Backseat, background, backburner: do all words preceded by ‘back’ imply it is less important than those at the forefront? What does that mean for “backlinks”? 

Backlinks are actually one of the most effective ways to boost website rankings and improve the overall health of its search engine optimisation (SEO). They work by increasing the website’s authority and visibility, and search engines including Google will use them as a signal of trustworthiness and relevance from both a technical and content standpoint. The process of building a good backlink catalogue can come from just spending years in the industry, ensuring you’re being talked about and using those networks that have naturally built up to lean on each other and promote each other. You could say a “YouTube shout out” is a form of a backlink in the YouTube community. 

There is, however, a shortcut. Like paying to win at a mobile game, there is the well-known practice of buying backlinks. And so, the question begs to be asked, “is buying backlinks a good idea?” 

Backlinks, or inbound links, are links from other websites that point to your content. The aim is to get a website with high authority to link back to your site as a ‘vote of confidence’. It’s like putting down a reference from the last place you worked at to show you’re a great worker who’s only flaw is that they’re just a meticulous perfectionist. 

You need more than one backlink to your page though. The more backlinks you have from reputable and authoritative sites, the more likely it is to rank well in search results. Put down three references. Four. Pull out all resources for this job (if the job was to be featured on the first page of Google and stay there.) These backlinks all add to the quality and trustworthiness of your content and it is what search engines use to determine where to put your website on search engine results pages (SERPs). So again, is buying backlinks a good idea? What happens when businesses try to speed up this reputation building by purchasing backlinks instead of earning them? 

Going back to the pay to win model again, the temptation to purchase a hoard of gems for just £9.99 is a pretty common one. There’s no shame in it, it’s designed to play on people’s dopamine seeking habits and desire for immediate results (this is a whole other conversation but bear with), and so the temptation to buy backlinks comes from a similar desire, this time for quicker SEO results. Whatever the reason for wanting quicker SEO results, it’s a natural leap to make to think of purchasing just 100 more gems to unlock the next area of the game and then you’re done. 

Accelerate the ranking process by buying high quality backlinks. It just sounds like a no-brainer.

However, this practice is fraught with risk. Many link-selling services use shady tactics or low-quality sites that could harm your site’s reputation. Google, in particular, has strict guidelines against paid link schemes. If a website is found to be buying backlinks, it could face severe penalties, including a dramatic drop in rankings or complete removal from search results.

There are pros and cons of buying backlinks, alternatives to this method, and best practices if you do decide to go down this route. By understanding the risks and exploring ethical SEO techniques, you can make an informed decision about how to approach your backlink strategy without jeopardising your website’s future.

Why Are Backlinks Important?

It boils down to the fact that if other authoritative websites are linking to your content, then the search engines will assume your content is also valuable and relevant to users. Unlike some aspects of digital marketing, backlinks are all about quality over quantity. As in, it is much more valuable to seek out a handful of these high-quality backlinks that’ll get you rated highly, rather than bulk buying a bunch of low-quality links that’ll do nothing for your website other than keep it hidden on a double-digit page. 

The Risks of Buying Backlinks

The biggest risk that comes with buying backlinks is being struck off of the SERPs entirely. It goes without saying that this is the worst thing that can happen to your SEO efforts. It literally takes the “SE” out of your “O”. 

Google’s stance on buying backlinks is clear: the search engine’s algorithms are designed to detect unnatural link-building practices, and any attempts to manipulate this process can result in penalties. Websites caught engaging in paid link schemes can face demotion in rankings or, in extreme cases, removal from search results altogether.

The Pros of Buying Backlinks

There are some pros to buying backlinks though, otherwise there wouldn’t be businesses offering the service. Here are some valid reasons for why some may still consider this approach, despite the severe consequences: 

Quick Results
Building backlinks naturally can take time. However, buying backlinks offers the opportunity to quickly acquire multiple links in a short period. For businesses looking to gain momentum quickly, this can be an attractive option.

Competitive Advantage
In industries where competition is fierce, ranking high for certain keywords is crucial. Buying backlinks may help push your site to the top more quickly, especially when you’re trying to break into highly competitive spaces.

When Done Carefully
In rare cases, buying backlinks may be effective if done ethically and with attention to quality. Some businesses work with trusted and reputable services that focus on obtaining links from high-authority sites, which can have a positive impact.

Although these reasonings and benefits are valid, the risks still outweigh the potential rewards for many businesses. It’s important to look at your businesses long-term goals to properly consider whether the long-term impact on your SEO strategy is entirely worth it before going ahead with it.

Alternatives to Buying Backlinks

Okay, okay, you’ve been thoroughly warned away from buying backlinks. What can you do to earn them organically, safely and more sustainably? 

Content Marketing
One of the most effective ways to build backlinks is by creating high-quality, shareable content. When your content provides value to users, other sites are more likely to link to it naturally. Blog posts, research studies, infographics, and how-to guides are all examples of content that can attract backlinks.

Guest Posting
Writing guest posts for reputable websites in your industry is another great way to build backlinks. By contributing valuable content, you can earn backlinks from well-established sites, boosting your authority in your niche.

Influencer Outreach
Partnering with influencers and industry leaders can help you earn high-quality backlinks. Whether through collaborations or simply sharing valuable content with their audience, influencers can help increase your visibility and attract more backlinks.

Broken Link Building
This strategy involves finding broken links on websites and offering your own content as a replacement. It’s a mutually beneficial way to earn backlinks while helping website owners fix issues on their pages.

These methods may take more time and effort than buying backlinks, but the long-term benefits are far more valuable than what can be achieved with cheap links. When you focus on creating high-quality content, engaging with industry influencers, and building relationships through guest blogging or outreach, you’re not only earning backlinks but also establishing credibility and trust within your niche. 

Organic link-building helps you develop a solid, sustainable SEO foundation that grows over time. Unlike bought backlinks, which can be risky and lead to penalties, organic links contribute to the overall authority and reputation of your website in the eyes of search engines, ultimately boosting your rankings and visibility in a more lasting way.

Best Practices if You Decide to Buy Backlinks

Still determined? 

In the effort of reducing harm to your SEO strategy, here are the best practices you can follow to be as safe and ethical as possible:

Choose Reliable Sources
Work only with reputable services that focus on acquiring backlinks from high-authority websites in your industry. Be cautious of any service promising a large number of backlinks for a low price, as this usually signals poor-quality links.

Quality Over Quantity
Focus on getting a few high-quality backlinks rather than a large number of low-quality ones. A backlink from a respected site will always be more valuable than multiple links from low-traffic or spammy websites.

Transparency and Ethical Practices
Ensure that the backlinks you buy come from ethical sources and align with Google’s guidelines. Avoid using black-hat tactics such as link farms, which can lead to severe penalties.

Is Buying Backlinks a Good Idea?

So, the time has come to answer: is buying backlinks a good idea? 

Well, it’s not straightforward. It’s an attractive shortcut for sure but it comes with the heavy baggage of significant risks that could harm your long-term SEO strategy and even get you struck off the SERPs entirely. 

A successful, long-term, sustainable and ethical SEO strategy relies on the strong foundation of organic backlink development, achieved through the consistent use of high-quality content, guest posting, influencer outreach and other white-hat tactics. It requires more love and attention and that precious commodity of time, but they ensure long-term sustainability and help you to avoid penalties. They also foster stronger relationships within your industry and position your brand as an authority.

If you do choose to buy backlinks, ensure you’re working with reputable sources and prioritise quality over quantity. However, as tempting as it may be, building backlinks naturally will always yield more reliable and lasting SEO results. Ultimately, patience and consistency are the pillars of a successful SEO strategy, and buying backlinks should not replace hard work and ethical SEO practices. By focusing on high-quality content and genuine outreach, you can achieve a healthy backlink profile that drives long-term success.