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Chris. ->> Links are advertising NOT optimising!! <<-
A foolish consistency is the hobgoblin of little minds
Thought for today:- I SEO the only industry where all the cowboys are Indians?
If, however, a webmaster chooses to buy or sell links for the purpose of manipulating search engine rankings, we reserve the right to protect the quality of our index. Buying or selling links that pass PageRank violates our webmaster guidelines.
Yes it will hurt your ranking if Google finds out, end of story. They recently called the internet a "cesspool" and they want to clean it out. That was Eric Schmidt that said that by the way (Google's CEO since it went public).