By analyzing the quantity and quality of external links to your website, Google determines whether your site is an authority on its subject matter, and thus worthy of a higher ranking in the search engine ranking
pages (or SERPs).
To gauge the link popularity of a web page, Google assigns it what they call a PageRank. The more relevant inbound links (or backlinks) you have, the higher your PageRank. The higher your PageRank, the more likely you are to achieve better rankings in the Google’s SERPs.
As a search engine optimizer looking to rank higher in the major search engines, one of your top priorities should be to focus on building backlinks.
One way to do this is by writing great content (or “link bait” as it’s known in the SEO industry) that your visitors will want to link back to on their own websites. While this is an effective SEO strategy, it can be difficult to expand your site’s readership if you’re not yet indexed in Google. And who is going to link back to your site if no one is getting there in the first place?
A properly executed link buying campaign can remedy this problem and help to give you a boost in the SERPs. There are a couple of places you can look to when you’re doing your link buying.
Buying Links From Link Brokers
Link brokers gather large networks of publishers and sort them by category, PageRank, traffic, price, and other criteria. Through a link broker, you can find publishers with websites themed similar to yours and place your link on their sites for a price.
Text-Link-Ads is one link broker with a large network of publishers across many different categories. If you buy links from Text Link Ads now, you can get $100 worth of free text links by entering the following promotional code upon ordering: STARTER KIT.
This free money will help you experiment with your link buying and see which link ads produce the best results. Buying Links Directly From Webmasters
Another way of buying links is directly from webmasters themselves. Since many website readers today have become ad blind to banners and image advertisements, many websites now offer advertisers text link spots, which tend to convert fairly well.
But remember, the SEO purpose of buying links is not to obtain click-thrus but to build quality, relevant, inbound links to your website so that you can rank in the search engines.
You should know, though, that some people have argued that Google does not count links that they perceive to have been purchased. This is currently a hot topic with a couple different perspectives:
Controversy Over Link Buying
Google does not disclose its algorithm, so it’s difficult to know for sure how they handle certain matters. Because of concerns that Google does not consider paid links with as much weight as natural links, some webmasters now avoid placing paid links under headers that say Sponsored Links or Advertisements.
The idea that Google does not want webmasters to “buy their way” into the SERPs is reasonable, but the Google does not penalize websites for buying links. Link buying has been a common practice since the inception of the Internet.
To be sure your links will be considered by Google as normal links, it’s important NOT to buy a ton of links at the same time. It is generally sound practice to buy a couple of links each month, so as to build a following for your website gradually and naturally.
If all goes well, after you’ve built a campaign of several authoritative, relevant links (this should happen over the span of a few months) you’ll notice more traffic being directed to your site from the search engines. You will see that generally, if you can get your website to rank well in Google, it will rank well in the other major search engines.