Ok my site has been ranked for a long time always have done white hat seo. Now most of all my terms are still ranked but the one term that gets a ton of traffic that I was ranked #2 for is now gone. In google webmaster tools the other day I get We've reviewed your site and we still see links to your site that violate our quality guidelines. Specifically, look for possibly artificial or unnatural links pointing to your site that could be intended to manipulate PageRank. Examples of unnatural linking could include buying links to pass PageRank or participating in link schemes. I know these links came from another competor in my market. Should I just keep doing what I am an in hopes these links fall off. Or should I go and start working on removing them.