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The controversial topic of paid links has been hovering around SEO as long as I can remember. We all know that Google has an absolute hatred for paid links, and if you are caught you can be penalized or, even worse, removed from Google indexation. Matt Cutts himself calls for paid links to be reported so it is logical to think that we should never do it for SEO. Those white hat SEO experts will state over and over again (I wonder if Google have given them some incentive) that paid links are a no go area, and that natural links is the only way to go. But then why if it is such a no go area, do so many sites, and SEO companies for that matter, sell and buy links.
Another question is what defines a paid link? Is it the transaction of a link for something in return? Then by that definition is advertising or link exchanges seen as paid links? For that matter we could even argue that guest posts are "paid links" as you get back links in exchange for your hard work and content. This is why it gets so tricky. If we look at an example, the London 2012 Olympics is a huge event that requires a lot of money to run. Saying this, it draws in a ridiculous amount of sponsors who pay a large amount of cash for their brand to be advertised. Google do not physically have the time to visit each site and see whether they are selling links, which is why they encourage sites to report it. But in reality, there are very few sites that would report other sites and the reasons for this are they either don't really care, or they are buying/have bought links themselves. So this is where I ask, why not buy links? There are certain industries where competitiveness is just too great to break into (if you are constrained by a budget), and the strategies of link building can only get you so far. What has happened is that many have opted to buy links from high authority sites what I want to know is how does Google know these are paid links, especially if they are in the actual content. Google cannot see a transaction and cannot check bank records, so how can they tell? Many people have asked whether you think Google can and will check Gmail accounts if they suspect a transaction I think the answer to this is yes, they would. But the likely hood that they would is so slim, that the benefit outweighs the risk. More so, just don't use your Gmail account when doing transactions. So, the fact that so many people want to deny it, just like drinking and driving, the majority of us (with the exception of me of course) do it. The Taboo of paid links is such a hype that often I would love to see a truthful consensus we never will though sadly- of just who has dealt with paid links, and I think Google would be astounded. The key is that people who use paid links keep quiet about it, because the real problem is that if it gets out that you buy links for clients or SEO purposes, your reputation could take a hit that no amount of paid links could fix.
Cale Pissarra is a seo enthusiast and often finds himself writing about the search engine optimization world and all that it entails. ：
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