Risk in Buying Paid Links
Although it appears to be a charm to buy links to increase the page ranking, you should keep in mind that Google does not allow paid links to improve the ranking or PageRank. If you do that, Google or any other search engine which are capable enough to detect the paid links, it will drop down the page ranking or the ranking of websites. So in fact buying the paid links might prove more harmful that benefits. Also paid links work only during the period for which they are purchased and then the link is removed.
Anyway the inbound links are very important. But let me explain few steps which minimize the risk for the use of these links. This will help you to understand the risk and its consequences of this mouse and cat game.
Purchase Links
Everything depends on the page where the link is going to be placed. You have to check first that this page does not have a fake PageRank aka PR and its contents are related to your website’s content. The link should appear as recommendation and fit into the usual content of the page. Sites that sell links, if they have fake generated PageRank, are concerned to get the money only. Be careful, they won’t care about your website’s future.
Automatic or Manual
There are so many ways that allow listing your website in web directories & search engines. But this is risky and there are possible chances that your site will be penalized. Search engine operators generally have access to all these and they have strict control on it.
Manual process is time taking which includes joining forums, write quality content and write comments on other blogs which is a popular as well as free source for inbound links as I have already described in my previous post DoFollow Blog List and How to boost PageRank. But this is the proper and riskless way.
Possible consequences
Ranging from no impact to permanent exclusion from the index of the search engine should be expected. The severity of the punishment depends on the seriousness of the offense. The consequences are the same both for link sellers and link buyers. This will also devalue the paid link and lower the PageRank of the selling side. So the paid link trade is just like playing with fire.