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PubCon: Treading Lightly On Link Buying

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The dominant search engine, Google, doesn’t have a problem with nofollowed paid links, but few webmasters want to pay for something that brings minimal value to their sites.

PubCon: Treading Lightly On Link Buying
PubCon: Treading Lightly On Link Buying

WebProNews is at PubCon 2007 in Las Vegas, bringing you the latest in web marketing.

John Lessnau noted several points about purchasing links during the Link Buying session. Webmasters do it for various reasons, but the main idea is to improve one’s search engine ranking and traffic.

Using paid links to do so has become much more difficult through 2007, as Google and other search engines frown upon the practice. Google has been notably cracking down on sites that buy links, but do not provide a useful experience for the visitor.

Lessnau cited reasons why sites buy links in content. They are naturally relevant, and help search engines understand what a site is about.

(The increasingly strident stance Google has taken this year says they understand sites just fine without paid links, so keep that in mind too. – David)

Aaron Wall detailed some alternatives to link buying. Content syndication on other sites builds authority, sends traffic, and helps PageRank flow. Webmasters can buy competing websites in their niche as another option.

But the effort that will help keep a site from the dreaded PR 0 reduction comes from encouraging organic links. There is no shortcut to doing this. A regular editorial voice, community participation, and a quality site design can lead to picking up good links.

And of course, there is also Wall’s recommendation to buy AdWords ads for linkbait articles, which means buying a basket of related keywords.

There are ways to buy links, according to Rand Fishkin, that he thinks search engines can’t catch. Direct one-to-one purchases, and business relationships where links are a secondary part of the services, have worked for him.

Anyone buying links should heed Jim Boykin, who told attendees to stay under the radar and "don’t piss off Google."

WebProNews managing editor Mike McDonald contributed to this report.

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PubCon: Treading Lightly On Link Buying
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  • http://www.weboptimist.com Richard V. Burckhardt

    “And of course, there is also Wall’s recommendation to buy AdWords ads for linkbait articles, which means buying a basket of related keywords.”

    Well, that’s what Google wants us to do, isn’t it? Pretty transparent to me.