The short answer
Choose a publication whose readers can use your article, then examine editorial fit, commercial terms and price. Start your shortlist with a specific audience rather than the highest available authority score. A relevant placement should make sense even without a predicted ranking benefit.
A worked example
Suppose you sell scheduling software for small clinics. A practical article on appointment reminders may fit a healthcare operations publication better than a general business site. Read several recent pieces and note whether the vocabulary, examples and reader questions resemble the conversations your customers actually have. This is a planning example, not evidence of a successful campaign.
A practical checklist
- Write a one-sentence reader profile: their role, location, problem and familiarity with the subject. Use that sentence to decide whether a publication belongs on the shortlist.
- Review recent articles, author information and contact details. Record two examples that demonstrate topic fit, and note any gaps that need an editorial answer.
- Confirm article scope, link qualification, writing charges and approval rights before committing. Keep the reasons for selecting the publication alongside its quoted price.
What to avoid
Do not turn an impressive score into a quality guarantee. A publication may have substantial historical links and still be unsuitable for your audience. If you cannot explain why a reader would want your proposed article, reconsider the placement before discussing a budget.
A useful follow-up
Should I always choose the site with the highest score?
No. Use scores as one comparison input after checking audience and editorial fit; they do not establish suitability on their own.
