Any successful SEO strategy will naturally rely heavily on backlinks. These forms of links serve not just as connections between websites but are more like endorsements of a site’s credibility and authority, particularly for search engines like Google. Hence, the better-quality backlinks you have, the better its chances of ranking higher in search engine results. 

However, getting these links isn’t always easy – both in terms of budget and time. Whilst some website owners may focus on gaining organic backlinks through valuable content and outreach, others may focus on the quicker process of buying backlinks, offering instant results. This article looks into the process of buying backlinks, highlighting why they matter, the differences between free and paid backlinks, the various types of backlinks you can purchase, and where to find high-quality services for securing these backlinks.

Why do you need backlinks?

But why do backlinks matter? What do they play a role in? Allow us to explain: 

Enhancing SEO Rankings: Backlinks form the cornerstone of any successful ranking in search engine metrics, highlighting the relevance and value of your content. This is because the backlinks as serving as endorsements that propel your website higher into SEO rankings, elevating your website’s visibility. 

Aligning Website Visibility and Traffic: Securing quality backlinks from credible sources allows for your website to be deemed as an authoritative source, driving organic traffic to your website. Naturally, an increase in organic visitors to your site will boost your site’s visibility, leading to increased engagement and the potential of higher conversion rates.

Establishing Authority and Credibility: As aforementioned, backlinks from high authority websites act as key endorsements towards your website’s overall credibility. When services can view you as a trustworthy source of information, they are more likely to link back to your content should it be valuable. 
Opening up Networking Opportunities: Beyond serving as just links, backlinks can prove beneficial towards networking and outreach in your chosen sector. The opportunities from outreach are endless: collaboration, partnerships, growth potential can all come from increased visibility in your niche. 

Buy Backlinks vs Free Backlinks

Given their essential role, websites usually invest significant portions of their SEO marketing budgets into acquiring backlinks, often resorting to purchasing strategies to bolster their SEO endeavours.

The argument between purchasing backlinks and gaining them organically (free link building) stands as a key debate in the SEO sector. However, each approach bears its own merits and drawbacks:

Purchasing backlinks

  • Time-Efficiency: Buying backlinks is all about saving time. Instead of investing time and resources into an organic link building strategy, immediate results can be gained.
  • Purchase Control: By purchasing backlinks, the owner can have a degree of control over things like anchor text, the linking site’s relevance, and link placement. 
  • Quantity Control: By purchasing backlinks via dedicated services, you can choose the quantity and quality you want, according to budget. This degree of control does not come from free backlinks, as each is acquired organically and individually. 

Gaining Free Backlinks

  • Cost-optimization: Whilst organic link building doesn’t demand financial investment; it does rest on relationships, valuable content, and astute outreach – these things take time, so should be considered as an investment in their own way.
  • Organic Sustainability: Naturally placed, organic links tend to last longer, reducing the likelihood of potential search engine penalties in the future. 
  • Increased Credibility: Free backlinks often come with increased authenticity and trustworthiness, this will boost your authority in the eyes of search engines and users. 

Essentially, purchasing backlinks stresses automatic authority and control in your niche, whilst free backlinks offer long-term sustainability and a lower risk of any search engine penalties. Choosing between the two rests on specific goals, budgetary limits, and the overall desired outcome of your SEO strategy.

Check out our guide on natural backlinks and where to buy them here.

Different Types of Backlinks for Purchase

Understanding the various different types of purchasable backlinks is essential before starting your SEO strategy. Below, we offer an overview of the main link types: 

DoFollow Backlinks

Overview: Valuable for SEO, these pass ‘link juice’, which greatly enhances a website’s SEO rankings.

Recommended Use: Boost SEO benefits and amplify page rank within your niche. 

NoFollow Backlinks

Overview: This type of link does not pass on ‘link juice’; often used in forums, comments, and directories to increase awareness. 

Recommended Use:  These contribute to traffic generation without any direct SEO impact.

Contextual Backlinks

Overview: Always embedded in webpage content for increased relevance. These links can also be included in guest posts.

Recommended Use: Strengthen relevance and authority in specific sectors or niches.

Guest Post Backlinks

Overview: Gained via guest posts, usually DoFollow and contextual, placed in content with a high relevance factor. 

Recommended Use: Build outreach and industry relationships and gain high-quality, relevant, organic backlinks. Check out Serpzilla’s guide on guest posting for further information on guest-posting. 

Anchor Text Optimised Backlinks

Overview: Have the choice to specify anchor text, which is effective for specific keyword rankings.

Recommended Use: Precisely target desired keyword rankings for boosted SEO results. 

Image Backlinks

Overview: These types of backlinks are embedded in visual content, usually through the use of infographics or photos.

Recommended Use: Promote visual content and enhance user engagement in a simple and effective manner. 

Social Media Backlinks

Overview: Primarily NoFollow, sourced from social platforms through specific social media campaigns. 

Recommended Use: Engage with heightened brand exposure and referral traffic whilst boosting your own brand’s social media branding. 

Each backlink type offers unique advantages, tailored for specific SEO strategy goals. However, remember that upkeeping a diverse backlink profile is crucial for securing a healthy and overall high-quality SEO performance.

Where to Buy High-Quality Backlinks: Top Services and Sites

When it comes to fortifying your SEO strategy with high-quality backlinks, these select platforms offer unparalleled services:


  • Overview: Serpzilla is a premium marketplace for securing top-quality backlinks. Standing out as a reliable service, they offer an extensive array of options, including DoFollow, contextually placed, and guest post links. Serpzilla excels in providing diverse and effective solutions. 
  • Unique Strength: Distinguishing itself with a comprehensive database featuring meticulously vetted sites, Serpzilla ensures credibility through verified metrics and performance indicators.

Authority Builders Co.

  • Overview: Mainly known for their niche-specific contextual backlinks that are sourced from high-authority domains, this service has formed a selective list of relevant platforms.
  • Unique Attribute: Offers backlinks from websites commanding high domain authority and organic traffic metrics.

The Hoth

  • Overview: A very reputable SEO service provider known for their adaptable backlink packages, encompassing both guest posts and niche-specific edits.
  • Distinct Feature: Offers customizable backlink strategies tailored to specific project requirements.


  • Overview: Focused on delivering SEO backlinks from high-DA (domain authority) sites, offers users the ability to choose links based on their own metrics.
  • Distinctive Element: Offers users with tailored selections based on domain authority, pricing, and other essential factors.


  • Overview: A well-known freelance platform which offers a diverse range of backlink services offered by individual SEO experts, from rental backlinks to organic backlink strategies.
  • Notable Feature: Offers a wide spectrum of backlink services at varying price points, catering to diverse budgets. Connect with experts directly. 

Each platform may offer unique strengths, but Serpzilla emerges as the industry leader, truly setting the standard for reliable, high DA, effective backlink purchasing. The range of options it offers, its user-friendly dashboard, and number of links makes it the unparalleled choice for a strong backlink profile strategy.

Evaluating the Quality of Backlinks Before Purchase

When considering purchasing backlinks, evaluating their quality is crucial to ensure they positively impact your website’s SEO. Here’s a detailed breakdown to help you assess their value effectively:

  1. Domain & Page Authority:
    • What to Look For: Having a High Domain Authority (DA) and Page Authority (PA) backlinks can signal that you have a trustworthy site. This can boost your site’s credibility significantly. Similarly, sites with a robust backlink profile tend to carry more weight amongst search engine algorithms. 
  1. Relevance to Your Niche:
    • Why It Matters: Keeping backlinks relevant to your niche is vital. This will tell Google that you are credible within your niche and that you links add genuine value to your content, as well as increasing your reputation. 
  1. Content Quality of the Linking Site:
    • Key Indicator: The overall quality of content on the link website may also be a significant factor for search engine metrics. It’s important to choose backlinks from sites that offer high-quality, informative content. High DA, for example, ensures that the link you acquire is from a high-quality source. 
  1. Anchor Text:
    • The Best Fit: Choosing natural and contextually relevant anchor text is essential. From an SEO perspective, search engines tend to value organic and relevant anchor text that can smoothly integrate within the content, avoiding over-optimized phrases that may stand out.
  1. Link Placement:
    • Best Backlink Practices: You should opt for backlinks that are integrated within the main content of a webpage: these typically hold more value than backlinks placed in sidebars, separate sections, or footers. Links within content tend to attract more attention and are considered more organic. 
  2. NoFollow vs. DoFollow:
    • Being Clear On the Difference: NoFollow links may not directly impact SEO ranking, but they can still bring valuable traffic. Alternatively, DoFollow links directly impact SEO value, contributing directly to a site’s authority score and search engine rankings. 
  3. Traffic & Engagement:
    • Increasing Traffic Influence: Ensure that your backlinked site has high traffic and user engagement, as it will then appear as more authoritative to search engines. Backlinks from high DA sites usually carry more value and will significantly benefit your site’s SEO efforts. 
  1. Backlink Diversity:
    • Mix It Up: Ensuring a diverse backlink profile from different domains is more advantageous than acquiring more than one link from a single source. This is because a varied backlink portfolio ensures that you have a broader and more authoritative SEO strategy.

By looking back, considering, and evaluating these factors, you can utilise the quality and potential impact of backlinks before fully investing in them. Remember that quality backlinks contribute significantly to your site’s authority and overall, SEO metrics.

Buying Backlinks Safely

The process of buying backlinks should be done with caution. Ensure that you avoid potential search engine penalties by adhering to best practices:

  • Quality Instead of Quantity: Focus on quality over quantity. A few high-quality backlinks from high DA sites will hold much more value than a high quantity of low-quality backlinks.
  • Diversify Your Backlink Profile: Avoid any backlink patterns that may not seem organic. A diverse backlink profile will always appear as more natural to search engines. 
  • Avoid Paid Link Patterns: Services that offer a large number of backlinks at low prices should be approached with caution. Although this may seem tempting, search engines penalise – don’t become a red flag!
  • Trustworthy Platforms: Purchase links from platforms that come recommended by experts and are known for a high level of quality control. Do you research and assess the service fully to stay in the clear.
  • Backlink Profile Monitoring: Fully utilise any tools that can help you to analyse your backlink profile. By doing this, you maintain an optimal backlink profile, free of any harmful links that may have a negative impact.
  • Optimal Anchor Text: Stay away from over-optimizing your anchor text, as it may lead to your backlinks becoming artificial. Remember to utilise natural and diverse anchor text that can blend well with your content.
  • Align with SEO Practices: Search engines are constantly changing their SEO algorithms – keep up to date with how to best align to metrics. This way, you can ensure that your backlink strategy is both compliant and effective.
  • Long-term Metrics: Understand the long-term impacts of buying backlinks, including customization and potential penalties. Will your backlinks stand the test of time?

By focusing on these best practice tips, you can steer clear of any penalties that may be associated with buying backlinks, ensuring a safe and effective SEO strategy.


Backlinks are essential in securing SEO success, which can elevate your website’s visibility and search engine rankings. However, you must ensure that their purchase is done with caution and whilst focusing on quality. Here’s a quick recap: 

  1. Quality Backlinks: High-quality ones boost search engine rankings and your website’s credibility
  2. Paid vs. Free Backlinks: Whilst organic backlinks produce consistent results, purchasing offers targeted growth methods which require continued management.
  3. Backlink Diversity: Understanding varying link types such as DoFollow, NoFollow, and contextually based backlinks is essential for SEO success.
  4. Reliable Sources: Trusted platforms such as Serpzilla provide diverse, high-quality backlink purchasing options.
  5. Assessing Quality: Assess backlinks based on DA, relevance, and linking site authority before purchase and implementation.
  6. Safe Procurement Practices: Prioritise quality and organic metrics in backlinks to avoid search engine penalties, staying updated on SEO strategies and trends.
  • Alex Sandro

    Senior product manager at SEO and linkbuilding expert. More than 10 years of work in the field of website search engine optimization, specialist in backlink promotion. Head of linkbuilding products at Serpzilla, a global linkbuilding platform. He regularly participates in SEO conferences and also hosts webinars dedicated to website optimization, working with various marketing tools, strategies and trends of backlink promotion.