Linking strategies vary widely and become complex. Ted Ives makes it simple by creating step-by-step instructions on tips for everything from characterizing links to linking strategies worth considering. Some of those less-considered strategies include coupons. He explains how coupons can create a great promotion as well as gain links. And while black-hat approaches are frowned on -- not only by engines, but by many search experts, Ives brings these methods to our attention with the hope that more experts will steer clear.