First, let me preface this post by saying there is nothing wrong with buying paid links, regardless of what Google says or what you think Google says. Paid links are called advertising. “Free” links, which are never actually free, are called public relations. This has been going on since someone in ancient Egypt first wrote a sandwich board reading “The End is near” and someone else asked, “How much to add ‘Reserve your burial plots today!’”
However, Google does not appreciate links sold strictly to boost PageRank, specifically targeting its ranking algorithm. This is understandable.
So what is a website owner, intent on promoting his website and his services, to do? Go for the best links possible, whether they are paid or free, sticking within budget. If most of your links are paid, that sends quite a red flag that maybe there is nothing on your website of enough value to actually earn links. In fact, that in itself is a pretty good case for Google to demote your website in its rankings.
On the other hand, if there is a website that could be sending you some targeted traffic, that can show high relevance and offers good link juice, why not pay for the link? Google will not penalize you for having bought a link or two; Google will penalize you for trying to purchase a re-arrangement of its listings.Written by David Leonhardt
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