Before the infamous google penguin updates of 2012 – 2013, aggressive keyword anchor text link building was a very effective method of improving search engine rankings for competitive keywords.After the updates, though, things changed drastically. Building links too fast and with excessive use of keywords in the anchor text could lead to severe google penalties – many websites have been removed completely from the google search engine results pages. Others have been bumped down so far that their visibility is practically zero.Reputable companies that offer SEO related services believe in building links slowly, from reputable and relevant sources and with a low percentage of keyword rich anchor text. High calibre on site content can also serve as ‘link bait’ that can draw links on merit too – exactly what search engines like to see.