Q. Everyone says I need more links. How do links improve the quality of the site? I don’t want to play this game and I don’t want to do this.
A: What matters is bottom line. Links are a part of search – they represent online reputation. Although there are many tools that report links, none of the tools can tell you which links are trusted by Google (not even Google’s tools).
http://www.searchenginejournal.com/q...singhal/36025/