Link buying - is Google going to kill you for it?

As I am sure you all know Google clearly states, by virtue of their actions if nothing else, that bartering for links is fine as long as no money changes hands (and if there are no editorial discrimination issues etc). Using the data that Google has the ability to collect using Webmaster Central and Google Analytics they would quite easily I imagine be able to sniff out what links a site has purchased and take whatever action they please to that site be it drop the pagerank (shutters) or drop your paid words X positions per infringement which I imagine would be sufficient to stop a lot of link buying/selling.

Problem is then how do you get someone with a decent pagerank - or two million people with a less decent pagerank - to actually want to link to your website, publish your media release or your fascinating article on how global warming has affected the hibernation in the local squirrel community?

If you can’t add any value to that person’s website like value to their visitors or just to make them look smart by linking to your site, and honestly how many of us own one of those domains is your only option to pay up and risk the ultimate punishment from the mighty G or be left behind?

There are options if you must buy/sell links - for example you can have the links disguised as AdSense Ads as shown in this SEO Blog or you can request that the link purchase is wrapped within a guest blog post or that fascinating article about the hibernation in the local squirrel community.

Whichever option you go with I would recommend that you watch your step - especially if you use Webmaster Central and Google Analytics. Things will change in the near future, just make sure your SEO efforts are not relying to heavily on these purchased links, it might even be an idea to leave the link building (not buying) to a BDM to whom I think that job belongs anyway.

Best regards from the cradle of Google,
Andreas