Stoney deGeyter steps through a 12-section post on link building, covering everything from not being responsible for those who link to your content, to the idea that everyone violates Google's rules. Some do it unknowingly. Does that means you're guilty by association? Well, deGeyter tells us "'Guilt by Association,' extremists work to keep themselves squeaky clean." Some avoid online relationships to keep clean, but that might not always be the best way.