Posted 06/24/2012 in Articles by Caitlin
A topic sure to set off a lively debate at any marketing meeting: Is Buying Back Links a Viable Strategy? Google is on the record that "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". But it is widely practiced among most successful marketers and almost universally among Fortune 1000 companies and top Internet brands. The reason is simple: Even if you have a successful brand and a huge number of naturally-occuring links, these links are usually not structured in a way that is optimal for your ranking. To win in the hyper-competitive SEO marketplace, you have to do something extra, and the fastest and easiest way to accumulate a large number of links that will actually help your Google ranking is to write a check to a link broker, who will in turn pay publishers to link to you. Considering that all internet advertising works this way, it's hardly surprising that companies with big marketing budgets also buy links that pass PageRank. Google's policy notwithstanding, it's not unethical - it's just a different type of advertising after all. But maintaining a position in Google's organic search listing does depend on Google's algorithm and Google's editorial review. So how do companies buy links and maintain top Google listings?