Before Google’s recent algorithm updates, many online marketers tried to get around the search engine’s ranking process through practices like keyword stuffing and questionable link building. Regular updates of the algorithm have wiped out or de-ranked websites practicing bad SEO, including those who built low-quality or spammy links.
Google’s John Mueller has recently warned against the risks of link building, in reference to possible penalties a website could incur through improper link building. Algorithm updates like the Google Penguin were specifically developed to provide online users with more quality results by evaluating websites and their pages for their overall content, including links. Duplicate and dubious links could warrant penalties that would be difficult to get out of.