Definition
Purchased links are hyperlinks that are acquired through financial transactions rather than earned organically. These links are typically obtained from link brokers, private blog networks (PBNs), or through direct arrangements with website owners. The primary goal of purchasing links is to manipulate search engine rankings by increasing the perceived authority (link juice) of a target website. In the context of search engine optimization (SEO), purchased links are considered a form of link manipulation and violate the guidelines set by search engines like Google.
Is It Still Relevant?
Purchased links remain a controversial and relevant part of the SEO landscape. Although search engine algorithms have become increasingly sophisticated—especially with major updates such as Google’s Penguin algorithm and the SpamBrain AI system—purchased links are still used in black-hat and gray-hat SEO strategies.
However, the risk associated with using purchased links has significantly increased. Google continues to crack down on unnatural link patterns and low-quality backlinks that are clearly designed to manipulate rankings. Websites caught participating in link schemes may face manual actions or ranking penalties, reducing their visibility in search engine results pages (SERPs).
So while the practice still exists, its relevance has shifted from being a viable SEO tactic to a high-risk strategy that can harm long-term site performance and reputation.
Real-world Context
Consider a small e-commerce website aiming to outperform a larger competitor in a niche market. Rather than investing in content marketing and organic outreach, the site owner may be tempted to purchase backlinks from high-authority blogs. These links might temporarily improve the site’s ranking, but if discovered, Google may penalize the site, nullifying the benefit and potentially decreasing its visibility.
Conversely, a digital marketing agency following white-hat SEO practices avoids purchased links and instead earns backlinks by publishing high-value content, conducting outreach to relevant publishers, and sponsoring industry events where natural mentions and links are earned.
Brands that rely on legitimate link-building efforts tend to enjoy more sustainable SEO success, while those engaging in link buying often experience short-lived boosts followed by long-term ranking drops or penalties.
Background
The practice of purchasing links gained popularity in the early 2000s, when search engine algorithms heavily favored link quantity and authority without fully discerning link quality. During this period, high rankings could easily be manipulated by acquiring large numbers of inbound links—regardless of their origin.
Google addressed this issue with the launch of the Google Penguin update in 2012, which specifically targeted link spam and manipulative link-building practices. Subsequent updates have refined the detection of unnatural links, directing SEO professionals toward ethical, value-driven link building. Today, Google’s Webmaster Guidelines (now known as Google Search Essentials) explicitly disallow buying or selling links that pass PageRank.
What to Focus on Today
In today’s SEO environment, marketers should prioritize earning organic, high-quality backlinks through legitimate strategies, including:
- Content Marketing: Create unique, authoritative, and engaging content that naturally attracts links from trusted sources.
- Digital PR: Conduct newsworthy campaigns, press releases, or thought leadership content that earns media coverage and backlinks.
- Outreach & Relationship Building: Build connections with bloggers, influencers, and industry leaders to foster organic link opportunities.
- Guest Blogging (Ethically): Publish guest posts on reputable sites where the primary goal is to provide value—not manipulate links.
Additionally, using tools like Ahrefs, Moz, and SEMrush can help monitor backlinks, identify toxic links, and ensure your link profile remains healthy and compliant with search engine guidelines.
Ultimately, the best approach is to focus on long-term SEO strategies that align with user intent, content quality, and transparency rather than short-term tactics like purchasing links.