Link Buying: The Unadulterated Truth

There's no denying that the number of inbound links is one of the most critical elements to optimizing a site to rank well in search. The methods employed in obtaining those links, however, is a platform for both ethical and practical debate. With all factors considered, is buying links a good idea?

Matt Cutts, he would probably be inclined to disagree. Of course, as a Googler, he's supposed to take that stance. I wouldn't expect Matt to have any position other than one of opposition toward the practice of link buying. Ethically, one could probably make the case that buying links could be a reprehensible tactic. Basically, you're buying an endorsement from someone who may not have been willing to do so until cash was involved. Where's the value in that kind of linkage? Practically, however, it's hard to argue against link buying totally. The fact of the matter is that links are vital to rankings, period. How can you discredit someone for buying links if they are willing to shell out the cash, especially when those links could be the difference between the supplemental index or a top ten ranking in the SERPs? The truth, however, is that taking a definitive stance on link buying is easier said than done. There are so many factors to consider than one could spend months on end debating the point with someone of an opposing mindset. Eric Ward has a great discourse on the truth about link buying, and I think this discussion would be fruitless without sharing some of these pearls. Here are some