Long Term, Contextual, Naked Url, Keyword Linking?

How do you link your articles/blogs/web 2.0 to your main site ... do you use your keyword to link to your page? do you use long term keywords of your original keyword to link to your main site?...or even naked urls?
whats best after google penguin?
thanks

All of the above.

Typically, however, I am building a web 2.0 property in order to boost the ranking of a specific page for a specific keyword. I will typically link using that keyword. In the content, I will include the longtails/LSI keywords.