This is a guest post written by David Brown.
What do nearly all high ranking websites have in common? As a search engine marketing consultant, I am confronted with the task of evaluating the inbound links of thousands of websites each month. In doing so, I have come to the realization that top ranking websites continue to pay for links despite Google’s public disapproval. Google’s minimalistic efforts to combat paid link building force ethical search engine marketing companies to buy links in order to compete. If done poorly, paid linkers run the risk of having short-lived benefits and potentially harmful consequences. The following tips will help you identify paid links that have positive and long-lasting results on search engine optimization efforts.
If a website requiring payment for a link is less of a directory, and more of an informational resource, Google is unlikely to detect and/or punish website owners for purchasing links from them. Furthermore, it is important that the sale of links be done discretely. A website that does not include a rate sheet for purchasing links is very unlikely to be detected by Google. It takes too much time for Google’s quality control team to pose as website owners and obtain incriminating information. Lastly, I advise against paying for links in directories that offer to submit your link to other directories. These services are Google’s primary targets.
Say I want to be number one for the phrase, “Portland Search Engine Marketing.” I would type this phrase into Google and begin looking for websites that I can get links from. One of the top results is a .org website for a Portland search engine marketing association. If I become a corporate sponsor I can get a link to my blog placed on the right side navigation of this relevant, nonprofit website. It is highly unlikely that Google will ever combat this form of paid linking because membership in a professional organization is a sign of credibility and you are paying for membership rather than a link.
Scrolling down to the bottom of the search results for, “Portland Search Engine Marketing,” I noticed the freelance designer directory. This directory is pretty blatant about selling links, yet Google does nothing about it. Some indicators that this is one of the safer directories are that a free, nonreciprocal option is available, there is an abundance of relevant text, it ranks on the first page for competitive key phrases and Google approved them for AdSense. Getting credit from this site may be short-lived because they are breaking Google’s rules by charging for links and not using the “nofollow” element. However, it is unlikely that websites with links from this directory will get punished because Google will also be punishing those who opted for a free listing.
Since implementing efforts to combat paid linking, Google has done a lousy job of making paid links obsolete. At the current rate, Google will be able to detect intelligent link buying in approximately… never. I consider myself to be an ethical search engine marketing consultant because Google’s unenforceable rules are less important than my ethical obligation to generate leads for my clients. Whether or not their opinions are publicly stated, I can say with confidence that nearly all reputable search marketing companies take part in paid link building. If you don’t believe me, analyze their inbound links.
David Brown is a search engine marketing consultant with Westhill Media.
17 comments from readers
1 Karen Zara Jul 4, 2008 at 2:32 pm
David, this is one of the best articles I’ve ever read on the subject, because it’s clear, concise and realistic.
The whole paid link issue is so confusing that you rarely see anyone using some common sense when writing about it.
2 Hendry Lee Jul 4, 2008 at 3:27 pm
I agree with Karen. The whole issue is hard to nail down completely unless we know precisely the algorithm behind it.
However, your post gives an additional insights I never have thought before. Thanks for sharing.
3 Tom - StandOutBlogger.com Jul 5, 2008 at 1:53 am
What an interesting read. I never thought of searching for the term you want to be ranked, because I always expected them to be competitors and not interested in link sales.
4 Corporate Website Design Jul 5, 2008 at 2:58 am
A very interesting and thought raking article on paid link issue. Surely it has made things alot more clear.
5 Jason Grimshaw Jul 6, 2008 at 7:22 am
I agree, good points.
6 Hussein Jul 6, 2008 at 9:48 am
For me, paid links are evil. But if you will be smart in placing paid links in your site it will be an angel. Don’t make links looks like a paid link. Make it looks like a normal link.
7 Micro Niches Jul 6, 2008 at 2:18 pm
Paid links aren’t evil, if you buy them in moderation. However, it is not fair if a site leapfrogs you just because they have more money to buy links than you.
8 Dejan Cancarevic Jul 7, 2008 at 5:05 am
heh i totally agree
9 Yossarian Jul 8, 2008 at 3:13 pm
The problem I have found is that the larger companies get away with it due to more experience and budget, but smaller companies / website owners are the ones that are getting penalised the most.
I am not saying Google should be letting all the small people off but I think it would be google to actively go for the large companies or SEO agencies with dedicated teams that are clearly using paid linking. Taking out a few high profile sites that exploit the rules will have more of an impact than small businesses buying/selling links due to bad SEO advice.
10 Vandelay Design Jul 8, 2008 at 6:53 pm
Yossarian,
You’re right. There doesn’t seem to be an even playing field.
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12 Ruslan Jul 17, 2008 at 12:41 pm
So new and interesting, thank
13 Web Designer Jul 24, 2008 at 6:29 am
A nice insight there David.
14 SEM Pro Jul 24, 2008 at 6:40 am
Good one David!
These tips you give are the ones I use to consult for big/small companies. However, it will be sheer hypocrisy to deny the fact that this is what is happening worldwide.
Google have their rules and I have mine. It’s that simple. My ethics works with relevance and content. Bad SEO is trying to gain advantage where there is little or no relevance and that with poor content, which would be grossly unfair.
I buy links for SEO (and will continue to buy) just as I buy links for PPC. It’s the same principle. What is good for the goose should be as good for the gander!
While David has open accepted what top SEOs do everywhere, I wonder how many will acknowledge these facts of unspoken ETHICAL act.
15 SEM Pro Jul 24, 2008 at 7:12 am
Oops! My apologies for the slight gram. errors & typos, I wrote in a rush. Thanks for generous forgiveness
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17 Link Building Oct 6, 2008 at 8:39 am
This is a wonderful guest blog ever. I agree that better do manual SEO than sufffer PR drops on your website. This will also hurt your client’s Page Rank.