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I would start slowly building solely "branded links", stay away from anything that could be considered a "money term".  Once you have some trust and authority for your brand I think it becomes safe to sprinkle a few "money terms" amongst your links to give Google a pointer.  Alternatively don't do any link building and focus on producing quality, relevant content and links will grow naturally - then you don't have to worry at all!

I just thought I would share an astonishingly good (or is that poor) example of the problem at the moment....

Do a search on www.google.co.uk for "wedding venues in buckinghamshire" (no quotes needed) and most of the results from page two onwards are coming from a single domain!

Simply terrible results, IMHO!  How broken is that!

That's encouraging. Even if the results are a bit dodgy at the moment, I'm sure Google will sort this out as it creates such a poor experience.

Thanks for this. Funny, I'm looking from the perspective of "breaking in" right now. It's just a bit of a shame because many of the duplicated pages are really only designed for search engines and are variations on a theme. Hopefully this is an unintended consequence of the latest updates and we will see it reversed. I don't think it improves the results. Gary

Hi Is it just me or are the Google SERPs showing more duplication of domains since the penguin update. As an example if I search for "business Christmas cards" on google.co.uk then results 2, 3 and 17 are from the same domain. Similarly results 4, 20, 21 and 22 are the same domain. All results are "reasonable" in that they are designed to catch traffic for variations on this term BUT I'm sure google used to filter this duplication per-penguin. Am I imagining this increased duplication of domains? Gary