I will keep this short and to the point. Sunday I did some back-linking for some people who have websites that are on my Facebook page. For the most part the sites were not very well optimized but I targeted 2 keywords per site regardless of how optimized the sites were. Example 1: Martial Arts School in small town. The town is small so targeting the exact martial art and the small town would not have gotten them much traffic. I targeted "specific style" and "big city" as well as "small town" and Martial Arts since there was a decent # of searches for generic martial arts in the small town. Result- Not ranking in the top 100 for either targeted term yet BUT now they are #8 in google and top 5 in Yahoo/Bing for their specific style/small town. Example 2: Again, customer offers service but the services that have the better # of searches are not optimized in the site. He had a rank of #97 for a keyword I did NOT target. Result- the 2 keywords targeted not in top 100 yet, the keyword that was 97 moved to 75. I guess we can take away 2 things from this, if your onsite sucks you will not get the best results just by back-links. However, by back-linking to your site you can and will move keywords even if you do not target that particular term. For those that are afraid of using terms like "Click here", "Visit Us", "This Site" and so on dont be. You are not wasting anchor text, having links back to your site helps all your keywords, not just the ones that were targeted.