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In order to get anywhere in SEO these days, you need to include a link building campaign.  Google frowns on paid links and at the very minimum tries to ignore these links. Non-paid links are the second alternative.  You can get these from average sites that you’ve won via simply asking the webmaster to link to you.  Building PR around newly created campaigns is the latest and greatest idea in link building. The video describes this new idea in Link Building very well.  Check out this video of Laura Crimmons discussing this new link Building campaign idea.