As anyone in the SEO world knows, buying links is frowned upon on the basis that these links have not been ‘earned’ and therefore Google will ignore them.
Does Google Penalise Sites That Buy Links?
Some say that Google even go so far as to penalise those selling the links and those who get them, but I very much doubt that the latter is the case (as it would enable people to get other sites into ‘trouble’ and I just don’t believe that Google would get into this sort of thing, the lawsuits in the USA would be marvellous..).
So, what is the true story here. I must admit to not knowing, as if the stories are true then these links would be worthless, at least ‘linking’ wise, i.e. they would not assist in obtaining that first page ranking on Google that all strive for.
Traffic or Link Juice
But there is another issue here, that of Traffic. After all, that is what people want, relevant high quality traffic to their site, that is why they want that first page place for their keywords. So perhaps then these sites are not selling ‘link juice’ but traffic. That makes more sense and to my mind, makes buying the link worthwhile, whether or not it helps with rankings.
This is the strategy that we follow in our premium link building service, so YES, we do buy links, but only on the priviso that they may help with traffic, just in case they don’t give any linking power.
As for the so called penalties, well, as I menioned above, I just don’t believe that Google for one will downrate a site because it buys links. Sure it might knock down the site that provides them (hence the need to check on a sites rankings and traffic before buying a link) but that is all.