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Mutt Cutts said:Do you believe that rivals would give you a free one way link, lol?”
My answer is that trying to force your way up to the top of search engines is in many ways not working in the most efficient way.
If for example: I link car rentals, airport transfert services and all the hotel-complementary services useful for our travellers. Are Google going to consider this or are Google simply (semplicistically, I'd say) going to find the same keywords/subject in what I link?