SEO is a complex beast – or it can be. While many websites benefit from the free, organic traffic that comes from a well-rounded search engine optimisation strategy, some decide to take things a step further. Enter the world of purchased links. Buying a link from an external website and posting it to yours is a popular, albeit controversial, practise among SEOs. But should you take the plunge and purchase a link for your website? Before you buy, there’s a few things you should know and consider. Let’s dive in and explore everything you must be aware of before buying a link.

Quick Answer to Key Question

Purchased links are a type of link building practise in which websites purchase external links as part of their SEO efforts. They can be an effective way to boost rankings, but they also come with some risk if done incorrectly.

What Are Purchased Links?

Purchased links are a form of website link exchange that involves the exchange of money or services for a web link. In this type of link exchange, one website owner pays another website owner for an agreement to have a link from their site featured on the other’s. This practise can be beneficial to both parties involved as it creates backlinks that may result in increased traffic and higher search engine rankings. However, purchased links also come with risks, which must be taken into consideration before engaging in a paid-link exchange.

On the one hand, purchasing links can provide benefits for businesses or websites looking to increase their visibility online and through search engine results pages (SERPs). These links create pathways between sites and can draw more visitors if they are placed strategically and on reputable websites. Additionally, having incoming links from highly ranked sites boosts the overall ranking of any webpage and is seen as a method of spreading brand awareness.

On the other hand, purchasing links poses certain dangers to websites who engage in this sort of activity. It is important to keep in mind that most major search engines frown upon purchased or “paid” links, as these often involve the manipulation of SERPs and disrupt the natural ranking process meant to benefit users first and foremost. Many corporations have been penalised for engaging in link buying schemes by algorithm updates designed to detect such practises. Depending on how severe the violation is, it could result in penalties such as reduced page rank score and decreased visibility in SERPs. Companies should be aware that Google alone can impose penalties worth millions of dollars for these violations.

For these reasons it is important for businesses looking to purchase links to do adequate research beforehand and take steps to ensure any payments made do not violate established rules created by major search engines. The next section will discuss some strategies buyers and sellers might use when considering a purchased link exchange arrangement that could help mitigate potential risks while still benefiting both parties involved.

Buyers and Sellers of Links

The buyer and seller of purchased links should both be aware of the risks involved. On one side, buyers may choose to purchase a link to boost website rankings in search engine result pages (SERPs), while sellers may be tempted to monetize their webpages by linking out from them.

Buyers must ensure that purchased links are from relevant websites with quality content, otherwise they risk being penalised for leveraging link manipulation methods by Google. Sellers, on the other hand, should be aware that selling links without following the necessary disclosure would incur a penalty from Google.

While link purchasing can help websites increase their visibility, it is important to understand that results cannot be guaranteed and some buyers have found that their domains were more likely subjected to manual review or suspected to be misleading. To ensure the buyer and seller are both playing on the same field, it is essential to practise ethical standards of link buying/selling as well as carefully research each other’s requirements before entering into any transaction.

It is important for buyers and sellers of purchased links to weigh the risks and rewards of this practise in order to make an informed decision as to whether they should engage in it. With this knowledge in mind, we now turn our attention to how purchased links can potentially be used to boost website rankings.

Boosting Website Rankings with Purchased Links

There is no denying that purchasing links online can increase website rankings, but the near-term benefit of improved rankings rarely outweighs the long-term repercussions. In general, increasing page rank through the purchase of external links is not an effective or sustainable strategy for long-term success.

With that said, there are certain circumstances in which boosting website rankings with purchased links can be beneficial. For instance, a company might need to quickly rise within search engine rankings in order to compete in a highly competitive market or for time-sensitive promotion. Additionally, smaller businesses may lack the time, resources and patience to build up search engine authority organically – as creating quality content often takes longer than buying external links.

On one hand, some marketers argue that any progress is good progress and that purchasing links is an acceptable way to boost website ranking quickly and easily. On the other hand, including too many backlinks on a website can create spammy metrics which could result in penalization by search engines. Ultimately, it is up to the discretion of marketers to decide what approach will meet their specific requirements without compromising their quality and reputation.

Understanding the advantages and disadvantages of purchased links is essential in determining whether this type of SEO approach can be beneficial. The following section will discuss these pros and cons in more detail so as to better inform website owners of the implications associated with using third party links for building authority within search engine results pages.

Advantages and Disadvantages of Purchased Links

When it comes to link building, purchased links offer a seemingly easy way to increase website visibility and boost SEO ranking. However, there are many advantages and drawbacks to consider before investing in this strategy.

One of the main advantages of purchasing a backlink is that it allows for the creation of high-quality inbound links with relevant anchor text. Since search engines use backlinks as an indicator of trustworthiness and relevance, primarily relying on the quality of these incoming links, this type of strategy can be effective in driving up a website’s rankings. Additionally, unlike other methods of link building, purchased backlinks are far easier to obtain and often require less time investment.

On the other hand, purchased links come with certain risks that must be taken into consideration. Search engine algorithms change regularly and what may work today may not work tomorrow – if something becomes suspiciously ‘too good to be true’ then it will raise red flags for search engines like Google and can ultimately lead to being penalised or outright banned from their index. Moreover, there is no guarantee that the link will stick around forever. It is important to know who you are buying from – if they sell low-quality or irrelevant information that is easily recognised by algorithms, it may lead to more harm than good in the long run.

Finally, paid links typically yield shorter term success than organic or self-promotion strategies since users cannot erase their footprints, which can cause long-term damage for search engine optimisation and other web marketing processes.

In conclusion, purchasing backlinks carries both inherent benefits and considerable risks that one should weigh when formulating a link building strategy. Understanding these pros and cons can help ensure successful outcomes with minimal negative consequences. With that being said, let’s delve into the best practises for purchasing backlinks appropriately.

Best Practises for Purchased Links

Before making the decision to purchase links, it is important to understand the best practises that should be followed when buying them. Purchased links can help website owners get more traffic to their website and improve search engine rankings, however there are potential risks that should be considered before doing so.

On one hand, Buying Links can be beneficial if they are done strategically. Be sure to buy links only from reputable and relevant websites, as to avoid any Google penalties. When choosing your link sources, always make sure that the anchor text used for the link naturally fits into the flow of the content that it is placed in. Additionally, try to diversify the types of links you purchase – both DoFollow and NoFollow links are necessary for a successful link building strategy. This type of diversity helps prevent potential penalties from search engines.

On the other hand, purchased links may pose a number of risks for website owners. One possible risk is that some websites may try to take advantage of you by charging too much for link placement or providing poor quality content. To help mitigate this risk, be sure to research any potential sources before buying links from them and be cautious of websites who have low page rank or display spammy tactics such as keyword stuffing or outdated advice. Also, consider making ethical purchases by only working with sites that offer editorial review before allowing your link on their site.

Ultimately, purchased links can provide great value if used properly and ethically; however, taking into account these best practises can help ensure success when buying them. The next section will go over alternatives to purchased links and discuss some additional strategies for improving website visibility.

Most Important Points to Remember

Purchasing links can be beneficial for website owners if done strategically. Be sure to diversify the types of links you purchase and only buy them from reputable and relevant sites. Research potential sources before buying, be cautious of sites with low page rank or spammy tactics, and consider making ethical purchases through sites that offer editorial review. Alternatives to purchased links and additional strategies for improving website visibility will also be discussed.

Alternatives to Purchased Links

Purchasing links can be an effective way to increase traffic and rank higher in search engine results pages. However, it is important to note that buying links can be seen as manipulative by search engines, which may result in penalties or de-indexing a site. As such, it is important to explore other alternatives before investing in purchased links.

A natural link building strategy is the most recommended route for SEO success. This means creating content that other people will have a reason to link to. Relevant and interesting content that appeals to both visitors and search engine algorithms, like blog posts, videos, and infographics, are great ways of naturally building links. Other tactics include guest blogging on reputable websites in exchange for quality links (not reciprocal linking), participating in conversations on forums or social media, submitting press releases and user generated content to reach out for more links.

It’s also imperative for website owners and marketers to invest time in outreach and relationship-building with bloggers, journalists and influencers. Implementing strong internal linking structures and optimising anchor text within your own website can also help boost authority. Ultimately, try and create relationships organically with prospects which build trust that helps create long-term partnerships where organic backlinks happen naturally over time.

That said, while there are powerful copywriting techniques and best practises involved when going the natural route, it takes more time compared to direct link buying methods – making some website owners turn towards purchased link services for quicker results. Both approaches should be weighed against their potential costs and rewards before considering spending any money or resources towards one or the other.

Next up in this professional article is a section discussing search engine optimisation techniques: how site owners can use tools available online to achieve a higher ranking on search engine results pages.

Search Engine Optimisation Techniques

Search Engine Optimisation (SEO) is a set of strategies used to rank higher in search engine results pages (SERPs). SEO techniques can range from on-page optimisations such as keyword research, content optimisation and image optimisation to off-page activities such as link building and link purchasing. Link purchasing has become increasingly popular for those looking for a shortcut to the top of SERPs.

The practise of purchasing links, however, has become highly controversial and debated among the SEO community. Many industry professionals argue that buying links violates Google’s guidelines and is bad for users. Others argue that link buying is just part of doing business on the web, and that there are ways to buy links responsibly and within Google’s tolerance level.

From an SEO perspective, it can be helpful to understand the implications of both sides. On one hand, it may seem like a good idea to purchase links in order to quickly build your ranking in search engines. However, there are also potential risks associated with buying links, which could include reducing organic visibility or receiving a penalty from Google.

To make sure you’re not risking penalties or hurting your website’s reputation, it’s important to consider each side of the debate before taking any action. Doing so will ensure you’re able to make an informed decision about using purchased links in your own SEO strategy.

As we cover the other aspects of linking and link purchasing more in depth in this article, it’s important to keep this debate in mind when making decisions about using purchased links when optimising for search engines. With these factors in consideration, let’s move on to our conclusion section.


The debate between the pros and cons of purchasing links for SEO purposes is far from settled. Opinions vary and both sides of the argument have valid points. Those who are in favour point to the potential for added visibility, increased traffic, and improved search engine rankings that can come with buying links. On the other hand, those against it echo Google’s stance on purchasing links, citing potential penalties or even blacklisting as consequences.

When considering a link-buying strategy, it’s important to note that Google has become more sophisticated in recognising and penalising websites that buy links. Despite this fact, some SEOs still purchase links but they hedge their bets by avoiding obvious patterns of link buying or not linking up with sites known to be involved in nefarious activities. Additionally, they monitor their campaigns closely and often rotate content, which helps them stay one step ahead of the competition.

Ultimately, link buying comes down to a business decision. Those owning or managing websites must weigh their options carefully; if caught buying links by Google, not only could sales suffer but trust with customers could also take a hit. With this in mind, it’s important to prioritise safety first when considering a link-buying strategy.

Responses to Common Questions

Is it safe to purchase links for my website?

The short answer to this question is: it depends. Purchasing links can be a great way to increase traffic to your website, but you need to be careful and ensure that the links you buy are from reputable websites. It’s important that the links come from websites that are respected in your niche and that have content relevant to what you offer on your website. This will ensure that any visitors coming from those links will actually be interested in your site, rather than just dropping by for a quick visit. Additionally, not all websites allow their pages to be linked to; some block requests altogether or require approval before allowing any external links on their sites. That’s why it’s important to do your research and make sure you’re buying from reputable sources. Ultimately, purchasing links can be safe if done correctly and with caution.

What are the advantages/disadvantages of buying links?

The advantages of buying links are that they can provide a quick boost in visibility and rankings for your website. You can target specific audiences with the link you buy, potentially increasing qualified traffic to your site. Additionally, if you select a reliable link provider, the quality of links you receive could be high, improving the credibility of your site in the eyes of search engines.

On the downside, purchased links can be expensive and time consuming to acquire. If handled incorrectly or not properly vetted, buying links can backfire and result in penalties imposed by search engines. Also, purchasing links carries an inherent risk as there is no guarantee that they will help improve your search engine rankings over time. Furthermore, it’s important to note that search engines may penalise websites for violating their terms of service or spamming guidelines by engaging in such activities.

How can I tell a reliable link seller from an unscrupulous one?

The best way to tell a reliable link seller from an unscrupulous one is to do a thorough background check on the seller. Check their reputation in relation to any previous sales, look into customer reviews and testimonials, and see if they are affiliated with any legitimate online services or networks. Also, be sure to read the seller’s Terms of Service carefully before making a purchase, as some sellers may require payment in advance or limit refunds on certain items. Additionally, it is important to ask questions directly to the seller to ensure that they honestly provide answers about their services and policies. Doing adequate research into any potential link seller can help make certain that you are getting a quality product at an honest price.

Last Updated on March 21, 2023

Matt Jackson

E-commerce SEO expert, with over 10 years of full-time experience analyzing and fixing online shopping websites. Hands-on experience with Shopify, WordPress, Opencart, Magento, and other CMS.
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