Link building, an essential strategy for an internet marketing campaign, can be one of the most tricky tasks. Why will a webmaster link to you? Do you submit your site to 800 directories? Do you buy links to climb the search engine rankings? Do you buy links/banner advertising for traffic?

There are 3 different types of links

1) Organic – sites that link to you due to your high-quality content (here is the great article about writing high-quality content).
2) Manual – searching for sites that will list yours for free, including directories.
3) Link Advertising – buying links on sites or in Directories to help with a) targeted traffic and b) search engine rankings.

Today I want to discuss what you need to look out for when buying a text link (link advertising). Google respects your site more when sites in your niche link to you, but why would they want to do that? They would prefer a reciprocal link exchange – you place a link on your site and they’ll return the favour.  Although reciprocal links are great for traffic, they are not as powerful as one-way links to climb the search engine rankings at Google.

It’s a tricky situation. However, there is a solution: buy link advertising on sites within your niche.

Here are 4 excellent tips on what to look for when buying links

1) Age of Domain – How long has the site been online? Google respects sites that are older, and are updated on a regular basis, compared to a month old site.
2) Is the site indexed in Google?  Type the domain in Google’s search box to see if the site is listed. If not listed, forget the link advertising opportunity.
3) When did Google last crawl the site? Visit the cache page on the site listing in Google’s search results. If Google hasn’t crawled the site is a few weeks, Google thinks the site is not worth re-visiting due to lack of updates. A site that Google visits regularly is a site that’s worth advertising on.
4) How many backlinks does the site have? This is the most important aspect: The more backlinks the site has, the more trust Google will give. Type link:

http://www.examplesite.com – site:www.examplesite.com

into Yahoo to find the number of backlinks. This command will remove any links that are within the domain using the site:

Did you notice one variable I do not take into account when measuring the quality of a link? Page Rank.

Good luck!