Stop Building Links?

In the Search world it's all about innovation, and staying on top of the latest trends. Over the past few years the search engines have become much more vocal, and have clearly voiced to the webmaster and business community that artificially inflating your backlinks is a no-no.

They've also publicly announced the crutch of their algorithms, and we all know that link popularity and trust is the driving force of rankings in every category on the Internet.

Google/Yahoo would have you do nothing to get your website better rankigns. Basically, they want you to ignore the natural search listings and only worry about the Paid search listings.

Aaron Wall from SEOBook has a great viewpoint on the subject which I agree with wholeheartedly. To throw in the towel and let your competitors walk all over you for fear of getting penalized is simply not a good strategy - this is what Aaron has to say.