While it doesn’t happen as often as it used to, we still get solicitations from people wanting to build links by selling them or exchanging them. Unless it’s a legitimate exchange with a reputable website for a real business purpose, we tend to frown on this practice. And at the end of the day, all the links in the world won’t matter if the content being linked to is lacking in quality. If you’ve got the budget to invest in your website, don’t spend it on risky and often times black hat link purchases. Instead, invest it in your website’s content. When you invest in content, you get a higher return on investment because you can re-purpose it for Web pages, blog articles, content offers tied to lead generation campaigns and more. And high-quality content naturally generates more links over time.So natural links are the name of the game. Unnatural links will actually hurt you – so just don’t do it!