Posted by scott.mclay This post was originally in YOUmoz , and was promoted to the main blog because it provides great value and interest to our community. The author's views are entirely his or her own and may not reflect the views of SEOmoz, Inc. A lot has changed since I got into link building a few years ago - link exchange is dead, ad banners are no longer all about gaining referral traffic, and buying links is more dangerous than ever before.