If you ask most marketers why they buy backlinks, most would tell you that buying them means that they can control the quality of backlinks they get. In other words, they buy backlinks “off the net.” I’m not sure if that’s truly true or not, but most marketers (myself included) think that they buy backlinks “off the net” and control the quality of them. So if someone asks you why you buy backlinks, my answer will be, “so you buy high quality backlinks!”

What does that mean? Well, it means that you can buy backlinks from authority websites with high PR, just to make sure that the links will have some value for your site. For instance, if you have a blog that is about dogs, and you buy backlinks from authority websites that have dog related content, your site will be indexed higher in Google. It will be able to have its keywords placed higher. It will be able to rank for those keywords.

So now you’re wondering, what about getting backlinks from low-quality websites? That won’t raise you too much above the ground. To raise you above the ground, buy backlinks from sites with low or medium PR. They’ll be in your niche, they’ll be relevant to your keywords, but they’ll also be in Google’s index, so your backlinks will have some real value.

If that doesn’t make sense, let me explain. A few years ago, Google realized that sites with poor content were dying. They were getting a lot of hits, but their rankings were falling. Because they were selling backlinks for their webpages, they realized that it was a waste of time buying bad backlinks. They put the focus on high-quality, authoritative websites that were relevant to their search queries.

Now you know why they moved on from buy quality backlinks to buy quality, authoritative ones. But buying them isn’t the same as spamming them. You can buy backlinks from authoritative sites that are genuinely high quality. You can also buy backlinks from low quality sites that are just hoping that Google will give them the attention that their backlinks need.

This shift in Google’s position has affected backlinks. Backlinks used to be a major ranking factor. In Google’s eyes, the best backlinks were natural links. They wanted to encourage websites with good content to put more power into their search engine results. That is why you saw directory submissions, article submissions, press releases, and a flood of other backlinks being pushed all over the place.

But in Google+ you have backlinks that need a quality rating to be considered high quality. The quality rating system used by Google is called PR. The higher the PR of a backlink, the more authority it has. And the lower the PR, the lower the authority. So backlinks from sites that have very low PR will do nothing for your site’s ranking. That means that you either need to buy backlinks organically from high quality websites that have high PR, or you need to buy backlinks that are artificially pushed up in Google’s rankings using the follow backlinks system.

I hope you now understand a little more about the phenomenon. Backlinks are valuable for your page ranks and the power of your brand. At the same time they can be extremely detrimental to your rankings if done incorrectly or with poor content. This is why I encourage you to spend the time to do proper backlink building using natural links and quality content to drive only quality backlinks to your website. With backlink building that is done correctly, you will see your page rank go up, your website’s search engine results page go up, and your website will begin to reap the benefits of having quality backlinks.