuses on guest posts. You choose a site, send or order an article, and the site publishes it with your link.
Rather have someone check the sites for you?
Tell us your website and niche. We’ll send you a shortlist of sites in your niche with DR, traffic and prices.
Muhammad Suleman is the founder of Markzone. He has done guest posting and link building since 2018 and has worked with hundreds of clients. Today his team handles 300–400 orders a month for brands and SEO agencies, with publisher sites in every major niche. He leads outreach, site checks and reporting, and writes about link building from his daily work with publishers and clients.