• The Link Spiel , Monday, November 5, 2007 12:46 PM

The practices of link building, selling and sharing have been the subject of intense scrutiny and debate for months now -- with the culmination coming in the form of a recent PageRank "smack-down" by Google of sites that reportedly paid or sold links.

But for a look at the lighter side of link building, blogger Debra Mastaler has posted a YouTube video of one Charles "Chuck" Lewis rapping about how links help Web sites gain traction with the engines.

Chuck is a project coordinator at Pop Labs, an SEO and social networking firm, and he presented the rap at a recent company seminar. Mastaler includes the lyrics to Chuck's link-building rap -- showing that when it comes to the mechanics of in- and outbound links, the issue doesn't have to be so grave.

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