Web marketing pioneers Eric Ward and Garrett French explain the complicated world of link building and the art of backlinks in this second edition of their groundbreaking guide to the business of web links.

The web has changed from a web of things to a web of people. And it's all about connections, about the way we're all linked together by one thing or another. From content development and integrated marketing techniques to purely tactical link bait, this is a comprehensive guide, with examples and templates, from the masters of link marketing.

Link building expert Eric Ward and online marketer Garrett French teach you how to wisely:

• Execute a link audit and competitor analysis
• Develop a structured, long-term link-building strategy
• Identify and approach quality, top-ranking websites with a value proposition
• Differentiate links for traffic from links for ranking
• Keep on the right side of search engine guidelines