The desire to automate the link building process is understandable and a web master can use a variety of bots and software programs to do it, but that does not mean that they should. Automated link building programs often use a number of tactics that will cause a web site to become blacklisted by the major search engines, and paying for the service usually means that not only does a web master not get the results he expected; he also finds his sites have been penalized in the Google listings.