It's true you can do a lot of work on a site to optimize your rankings, but eventually you're going to need some links. While they make small changes all the time, the search algorithms are still based primarily on links. But here's what you may not consider when you're devising your link building strategy or working to acquire the links you need: links can accomplish very different things.

Depending on your situation--your site, your link profile, your competition--the kinds of links you need and the things you need them to do for you can vary significantly. Learning how to determine the kinds of links you should pursue, and what they need to accomplish can save you a ton of time, money, and frustration. Watch this week's Whiteboard Friday to learn how to segment your link strategy and focus on areas of weakness.