The fact that "corrupt" links may have a bad effect on positions has been known for a long time. Google is especially critical, considering this way of promotion as spam. Although the influence of external links on ranking is not excluded by the search engine employees, the purchase must be careful.
# 1. Paid. Why are they bought? Naturally, to raise the TIC and PR resource. For such purposes, links should be indexed, i.e., put down without rel = ”nofollow”, otherwise the whole meaning is lost from them. Google, in its official documentation, said that it was the inbound links that were open to indexing that could adversely affect the development of the site. And, according to the recommendations of the search engine, you should not post outgoing links either. If you offer a free information product in exchange for its review on other platforms with a link, then it will also be equated to a “sales” one.
Only one way out: when buying or selling links, use rel = ”nofollow”. They will not transmit PR, however, they will help to get traffic and improve PF (if the referring site is really “live”).
# 2. Excessive link exchange. The use of this method of promotion alone may raise doubts about its naturalness. When it is combined with other methods (for example, with promotion in social networks, marketing techniques, etc.), there should be no problems. In this case, the exchange of links is necessary only with relevant sites.
No. 3. Advertising resource with articles. This includes guest posts. These methods still work, but again, do not get hung up on article promotion. Offer your publications only if they are really valuable, and transitions are expected from them. In addition, you do not need to saturate the texts on third-party resources with links and put anchors on them with direct entry of the key. Observe the naturalness. Usually, if the author of a resource liked any publication on your site, he puts one link to it in the article, and he hardly bothers to put anchor with a key in the direct entry.
Google gives an example of an explicit link optimization:
# 4. Automatic linking. Never use services that leave links in large quantities. Google's antispam protection works too well for not noticing it.
# 5. The use of spam directories, bookmarks. Resources that do not give visitors will not benefit. Rather, mass links from them will cause pessimization.
# 6. Inbound and outbound links in basements. Without a doubt, they are never put free, and Google knows about it.
# 7. Forum comments. Google does not like links in signatures or in the text of the post itself. However, it would not be entirely fair to ban each site to which links from forums and other free resources lead (for example, from question-and-answer services), since they could be made by real people who are interested in your topic. The question is in the quantity and quality of links, and whether they were manually set or used program methods, with or without anchor, with which profiles this was done (with newly registered or active old profiles filled with information about themselves and the avatar).
It may seem that all of these limitations have forced many optimizers to "tighten the screws." So it is for those who use the "gray" and "black" methods of promotion. Google itself comments on its policy like this: if your site has unique and useful material, it will be shared without any purchase links.
Reorient your attention, budget and time to search for useful content and improve usability, imitate the naturalness of links, use different marketing chips to promote. Such reviews of “fresh” products, news (if you were one of the first to present them, they would start referring to you), various freebies (software, check-list, manual and anything else), contests, experiments, -line tests, etc.
By the way, Google offers to delete "junk" links that were received by spam methods. You can do the same with perpetual indexed links. You can level their influence on ranking in Google using this tool: https: // www. google. com / webmasters / tools / disavow-links-main. It helps the search engine not to take them into account when ranking your site. However, the developers point out that simply renouncing them using this tool is not enough. The best option, in their opinion, is to remove all links manually by contacting the site owners.