Are paid links a safe SEO strategy?
As you may already know link popularity is one of the most significant factors for a site to rank high on search engines and refers to the number and quality of the incoming links that are pointing to your site.
Building link popularity is not an easy task, though. Thatâ€™s because you have to build natural links from relevant sites to yours rather than creating artificially ones. And that makes a difference for Google and other search engines because they see sites which share the same focus as yours to consider your site important enough to link to. This can really boost your ranking.
After telling all that maybe itâ€™s easier to understand why paid links is no longer a valid SEO tactic. Letâ€™s see what Google Quality Guidelines says in relation to that:
Buying or selling links that pass PageRank is in violation of Googleâ€™s webmaster guidelines and can negatively impact a siteâ€™s ranking in search results.
This statement should be seriously taken into account when you have a marketer running a link building campaign for your site. Because many of them are not willing to spend the time needed for this activity and are hurry to acquire some easy links from paid directories, which can be very risky for your business. Google might penalize your site and this can cost you a lot in terms of traffic. So it is better for you to keep up with engines desires and try to build those natural links even if it takes harsh work. It will definitely reward you for long-term.
However, you can still use paid text links but only when done for advertising purposes, as for example in the case of an Adwords campaign to promote your brand or a new product. And thatâ€™s ok with engines rules.
Now in order for your site to gain those natural links a high rich content is of utmost importance. If you have a valuable content, then it is very possible for other authoritative sites to wish to add your link on their pages. So work on providing a useful content which will be of great value for your target sites visitors. This will give a good reason to website owners to add your link. This is by far the best practice to assist you site with search engine rankings.