原文：
On the web, links are the coin of the realm and as such, it is probably one of the most talked about subjects in webmaster blogs and at search conferences. In the last few weeks, there have been a few blog posts and “link” related product launches that make it clear there are still some misconceptions about what are effective and beneficial ways to build links.
Link building is one of the most important and difficult jobs for a webmaster. Generating links for a site is not always obvious and webmasters may not know where to begin getting links for their sites. This leads some to focus on link exchanges or use complex link schemes to improve the rank of their sites. The truth about link exchanges and other link schemes is that if it is automated, super-easy, or super-fast, it is not worth the investment of time or money.
What is wrong with link exchanges?
In our Webmaster Center guidelines, as well as the other search engines’ guidelines, we warn against the use of techniques that artificially increase the number of links to your site as it may actually hurt your rank in the long-term. Link exchanges are a method of exchanging links on a large scale (sometimes automated and sometimes not) for improving search engine rankings. We see these links exchanges as being generated for the search engines and not having value for user. Other problems for link exchanges include:
Lack of a valuable return on the investment
Being built with software which mass-emails site owners with generic mails, asking for an exchange of links
Requirement that webmasters to set up new link directories or require participation in directories that offer little or no value to the end users
Webmasters who leverage link exchange networks are hunting for a perceived win that is easy to automate and replicate. In some cases, the techniques used are less than helpful or downright spammy. Some misguided techniques include:
Using auto-surf traffic exchange programs
Paying for search engine submission networks
So where do I get the links I need?
That begs the question, “What is a great link and how do I build them?” The truth is that great links are earned based on your unique content, service, or product. These links are always on topic and should not require a link in return.
It is good for a webmaster to link to the products and services they like and believe in. There is nothing wrong with naturally linking out to sites that are of value to your visitors. In addition, often if you link to a product or service you enjoy, they may naturally link in return to where you mentioned and linked to them. However, these links should be in context and relevant to both the linked to site and the linking site.
For most webmasters, you will acquire links from a variety of sites; some that are valuable links and some that are not as valuable. We covered several ideas for link building in the past but here are some additional thoughts on where to get links:
Become a subject matter expert
At SES San Jose during a site clinic, a webmaster shared a site that sold custom and niche glass tools for the hobbyist and professional glass worker. All of the panel speakers agreed that a blog discussing specific tools, their uses, and giving project ideas or patterns was a great opportunity for attracting links. By setting themselves up as subject matter experts, they could submit their articles to industry blogs or hobbyist magazines, which would probably be more than happy to link to the site.
Another benefit of being the subject matter expert writing on a blog is it the content itself can be a draw for those looking for information and help. Adding value for customers is one of the most natural ways to generate links and attract search engines, not to mention attract more readers.
Offer a free service
Whether it is a one-time or an on-going offer, providing a useful service through your website is a great way to capture your audience’s attention and drive traffic to your site. One site that I really like is Microformats.org. It offers an hCard and hCalendar creator. The site’s goal is the promotion of microformats but the free tools are reason enough to go to the site. These tools help create code you can use on your site and at the same time promote the adoption of microformats. It is a win-win for readers and for the site owner.
Work with industry or professional associations
If you are in an industry that has a successful professional association, working with that association is a fantastic way to get high-authority links. For example, in cities around the US, there are home shows sponsored by the local or national Home Builders Association. These shows often promote the companies that participate in the shows. For example, Seattle’s Street of Dreams has a subcontractor page which links out to the individuals who helped with the local home show.
Many associations also link to members in good standing with the organization. For example, USA Hockey has a club finder, which helps users find clubs in good standing with the league. Clubs with websites get a link from the parent organization. These types of links are far more valuable in terms of ranking than those garnered from link exchanges.
Leverage Social Media (blogs, forums, video, twitter…)
Something new that may or may not be useful for everyone is leveraging social media. By building a social network and sharing when you have something people might find valuable or interesting, it can drive traffic to your site as well as get people to link to your site. However, you need to be careful when sharing in a social network, as it is very easy to annoy your audience by spamming the social network. Figuring out when you should share links in a social network comes down to knowing how to add value to an audience.
A couple other good posts on Link Building you should read:
The Seven Habits Of Highly Effective Link Builders
3 Jump-Start Methods For Passionate Linking
The truth about link building
Trying to create interest in your site with valuable content will always be a hard task. There is no quick solution to that challenge. Remember the old maxim, “If something sounds too good to be true, it probably is.” It holds true for link exchanges as well. Most link exchanges and link building tools will not explain to you the risk of the behavior they are selling. Real success can be yours if you are willing to focus on creating great content and do the hard work of marketing your site. It will pay off with improved ranking and better organic traffic.
http://blogs.msdn.com/webmaster/archive/2008/12/04/getting-the-right-kind-of-links.aspx
微软搜索很少给SEO和站长提建议。当然也许是人家提了，咱们都不太关注Live搜索，没看到而已。
前几天微软搜索官方博客发了一篇关于交换链接的帖子，还挺有借鉴意义。
帖子中说，如果交换链接可以自动化，又容易又快，那么这种程序或联盟，恐怕都不值得投入时间精力。不可否认，站长们梦寐以求的就是这种简单又快的方法，效果却不好。
微软给交换链接的定义是，大规模交换链接以图改善搜索引擎排名。这种链接交换通常只是为搜索引擎而做，而不是考虑网站用户。除了所谓“大规模”，这种不受欢迎的链接交换的特征还包括，第一，往往是使用软件自动生成页面，也自动发出请求邮件，批准链接等。
第二个特征是，往往在网站上建一个专用的目录，用来交换链接，而这个目录对网站用户其实是什么用都没有。
我再加一个特征，这种链接交换往往不具有内容相关性。再总结一下，对搜索引擎来说，无益的链接交换有几个特点：
1·大规模
2·使用软件自动化
3·假目录形式
4·没有相关性
这种交换链接曾经是获得链接的主流，英文网站中大把大把的。其实小规模的，手工的，一对一的链接交换，有益无害。只是要注意程度和规模，不要做着做着就做成具有上面四个特点的链接交换群。
这个帖子又给了几个建立链接的建议，虽然都是老生常谈，姑且列出要点。
1·成为本领域专家。
2)提供免费服务。
3)参与行业或专业协会的活动。很多行业协会会有会员列表，有的时候会员帮助举办活动等，协会网站也会以链接形式鸣谢。
4)充分利用社会化网站，博客，论坛，视频，twitter等。
最后微软的帖子提醒大家“建立链接的真相”。英语中有一句格言，If something sounds too good to be true, it probably is，大意是，如果什么事听起来不像真的，那一般就不是真的。没这么便宜的好事。
微软说，链接建设是推广网站最重要，也最难的一部分。简单说建设链接的真相就是没有捷径。
最后给大家推荐一个提高站长收入的站 http://www.googlermb.com
