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Selling text ads is a normal practice probably since websites began to be used for commercial purposes. When Google came up with its PageRank algorithm, and people started to have access to the PageRank value through the Google toolbar (http://toolbar.google.com), they also gave (unwillingly?) the possibility to measure the value of a page.

Google owns PageRank and does not allow anybody to buy, sell or trade PageRank. Often people mistake buying, selling and trading links for buying, selling or trading pagerank, but there is a fundamental difference.

Trading links based on PageRank is a waste of time. Trading links based on relevance is the best way to work and that is exactly what Google appreciates; links that exist to benefit the web surfers. It is also perfectly fine to buy links from related sites or to sell links to related sites. PageRank has nothing to do with this.

But how to determine the value of a link in a page? The value of a page depends on factors like: popularity, content, owner, number of visitors, etc. The interesting thing is that PageRank basically is way of measuring all these factors and combines it into a number. That’s pretty much what Google made it for. So PageRank is actually a great tool to determine the value of a page.

This value determines the price you can charge or pay for a link from a page. But this value only applies when the links make sense from a visitor point of view. A page about pets with a PageRank of 8 will have little value to a site that sells car parts and this car part dealer won’t have any interest in paying for such a link. But a pet store may be very interested. This is just to show that relevance is what counts, not PageRank.