Is buying backinks a good idea?
There are many companies and individuals out there who frequently reach out by email and other means to offer things such as
backlink services, which is essentially them wanting to sell you links which will point to your website.
Why do they do this, and should you consider buying backlinks from them?
In theory the more links that point to your website, the more credible your website will appear to Google. After all, why else would someone else take the effort to add a link from their website to yours unless they felt that a visit to your website would be of value to visitors of their own website?
The reality is that websites will acquire
backlinks naturally over time, and that is usually if the content on that website well written and covers subject matter of interest, and is therefore worth linking to.
Backlink acquisition can require plenty of patience!
But because that means a bit of patience is required, speeding the process up has presented business opportunities for some organisations who want to sell you quantities of links to your website. However, Google, Bing and other search engines have become wise to these
tactics to the point where they can penalise websites who acquire backlinks in this way (see links at the end of this article for more details on Google and Bing's websites)
Very often links
purchased in this way are of low quality, but what is quality in terms of a backlink?
Think of it like this...
What is Domain authority?
You might have heard the terms
Domain Authority (DA) and
Domain Rating (DR) used when referring to the strength of a website on a scale of 1 to 100 in terms of the quality of its backlink profile, and how well that website will perform in search engine results.
Strictly speaking there are differences between
Domain Authority (DA) and
Domain Rating (DR) which are explained in detail via the links at the end of this article, but the scope of this piece is about the selling of backlinks to boost domain authority.
Why is this important?
Some websites carry more weight or authority than others. For example bbc.co.uk has higher
domain authority than the website for our local newspaper.
That’s not because our local newspaper, The Spalding Voice is any less trustworthy, but the BBC is a much larger and longer established organisation, carries more major news stories and features than a local newspaper typically does, and is visited by millions of people.
So if your website (or a specific page on your website) has a page which is linked to from a well established reputable website such as bbc.co.uk, Google will consider it a high quality link, and that will suggest that your website may be of some interest to other users.
As a result it may get some improvement in it’s own domain authority.
So should you trust people who want to sell backlinks?
Be cautious! These emails are common, but very rarely are they sent from an email address for the company they say they're from. Even though they may list domains with high domain authority (or DA) that isn't proof that the sender of the email has anything at all to do with those domains.
So treat them with caution, and understand that it is preferable for your website to gain backlinks on its own accord.
Useful links for further reading
- Google: Link Spam
- Bing: Link Building
- Moz: Domain Authority
- Semrush: Authority Scores
- Demandsage: Domain Rating vs Domain Authority
- AHrefs: Domain Rating
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About Daron Harvey: I'm the founder of Targa Web Solutions, specialising in website management, testing, auditing, troubleshooting & consultancy. I'm now in my 27th year of professional website production, testing and eCommerce best practices, including management of large multi-lingual multi $Billion global websites. No AI was needed or used to write the content on this page!