A lot of people hire companies to build links to their website for them. They do this because the number of links that a site has pointing at it is important for getting your site to rank well in the search engines. This presents a problem for the search engines, they have to use links to assess the quality of a site but they also know that that people are building their own links. In order to get around this problem they have established some rules that need to be followed in building links. If the company you hire to build the links for you does not follow the rules you are going to run into trouble with the search engines.
The biggest danger that you will face if you build links to your site in the wrong way is that he search engines will remove your site from the listings altogether. When this happens your site might as well not even exist because nobody will find it. The most likely reason that your site would be removed from the listings is that you have used automated software to spam the internet as a way to get links. If you hire a company that does this you can be pretty sure that you are going to lose your site.
Having a site removed from the search results is a pretty serious punishment and not all that likely. Far more common is having your site dropped down the rankings. This is a temporary punishment since you will be able to get your site moved back up by getting quality links. The most likely reason that your site would drop down the rankings is that you have acquired a lot of low quality links very quickly. This is a telltale sign that you are building your own links. Usually if you mix in a few high quality links you will not run into trouble in this regard.
When you are hiring a link building service you have to be very careful to make sure that you are working with somebody who knows what they are doing. Unfortunately the barriers to entry in link building are very low and every failed internet marketer will at some point try to start this type of business. You need to take a serious look at the quality of the work that they do before you hire them. The easiest way to do this is to take a look at some of the other sites they have worked on, if they don't rank well you should be very wary.
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