Everyone is talking about the importance of Link building. This is certainly a key strategy to help to increase the profile of your website through the search engines. In addition, if done properly, it will generate additional valuable traffic to your site (over and above what you are receiving through the search engines).
Many internet companies offer to carry this out on your behalf. You need to be very careful that they are doing this with integrity. Especially, if they are going down the paid for route. Here is what Google has to say on the subject: “Google and most other search engines use links to determine reputation. A site’s ranking in Google search results is partly based on analysis of those sites that link to it. Link-based analysis is an extremely useful way of measuring a site’s value, and has greatly improved the quality of web search. Both the quantity and, more importantly, the quality of links count towards this rating.
However, some SEOs and webmasters engage in the practice of buying and selling links that pass PageRank, disregarding the quality of the links, the sources, and the long-term impact it will have on their sites. Buying or selling links that pass PageRank is in violation of Google’s webmaster guidelines and can negatively impact a site’s ranking in search results.
Not all paid links violate our guidelines. Buying and selling links is a normal part of the economy of the web when done for advertising purposes, and not for manipulation of search results. Links purchased for advertising should be designated as such. This can be done in several ways, such as:
Adding a rel=”nofollow” attribute to the tag
Redirecting the links to an intermediate page that is blocked from search engines with a robots.txt file
Google works hard to ensure that it fully discounts links intended to manipulate search engine results, such excessive link exchanges and purchased links that pass PageRank. If you see a site that is buying or selling links that pass PageRank, let us know. We’ll use your information to improve our algorithmic detection of such links.”
The fact is, link building is link building. You can do it the organic way or buy your links and the effect, from a SEO stand point, is the same. With one proviso – it is done the right way. Buying text links is fraught with its dangers.
If you’re going to buy text links then there is one very important thing to keep in mind. It’s more important than everything else. And I don’t mean the fact that Google frowns upon it. The one thing that you must keep in mind if you are going down this road is to be discreet. Getting caught could be costly, and more costly than the price of your links.
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