Eric Ward likens link-building campaigns to seven-course meals. He writes that there are so many different ways to seek, chase, inspire, engender and obtain links that "it's mind-blowing." The main objective, however, remains connecting people with URLs and content. Follow "the rules of linking engagement" for success.
Ward also ponders several questions as the Web turn 20 years old this month, suggesting not even Sir Tim Berners-Lee could have predicted that someone would chose a career in link building. "Would any of us do any of what we do if not for the potential positive effect we hope these link drops will have on organic search rank?" he writes.