The new SEO is bombarded with links, links and more links… They are important, and they probably will always be important. But before you go out and begin building them it’s probably best you realise what you are meant to do, read this blog post and let the truth set you free.
The two main schools of thought in SEO is Whitehat Vs Blackhat. SEO’ing within Googles very strict rules, or going off piste and doing whatever you need to do to get results. Here is a very basic introduction to the basic principles behind both strategies.