Martinibuster, Roger Montti, took the time to pull out the key points of the blog post:
- You contact webmasters of other, related websites and let them know your site exists. If the value that you have worked so hard to instill in your site is evident to them, they will assist their own customers by linking back to your site. That, my friend, is the essence of link building.
- Relevance is important to end users... We see the content they possess and the content you possess. If there is a clear disconnect, the value of that inbound link is significantly diminished, if not completely disregarded.
- If relevance is important, the most highly regarded, relevant sites are best of all. Sites that possess great content, that have a history in their space, that have earned tons of relevant, inbound links - basically, the sites who are authorities in their field - are considered authoritative sites.
- When probable manipulation is detected, a spam rank factor is applied to a site, depending upon the type and severity of the infraction. If the spam rating is high, a site can be penalized with a lowered rank. If the violations are egregious, a site can be temporarily or even permanently purged from the index.
There is some great discussion around this blog post at WebmasterWorld, so it is probably worth a look.
Forum discussion at WebmasterWorld.