Links and link building with Google. By Clare Lawrence 1st June 2003. Clare is the CEO of Discount Domains Ltd a leading UK provider of domain names and web hosting services Google is the leading search engine, so having the right strategy for optimisation on Google is essential. FFA sites Having a link on your website to an FFA (free for all) otherwise known as a links farm will not damage your PR. What will harm your site and your Google Page rank is outbound links from your site TO FFA s.