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Link Building (called link Ninja in a below article) is where you ask other websites to link to you and the advantage is that you can directly ask key websites to link to you. Also, you can control better what anchor text links are from websites linking to you. For example, if you have a canary article you want the hypertext that links to you to have the word canary in it. When link building you want to vary the anchor text to keep the search engines happy. So on some websites you might have the word "canary" when link building but on other websites you have the words "canary article" or "excellent canary article". I am just starting out as far as link building and I am being conservative and just doing a handful of links of high Google PageRank value (please install the Google toolbar here: http://www.google.com/tools/firefox/toolbar/FT3/intl/en/index.html ) that are an exact match (for example, canary). If you use a combination of link baiting and link building this should be less of an issue. I plan on learning more about this issue. My guess is that you don't want to have a very compressed time period where you are adding links with anchor text that exactly matches your Google keyword (for example, canary) or the search engines will frown upon this (you don't want to get the search engines mad at you). In addition, I am guessing that perhaps a good rule of thumb is to look at a fair amount of the high search engine ranking ranked websites for a particular keyword and then use [http://www.link-assistant.com/go/?get=seoguy777&app=sg SEO Spyglass] to see what anchor text percentages are for the keyword website that link to them and then somewhat mimic them these websites so you are not penalized by the search engines. I am guessing you want to have many variations of the anchor text that do not exactly match your keyword. I suppose that Google could penalize all the top rated websites for a search term but I think this would be unlikely. The issue of anchor text is expanded on in a subsequent section of this webpage which deals with a natural link profile.