International SEO Consultant, Owner at Chilli Fruit Web Consulting
Answered 10 months ago
I stopped buying backlinks years ago after realizing how risky and short-term they were. Early on, I tried guest posts, sponsored articles, and some questionable link networks, but the returns never justified the potential consequences. I'd see temporary ranking spikes followed by harsh drops once Google caught on. One manual penalty hit particularly hard, wiping out months of progress. The rankings hurt, but losing client trust felt worse. After that experience, I completely changed approaches. I switched to sustainable link-earning strategies like Digital PR and relationship-based outreach. I started focusing on building genuine and organic links from industry blogs, reputable publications, and local news outlets. It takes more time, but the results last much longer. I can point to several long-term partnerships that generated high-quality links and media coverage without penalty risks. So the lesson is clear: avoid shortcuts completely. Buying links might deliver quick wins, but the risk never justifies it. Create valuable content that naturally attracts links instead. Whether through original research, strong industry partnerships, or contributing meaningfully to conversations in your field, earning links always proves smarter and more sustainable. Also, recent rise of AI overviews have changed content strategy, and is changing SEO as we know it. Now when we create content, we focus more on up-to-date listicles, in-depth analysis, and brand mentions. AI tools analyze user intent and content performance in real-time, which means I'm constantly finding new ways to reach broader audiences. Basically, the focus has switched from simple keyword ranking to creating content that genuinely answers what people search for. This often requires more inclusive information presentation and natural brand integration. AI continues reshaping content strategies, and catching onto this change early has completely transformed my approach to both link-building and content creation.
I don't purchase backlinks from traditional link-building service providers, as most offer placements on sites with low relevance, minimal organic traffic, and questionable authority. Instead, my approach centers around two key strategies: First, I outsource Digital PR to a trusted agency that consistently earns placements on high-authority news sites like Forbes and Entrepreneur. These links aren't just for show; they come with brand credibility, traffic potential, and SEO/GEO value. Second, I leverage a subdomain on the client's site to run targeted email outreach campaigns. I connect with writers at niche-relevant publications, pitch valuable guest post ideas (and offer payment to them in follow up sequences if they don't bite initially), and handle the writing myself (with client input if needed). The goal is to land placements on high-traffic, authoritative sites with content that ranks well, drives traffic, and earns links organically, while also allowing me to include a well-placed exact match anchor back to the client within the first 100 words. This hybrid strategy emphasizes quality, relevance, and long-term SEO/GEO value over quick wins. It's slower, but the risk is significantly lower, and the ROI is higher because we're building authority in the right places.
I'm Cody Jensen, CEO of Searchbloom, where we help SMEs grow with SEO and PPC. We still invest in backlinks but treat them more like PR than black-hat wizardry. We've built a system around earning them the right way. We write our own content in-house, then partner with relevant publishers who actually care about their audience. We pitch stories, contribute insights, and use platforms like HARO to land meaningful coverage. Sure, it's slower than buying links, but it's way more durable. If you're still trying to shortcut the process, you're playing whack-a-mole with Google. We'd rather build something that lasts. The bottom line is that if your backlinks don't pass a sniff test from an actual reader, they won't pass Google's for long, either.
Yes, I still purchase backlinks, as it's one of the quickest ways to get visible in search results and increase the website's traffic. I usually pay for guest posts and link insertions. I avoid PBNs unless I need to boost the authority of existing guest content. Cold email outreach is still one of the effective ways to find the most suitable link opportunities. I assess link opportunities based on traffic health, keyword rankings, and relevance, not just DA or DR. Budget-wise, I typically spend between $50 and $300 per link, depending on the niche and authority, with clients allocating around $1,000 monthly. ROI is measured by ranking shifts, traffic gains, and whether the links help key pages move up. I haven't faced any major penalties because we stay niche-relevant and avoid spammy footprints. The real risk isn't the algorithm; it's link decay, where paid placements disappear if the site gets deindexed or abandoned. That's why I treat link buying as a short-term push. I've been pairing this with long-form content strategies and niche partnerships that bring in natural links over time. It's slower, but it sticks.
We've moved away from buying traditional backlinks over the past couple of years. It just stopped making sense given how smart Google has gotten at detecting patterns and unnatural link profiles. The risk started to outweigh the reward, especially with algorithm updates focused on link spam and quality signals. That said, we still invest in link acquisition, but it looks a lot different now. Instead of buying links outright, we put budget behind sponsored content on reputable, local or relevant sites (chamber of commerce ect), collaborations with influencers in our niche, and digital PR efforts. We focus on content that earns links naturally that gets in the Google People Also Ask and AI Overviews sections with original data, research pieces, thought leadership that gets cited, and strategic partnerships. The links we get through those channels have more staying power and come with added value like brand exposure and referral traffic. In terms of spend, we usually allocate between two to ten thousand per campaign depending on scope. We track ROI through a mix of metrics including referral traffic, rankings movement, and how well those pages convert. Tools like Ahrefs and Google Search Console help us monitor link quality and performance over time. We've dealt with an algorithmic hit in the past tied to low-quality link placements, and that was a turning point in 2012 with Google's Penguin update but it didn't hurt any site the links just stopped working. We have also cleaned up, disavowed, and helps sites understand earning or reverse engineering links. Since then, our philosophy has shifted to link earning, reverse engineering rather than link buying unless its for local SEO campaigns with local directories and citation links. In 2025, if you're still chasing quick link wins from networks or shady sellers, it's a risky game. The better path is building things that are actually worth linking to, backed by strong relationships and a long-term strategy.
I stopped buying backlinks entirely about 3 years ago after watching several clients get hit with manual penalties. The recovery process cost them 6-8 months of lost organic traffic, which far outweighed any short-term gains from purchased links. My most effective replacement strategy has been the "broken link opportunity" approach combined with resource page targeting. I use tools to find broken links on high-authority sites in my clients' industries, then reach out offering our superior content as a replacement. One luxury brand client gained 23 high-quality backlinks in 4 months using this method, resulting in a 67% increase in their target keyword rankings. Instead of link-buying budgets, I invest heavily in creating genuinely useful tools and calculators that naturally attract links. We built a custom ROI calculator for one client's website that has generated over 150 organic backlinks from industry publications and competitor sites - they keep linking to it because their audiences find it valuable. The key shift is thinking like a publisher rather than an SEO. When you create content that solves real problems, the links come naturally without any risk of algorithmic penalties.
After handling marketing for 50+ cannabis dispensaries, I stopped buying backlinks entirely three years ago when a client got hit with a manual penalty that tanked their local rankings by 60%. The cannabis industry is already under heavy scrutiny, so any black-hat tactics get punished harder than typical sectors. My most effective replacement strategy has been partnership-based link building with complementary local businesses. We partnered one dispensary client with an organic farm to create a co-branded product line, which generated 12 high-quality backlinks from local business directories and news outlets. This approach resulted in a 40% increase in local search visibility within four months. For cannabis businesses specifically, I focus on educational content partnerships with industry publications and local wellness blogs. One client's guide on "Cannabis and Sleep" got picked up by three health websites organically, driving more qualified traffic than any paid link campaign ever did. The key is creating content that other sites actually want to reference naturally. Instead of a link-buying budget, I allocate $2,000-3,000 monthly toward creating data-driven industry reports and reaching out to journalists covering cannabis legalization. This approach takes longer but builds genuine authority that Google can't penalize, which is crucial in a regulated industry where one algorithm hit can destroy years of work.
I stopped buying backlinks completely in 2022 after Google's helpful content update made it clear they were prioritizing authentic authority signals. Instead, I've leveraged my "We Don't PLAY" podcast (ranked top 2.5% globally) as a link-earning machine - every guest interview naturally creates opportunities for mutual backlinking and cross-promotion. My most effective strategy has been using podcast guesting and hosting to build genuine relationships that convert into high-quality backlinks. When I interview SEO experts or business founders, about 60% naturally link back to our content in their own blogs or social media. This approach earned us 80+ organic backlinks in the past year without spending a dime on link purchases. The budget I used to allocate for buying links ($1,500-2,000 monthly) now goes toward podcast production and digital billboard advertising to boost our content reach. Our Pinterest Business account gained over 1 million impressions using this content-first approach, and those visual pins consistently earn backlinks from other marketers who find our SEO guides. I've seen too many businesses in my network get hit with manual penalties - one client lost 45% of their organic traffic after buying PBN links. The recovery process took 14 months and cost more than if they'd invested in legitimate content marketing from the start.
I don't purchase backlinks anymore—instead, I've built an ecosystem around story-driven value. One moment stands out: after a VIP client from Germany left a handwritten thank-you note in our vehicle, I turned that into a blog post about "human luxury." That single piece earned three unsolicited backlinks from German travel blogs and doubled our organic leads for two weeks. What replaced link-buying for me? Relationship SEO. I run a growing network of content-driven hotel microsites designed to link out first. I spotlight hotels with no affiliate push, which builds goodwill with concierges. Over time, some have linked back to us organically—or referred guests directly. I also optimize every booking form and story for clarity. That improved time-on-page and helped our brand get cited naturally in local forums and Reddit threads (especially among expats). The strategy costs time, not money—but ROI is higher, longer-lasting, and Google-safe.
In 20+ years of real estate marketing, I've seen the backlink game evolve dramatically. We completely stopped buying links about 3 years ago after Google's algorithm updates started hammering sites with obvious paid link schemes. Our breakthrough came when we shifted to strategic content partnerships with local businesses and industry publications. For ez Home Search, we create market reports and neighborhood guides that naturally attract links from local news sites, mortgage companies, and real estate blogs. One market analysis we published generated 23 organic backlinks in 6 weeks, including mentions from three major local news outlets. The ROI is harder to track immediately but way more sustainable. We budget $2,000-3,000 monthly on content creation and partnership outreach instead of link purchases. Our organic traffic grew 180% over 18 months using this approach, and we've never faced a single penalty. What works best is offering exclusive data that other sites actually want to reference. We share MLS insights and market trends that journalists and bloggers can't get elsewhere, making the links feel natural rather than forced.
I've never purchased backlinks in my 10+ years running Cleartail Marketing, and that decision has protected our 90+ clients from penalties while delivering consistent results. Instead, I focus on digital PR and strategic content partnerships that have generated massive returns - like the client who saw 278% revenue growth in 12 months through our white-hat approach. Our most successful strategy is leveraging LinkedIn outreach to build genuine relationships with industry publications and influencers. We've added over 400 qualified contacts monthly to client email lists this way, which naturally leads to collaboration opportunities and organic link placements. One manufacturing client gained 15 high-authority backlinks in 6 months just from relationships we built through LinkedIn conversations. The ROI measurement is straightforward - we track revenue directly attributable to organic search traffic. When you're generating 40+ qualified sales calls monthly from organic channels like we do for several clients, you don't need to risk Google penalties with purchased links. The 5,000% ROI we delivered on one client's overall digital strategy proves that relationship-based link earning far outperforms any paid link scheme.
I've been doing SEO for 8+ years and stopped buying backlinks completely after seeing too many sites get sandboxed. My rule of thumb has always been asking "Would a visitor clicking this link actually be interested in my client's page?" Most purchased links fail this test miserably. Instead of buying links, I focus on what I call "audience-first outreach" to sites where the readers would genuinely care about my client's content. For one ecommerce client selling outdoor gear, we reached out to hiking bloggers not with money, but with exclusive access to their new product testing program. We earned 15 high-quality links in 4 months because the bloggers' audiences actually wanted to read about the gear. The ROI question is interesting because I measure success differently than most SEOs. Rather than tracking just rankings, I look at whether the traffic from these links converts to actual sales. That outdoor gear client saw a 40% increase in qualified traffic that actually bought products, not just browsed. My budget now goes entirely toward creating genuinely useful content that people want to link to naturally. I spend $1,500-2,500 monthly per client on content creation and relationship building instead of risky link purchases. The results take 3-6 months to compound, but none of my sites have been penalized through Google's many algorithm updates.
I've been managing digital marketing campaigns for 15+ years across HVAC companies, landscapers, and professional services, and I completely shifted away from purchasing backlinks around 2019. The risk-reward equation just doesn't make sense anymore, especially for local service businesses where one penalty can devastate their entire lead pipeline. Instead, I focus heavily on what I call "community authority building" for my clients. One of my HVAC clients started hosting free home maintenance workshops at the local library and community center. We documented these sessions and reached out to local news outlets, homeowner associations, and neighborhood Facebook groups to share the educational content. The results were incredible - they earned backlinks from 8 local organizations, the city's official website, and three regional publications within four months. More importantly, those workshops directly generated 23 new service calls worth over $15K in revenue. The backlinks were essentially free because they came from genuine community value. My budget allocation now goes 60% toward content creation (like those workshop videos and seasonal home maintenance guides) and 40% toward local sponsorships and community involvement. For a typical client, that's about $1,500-2,500 monthly instead of risking everything on purchased links that could disappear overnight.
I stopped buying backlinks entirely after watching several client sites lose 80%+ of their organic traffic following Google's algorithm updates in 2023-2024. The writing was on the wall when Matt Cutts warned us back in 2007 at PubCon not to be so reliant on Google traffic - that advice is more critical today than ever. Instead, I've pivoted to what I call "patent-worthy content strategy" - leveraging my experience creating patentable software products to help clients develop genuinely innovative approaches in their industries. One manufacturing client documented their proprietary process improvements, which earned them backlinks from three industry publications and two university research departments without spending a dime on link purchases. My budget allocation has shifted to 70% content development and 30% hosting infrastructure improvements. Too many businesses cheap out on $4.99 shared hosting then wonder why they can't rank - I've seen dramatic ranking improvements just from moving clients to reliable hosting that can handle traffic spikes and maintain consistent uptime. The ROI measurement is simpler now because everything is earned organically. When that manufacturing client's innovative content strategy generated 47% more qualified leads over six months, we knew exactly what drove those results - no guessing whether purchased links would disappear or trigger penalties.
I stopped buying backlinks around 2015 after seeing too many clients get hit with manual penalties that took 6-12 months to recover from. The math just doesn't work when you factor in recovery time and lost revenue. My biggest breakthrough came from turning existing client relationships into link opportunities. For a healthcare client with a $2.8M budget, I identified 200+ vendor relationships they already had and systematically reached out for mentions and links. We secured 67 high-quality healthcare industry links in four months - better than any PBN could deliver. The strategy that consistently works is creating data-driven content that naturally attracts links. I developed a campaign for an e-commerce client where we surveyed 1,000+ customers about shopping habits during economic downturns. That single piece of research earned 89 backlinks from retail industry publications without any outreach. Instead of link budgets, I allocate 15-20% of paid media spend toward creating linkable assets. A $500K PPC client might invest $75K annually in research studies, industry reports, and interactive tools that earn links while supporting their paid campaigns.
I stopped buying backlinks a few years ago after a single client got hit with a manual action tied to a "white-hat" guest post network that claimed to be Google-safe. It wasn't. The recovery was brutal, we had to disavow a hundred domains, file multiple reconsideration requests, and rebuild authority from scratch. Since then, I've focused entirely on link earning through high-utility content and strategic partnerships. At What Kind of Bug Is This, for example, we built interactive pest ID tools that local news outlets, school districts, and travel blogs naturally linked to. No outreach templates. Just a linkable asset that served a real purpose. These days, I invest budget into digital PR, original data, and content assets that solve annoying, overlooked problems — like state-by-state bug laws or bite symptom charts. You still need to hustle for those links, but the long-term value is higher and way safer. Buying links may still work in the short term for some, but the margin for error is shrinking rapidly. My advice? If your SEO strategy falls apart when you stop writing checks, you're not building anything worth ranking.
I haven't bought a backlink since the Panda Update (2011). However, I believe the Google's Spam Classifier has moved the things forward. The system is just too good at matching anchor text across networks. I've only heard horror stories from people who keep buying backlinks. One way or another they got caught at some point. The game is simple - Google doesn't want you to buy links. And if you buy links and get caught, cleaning up that mess will cost more than the links themselves. My replacement stack is straight digital PR. Journalists' X posts and platforms like Featured/HARO are the way to go. You can build real relationships and then move forward from there. In 2025 being a recognized brand and having real relationships is the most important thing. Nobody wants to link to a faceless entity anymore - they want to connect with real brands that add value to their audience. The ROI on this approach has been way better than purchased links ever were and with zero risk of penalties.
Many SEOs and agencies have reduced or stopped buying backlinks due to increased Google scrutiny and risk. However, some still purchase links, mainly via sponsored articles or niche edits on real sites, avoiding obvious PBNs or guest post networks. Platforms like Authority Builders, FatJoe, and outreach brokers are common sources. Budgets vary: Small businesses may spend $200–$1,000/month; larger brands/agencies can spend $5,000+/month. ROI is measured by ranking improvements, organic traffic growth, and conversions, but attribution is often unclear. Risks: Manual penalties and drops are real, especially if link profiles look unnatural or low-quality. Some marketers have faced penalties, leading to disavow campaigns, link removals, and reconsideration requests. Recovery can take months and rankings may not fully rebound. Most experienced SEOs now focus on safer, sustainable alternatives: - Digital PR: Earning high-authority links via newsworthy content, data studies, or expert commentary HARO, Help a B2B Writer, direct journalist outreach. - Content Marketing: Creating linkable assets research, infographics, tools to attract organic links. - Partnerships: Collaborating with relevant brands or influencers for co-marketing and natural mentions. - Community Engagement: Participating in industry forums, podcasts, webinars, and events for natural citations. Summary: Buying links is still practiced but riskier and less common among reputable brands. Most are shifting to earned links via PR, high-quality content, and strategic partnerships for long-term SEO stability.
We do not buy backlinks—because long-term success in SEO depends on earning links through quality and trust, not shortcuts. Instead of purchasing links, we focus on digital PR and content marketing strategies that naturally attract authoritative backlinks. This means crafting compelling stories, data-driven reports, and newsworthy campaigns that journalists and bloggers want to reference. Partnerships and genuine outreach help amplify this effort, creating sustainable, risk-free link growth. Buying links carries high risk—manual penalties or algorithmic drops can damage rankings and reputation, and recovery takes time. We've seen agencies struggle with these consequences, which is why we avoid that path entirely. I'm David Quintero, CEO of NewswireJet. Building links through authentic value and relationships isn't just safer—it leads to more impactful, lasting SEO results.
I still consider buying backlinks a powerful ranking signal provided I do extensive research first. I take into consideration to type of backlink provided (nofollow, dofollow, UGC, sponsored, etc) before making a decision to purchase. If the backlink is nofollow but has the potential to send referrals, then that is also taken into consideration. I am a little bit cautious when it comes to purchasing guest posts, especially since Google is more aggresive in removing content from their SERPs lately. Unless the author has a solid reputation in their industry, then I tend to avoid them. I would also seek confirmation that the author will make the best effort to get the blog post indexed. Should it be deindexed (within an agreed timeframe), then the author is obliged to rewrite the post. I usually set about 10% of my monthly fees for link aquisition. This is spread across multiple sources such as local citations, local sponsored adverts, and other relevant business directories & websites. I will also outreach and ask about potential link insertions into relevant, established blog posts. I do also like to use link baiting techniques, as well as email outreach pitching new content to other bloggers within a related industry.