Don’t buy (or sell) links

[imabhas]

Here’s how the theory goes;
Google ranks popular sites higher thank unpopular sites. According
to Google’s page rank algorithm, websites that have a lot of other
websites linking to them are considered popular.
Therefore, if you pay other sites to link to you, you will become a
popular site and thus will rank better.
Reality Check… In “real” life, if you have to pay people to hang out
with you, you’re not really popular. Stop paying and they’re gone.
The same thing applies to your website. Stop paying and your fake
popularity evaporates. You know it, and Google knows it. Truly
popular sites don’t have to pay people to link to them. People link to
them because of their content.
“selling links, buying links is against our
guidelines and we do take action against
that” says Google Engineer

Google wants to find sites that are truly popular. They want to find
excellent websites that are enjoyed by a lot of people – which is true site
popularity -- and list those websites first.

Google is so determined to find people that are “selling” links to falsely
elevate link popularity that they are letting people report sites that buy
or sell links for that purpose.