Here are some of the steps to follow:
- The MozBar gives you a quick glance at a site’s Domain Authority (DA). That’s a quality metric from 1-100 based on a whole bunch of factors. Typically anything that has a DA in the single digits can be tossed out immediately. I would say most of the sites you’ll hear from should range from 15-35.
- Another great tool is SEMRush. Look at a site’s Organic Traffic. Do you see any odd, sudden spikes or drops in estimated traffic with algorithm updates? Do they have some shady backlinks? Is there something off about the site in general? That’s a whole bunch of fantastic information here you can share. If for whatever reason you’re hit by a paywall or something else, the SEO team can pull more information for you.
- Use good ol’ Google itself. Does the website have testimonials, such as on HotelsCombined.co.uk? Isn’t it a little weird seeing where that exact quote from The Independent also is displayed on the web? Take a look at a site’s About Us page. If there’s someone named there, just Google them and see if they’re legit. A reverse image search can also be useful – especially for headshots.
- Also, take a look at the WHOIS search of the site – usually if it’s offshore or under a weird name that’s a red flag. Most of even the largest, well-known sites have actual contact information listed. Here’s TripAdvisor.com’s Whois information.
- Another helpful link – http://openlinkprofiler.org
- Listen to your instincts – if something doesn’t feel right, the wording seems off (maybe written by someone whose first language isn’t English), or it seems spammy or otherwise untrustworthy, there’s a good chance it is. Best to play it safe when in doubt.
- If the website is offering an award or listing for a customer, ask yourself, “who benefits more – our customer or the website offering the award?” Frequently, new hotel directory sites try to gain credibility by making up awards and handing them out in order to get their widget (and subsequent backlink) added to hotel/B&B websites. The more properties that do this, the more credible the travel site appears and the more backlinks they have, but the properties themselves do not benefit from the exchange.