Backlinks without buying them
A link from another site is a recommendation. Google uses it as one signal among others. Buying links, mass exchanges, and networks of sites violate the spam policies. They are not a shortcut for a new business.
What counts as a link and what counts as a purchase
A link someone placed because the page helped them is a reasonable signal. A link that was paid for, or swapped in a large "I will link to you if you link to me" deal, is what Google describes as manipulation.
For a small business the first step is not a link campaign. The first step is a page someone can cite: a price that is explained, a process, or a technical explanation with numbers. Without that there is no reason another site would point at you.
| Type | What it is | Risk |
|---|---|---|
| A natural mention | Someone linked because it is useful | Low |
| A business profile, an official directory | A real presence | Low if the details are true |
| A bought link package | Payment for placement | A spam-policy violation |
| A mass exchange | A link deal | The same risk |