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Lorel
The problem with gathering links without paying for them is that Google penalizes sites for using the same anchor text to excess and yet you have to use your official site name when submitting on most sites UNLESS you want to pay for the link. So the only way to increase rank for an alternate term is paid links.
Also I'm wondering how Google can discern between links that were free when the site started vs links that were paid for at a later date (usually after their link pages gained PR). Google could be discounting free links as well as paid.
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Story: And Now, New Scientist Sells Paid Links