Start with relevance
Read the homepage, categories and recent posts. Does the site serve an identifiable audience related to your subject?
Check search visibility
Look for ranking pages, a reasonable topical footprint and traffic that is not obviously concentrated in irrelevant queries.
Inspect editorial output
Look for coherent topics, useful writing, sensible authorship and natural outbound citations.
Inspect outbound links
Patterns matter. Repetitive exact-match anchors, irrelevant destinations and obvious paid-placement footprints deserve scrutiny.
Evaluate the exact page opportunity
For new content, ask what it will cover. For an insertion, inspect the existing page’s topic, visibility and surrounding text.
Confirm commercial terms
Know what is included, whether you approve the domain, what revisions are allowed and what happens if the link disappears.
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