The transformation and commercialization of backlinking – the sale and purchase of backlinks at an average price of €300 per year

The role of backlinks in search engine optimization (SEO) has fundamentally changed in recent years. Backlinks were once considered the "gold standard" for improving rankings, but in 2024 a more complex and nuanced picture is emerging. The dynamics of backlinks, their quality, and how to manage them are constantly evolving. Companies, SEO experts, and website operators must adapt to these new realities to remain competitive.

Commercialization of backlinking

One of the most significant developments in backlinking is its increasing commercialization. Many websites, especially large media magazines, publications, and content platforms, now primarily view backlinks as a source of revenue. This trend has profound implications for the SEO landscape

• Buying and selling backlinks: Backlinks are often offered in packages and traded in a targeted manner, which undermines the authenticity and actual purpose of links.
• Quality in the background: The relevance and quality of the linked content often take a back seat due to the dominance of commercial interests.
• Unequal opportunities: Small websites and independent experts are often at a disadvantage when their content is used but not linked to, while large players further expand their market position through paid links.

This development exacerbates the challenges for SEO strategies of small and medium-sized enterprises (SMEs) that rely on organic growth.

Lack of recognition of expert knowledge

Another problem is the lack of recognition of expert knowledge by major publications and media outlets. It is not uncommon for content, ideas, or analyses from independent experts to be used without adequate acknowledgment. Often, the expert's name is merely mentioned instead of linking to the original source.

This behavior not only constitutes an ethical breach but also reduces the added value for readers seeking further information. Many experts consider this disrespectful and are looking for ways to better protect themselves against such practices.

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Reactions in the SEO community

These developments have triggered various reactions within the SEO community. These are reflected in a shift in strategies and priorities:

• Restraint in setting backlinks: Many SEO experts and website operators now only set backlinks very selectively to avoid abuse.
• Increased use of nofollow links: By using nofollow tags, the "value" of the link is reduced to prevent manipulation.
• Diversification of SEO strategies: The community is increasingly relying on alternative approaches, such as content optimization, technical SEO, and user experience strategies, which are less susceptible to external interference.

These developments mark a paradigm shift towards a more sustainable and user-centric approach.

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Quality vs. Quantity

Although the importance of backlinks as a ranking factor has diminished in recent years, the quality of links remains a crucial factor for search engine ranking. Google and other search engines have refined their algorithms so that it is no longer the sheer number of backlinks that is decisive, but rather their:

• Relevance: Does the content of the linked page fit the topic?
• Authority: Is this a trustworthy and established source?
• Embedding: How naturally and meaningfully is the link embedded in the context?

In 2025, qualitative aspects will continue to gain importance, while superficial link-building strategies will become increasingly ineffective. It is better to have fewer but highly relevant backlinks than a multitude of links that offer no real added value.

Purchased backlinks

According to a 2020 study by Ahrefs, which surveyed over 630 blogs, the average price for a backlink is around $350, which is approximately €300. This figure has changed only slightly compared to previous surveys. In 2016, the average price was $352.92, while in 2018 it rose to $361.44.

It's important to emphasize that this average price covers a wide range. The cheapest links in the study cost $50, while the most expensive cost $3,312 per year. This illustrates that high-quality backlinks can actually be significantly more expensive than the average price.

Other sources confirm this price range:

• Prices for high-quality content links range from 150 euros to 3,000 euros or more.
• Another report states that a high-quality link can cost between 100 and 1,000 euros.

It's important to note that the price of a backlink depends on various factors, such as the authority of the linking page, its relevance to the topic, and the type of placement. Generally speaking, the higher the quality and authority of the linking page, the higher the price of the backlink.

For companies investing in SEO, monthly link building costs can vary depending on the industry and competitive landscape. A monthly budget of €400 to €800 is recommended for regional websites, while in highly competitive industries, the cost of national visibility can exceed €2,000 per month.

Here's the summary:

• Violating Google's guidelines can lead to penalties
• They are nevertheless used in practice, especially in competitive niches
• The average price for a purchased backlink is around 300 euros

Although there are no concrete figures, the sources indicate that:

• Only a small percentage of backlinks are created naturally
• Most backlinks require active effort, often even payment
• In highly competitive niches, there are hardly any alternatives to buying backlinks

The future of backlinking

The future of backlinking lies in a realignment that prioritizes authenticity, relevance, and quality. Companies and SEO strategists should focus on the following approaches:

1. Focus on EEAT: Expertise, experience, authority, and trustworthiness (EEAT) are key criteria that search engines are increasingly prioritizing. Websites that provide credible information from experts can positively differentiate themselves from the competition.
2. Content quality: High-quality, informative, and unique content remains the core of a successful SEO strategy. Content that offers genuine added value and is well-researched often leads to natural backlinks.
3. Natural linking: Building relationships, maintaining networks, and creating shareable content are crucial for generating organic backlinks. Partnerships and collaborations can also contribute to creating authentic and sustainable links.
4. Technical SEO optimization: The technical foundation of a website, such as loading speed, mobile optimization, and structured data, is playing an increasingly important role. Search engines rank technically sound websites higher, which also increases the chances of organic backlinks.
5. Less manipulation: The trend is to completely avoid manipulative practices such as buying backlinks in bulk or using link farms. Search engines like Google are getting better and better at recognizing and penalizing such tactics.

Sustainable strategies for 2024 and beyond

To be successful in 2025 and beyond, companies and SEO experts need to pursue holistic strategies. Here are some specific tips:

• Investing in content marketing: Well-written, informative, and original content has the potential to be linked to naturally.
• Cultivate long-term relationships: Building trusting relationships with other industry players promotes organic backlinking.
• User-Generated Content: Content created by users, such as testimonials or comments, can also offer backlink opportunities.
• Regular analysis: Continuous analysis of your own backlink profiles and the identification of opportunities and weaknesses are essential.

The importance of backlinks in SEO remains undisputed in 2025, but their role has changed significantly. The focus is increasingly on quality, relevance, and authenticity. While manipulative tactics are becoming less and less effective, a sustainable, user-centric approach offers great potential. Companies that concentrate on high-quality content, strong relationships, and technical excellence will be successful in the long run. The evolution of backlinking is not the end of this strategy, but rather an opportunity to steer it in a new, more sustainable direction.

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Backlinks are an essential component of search engine optimization (SEO). They act as recommendations from other websites and signal the relevance and authority of a website to search engines like Google. The more high-quality backlinks a page has, the higher the likelihood that it will rank well in search results. Websites with few backlinks generally do not achieve high rankings.

However, not all backlinks are created equal. A fundamental distinction is made between two types of backlinks: naturally occurring and purchased backlinks. In this article, we will examine the ratio of naturally occurring to purchased backlinks in more detail and explore the various estimates and influencing factors.

Natural backlinks: The be-all and end-all of search engine optimization

Natural backlinks are created when other website operators voluntarily link to a page because they consider its content relevant, informative, or useful. Search engines view this type of backlink as particularly valuable, as it represents an authentic vote of confidence.

An important aspect related to natural backlinks is the so-called "link juice." Link juice is a term that describes the influence a backlink has on a website's ranking. The higher the authority of the linking page, the more link juice is transferred. Natural backlinks from trustworthy and thematically relevant pages help improve a website's organic visibility and ranking in search engine results.

Google itself emphasizes the importance of natural backlinks in its guidelines and advises website operators to focus on creating high-quality content that encourages other website operators to link to them. High-quality content is the foundation of a successful SEO strategy and attracts backlinks naturally.

Purchased backlinks: A risky game

Purchased backlinks, on the other hand, are placed for a fee. Although this practice is widespread, it violates Google's guidelines and can lead to penalties.

Google recently introduced new link attributes to ensure that purchased backlinks are correctly labeled. These include “ugc” (user-generated content) and “sponsored” (paid). Purchased links must be marked as “sponsored” to avoid being flagged as manipulation. Links marked as “ugc” or “sponsored” are not automatically tracked by Google and do not receive any link equity.

If Google detects purchased backlinks that are not properly marked, this can lead to various penalties. Possible consequences include a loss of rankings, the website being demoted in search results, or, in the worst case, complete removal from the index.

Another risk factor when buying backlinks is the so-called "bad neighborhood." If a website is linked to disreputable or offensive websites, this can harm its ranking. Search engines evaluate a website's environment and can associate it with the content of the linked pages.

In recent years, Google has continuously improved its algorithms to detect purchased backlinks and penalize websites that use this practice.

Impact of backlinks

The impact of backlinks on a website's ranking isn't immediately visible. Studies show that it can take some time for new backlinks to affect search engine rankings. A 2016 Moz study found that it takes an average of about 10 weeks for ranking changes to become apparent after a new backlink is added. A more recent t3n article suggests that Google only starts to "perceive" new links after 5-15 days.

However, the actual effect of a backlink depends on various factors, such as the authority of the linking page, the relevance of the content, and the placement of the link.

Legal aspects of backlinks

Building backlinks also has legal implications. The legal framework for backlinks primarily concerns copyright and competition law. These laws ensure that fair practices are applied when building backlink structures.

Legal measures include those that generate backlinks naturally, such as through high-quality content that is voluntarily linked to by other website operators. Illegal practices, on the other hand, include buying links or using hidden links, which are considered manipulative attempts to improve search engine rankings. Such actions can have legal consequences, including penalties from search engines and legal action for unfair competition.

The proportion of naturally occurring backlinks: Estimates and influencing factors

Unfortunately, there are no precise figures or studies that definitively quantify the ratio of naturally occurring to purchased backlinks. However, experts estimate that the majority of backlinks on the internet are generated naturally.

Some SEO experts recommend that no more than 10-20% of the links in a backlink profile should be purchased links in order to simulate a natural growth pattern.

However, the proportion of naturally placed backlinks can vary greatly depending on the industry, competition, and the link building strategies used.

Factors that can influence the proportion of naturally placed backlinks:

• Content quality: High-quality, informative, and unique content naturally attracts backlinks.
• Social media activities: Distributing content on social networks increases visibility and can lead to more backlinks.
• Relationships with other website operators: Building contacts with other website operators, bloggers and influencers can increase the likelihood of natural backlinks.
• Link building strategies: The way backlinks are built plays a crucial role. Strategies such as guest blogging, creating infographics, or participating in online communities can lead to more natural backlinks.
• Backlink diversity: A natural backlink profile is characterized by high diversity. This means that backlinks should originate from different domains with varying IP addresses and domain strengths.
  Anchor text diversity: Using different anchor texts that include the target page's keyword, as well as incorporating stop words into the anchor texts, contributes to a natural link profile.

Examples of websites with strong backlink profiles

To illustrate the importance of the factors mentioned above, let's look at the backlink profiles of four different flower delivery services:

This table shows that the number of backlinks and the number of linking domains can vary significantly. Fleurop, for example, has a considerably larger backlink profile than the other providers.

Although there are no precise figures on the ratio of naturally acquired to purchased backlinks, it is evident that natural backlinks are essential for successful search engine optimization. Website operators should therefore focus on creating high-quality content and building a natural backlink profile to achieve long-term success.

However, buying backlinks should be approached with caution, as it violates Google's guidelines and can lead to penalties.

Analyze your own backlink profile and implement the strategies described in this article to improve your SEO. You can use tools like SE Ranking, Ahrefs, or Moz to analyze backlinks.

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