Air around you is filled with the saying that now you can get Google penalty for sponsored/paid listing. Amazing how can any one get paid link penalty. But truth is that mattcutts says, it’s not reputable to get paid links. What does this actually means? Have you ever thought why people go for paid links? Think it’s just for boosting page rank and getting high rankings on the anchor text targeted on the paid site. So what the big deal? Yeah its now a big deal for Google. Google has started devaluating the sites taking paid links. It means you will not be benefited from any paid links now. NO PR and rankings effect will be shown to your sites. So why go for sponsored/paid links. IF you are going to fall under sponsored/ paid link penalty.

Why to invest your money in useless matter that won’t help you. But these are all speculation and saying about sponsored/paid link penalty. Webmasters who has been through paid link penalty has posted in different forums and written articles about sponsored link penalty. But it’s not always the case that you will go through the penalty. Paid links can be beneficial sometimes. But why to get in the matter that can hamper your site sooner or later.

So if you are really interested in ranking higher on the search engines, always go for ethical practices. don’t take any paid links if you don’t want to be part of sponsored/paid link penalty.

Reciprocal link exchange an integral part of link building campaigns, which help your keywords to rank higher on the search engines. If you are going for reciprocal link exchange always keep in quality links, not quantity links. If you are linking to relevant site as your, well and fine. But if you are going for quantity links and exchanging links with the entire non relevant site to increase your popularity. It is always considered as “link schemes” by Google. And here reciprocal link exchange penalty comes into play. The ultimate effect of reciprocal link exchange penalty is lowering down of organic ranking.

If you are really interested in reciprocal link exchange, you can always go for it but for not involving in to reciprocal link exchange penalty always keep following points in mind:

•    Go for quality no quantity links.
•    Always exchange links with highly relevant sites.
•    Don’t keep attitude that you link to me and I will link to you.
•    Make your content so valuable that people links to you without your linking.
•    Don’t try to build great number of useless back links.

If you take care of all these points and go for reciprocal link exchange with relevant sites. Then in no case search engine will be going to charge you with reciprocal link exchange penalty.

Link building plays an important role in organic ranking. Having relevant and ethical link building can take your site to the top on key phrases targeted. But when you are not concerned about relevancy, ethical links. You are always trapped in Google link building penalty. If you are going only for quantity not for quality then you are going to be affected by Google link building penalty. From long work experience and speculation webmasters are always sure of Google link building penalty. And a clever webmaster never practices spam link building, because he is always aware that it won’t help in the long run.

So if you don’t want to be part of link building penalty from Google, don’t try these practices mentioned below regarding link building:

Building links with banned sites - Get your back link report and check for the delisted sites from Google. The delisted sites are usually those with 0 PR and grayed out toolbar. Never link to these sites, other wise you may be a part of Google link building penalty.

Building links with bad neighborhoods - Always be aware not to link with link farm, doorway pages, bad neighborhoods, these sites are never relevant and have useless content. These are very much harmful for your organic listing and can make you go through Google link building penalty.

Excessive Cross linking - If you are having more than one site and they are on the same C class IP address. Then cross linking between them is considered as “link schemes” by Google. Considered as spam and can be part of Google link building penalty. if you link to other sites then giving one way links can be more beneficial than cross linking. So if you really want not to be part of Google link building penalty avoid cross linking.

Buying links- As per Google mattcutts, Google has started devaluating paid links. Ant it wont help in increasing rankings or PR. so if you are thinking of paid links, it might help but the best knowledge is not available till now.

Reciprocal linking - Reciprocal link building from non relevant and non thematic sites can make you part of Google link building penalty. Rather quality links with most prominent sites should be done. The effect of these penalties is drop in rankings and automatically traffic.

Google page 4 penalties - Newly introduced Google link building penalty, excess link building results in Google 4 penalty where your targeted key phrase drops on to the 4th page of Google search result.

Google page 30 penalty - same as Google 4 penalty, here unethical and unthematical excessive link building makes the keyword to drop down to page 30 on the search results.

Anchor text link penalty - excessive use of same anchor text for building links causes Google link building penalty, the result is same drop in rankings.

These are the well known link building penalty, which are also from mere speculation and experience. But the truth lies here that each and every webmaster has gone through one of these penalties. SO if you really don’t want to get into this link building penalty always use ethical and relevant link building. Go for quality links not quantity links. One good link can increase your rankings and one bad links can ruin everything. So the choice is yours!