How to scope a link campaign your client will actually approve
A practical framework for turning a vague SEO goal into a link brief with clear volume, targets, and timelines.
Most link briefs fail at the approval stage because they describe activity rather than outcome. Clients do not buy 20 links. They buy movement on the pages that make them money.
Start from the money pages
List the pages that drive revenue, then rank them by how close they already are to a position that matters. Pages sitting just outside the top of page one give you the fastest visible win.
Work backwards to volume
Compare the referring domain profile of those pages against the pages currently outranking them. The gap is your volume target, split across the campaign window rather than dumped in one month.
Set anchor rules before you start
Agree the split between branded, partial match, and generic anchors up front. Retrofitting an anchor strategy after fifty placements is expensive and slow.
Build in flexibility
Client priorities move. Scope campaigns so volume can be paused or redirected to a different page without penalty. That is far easier when your supply side is on demand rather than locked to a monthly minimum.
Link building on your terms
Order exactly what your client needs, when they need it. No retainers, no idle capacity.
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