The link purchase As well as link rental they are artificial forms of link building and a sub-discipline of SEO, in the off-page area. The objective of the link purchase is to increase the popularity of the link using financial resources. The acquisition of backlinks through the purchase of links is a direct intervention of the link creators. In this way, it is the opposite of natural link building.
Influence on Google's positioning
Backlinks are still a very important ranking factor. Regardless, it is essential to distinguish between good and bad links. Google emphasizes natural link building and recommends that this be achieved through high-quality content and up-to-date information. Links acquired through the purchase of links they do not indicate anything about the quality of a website. Thus, Google policy prohibits the purchase of backlinks with financial resources and penalizes this method of link building with a loss in ranking or an exclusion from the Google organic index. Despite Google's public statement against acquiring unnatural links, the practice of buying links on online platforms is still practiced today.
Buying links in companies
There are many new companies that do not yet have the necessary contacts and clients to organize a link exchange. For them, buying links is usually the only way to get a good ranking. At the same time, some topics are geared towards a very specific clientele, so you will rarely find forum discussions on that topic. In this circumstance, it is very difficult to increase the popularity of the link naturally.
