There is no doubt that buying search engine rankings does not sound ethical. Especially because it puts the small low traffic, low budget sites at great disadvantage.

But, hey, who said life is fair.

The reality is that a quick look at the top ranking sites will quickly reveal that most of them gain their rankings using paid text link ads.

Although leading search engines have made a lot of effort to be able to differentiate between paid links and natural hyper links, the truth is that they are yet to find a reliable and effective way of doing this. In fact what tends to happen is that genuine links are getting ignored while many paid links are getting counted. Actually a vast majority of text links are getting counted. One of the reasons is the way these text links are created these days. They fit in so smugly with the rest of the content.

The main reason why this happens is not to fool search engine robots, but it is to get more clicks through for the text links. The less something looks like an ad online, the higher a response, you will tend to receive. Knowing this, site owners have found ways of incorporating these text links in the heart of their articles and content to great effect.