By: Kim Voon

I’ve been advised to buy links to “help my SEO”, should I?

Simple answer, no.

Don’t be duped by people claiming to get you thousands of links to improve your search engine ranking. Google is now quite adept at telling which links are relevant to a specific topic or not, and paid bulk links will generally be a waste of money, make your site look spammy, and will negatively impact the overall success of your online marketing efforts.

However, there is one exception we make here at Insight. There are some instances where you’re purchasing editorial or guest blogging space on online magazines, blogs and newspapers. You’re not buying the space for a “link” (hopefully) but you get it as part of the package. You could be seen as buying a link. What should you do?

Our golden rule is that if you’d want to be in that paper, magazine or blog regardless of whether Google existed or not, then you’re probably ok.

There are three reasons for this:

  1. Promotion like this is still subject to editorial standards and you’re providing value to your target market. It’s likely that you’ll put a significant amount of effort into the content since these spaces tend to be expensive! This makes it difficult to do in bulk without a LOT of budget and time. (Google looks for sudden changes in link numbers as one indicator of manipulation) So your chances of getting pinged are low.
  2. Regardless of the link, you would still want the editorial for all the benefits it would give you by exposing your business to your target market. So forget Google. You’re doing real company shi…stuff.
  3. If you’re concerned, you can “nofollow” the link from the editorial to your own website. This tells search engines that you’ve discounted the link and it shouldn’t contribute to your search engine rankings.


About Kim Voon

Kim is the founder of Insight Online. He is passionate about building his business and loves helping others do the same. Out of work he enjoys travel, tramping and is a keen bookworm. Follow him on Twitter or reach out on LinkedIn.

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