The schizophrenia of link building

Link buying is an effective marketing strategy but has an evil twin in Googlebombing. Here's a look at the issues.

Over the past six months, much has been made over the good and bad of link buying. Angry blog posts, posturing from Google, and near fights at search conferences made this one of the biggest issues in 2007. It's an epic struggle of good versus evil in which the credibility of the internet hangs in the balance -- or at least that's how it seems.