This is a really good article which I thought was very much worth sharing. So many SEO and online marketing companies are still pushing link building as a major part of their packages and it is hard for the average business owner to know their way around what is and isn’t ok anymore. This explains Google’s view on link building, the impact of Penguin (and soon Penguin 2.0) without too much techy speak.
My favourite take-aways are two of Eric’s final questions. They clearly give business owners an easy way to question any link building actions being taken on their behalf.
“1. Would you build the link if Google and Bing did not exist?”
“3. Did the person giving you the link intend it as a genuine endorsement?”