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  1. Recovering from Penalties, Penguin, and Panda

    Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google's Webmaster Guidelines. If you're selling links for traffic, make sure you nofollow them.

  2. Penguin 2.0 Forewarning: The Google Perspective on Links

    Penguin and their various attacks on unnatural links have dramatically reshaped their ability to detect and act on link building practices they consider detrimental to their algorithms. If you have 2 minutes with a customer, and the law required...