Image: Frustrated person at computer surrounded by pop-up ads, representing the feeling of being bombarded by link building scams.

Want to know which link building offers are scams and which are legit? I’ve created this guide to help you spot the difference before you waste money or damage your website’s reputation.

Every day, website owners receive emails promising amazing backlink packages that will “guarantee page one rankings.” Most of these offers are complete SCAMS. In this guide, I’ll show you exactly what to look for so you don’t get burned!

I’ve seen countless website owners fall for these tricks. They pay hundreds or thousands of dollars for backlinks that either never materialize or actually harm their SEO efforts. By the time you finish reading, you’ll understand the common tactics scammers use and how to identify genuine link building opportunities instead.

We’ll examine unethical link acquisitions that violate Google’s guidelines, deceptive redirect schemes, worthless Private Blog Networks, and fake guest posting. I’ve encountered all these scams myself and will share concrete examples so you can recognize them immediately when they land in your inbox.

Common Types of Link Building Scams

1. Private Blog Networks (PBNs)

Image: A network of interconnected, low-quality websites, illustrating a Private Blog Network (PBN).

PBNs are groups of websites owned by one person that link to each other to manipulate search rankings. They’re extremely risky because Google actively hunts them down. I’ve seen websites lose 80% of their traffic overnight after Google found their PBN links. 

The worst part? Recovery and regaining Google’s trust can take months and cost thousands of dollars.

How to spot PBNs:

• Low-quality content that’s clearly rushed or AI-generated
• Generic WordPress themes with minimal customization
• No real comments or social shares
• Suspiciously high Domain Authority despite no real traffic
• Hidden ownership (all sites use privacy protection)
• Too many exact-match keyword links

I recently helped a client who paid $10,000 for a “premium link building service” only to get a Google penalty. The service had connected them to a network of fake health blogs. The recovery cost another $10,000 and six months of tedious work.

2. Link Farms

Image: A field of identical, overgrown plants representing a link farm’s repetitive and low-quality nature.

Unlike PBNs that try to look legitimate, link farms make almost no effort. They’re just massive link directories with hundreds of outbound links per page.

The main red flags I look for are:

• Pages with 100+ outbound links and almost no relevant content
• Awkwardly written, “spun” content that barely makes sense
• Complete lack of topical organization (gambling links next to toy reviews)
• Zero organic traffic despite claiming high authority

When someone offers you 100 links for $50, you’re most likely dealing with a link farm. Real link building is relationship-based and can’t be scaled to a few dollars per link. 

To give you an idea, here’s what quality link building services typically cost:

Link Type	Legitimate Cost	Scam Price
Guest Post	$150 to $500	$10 to $50
Niche Edit	$100 to $400	$20 to $40

3. Low-Quality Directory, Comment, and Forum Links

Image: A cluttered and outdated online directory, symbolizing the poor quality of these types of links.

These tactics worked in 2005 but are now entirely ineffective, if not harmful. I’ve analyzed thousands of backlink profiles, and these low-quality links provide zero ranking benefits.

The biggest problems with these links are:

• They’re obviously automated (created by software, not people)
• They use the exact same anchor text everywhere
• They come from irrelevant websites with no connection to your industry
• They appear in massive batches (hundreds at once)

I had a client who bought 1,000 forum profile links for $50. Within two weeks, they got a manual penalty from Google. The cheap links ended up costing them thousands in cleanup work.

4. Fake Guest Posts

Image: A generic blog post with a stock photo and no author information, representing a fake guest post

Guest posting can be legitimate when done right, but many services sell posts on fake blogs that exist only to house paid links.

I check for these warning signs:

• Articles shorter than 500 words with no images
• Missing or fake author bios (using stock photos is often a dead giveaway)
• Sites publishing 10+ guest posts daily across unrelated topics
• Suspiciously low prices ($20-50 per post)

Real guest posts on quality sites typically cost $200 to $500 because they involve editorial review and provide exposure to an actual audience.

5. Paid Link Schemes Disguised as “Sponsorships”

Image: A handshake exchanging money beneath a banner that says ‘Sponsor,’ representing the deceptive nature of paid link schemes disguised as sponsorships.

A growing scam I’ve noticed involves disguising paid links as “sponsorships” or “partnerships.” The seller claims this makes the link legitimate since it’s disclosed as sponsored.

Here’s the problem: Google explicitly states that paid links should use the nofollow or sponsored attribute. These schemes provide “dofollow” links that pass authority while pretending the sponsorship disclosure makes it compliant with Google’s guidelines.

I’ve seen these schemes charge $300-500 per link, positioning themselves as “premium” services. 

Red flags include:

• Mentioning “sponsorship” but providing dofollow links
• Promising the links are “Google safe” because of disclosure
• Using terms like “native advertising” or “branded content” to obscure that you’re simply buying links

6. Link Exchange Networks

Image: A circular diagram showing websites linking to each other in a closed loop, illustrating a link exchange network.

These networks promise, “I’ll link to you if you link to someone else in our network.” They claim this three-way exchange can’t be detected as reciprocal linking. In reality, Google’s algorithms easily identify these patterns. 

I’ve seen link exchange networks with thousands of members create obvious footprints:

• Similar anchor text patterns across sites
• Links appearing in similar locations (often footers or sidebars)
• Consistent linking patterns between network members

When a client asked me about joining one of these networks, I analyzed their existing members and found that many had received manual penalties.

7. Misleading 301 Redirect Schemes

Image: A winding road with confusing signs, symbolizing the deceptive nature of 301 redirect scams.

These scammers buy expired domains with existing backlinks and then redirect them to your site. While this might sound smart to the inexperienced, Google cannot be fooled easily and detects this tactic as a form of manipulation instead.

I use tools like Ahrefs to check for:

• Sudden spikes in referring domains (dozens appearing overnight)
• Redirect chains (A → B → C → D → Your Site) trying to hide the manipulation
• Redirects from completely unrelated industries (gambling sites pointing to your business blog)

8. Fake Press Release Distribution

Image: crumpled press release in a trash can next to a news website, symbolizing the ineffectiveness and potential harm of fake press release distribution.

Press releases can be legitimate when you have actual news to share. However, many services sell “press release distribution” solely as a link building tactic.

These services claim to distribute your release to hundreds of news sites, but the reality is:

• Most placements are on low-quality “news aggregator” sites
• The content is published verbatim across all sites (creating duplicate content)
• The links are often automatically nofollowed or provide minimal value
• The “news sites” have no actual readership

I paid $300 to test a popular press release service. My release appeared on 89 “news sites,” but using SEMrush, I discovered none of them had meaningful traffic. Total waste of money!

9. Over-Promising Domain Authority (DA) / Domain Rating (DR)

Image: A cracked DA/DR meter showing an inflated number, symbolizing the manipulation of these metrics.

Many scammers exploit confusion around metrics like Domain Authority (Moz) and Domain Rating (Ahrefs). They promise “DA 50+ links” while delivering worthless placements on artificially inflated sites.

Remember: Google doesn’t use DA or DR in their algorithm. They have their own, much more sophisticated ways to evaluate sites.

I’ve seen clients waste thousands on services promising, “We’ll increase your DA by 20 points in 30 days!” These services use tricks that might temporarily inflate metrics but provide zero ranking benefits in the long run.

Focus instead on genuine business metrics:

• Organic traffic growth
• Keyword ranking improvements
• Actual conversions and sales

10. Unproven Link Builders

Image: A blurred photo of a person with a laptop, lacking credibility, symbolizing unproven link builders.

Working with inexperienced link builders puts your site at serious risk. 

Here’s what I look for before hiring anyone:

• Detailed case studies showing actual results (not just processes)
• References from long-term clients (at least 2-3)
• Willingness to explain their general approach (without revealing proprietary details)

Red flags include vague descriptions like “we use white hat techniques” without specifics or claiming that client confidentiality prevents sharing any examples whatsoever.

Before hiring a link builder, I always have an in-depth call to discuss:

• How do they find link opportunities
• Their outreach process
• Content creation approach
• Quality control measures
• Regular reporting methods

Anyone unwilling to discuss these basics likely doesn’t have a systematic approach to building quality links.

Why Link Building Scams Are So Damaging

Image: Cracked foundation of a building, symbolizing how scammy links can damage a website’s SEO foundation.

You might be thinking, “What’s the big deal? Can’t I just buy some links and call it a day?” 

Well, here’s the truth: using scammy links can mess up your website’s ranking on Google. It’s like taking a shortcut that leads you straight off a cliff.

Google is smart! They’re always trying to figure out which websites are good and which are trying to cheat the system. If you use sneaky link building tactics, Google will probably catch you. And when they do, they can hit you with a penalty.

Google Penalties

• Manual Penalty: This is when a real person at Google looks at your website and says, “Nope, these links are no good.” They impose manual actions to punish your site.
• Algorithmic Penalty: This is when Google’s computer programs (algorithms) figure out you’re doing something fishy and automatically lower your ranking.

Loss of Trust

It’s not just about Google, either. If people see that you’re using a spammy SEO strategy, they’ll lose trust in your website. That means fewer visitors, fewer customers, and less money in your pocket.

Wasted Time

And let’s not forget about your time. Chasing after cheap, scammy links takes up a lot of time and energy. It’s better to focus on building real, valuable links that will help your website grow.

Benefit	Scammy Links	Real Links
Ranking Boost	Short-term, unreliable	Long-term, sustainable
Google’s Perception	Penalties, Loss of Ranking	Improved Ranking, Increased Trust
User Trust	Decreases due to low-quality content/links	Increases due to valuable, relevant content/links
Time & Resource Usage	Wasted on quick-fix, ineffective tactics	Invested in long-term growth and relationships

Short-Term Gains vs. Long-Term Pain

It can be tempting to take the easy way out and buy cheap links. It might give you a quick boost in the rankings, but it’s not going to last. Sooner or later, Google will catch on, and you’ll end up worse off than when you started. 

Trust me, it’s better to play the long game and build your website the right way. TheBlueprints’ trustworthy link building services can exactly help you with that!

Red Flags in Communication and Sales Tactics

Image: A person holding up a red flag while talking on the phone, representing warning signs in communication with potential link building services.

Pushy Sales Tactics

When someone aggressively pushes you to sign up “today” for a special discount that “expires at midnight,” they’re using high-pressure tactics to prevent you from doing proper research.

Legitimate link building professionals understand that you need time to:

• Research their company
• Compare options
• Get internal approval
• Review their contract

If they’re rushing you, it’s usually because they don’t want you to look too closely at what they’re selling.

Vague Answers to Specific Questions

I always ask potential link building partners these direct questions:

“Can you show me examples of links you’ve built in the last 30 days?”

“How exactly do you approach website owners for links?”

“What metrics do you use to evaluate link quality?”

Vague responses like “we use proprietary methods” or “we have special relationships with webmasters” are huge red flags. Quality link builders can explain their process without revealing trade secrets.

Unrealistic Guarantees

The biggest warning sign? Guarantees like:

“We’ll get you to #1 in Google in 30 days!”

“100% guaranteed rankings or your money back!”

“Guaranteed placement on specific high-authority sites”

Nobody can guarantee search rankings because nobody (except Google) controls Google’s algorithm. Even Google itself doesn’t guarantee rankings. If someone promises specific ranking positions, they’re lying to you.

What legitimate link builders can “realistically” guarantee:

• A certain number of outreach attempts
• Regular reporting and communication
• Following ethical link building guidelines
• A specific process for acquiring links

Lack of Transparency About Methods

Good link building involves establishing genuine relationships with website owners. When I ask agencies about their methods, I want to hear specifics like:

“We manually research relevant sites in your industry.”

“We create custom pitches for each site owner.”

“We develop unique content assets that attract links.”

If they dance around these questions or use vague industry jargon without specifics, they’re most likely hiding something.

Refusal to Provide Examples

Any reputable link builder should be able to show you:

• Recent links they’ve built (even if anonymized)
• Sample outreach emails (with sensitive info removed)
• Case studies with measurable results

When a provider refuses to share any examples “because of client confidentiality,” that’s often code for “we don’t want you to see our actual work.”

“White Hat” Doesn’t Guarantee Safety

Image: A wolf in sheep’s clothing standing in front of a computer screen, symbolizing that ‘white hat’ doesn’t always mean ethical practices.

The term “white hat” gets thrown around a lot in SEO. Unfortunately, many services use it as a marketing buzzword while still engaging in risky black hat SEO practices.

I’ve reviewed dozens of “white hat link building” packages that turned out to include:

• Low-quality guest posts on obvious link farms
• Mass-produced “scholarship” links
• Comment spam disguised as “content marketing”
• Paid links without proper disclosure

The term “white hat” has lost much of its meaning because so many companies misuse it. What matters isn’t what they call their tactics but what they actually do.

The Importance of Scrutinizing Actual Methods

Instead of accepting claims about being “white hat,” I always dig deeper with questions like:

“What specific sites will my links appear on?”

“Can I see the content before links go live?”

“How do you ensure these links comply with Google’s guidelines?”

Google doesn’t care what label you put on your link building—they care about whether you’re manipulating their algorithm or providing actual value.

Due Diligence: How to Choose a Trustworthy Link Building Service/Agency

Image: A magnifying glass examining a computer screen showing website analytics, symbolizing the importance of due diligence.

1. Research and Vetting

Before hiring any link building service, I always check the following:

Case Studies and Testimonials

Real case studies include measurable results, not just generic statements like “rankings improved.” 

Look for:

• Specific percentage increases in traffic or rankings
• Actual challenges that were overcome
• Time frames for results

Their Own Backlink Profile

I use tools like Ahrefs or Semrush to analyze their own website’s backlinks. If a link building agency has a spammy backlink profile, it’s not a far reality that they’ll likely build the same for you.

Industry Reputation

Check places like:

• Reddit’s r/SEO or r/bigseo communities
• Twitter conversations about the company
• SEO industry forums

Verify Their Claims

Look for evidence if they claim to have worked with big brands or achieved remarkable results. I once caught an agency using fake logos of companies they’d never worked with.

2. Transparency and Communication

Quality link building partners should:

Answer Detailed Questions

I prepare a list of specific questions about:

• Outreach methods
• Content creation process
• Link placement approach
• Quality control measures

Make an Effort to Understand Your Business

They should ask about:

• Your target audience
• Competitors
• Key differentiators
• Market positioning

Before talking tactics, they should understand your business goals. If they jump straight to “we’ll build X links per month” without this understanding, they’re likely using a cookie-cutter approach.

3. Realistic Expectations

Quality Link Building Takes Time (that’s the hard truth!)

Real relationship-based link building requires:

• Research to find relevant sites
• Personalized outreach
• Content development
• Follow-up and relationship management

This process typically takes 6 to 8 weeks before links start appearing. Anyone promising dozens of links in the first month is cutting corners.

Be Wary of “Guaranteed” Results

Instead of guaranteed rankings, look for:

• Commitment to process quality
• Regular progress updates
• Adaptability when things don’t work

4. Pricing and Contracts

Compare Multiple Quotes

The price range for quality link building services varies widely. I typically see:

Service Type	Typical Monthly Cost
Basic Outreach	$1,000-$2,500
Content-Driven	$2,500-$5,000
Enterprise-Level	$5,000-$10,000+

Anything significantly below these ranges usually involves corners being cut.

Review Contracts Carefully

Check for:

• Minimum contract length
• Cancellation terms
• Deliverable guarantees
• Reporting frequency

Never Pay 100% Upfront

Quality services might require a deposit, but never pay the full amount before seeing results.

5. Tools & Resources for Due Diligence

I use these tools to verify a link building service’s claims:

• Ahrefs or Semrush to analyze link profiles
• Wayback Machine to check website history
• Google Search Console to monitor your own backlinks
• Moz’s Spam Score to evaluate link quality

What To Do If You Suspect You’ve Been Scammed

Image: A broken piggy bank with scattered money, symbolizing the financial loss from a link building scam.

If you realize you’ve been working with a scammy link builder, take these steps:

1. Disavow Suspicious Links

Use Google Search Console’s link disavow tool to tell Google you don’t want certain links counted. 

Before doing this:

• Export your backlinks from the Search Console
• Identify the suspicious ones
• Create a disavow file

2. Document Everything

Save all:

• Emails and communication
• Invoices and receipts
• Reports they provided
• Links they built

This documentation may be needed if you dispute charges or report them.

3. Consider Reporting to Google

If the service used clearly manipulative tactics, you can report them through Google’s spam report form. This won’t help your site directly, but it helps make the search ecosystem healthier.

4. Seek Professional Help

I often work with clients who need help recovering from lousy link building. 

An experienced SEO professional can:

• Identify harmful links
• Create a recovery plan
• Guide you through the disavow process
• Help rebuild a natural link profile

Remember, recovering from a penalty is much more expensive than investing in quality link building from the start. The average penalty recovery project I work on costs 3-5 times what proper link building would have cost.

Final Thoughts

Over the years, I’ve seen so many website owners fall for these SEO scams. It breaks my heart every time because I know how much time and money they’re about to waste.

The hard truth is that there are no real shortcuts in link building. If someone’s offering you amazing results for cheap prices, they’re probably lying to you. Real link building takes time, effort, and genuine relationships with other website owners.

Remember that Google is getting smarter every day at catching these tricks. The penalty for trying to cheat the system isn’t worth the temporary boost you might get.

Instead, focus on creating content that people actually want to link to. Build real connections in your industry. Work with professionals who can show you their process and past results.

Your website is too important to risk on shady link building schemes. Take the time to do it right, and you’ll see lasting results that won’t disappear overnight when Google updates its algorithm.