Elisabeth - Yes I agree it still requires a massive amount of effort. Yet in the long run it will be worth it espically for those in very competitive markets :)

iBrian - I agree too many start link building without the proper knowledge of link development. It takes more than telling someone to read a forum or two. It is important to provide them with the right training and resources. Or at the very least hire someone with experience to review the tactics being used.

In my opinion it is all about developing your own in-house link specialist. Then taking care of them so they don't go off on their own. :)

I am not saying outsourcing link development is bad, especially since I provide it for my clients. Yet I always encourage them to take it in-house. For companies in very competitive fields there are some great advantages both in terms of utilizing in-house resources and financially.

Justilien - The key is what you said about massive amount of effort.  If they're quality links with real content.  If an in-house seo gets carried away (or doesn't have complete control of the web team), scripting websites to link back will get you nailed in no time.  Just watched it happen ... and Google was right.

Yes just as in every aspect of business their needs to be guidelines and controls in place. Yes I am talking about real links that do require a lot of effort. Yet produce the best results.

Google normally always catches up to anything automated or scripted.