What You Offer

Tell visitors exactly what you do with first sentence. Don’t be subtle. You only have a few seconds to get their attention. Don’t waste it. The opening sentence should read something like, “At XYZ, we offer quality tools at wholesale prices.” Bam! The prospect knows exactly what you are offering and if it fills their need.

Benefits

Tell your prospect how they will benefit from doing business with you. Don’t assume they understand it. Again, be blunt with something like, “You save money when you buy from us because we have a low overhead and free shipping.” Bam! Now visitor knows you sell tools at a low price. This combination should result in shopping activity if they have any need for tool products.

Demand Action

What do you want prospects to do when they visit your site? At end of your content, make sure you tell them. “Click here to order” is a perfectly fine statement, but adding a benefit is optimal. “Click here to order with free shipping” is a superior demand. Regardless, make sure you tell them what to do and make it is easy as possible to take requested action.

If you are offering quality, you are doing clients a favor. Make sure tone of your site reflects that fact.

Of course there is no direct evidence that Google will penalize your link if it is on a page that has no relevance to your link. It is merely speculation. But as I said, even though spider doesn't know if you paid for link or not, they are made to spider content. This thought should cause you to proceed with caution when and if you choose to buy links.

Always evaluate your intent when buying links. Is it just to boost pagerank, or will link also be

of benefit to visitors of page link will be placed on. Both are important to level of traffic link could bring.

So intelligent conclusion would seem to be to buy links from individual websites related to topic you want to rank for. The evidence seems to suggest that this is more benefical to both readers of that website and from an SEO perspective.