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Link Exchanges: If you sell horses then maybe putting links for a law firm on your site isn't the most effective use of contextual link exchanges. Think about your linking strategy and where you want your links to appear as well as what links you want to allow to link back from your website. Mass produced backlinks with automated software solutions gives you links that aren't usually contextual. Investing in this type of software is more likely to cost you time and frustration as well as search engine penalization if you're not careful. Beware of services who promise 100s of backlinks for a small fee. Finding and acquiring quality and contextual backlinks is a science and not something that can be done without some intuitive labor.
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Landing Page optimization is a unique science. Many companies will create hundreds of landing pages which are essentially duplications of one page of your website that are customized to focus on different keywords. This will get you penalized and you can lose your rankings as fast as you earned them. Be careful. Have a professional manage this service for you. Do it right.