When developing a link building program to be used for your SEO campaign, there are two main ways that you could choose to go; you could either choose to develop the program yourself or you could pay someone else to do it on your behalf. Each of these options has its own advantages and disadvantages. If you choose to do it on your own, you will give it a personal touch, understand it better and get to save some money. But you risk creating a substandard program. On the other hand, if you pay an expert for the job, you get a better program but then have to spend more money.