Over the last month I have been busy doing link exchange and getting links back to my site. Mainly reciprocal, directories, search engines and a few one-way back links. I ran the link report in Web CEO for my index page which gave the following results: MSN 234 - Yahoo 11 - Google 0. Now, this is telling me something. Is it that MSN are not so fussy as the other two in recognising any form of link back as an authority for the website. Thereby making it easier to obtain top ranking positions for chosen keyword phrases that are the anchor text in the link. If so, to be successful with Yahoo and Google do you have to concentrate on getting top quality, relevant one-way back links. Like making sure the site that has a link to you uses your keywords in their title and anchor text etc. And that sites that link to that site also have keyword relevant content/links etc. This isn't taking into account on-page optimization. I await your comments with interest.