The marketing plan is a key tool in understanding the needs of the website before design and development begin, but is often left until after the site has been launched. This creates interesting challenges for the website as it may not meet the needs of the audience.

You have probably read somewhere that links are a good thing, or your colleague mentioned in passing that you really should consider getting links to and from your website to improve search engine traffic. If they are so good, what’s the problem with link building?