If you look around the forums here, you’ll find threads by people who’ve thought they could cheat their way to the front page of Google, and who’ve been shocked when Google has caught up with them and their site’s been penalised. It’s much easier to avoid penalties than to recover from one.
If you want to play football, you need to play by the agreed rules; you can’t make up your own rules and expect the other players to agree to them. In the same way, if you want to play with Google and Bing, you need to play by their rules, or expect to face the consequences.