Why links still matter for search
When one website links to another, a search engine reads it as a recommendation. The closer the source is to your topic and the more real readers it has, the stronger that signal. That is why links still influence rankings and why link building remains part of SEO.
The trouble starts when growth is built almost entirely on piling up links, often paid ones. Bulk buying from link exchanges used to move rankings. Google and Yandex have since become much better at telling a genuine recommendation from a purchased one, so the old playbook is now closer to a gamble.
A link also does not sell by itself. If a visitor arrives and cannot find an answer, a clear offer, an easy order through Telegram or payment by Click or Payme, better rankings will not turn into customers.
The risks of buying backlinks
Both search engines treat buying links to influence rankings as a breach of their rules. In practice that can mean:
- The links are simply ignored: you paid and got nothing.
- An algorithmic filter lowers the rankings of single pages or the whole site.
- Google applies a manual action and reports it in Search Console.
- The result depends on rented links: if the platform removes them or shuts down, the effect disappears and you pay again.
Who benefits from fast results, and what to do if you already bought links
Paid links sometimes give a temporary lift, especially in niches with weak competition. That suits a contractor, because the report shows a nice curve quickly. The risk, however, stays with the site owner.
Recovering from a penalty takes months. Meanwhile a shop in Tashkent or a clinic in a regional city loses enquiries to competitors.
If you have already bought links, start by analysing the link profile. Try to get suspicious links removed by the site owners. Use Google’s disavow tool only when you are confident the links are doing harm, and with care, because disavowing a useful link can hurt you too.
Signs of an unnatural link profile
You can review your own profile in Search Console and in link analysis tools. Be careful if you see:
- a sudden spike in links with no news or campaign behind it;
- sites with no real audience that exist to sell links;
- identical anchor texts packed with commercial keywords;
- off-topic sources, such as a dentist linked from an auto parts portal;
- networks of sites that are clearly connected to each other.
Safe link building that fits local business
A good link is a by-product of having something worth mentioning. These sources tend to hold up:
Useful pages: guides, comparisons, calculators and market overviews in Russian and Uzbek that people want to cite. Partners: suppliers, distributors, industry associations and corporate clients who can mention you on their sites. Local media and portals: an expert comment, an interview, a launch announcement. Quality industry and regional directories, map listings and genuine customer reviews.
Profiles on Uzum, OLX, Instagram or a Telegram channel also help. Their link weight may be modest, but they help people find your website.
Questions to ask an agency before you pay
An honest contractor answers specifically. A vague reply like “we have our own trusted base” is a reason to pause. Before paying for link building, ask direct questions:
- Where will the links come from, and can I see the list of sites?
- What anchor texts will be used?
- Do those sites have a real audience?
- What happens if the links are taken down?
- How does this fit Google and Yandex guidelines?
- What do I keep if we stop working together?
Where links fit in your wider strategy
Links do not replace technical optimisation, clear site structure or useful content. If a page loads slowly or fails to answer the visitor’s question, outside links will not rescue it. First work out where your customers come from, whether search, Instagram, Telegram or ads, and what role the website plays. For many local businesses a strong site, map listings and reviews are enough, without a large link programme.
If you want to know whether link building is worth your budget and how much of it you need, markdev can help you shape a marketing strategy for your niche. Tell us about your task and we will talk through where to start.
FAQ
What is link building in simple terms?
It is the process of getting links from other websites to yours. Search engines treat them as recommendations, so quality links can help a site rank better.
Is it safe to buy backlinks?
Not entirely. Google and Yandex consider buying links to influence rankings a breach of their rules, so such links may be ignored or lead to lower positions.
What should I do if my site already has bought links?
Analyse your link profile, try to have suspicious links removed, and only if necessary use Google’s disavow tool carefully.
Does a small local business need link building?
Often a strong website, map listings, reviews and mentions from partners are enough. A large link programme is not necessary for everyone.
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