In this chapter, we learnt about the well-spring of search ranking power: link building. We learnt about the important history and benchmarks for links: how search engines came to regard them as important, how search engines measure link value through PageRank and authority, and how we can harness PageRank for the greatest possible ranking benefit. We covered the important distinction between dofollow and nofollow links. We examined how to evaluate and measure our own link building efforts.

We then undertook the craft of link building itself. We studied how to build links through link directories and article directories, we covered the premiere directories, BOTW and DMOZ. We discovered how to secure links through blog comments. We also covered how to gain links through direct request. Finally, we reviewed some superb examples of link bait.

Link building is the fuel that powers ranking efforts. While it can represent the greatest amount of effort you'll be required to commit to your...