Search engine optimization myths are abundant on the internet, and few of these are more hotly debated than the subject of backlinks. Unfortunately, these myths are anything but harmless. Web masters, Search professionals, businesses and individuals around the globe regularly make bad decisions based on incorrect or outdated information, but when it comes to SEO these inaccuracies have sometimes become mythical and are therefore practiced by otherwise intelligent and business-savvy people. Understanding the truth about backlinks is critical because these mistakes can lead to disastrous consequences.

Myth #1: Don't Bother with No-Follow Links

In order to quickly dispel this myth, ask yourself the following question: if you could get a link on a PR9 page that was No-Follow, would you do it? Of course you would.

The fact of the matter is that while No-Follow links don't pass PR in the same way that Do-Follow links do, they are still indexed and "counted" by search engines. The value of that link will depend on the context, the PR and authority of the linking site and a number of other variables that we can only guess at.

At the very least you should build No-Follow links to avoid leaving a footprint that could garner unwanted attention from the search engines. If all of the links pointing back to your site are Do-Follow, it's going to look obvious what you're up to.

Myth #2: Don't Build Non-Contextual Links

Contextual links are likely worth more than non-contextual links, but both are important to target. Search engines expect to see interaction between websites and businesses across a wide variety of platforms. If all businesses only interacted within their own industries, the web would be a boring and communication-worthless place.

Just as is the case with No-Follow links, building non-contextual links is also essential for maintaining a natural-looking footprint.

Myth #3: You Should Buy Thousands of Links from Offshore SEO workers

No, you shouldn't - not without understanding how and where the links are being built. Common sense should be a sufficient guide for this myth: if links are so valuable, then how can a person possibly buy link packages at rates of just a few dollars for thousands of links? The answer is simple: you get what you pay for. You pay next to nothing to receive next to nothing, because in most cases these links are worthless. They generally come from blog comment spam and forum posting spam that could get your website banned from organic search results if your IP is reported consistently.

Myth #4: Backlinks are Permanent

Any company that guarantees permanent backlinks is unabashedly lying. Links die - that's an inarguable fact. Links will die when changes or updates are made to a website, when a website dies or when links are deliberately removed. It's impossible to guarantee that a link will remain live permanently. However, some companies will overcome this by offering to replace any links that die within a certain amount of time - often 6 months to a year.

The truth about backlinks is the same as the truth about most SEO myths - if you build quality links based upon quality content, you'll likely achieve significant success. But if you blindly follow the myths listed above, you could end up losing a lot more than just your money.