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06.01.10 Buying Links Can Be Risky  By
Aaron Wall Yesterday someone emailed me this quote ... "People that pay for things never complain. It's the guy you give something to that you can't please." ~Will Rogers and I think it is true on so many levels. If you want real feedback from someone ask them to put their money where their mouth is. Few will, and so most free feedback is garbage. But when you pay for something you are giving a much stronger/cleaner signal, which is easy to trust & value. What a lot of SEO professionals don't realize is that when they rent text links many of them are paying for their own demise. If you go through a central link broker that operates at scale you are telling them: • what areas your business is focused on
• what keywords are important to you • what links you are buying • how much you think you will make from the marketing That is fine if you are a huge company with tons of other quality signals which can't be replicated. But if you are a smaller company, what happens when that link broker is also a web publisher? Hmm... xyz is spending $5,000 a month with us to promote that site...well they must be making some good money off it - lets clone it. ;) The equivalent to trusting most your link buying to a single link broker would be doing a public export of all your bids and conversion data for PPC. You wouldn't stay profitable very long with that strategy, and if you share your link purchase data with some of the shadier (and more well known) link brokers you can expect the same result. A friend of mine recently mentioned buying some links and then seeing a number of sites pop up which seemed suspiciously associated with people who work behind the scenes at their link broker. Oooops! Buying links from a central network is not only risky from a Google risk management perspective, but also from a "thanks for the data, fool" perspective. Comments About the Author: Aaron Wall is the author of SEO Book, a dynamic website offering marketing tips and coverage of the search space, free SEO videos, and free SEO tools. He is a regular conference speaker, partner in Clientside SEM, and publishes dozens of independent websites. |
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