Buy Backlink At Your own risk in 2024
It’s no secret that backlinks work. Numerous studies show a strong correlation between Domain Authority (DA) or Domain Rating (DR), organic traffic, and rankings with the number of referring domains a site has.
In fact, we’ve even demonstrated significant spikes in organic traffic directly from link acquisition through our digital PR and SEO analysis.
So, it might seem tempting to simply buy backlinks to achieve quick results. But hold on—before you start spending, it’s important to understand the risks involved.
The problem with buying backlinks is that it has become a marketplace filled with shady dealers who take advantage of those with limited SEO knowledge. This guide will help you understand the risks, avoid common pitfalls, and compare the costs of buying links vs. generating them organically.
Why Do People Buy Backlinks?
Before diving into the reasons why people buy backlinks, let’s first discuss why so many sites exist to sell them.
In SEO, a recurring cycle exists: as soon as a link-building tactic is overused or abused, Google updates its algorithm to level the playing field. As a result, the value of high-quality backlinks continues to rise. Simultaneously, websites are bombarded with outreach requests asking for links—often through poorly crafted pitches (more on that below).
Realizing the demand, some sites have turned selling backlinks into a business. However, as we’ll explore, Google’s recent Helpful Content Update penalizes sites that primarily exist for selling links.
After speaking with clients and scouring online communities, I’ve identified four key reasons why people are tempted to buy backlinks.
1. It’s Quicker Than Building Links Naturally
For many—especially newer sites—buying backlinks is perceived as a faster, easier way to improve rankings. This is perhaps the most common reason.
However, I don’t entirely agree. Even brand-new sites can build and pitch content just as effectively as established ones. It is challenging, however, to build links to specific product or service pages, which is why many opt to buy backlinks. (This can also be a clear sign a site is selling links.)
Later, I’ll share strategies on how to pass link value from high-quality content pages to your more important product or service pages.
2. It’s Hard to Build Links in Certain Niches
Some businesses operate in “boring” or niche industries, making it harder to attract natural links.
I understand the frustration—I’ve given entire presentations on the topic and successfully built content in tricky industries. However, if your competitors are succeeding, you can too. It just takes a different approach, which I’ll cover later.
3. Pressure to Meet Link Quotas
Agencies, consultants, and in-house SEO teams are often pressured to meet specific link quotas each month, quarter, or year. These quotas usually come from stakeholders or clients who may not fully understand SEO.
If you’re part of a junior team or working with freelancers, this pressure can push you toward buying links to hit numbers. But as I’ll explain, you might not need as many links as you think.
4. Competitors Are Doing It
Many SEOs feel pressured to buy backlinks simply because they believe their competitors are doing the same. A recent study by Editorial.link revealed that 92% of SEOs think their competitors are buying links.
While it can be tempting to jump on the bandwagon, I caution against it. Even if your competitors are buying links, it doesn’t mean you should. In fact, if you’re in second place, buying links might only help you maintain that position. Instead, focus on doing bigger and better things to outrank them organically.
The Risks of Buying Backlinks
Buying backlinks can be risky. If caught, Google may devalue those links—or worse, penalize your site. Google’s algorithms are designed to prevent manipulation, and they’ve rolled out major updates (such as Penguin, Panda, and the Helpful Content Update) to target exactly this type of behaviour.
Google’s Spam Policies explicitly state that buying or selling links for ranking purposes is against their guidelines. This includes exchanging money for links or posts containing links.
So, what are the risks?
- Loss of Money: If Google devalues purchased links, the money spent on those links is wasted, and any traffic gains from those links disappear.
- Penalties: In extreme cases, your site could be penalized, leading to a significant drop in rankings and traffic.
How Does Google Detect Paid Links?
Google uses several methods to detect paid links. One notable tool is SpamBrain, an AI-based system that identifies link spam. Both the websites selling links and those buying them are at risk of being caught.
In most cases, Google will simply ignore the value of paid links, meaning they won’t help your rankings. However, if you’re caught engaging in link schemes on a large scale, your entire site could be penalised.
Warning Signs of Sites Selling Links
There are several signs that Google (and you) can use to identify sites that sell links:
1. Publicly Listing Prices
Some sites openly list their prices for guest posts or link placements. This is a clear signal that the site is engaged in selling links and should be avoided.
2. Inclusion in Spam Databases
If a site is included in databases or lists of places to buy links, there’s a good chance Google has already flagged it. These links can easily be devalued in bulk by the search engine.
3. Traffic Dips
While harder to spot without SEO tools, sudden traffic dips can indicate that a site has been penalised for selling or buying links.
The Bottom Line: Should You Buy Backlinks?
While buying backlinks might seem like a quick way to boost rankings, the risks often outweigh the rewards. Google is constantly evolving to crack down on link manipulation, and getting caught can lead to wasted money or even penalties.
Instead, focus on building high-quality content and earning backlinks naturally. Not only is this approach safer, but it’s also more sustainable in the long run.