Links for Pagerank

As you all (undoubtedly) know, Google bases part of its ranking algorithm on the number, quality, and variety of inbound links to a website. Lately Google has thrown in the wrinkle of looking more heavily at authority links, but the concept is still the same, and more importantly, the message is still the same to website owners: linking is important.

Link Buying – What Is It?

Link buying is a very simple idea. Website owners need high quality (read high PR) inbound links. Websites that are of high quality are looking to monetize their websites. The opportunity is thus created – high quality websites open a section on their website where a website owner can purchase a plain text link with the hopes of improving their website ranking.

Is Link Buying OK With the Search Engines?

Well, Google does not like link buying. It is Google's view that buying and selling text links lowers the overall value and trustworthiness of links on the Internet. Matt Cutts posted back in September how Google and many of the people at Google feel about buying and selling links. In a word, they don't like it at all.

Yahoo has also come out against purchasing links. However, blogger Jeremy Zawodny, who also happens to be an employee of Yahoo's search department started selling links on his blog.

So Should I Buy Links?

It would be so easy to say that buying links is a decent practice and that you will never get in trouble for doing so. Heck, I would love to be able to buy a few links, including one on Jeremy's blog. But the truth is, if you want to rank well in either search engine for the long-term and not face a future penalty, you should probably refrain from buying links. Google has stated several times (many times through Matt Cutts) that buying links is not an acceptable practice and that doing so can get you in trouble. Matt shows an example of where this is the case here. According to him, Google has gotten quite adept at identifying purchased links.

I have no doubt that there are thousands of examples of sites that have purchased links only to see their rankings improve significantly. I seriously doubt that Google or any search engine that places significant weight on linking can properly determine whether every link is bought or natural. You may be able to buy a link and have great success with it.

But when it all comes down to the choice you have to make, you have to realize that link buying is a risk. If a search engine catches you buying or selling a link, they will undoubtedly consider your site to be more questionable. What we must also realize is that they are no longer relying simply on scripts to identify what they consider to be spam, they are also using human eyes to confirm what their scripts find.

The Exception to This Rule

Every rule has its exception, and this rule is no exception. There is a legitimate form of link buying. One of the really good things that has come about from link trading, buying and selling is that we have learned that plain text links have the ability to bring in real traffic. If this is what you are after, then buy links to your heart's content.

Overall Linking Strategies

Linking strategies and schemes will no-doubt evolve. I have heard of a few recently which I think can be very successful, but nothing will ever beat a quality, natural link from a source that links to you because you have something to offer.


This is a summary of an article written by Mark Daoust, the owner of http://www.site-reference.com. Read the full article on his site.