[[getgovt]]
Spammy link profiles are just that: full of links built in unnatural, sneaky, or otherwise low-quality ways. Practices like buying links or engaging in a link exchange might seem like the easy way out, but doing so is dangerous and could put all of your hard work at risk. Google penalizes sites with spammy link profiles, so don't give in to temptation.
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A guiding principle for your link building efforts is to never try to manipulate a site's ranking in search results.

But isn't that the entire goal of SEO? To increase a site's ranking in search results? 
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ies the confusion. Google wants you to earn links, not build them, but the line between the two is often blurry. To avoid penalties for unnatural links (known as "link spam"), Google has made clear what should be avoided.
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