Penguin has one goal, to remove sites that practice forced link building : hundreds and thousands of links with the same anchor, the same type of links (profile, comments, etc.) or predominantly foreign links have suddenly become simple solutions in a millstone for many sites. Now, a few months after update started, watchword is diversity. Not to neglect notions of velocity, plenty of links that appear overnight will most likely attract a penalty. Personally I use a link building recipe including the following features: Types of links web directories (up to 7-8 anchors and as many descriptions) article directories (unique articles) advertorials (series of 10-50 pieces, by budget, same recipe above, no bad neighborhoods on IP) social bookmarking (unique description on each bookmark) pdf sharing aged web 2.0 (create, optimize, promote and mentain your web 2.0?s ? unique articles) sitewide (with attention to the number of pages in the site, to be fair proportion to the amount currently indexed) - maximum 10% of the building. Type of location links to index (30-35%) links to single post (30-45%) links to categories (10-15%) links to tags (10-15%) Do not neglect satellite locations: facebook page or twitter page containing links to your site can be helpful. Personally I choose to send between 10 and 15% of linkbuilding to FB / Twitter. Types of anchors brand (eg: site name, but attention! has become a general practice and is a matter of time before Google will ignore this format) naked url keywords generic keywords main keywords: shoes, boots, sandals (these are what you want as top SERP) keywords suffix / prefix grammatical keyword: shoes, boots, sandals (singular / plural, joints, etc.) Family keywords: boots, slippers, boots, flats, sneakers Brand anchors must be prevalent and be at least 30-35% of all your links. Just look for secondary keywords that interest you in particular, highlight them in the content and not on direct link anchors. Sorry for my english, this is my method to rank sites. My final advice is to use (as much as possible) unique content for each backlink created (no spun content).