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linque

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links: link farms? automated links?

I've been checking into page rank and inbound links in general.  I see that "link farms" and "automated links" are less than desirable.  I see companies offering to "get good relevant links" for a fee.

Then I've seen companies that are competitors, and checked to see their inbound links, and in some cases they have *thousands*.  When I look at them, they are not exactly relevant.  Yet these competitors are at the top of the search results.

My question is, on a scale of 1 to 10, how important is page rank, and how important is the quality of the linking site.  If I were to divide my time appropriately for all the various things to do to promote a site, where would finding links fall in my efforts?

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duz
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Thanks so much.  I'm getting *quite* the education!!   Much appreciated!