Should You Buy Text Links?

If you're new to SEO, then you're probably asking yourself that question right now. You've probably heard that text link advertising can be very effective, but you've probably also heard that Google doesn't like, or want people to buy text links. Each webmaster interested in moving up in search engine result pages (SERPs) will have to answer this question for themselves. But to answer the question, you really need to know a little bit more about what they are.

What Are Text Link Ads?
Text link ads are simple hyperlinks placed on one web page that points to another. The reason why they are so important is because one of the biggest factors in Google's algorithm to index URLs in a SERP is PageRank. PageRank is how Google quantifies a websites quantity and quality of links on other pages that point to their own (i.e. backlinks). When one website points to another, it counts as a 'vote' in that target site's PageRank. The more popular (higher PageRank) a site is, the more weight the vote carries. Thus, a text ad on a very popular site can help the SERPs of a new site tremendously.

Why Google doesn't Like Them
It's no secret that Google doesn't like text link ads. The reason is because usually, they will hurt the quality of the search results they provide. Most webmasters will publish a link to just about anything for a few bucks, and therein lies the problem. If the site they are linking to is not relevant (very related), and is not high quality, then by placing the link ad, they are adding a popularity vote to that site, and ultimately moving a lower quality site up in the SERP.

What are the Rewards?
When used properly, text link ads can make a huge impact on a website's organic traffic. When you them on high quality, very relevant sites with strong PR, your website can soar to the top of a SERP. And as everyone knows, the closer to the top of a SERP you are, the more times searchers will click on your url in that results page.

What are the Risks?
For webmaster publishing text link ads to unrelated, low quality websites can be extreme. Some sites that sell links to low quality or unrelated sites have been banned, or lowered dramatically in the search results.

However, buyers of links face far lesser risk. In most cases, the worst case scenario is that if they purchase a link on a completely unrelated site, the ad they buy can be rendered ineffective.

Ultimately, the decision will rest with the webmasters. Each webmaster will need to weigh the risk versus the reward, and decide for themselves whether or not to buy text links. Just keep in mind, with the rewards so great, and the risks so low, your competitor probably is.