Link Building Strategy 5 – Should You Pay for Links for Your Site?

One strategy to build links to your site is to purchase them.  There are several things to consider before doing this.  One of the most important considerations is how the search engines look at such links. The different search engines have varying opinions, to a degree, but let’s look at Google’s policy to decide is this is a viable link-building strategy.

When you read Google’s Webmaster Tools section, you’ll find that Google lists paid links on its Link Schemes page. The term scheme itself has a negative connotation, implying something underhanded or subversive. And the last thing you want when trying to build links to your website is to be considered a “schemer” by Google.

The Link Schemes page on Google lists what they consider inappropriate ways to build links to your site in an effort to increase your page rank (PR). Right there in black and white is “buying or selling links.” It seems they definitely frown on the practice of paying for links for your site.

Does that stop everyone from doing it? Of course not.

If you want to be legalistic about it, you could call paying for an online ad buying a link to your site. But the intention is different. Buying advertising—whether text block ads, banner ads, or even in-text ads—is an open practice. Visitors see the link and know right away it’s an ad. They can click on it or not, depending on whether they’re interested in buying what you’re offering for sale. There’s nothing subversive about it.

What Google and the other search engines frown upon is paying for what looks to be a legitimate review or legitimate article, when in fact the writer was paid to write a glowing discourse about the product or company. Paying for such reviews or articles, may build more links for your site, but at the risk of ticking off the guys at Google, is it really worth the money?

According to Google, and they’re the experts in the field, the best way to get legitimate links from other websites is to offer unique, quality content that is relevant to your subject and that will gain popularity within the Internet community encouraging others to link to it.

Obviously, the more quality content you offer, the more likely others will be to find your content valuable and provide a link to it. That’s the number one way to get backlinks for your site.

Paying for links is a common practice, whether frowned upon or not, especially where blog posts are concerned. There are any number of companies and websites that offer blogging for pay jobs—which sound great for the bloggers, but if a blogger is getting paid to write about your site… you’re paying for that link.

Should you pay for links for your site?

Only you can decide. But if you do, be forewarned that it could potentially get you banned from Google for taking part in a link scheme.

Do you think it’s worth the money?

Ian Richardson

Owner & Director of Top Ranked Website and Local SEO & Social Media Marketing expert boosting local website rankings through proven strategies leading to more customers and revenue.

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