Ahh, the age old question — to link or not to link? If you are new to the search engine marketing space link building can be an overwhelming task. If you are a veteran in the industry you also know this is no easy task. Google has been cracking down quite a bit over the years when it comes to how link building should be done and if you do it wrong you can quickly find yourself on the receiving end of a fresh Google penalty. Sounds fun huh?
In this Google Webmaster video Matt Cutts discusses how Google feels about linking and their overall thinking process.