With certain linking strategies under fire and others frowned on by the search engines, I thought I’d focus on what links do count and share how and where I find them. The short answer to the question “what works” is: they all do. All the link building tactics we’re fond of jeering at still work; reciprocal links, using article directories, adding your site to a bazillion general directories, and yes, even paid links. But they don’t tend to work for long or provide the algorithmic insulation you need to weather the update storms. For that you need authority or “quality” links.