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...not only is it possible for us to use our hyperlinks to impact what people find when they search for information on candidates, but we would be foolish not to do so in a way that benefited our preferred candidates. We are already impacting search engine rankings whenever we post any hyperlink anywhere, so we need to make sure the way we use hyperlinks helps result in our preferred political outcomes.
What makes it look like search engine spam to me is that it's not "natural". The members of the organization didn't come to the idea of linking independently. Someone is influencing their behavior.