You shouldn’t be paying for links to improve your SEO results and to manipulate Google’s search algorithm. Any payments that are done should only aid with a company’s marketing and promotional mix. If the link is paid for, Google asks that you add the ‘nofollow’ attribute so that the link does not pass any of the authority (also known as link juice) from one web page to the other.
Google wants people to link to websites naturally. Natural linking allows Google’s algorithm to display search results which have been voted in by the internet community. Paid link building affects this by misleading the search engine algorithm when there are paid for votes in the form of links.
Ultimately, this is spam. And anyone who participates in it not only endorses spam, but is funding it. Long term, this leads to serious problems with the search results and Google has realised this. As a result, they have taken action with algorithm updates such as Penguin.
Google wants you to generate links by providing good strong quality content for the web community. If the web user finds the content valuable, it is likely that they will link to it by sharing or bookmarking the link, resulting in acquiring natural links which is good for your website’s SEO.
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