Eric Ward doesn't mind pointing out that of the top ten Google results for " Ward says many link building practices are doomed to fail because they are manipulation-based. That goes for (indiscreet) reciprocal linking, article syndication, press releases, paid links, and yes, even link bait. "Why did you think," he asks SEOers, "that any tactic predicated on a lie would work? Why would you trust any of those tactics and links as being credible in the first place? Did you use those same tactics on your own site, or just for clients?" Trust is the only measure of a link that counts, then, and that trust begins with the author, the content producer. Many of the comments on that blog post about his theory that black-hatters (which would include link schemers) are questionable in other aspects of business: "For a while now, I’ve had a slight hunch that clients that embrace blackhat SEO on their site are willing to cut corners in other areas of business as well. Earlier today I was reviewing an email from 2001 (!) where Google removed a very large company’s website from our index for hidden GIF links, machine-generated doorway pages, and cloaking. It’s interesting to look back with the benefit of hindsight now. Later on, the company: - had 10+ employees convicted for inflating revenue So, for what it's worth no matter how hard to swallow for some, Ward and Cutts seem to be in tune about how quality links come from trustworthy, reputable sources that play fair. 
- the CEO was sentenced to 10+ years in jail
- another executive was sentenced to 2+ years in jail"
Link Expert Slams Linking Strategies
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