FranticFish - 6:39 am on May 8, 2011 (gmt 0)
How did you come to the conclusion that the links are actually helping their rankings?
Because they don't have any that aren't either fake or paid. I had a quick dig (10 min) and saw...
- footer links on other online flower sellers (either they've created these sites, or their SEO company has, or they are affiliates, or they've paid to be there)
- cut and paste 'comments' in forums and dofollow blogs
- spam blog posts with keyword in article (on sites 'about' hearing aids, phone cards, back pain etc)
- articles on SEO-friendly article directories
- footer anchor text links on a wide range of sites including SEO-friendly directories, classified ads, local portals, travel
- blogrolls on irrelevant (and spammy) blogs like real estate, debt etc
It's a carefully balanced profile, but the only relevant links I could see were from the other flower sellers, and they are clearly paid or manufactured.
Have a look yourself. Do you see any links that you would call 'freely given', 'editorial', or as a result of 'social buzz'?