"What I find is that in at least 2 out of 10 cases I've no conception of how these sites got any type of ranking, let alone a top 20"
Whilst Google is no doubt my favourite SE nowadays it seems to bring up a much higher number of irrelevant results.
Interestingly if you just look at these sites in your browser nothing appears untoward, however if you view the source you can see why. (For those not familiar with code then preview it an editor).
Often you can see why the site has got there..... googlebot can be spammed it seems quite easily!
For example, a quick search for branded shopping products on Google will soon reveal a UK site using this technique.
I never employ these techniques simply because sooner or later you pay!
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Will look bad on my corporate site unless I can come up with an angle.

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