The Trouble With Buying Backlinks For Your Website
It's become a bromide in the SEO business that "SEO changes all the time" and that you should be prepared to change with the times. Many SEO firms cite changing search engine algorithms as proof that SEO changes. The scare tactic that's invoked here is that you'll lose your rankings if you don't keep up with the times.
This is pure baloney. Think about it. Search engines, regardless of the brand, are designed from the ground up to deliver relevant content. That's all they've ever done and that's all they'll ever do. Unfortunately, a popular method of gaining traction in the search results pages is to buy links from other websites. Some companies have staked their entire business model around brokering links. What's the risk involved in buying links?
You could have your webpage whacked with a penalty or worse. You could be removed from the organic search results altogether. Of course, SEO gurus will tell you that this is unlikely. They'll tell you that a lot of people buy links and there's no way to monitor all of these sites that are gaming the system. That's not really a good argument. Just because a search engine company hasn't caught onto something doesn't mean that they won't eventually catch on.
Take J.C. Penny, for example. J.C. Penny was caught red-handed buying links. Of course, J.C. Penny denies any wrongdoing by claiming the old plausible denial defense. They claim that they didn't know what their hired help was doing. Whether you believe them or not is another story. However, this is proof that you can be taken down regardless of who you are. Size doesn't matter when you're scamming the system.
Another example of a large company that has run afoul with a major search engine in Forbes. Forbes' shenanigans was detected by Google, but what do you suppose happened to all of the sites that paid for those links. The big G can easily find those websites. Once the links are gone, any benefit from them is also gone. Moreover, Google can choose to punish the sites buying links as well, just as they did to J.C. Penny.
When you buy links, you have to worry about more than just whether you'll be caught. You have to worry about whether the company you're buying links from will be caught as well. Do you really think you can control what another company does with their website? You can argue that buying links is generally safe if you run "under the radar." You can argue and argue until you're blue in the face. The facts of reality, however, are staring you in the face. When you buy (or sell) links, then you risk getting kicked out of the SERPs or knocked down into oblivion, regardless of who you are.
The only real solution to your linking woes is to get those hard-to-get, vetted, merit-based links. Think of it like handing out a business card. Would you just throw a bunch of business cards at random strangers or leave them in a run-down building hoping that they would somehow bring you business? Probably not. Why would you hand out a link to your site to a spammy link farm or a site that has absolutely nothing to do with your business? Answer: you shouldn't.