Whats it called when...

[LadyApollo]

A competitor of our ours has, paid to have specific links from what looks like real websites but they're not real at all they're full of fluff.

Does this practice have a name and does it have longevity as a ranking technique?

[LadyApollo]

EGOL

You could become my new religion. Your answer is as profound and as moving as scripture, it makes me believe i could almost aspire to Heaven...then i look at the ground beneath my feet and wonder which foot first and where!

[EGOL]

Does this practice have a name?

Cheatin'

Does it have longevity as a ranking technique?

From personal experience, it usually lasts until I do enough work to beat them.

Mimicking competitors isn't the most effective way to win.  Instead, decide to do something enormously superior and then pay no attention to them.

[Vizergy]

agreed

[LadyApollo]

Thank you for your answer.

It is frustrating as they have now gained the coverted no1 ranking spot for some very powerful keyword phrases and the revenue drop from 1 to 2 is significant.

I wouldn't embark on this type of campaign however i need to find a legitimate way that gains tangible results to compete with them -  In other words i need to find a fly swat!!

[MarieHaynes]

It sounds like you're talking about someone purchasing links from a paid blog network.

If this is what it is, it's not a good practice at all.  Recently a lot of blog networks were devalued.  Also, if they're placing anchor texted links just to try to gain ranks they're putting themselves at risk for a penguin hit or a manual unnatural links warning.

The frustrating thing is that, for now, it is still working for some sites.

But, don't be tempted to follow suit...eventually they will likely get caught.