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Google Speaks Up About Links and Penalties: Link Building News Update was originally published on BruceClay.com, home of expert search engine optimization tips . Estimated reading time: 4 minutes Audience: In-house and agency SEOs Top takeaways: • Google, in line with efforts to be more communicative with webmasters, announced an algorithm change to negatively impact rankings of sites with aggressive SEO. • Google has recently started notifying webmasters through Webmaster Tools of penalties resulting from “artificial” or “unnatural” links. These same penalties were previously issued without notification. • A proposed solution to help Google identify malicious artificial links may or may not be implemented by Google. However, there are still many acceptable inbound linking tactics that site owners can pursue, as shared by resources listed here.