As you all already know, all of us IM's & SEO's are treading on egg shells when it comes to link building. I have been doing some work and competitor analysis for a client and found some things that have baffled me post penguin! My client is a solicitor and the keyword is compensation based, so you can imagine that the competition is fierce! Only 1000 exact matches per month for this particular keyword, but there are many variations all with 800-1000 exact. CPC (according to KW tool) is £30 per click. So, for this particular keyword, EMD.org.uk sits sitting at 5th with ZERO back links and the top 5 sites are pretty shit in terms of back link diversity and post penguin requirements, not to mention trying to achieve a "natural" looking back link profile. This one example humoured me a lot. 99.71 % money keyword anchor text - 1 x keyword variation 0.29 % Generic/Branding/Other anchor texts This is just the tip of the iceberg. Some of the back links are such shit quality its unreal. Check out the screenshots I added to see what I mean. Where the fuck is penguin? Surely with a back link profile like this, these websites should not be sitting on the top of Google. So, with this data available, I should be able to rank my client with minimal effort if I "play by the rules"... Right? We shall see... Thoughts?