I know Moz is being accepted on this forum in similar way as Matt, but I find this video really interesting. 6 Changes We Always Thought Google Would Make to SEO that They Haven't Yet - Whiteboard Friday What interested me? 1.) It doesn't matter if the backlink is coming from niche site or general site. As the associate Gianluca Fiorelli says in comments, it seems that all that matters is how the content is relevant to your site (or the page the link is pointing to) not niche of the whole site. 2.) Anchor text still has a good value. I'm not too keen on playing with anchor text, but I guess I should pay more attention to it as it seems that exact anchor text has more value than Google would like to. 5.) Social signals haven't that much impact. Yeah, I think social signals are overrated. There was a study, which showed that +1s, FB likes and tweets have some value in ranking and I agree, but it's not that much value as it is often interpreted. So yeah, I recommend you to watch the video. Even if you are more in Black Hat methods.