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Link building and link buying are fundamentally different approaches with vastly different risks for your SEO strategy. Google's original PageRank algorithm used backlinks as genuine votes of confidence, which is why artificially manipulating this system through paid links violates their guidelines.

• Link buying is transactional and violates Google's terms of service
• Google considers backlinks as votes of confidence between websites
• Penguin update specifically targeted websites buying backlinks
• Legitimate link building involves PR and outreach without payment
• Digital PR is acceptable as long as no money changes hands
• Paying an agency for link building services is fine if they use white hat methods
• Be wary of agencies guaranteeing exact numbers of backlinks
• Even simple Twitter outreach can generate legitimate backlinks
• Good content naturally attracts links once you start the ball rolling
• Natural link building takes time but creates sustainable results

If you'd like a personal demo of our tools at Keywords People Use, you can book a free, no obligation one-on-one video call with me where I show you how we can help you level up your content by finding and answering the questions your audience actually have. You can also ask me any SEO questions you have. Just go to keywordspeopleuse.com/demo where you can pick a time and date that suits you.

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"Werq" Kevin MacLeod (incompetech.com)
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