This session is moderated by Danny Sullivan, who runs Calafia Consulting and Search Engine Land.
Danny kicks off by welcoming everyone to the session which covers the process and ethics behind buying and selling links for SEO and/or traffic reasons. He asks the audience whether anyone in the audience has bought links, a nervous crowd hesitates before putting up their hands.
Eric Ward is up next and explains that he's not against buying links, although he buys text link ads for traffic and not SEO. Paid links don't have to be just traditional style websites, look at other alternatives such as blogs. BlogAds.com offers an advertising platform purely based on blogs with niche and targeted audiences. E-zines (email/web magazines and newsletters) may not help your PageRank although could target the perfect demographic for you or your clients. Another format worth looking at is PDF documents published online, the search engines still count the links and index the pages - so why not get a link in these documents. Content networks such as Yahoo's Top Sites and Forbes Best of the Web list top websites which can't pay for placement, although a PR company could lobby for your website to be included. Eric then mentions that he now has his own newsletter with advice on links and PR, and thanks Danny for his contributions to the industry.
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