With me being CEO of a search engine optimization / marketing company I get clients all the time that want increased visibility vertically through all search engines of course. Well then I will take a look at their site and out of all honesty sometimes I have to politely tell them that their site or the way it’s set up has no credibility what so ever (Now I’m not saying every one). I will try to give them recommedations and sometimes they just don’t understand.

I am going to discuss a few of them key points through this blog entry on what you can do to build your credibility with consumers / business. See the thing is you can have all the search traffic in the world, but do you have credibility? I mean ask your self that what separates your brand from any one else’s brand? Are you credible?

For example ask these questions below to your self.

• How is my brand different?
• What do I have to show for creditability?
• Is my site built right such as showing certificates, clients, testimonials, and or anything else that will emphasize credibility into the visitor’s mind?
• What can I use for sales point to turn my prospect into a life time client / buyer?

These are things you should be asking your self which of course we all have room to improve our brands, so don’t feel discourage. If you don’t have any credibility built up around your brand, it will pretty much be useless. I mean think about it does your site look generic, very unorganized, or just elements on your site are just cluttered everywhere?

If so then you should really start focusing in all these areas; I”ll admit I have made some silly mistakes myself. For example a few weeks ago I rewrote our whole entire website content like at 2 AM in the morning. I then uploaded the content and I was thinking I checked the content and guess what I didn’t check it.

What happen when I didn’t proof read everything in depth? I had grammar errors everywhere I had to literally kick my self in the a** for it. I mean maybe a few typos on our blog here and there would not be so bad, but on our landing page that we’re sending PPC traffic to and our index.html page now that’s bad (specially our landing page).

You should always check things like this because it can take your credibility away from you (big time). If your someone that is not a writer or maybe you can write good, but it’s just not your thing and you get burned out fast by writing then just hire a content writer. Hire someone that can do it for you therefore you know it will be A-1.

See what I’m getting to now? Everything you build around your brand will have a major effect on it; believe it or not. Some of the smallest things will have the hugest effect on your brand image.

Also another important thing is to never compete on price (focus on credibility, not price) I know people that get so wrapped up into competing on price or trying to sell things for dirt cheap just because they want business, but guess what they don’t have a business. Why do I say that for? I mean think about it if your competing on price and not brand differentiation or customer satisfaction then your missing the key points.

You should never compete on price this will hurt you big time when trying to build a business. You can not build a business by competing on price. Which granted you can show a little bit of slack here and there, but some people just go way too far out of their way by competing on price and not trying to focus on credibility such as brand differentiation, quality of service, customer satisfaction, results, and etc (credibility).

For example say your charging 50 dollars an hour for some type of consulting service, but you know people that are charging 500-1000 dollars an hour for consulting and their doing 10 times much volume as you. Guess why they are doing 10 times much more volume at 10 times higher price?

They’re can be various things that come into play on why they are able to get more, but probably one of the main reason that they are able to get more is because of credibility. A brand that shines, sparks, and is attractive will always out beat any body in the space. You ever notice how certain companies continue to grow and their pricing their products 10 times higher then any one else, but they just keep dominating the market? Well there you go, the reason behind this is because they have created a brand that people love.

Generic Vs Brand? Don’t ever focus on building a generic brand, don’t ever think generic. Always think on what you can do to build a brand that is profitable for a life time, good brands have loyalty, bad brands have people that are worried about price. If you build a good brand, something of value, then people are going to buy of you because of the name (they trust the name), not the price.

Another thing is when generally someone is pricing something too cheap or trying to compete on price it’s probably because it has nothing of value even though it might seem convincing at times you’ll always find out in the long run it was a waste of time. Such as you didn’t get what you wanted and it created more stress for you.

Conclusion:I kind of jumped into two different things while writing this post; such as, what can credibility do for you and how to build credibility (similar topics). The main idea in building credibility is to produce an image around your brand that will show that you are credible; therefore your products / services will sell like hot cakes.

Before we close this post up let me spot a credibility element out to you that will help increase your sales online through landing pages. For example have you ever seen a landing page that has testimonial(s), certificates, recommedations, and etc? Well if so there you go this right their will produce an image that your brand is credible and trust worthy–Focus on credibility such as service, client retention, quality, and not price.

Landing page optimization is vital for any PPC (Pay-Per-Click) or SEO (Search Engine Optimization) campaign speaking your someone that wants to get the fullest out of your investment. I hear people all the time saying their landing pages are converting great, but guess what have have they actually tested their landing pages to see if they actually we’re converting well. I think a lot of people fail at this and I’ll admit there is some things that we have over looked that has dramatically increased our conversion levels on our sites, but most generally if you test, test, and test things will start to convert better.

I’m going to discuss some strategies that we use on our own sites and client sites.

1. Multi-Variate Testing: Multi-variate testing involves the process of adjusting elements, colors, text, pictures, and etc. You can use PHP variables to apply multi-variate testing strategies maybe you want to insert your exact keyword that was searched for through Google on your landing page, or move a product buy button and image to the left side of the screen. Things like this can improve your conversions big time.
2. A / B Testing: When you A / B test your landing pages you are testing a complete different version of a page unlike multi-variate testing where your just testing by moving certain elements around. This is an excellent strategy to use combined with multi-variate testing. Create 2 landing pages then A / B test them keep in mind not to change your pages right off the bat. Collect a bunch of data before you go throwing replacing your low converting landing page.
3. Colors: This would fall back under the category of Multi-Variate testing, but let’s go a bit more into depth about this. Try testing your landing page colors around your forms, products, or whatever your trying to drive attention to. For example say you have a zip code box for insurance. Well create some type of color around that zip code box that will draw your users attention therefore you might get them to fill it out. The best thing to generally do in this case is to create a light background that is somewhat plain then around the item or form your trying to get the visitor to fill out create light / dark colors around it. What ever you can do to draw their attention into filling that box out or buying the product.
4. Titles: Adjust your titles freely try to create compelling titles that will draw the user’s attention. This helps with SEO too. For example if your offering something for free why not put it into your title.
5. Wording: I can’t say how important this is, believe it or not the smallest changes to content writing around your products can have a huge effect on your conversions. You should focus on writing something creative that is geared right around your product or form. The idea is to capture their mind and get them to move into a positive direction with your services.
6. Images: Now don’t get too carried away with images. If your going to use images on your landing pages use them for your product’s. Have you ever went to a shopping site, but they didn’t have a picture of the product you was wanting to buy, so you just left the site? I’m sure we all have I know when I’m searching I’m always checking gout the product picture. Also make sure the product is visible and not a little bitty icon.
7. Direct Hit: Always drive your PPC traffic to your landing page . It’s a huge mistake driving your PPC traffic to the home page. I still don’t understand why people do this today it results in nothing, but low conversions, but there again a lot of people are not too famaliar with how their PPC campaign should be laid out.

Landing page optimization takes time and sooner or later you’ll find that landing page that converts unbelievably well. When you do find that landing page that converts very high you can do one or two things; that is keep the landing page, or continue testing your landing pages. Personally if it was me I would continue testing the landing pages. It just depends on you and what you want out of your campaign.

Google AdWords is a vicious system, and if your someone wanting traffic with fast conversions then AdWords is the way to go (or PPC in general), but there again keep in mind most generally you will not profit right off the bat. Which granted there is some markets out there where you will break even as soon as you launch your campaign. Then you got markets that are totally saturated therefore you have to optimize like a freak to get it profiting some of these markets are insurance, dating, and other similar super competitive markets.

Let me discuss some strategies that will help you get your PPC campaign into profit mode. Keep in mind though PPC is about testing, the more you test the better of you will be.

1. Keyword Matching Options: Always pay close attention to your keyword matching options I can’t explain to you how important this is. When you first launch your campaign make sure your using exact match, then maybe slowly take it down to phrase match and then start eliminating negative keywords that would usually show up in your phrase match. Just make sure your Ads are highly targeted.
2. Landing Page Optimization: I see sites all the time where people are never testing their landing pages. You should always test your landing pages. I have had affiliate sites that have converted 2-4 times higher by just removing certain elements or by moving the elements around into other areas. When the user hits your landing page that exact product their searching for should be right there in front of their face. If the product is not directly on the landing page it can tremendously have a downfall on your conversions becuase most generally if the user doesn’t find what their looking for as soon as they hit your landing page they just hit their back button.
3. A / B Testing: Always make sure you A / B test your ads, this is vital for any campaign. Which granted you might find that sweet ad that just keeping driving clicks like crazy therefore out performing your competitors. If you find an ad like this keep it, but then again maybe do some more A / B testing.
4. Stay Away from Click Happy Positions: Test your ads in different positions most generally you can get a 50 percent decrease in click cost by bidding down to positions 5-8, but at the same time getting higher conversions. I don’t know what it is, but it always seems that the people who are clicking on the number one-position are always click happy. Which I’m not saying position 1 is a bad position at all, but if you can get dramatically cheaper clicks with higher conversions from a lower positions then do it. You just have to test it and see how it works for you every market is different.
5. Bidding to Low: Some people will bid so low that they bid on the 2nd page that is a huge mistake. The reason being for is because you never get any clicks therefore never getting any conversions or data collected for your AdWords Campaign. You got to know how to work them top positions almost 90 percent of all click traffic is going to that home page. And yes position 1-3 gets the most, but keep in mind sometimes bidding on them positions can result in a lower conversion ratio, but at the same time your paying 2 times as much for clicks as what you would in positions 3-8.
6. Search Query Reports: You should always run a search query report through AdWords the reason being for is because it gives you an idea of what negative keywords you should eliminate. This is highly important to use specially on broad matched keywords. You could have a keyword in there that is drawing 500 impressions, but no clicks therefore resulting in higher click cost. Taking care of little precise elements like that can dramatically help your campaign out. You have to treat it like your baby.
7. Not tracking Conversions: Always make sure you are using your conversion tracker. This will tell you exactly what keywords are converting and what keywords are not converting. The keywords that are drawing a ton of clicks, but no conversions get rid of them. Keep in mind though to make sure the keyword is relevant to the landing page. The reason I say that for is because you could have a great keyword, but your just optimizing it for the wrong page.

There is so many variables to PPC, but the main idea behind  PPC it to test, test, and test (and spend money). I think a big majority of people give up before they actually even start testing the thing is it can take a good 3-4 months to get a solid campaign going. Which don’t take me wrong you can launch a campaign and start profiting right off the bat, but most generally the competitive markets are not like this.

You have to test and find out what separates you apart from your competitors through out your Ad Copy. Creating high quality ads will keep pushing your Ads up, but at the same time ultimately bidding down, but then again the ad will move back up–it’s a strategy, but well worth the time because when you get a campaign running you can just let it roll.

Another thing is with PPC is that you have to put a ton of money into it just to build up your historical data specially on new accounts. I had one new account I used and I was paying around 3.50 a click for one particular market and never even touched the Ads well I did a bit, but the thing was my AVG. CPC cost dropped down from ~3.50 to around ~1.50 after 2 1/2 months of just spending. That is a ~42.8 percent drop now tell me if spending don’t decrease your click cost ? I think it does huge time which there again keep in mind to test your Ads, so you can get the fullest out of your campaign.

Building a profitable PPC (Pay Per Click) campaign can take time which granted you can profit off PPC right off the bat, but generally that’s not the case. From what I have noticed through out the social networks on the web is that a big majority of people do think their going to profit as soon as they activate their campaign, then when they turn it on their losing money thinking their doing something wrong.

Guess what their doing nothing wrong nor are you doing anything wrong. See the idea behind PPCis to test, test, and test. You have to make sense of it which I’ll get into deeper discussion about that through out this blog post, testing is the key factor. When you test your on-your-way to build a profitable campaign it can take time - sometimes it can take at least 3 months to get a campaign running really good, but then again you still have to keep testing and seeing what you can improve.

Let me get into some of the key factors that will help your campaigns tremendously.

1. A / B Testing: I can’t even say how important this is you should always A / B test your Ads along with your landing page don’t be lazy and just do it. The reason i say don’t be lazy is because a lot of people over look this type of stuff (small changes will make huge changes).
2. Create Laser Targeted Ad Groups: That’s right create laser targeted Ad Groups don’t put 100 keywords under one Ad Group try to limit your keywords 1-3 keywords per ad group. Honestly I don’t ever do more then 3 keywords per ad group most of our ad groups we create are no more then 3. If your wanting to expand your search capabilities then learn to use your keyword matching options.
3. Negative Keywords: I can’t say how important this is make sure you are always searching for negative keywords. If you find a negative keyword through your search report take it out. Negative keywords are keywords that are irrelevant that do not drive clicks nor sales.
4. Conversion Tracking: Make sure you track all your keywords, see which ones are converting and which ones are not converting. This would fall back under the category of adding negative keywords you can also use the conversion tracking tool to see what type of ROI your getting through out each Ad Group and Keywords.
5. Content Network: We generally always disable the content network if we do enable it we enable it on a very CHEAP click cost bases. The content network does not convert very well which I’m not saying you can’t make money from it because you can, but keep in mind your conversions will be extremely low. Also always make sure you separate your content network from your search network.
6. Landing Pages:Landing pages can help with your QS which granted a lot of the PPC systems are algorithmically done, but then again keep in mind AdWords editors review the accounts in person too. If they don’t think you have a great landing page their liable to smack your scores I’ve seen it done many times. Try to create landing pages that are relevant as possible to what the user is searching for I mean I hope you would that only makes sense.
7. Keywords Direct to Page: You know this is one thing I see a lot of people doing they drive all their keyword traffic from AdWords into their home page. Matter fact we had a client doing that and I just couldn’t get him to understand why he needed to drive the traffic to his landing page with the actual product, but no he insisted that he was right on driving his traffic to the home page. You should never do this any experience search marketer will tell you this test it and watch what happens your landing page will convert way higher, but at the same time you’ll get a better QS score.
8. Testing to fast: Don’t test to fast try to collect at least 200-300 clicks per campaign before you actually make any changes. I know this can be a hard thing to do sometimes I get the tendency to play with my campaigns too soon. Don’t ever do this wait until you’ve collected enough data before you start changing things around.

There is so many variables to PPC, but if you start paying attention to the strategies above everything else will fall into place. PPC is very profitable if you work with it right, it just takes time to get a campaign going. Which granted you can profit on a new launch, but then again that depends on the market and etc. If you go into a new market that’s in need of a certain service or product and you have no competitors then most likely you’ll make a ton of money well speaking you set your campaign up right.

Another thing is with PPC is that your cost will go down after time (historical data). The more you spend along with testing, the cheaper your clicks will get. I have talked with people that have told me they have had PPC campaigns running for a solid 6 months and never A/B tested an ad one time, but their clicks dropped from an avg. CPC (cost per click) cost of 90 cents to 10 cents.

Which granted the guy was very famaliar with PPC and had a great quality score right off the bat, but he never tested he was spending around 6k a day on this campaign over a 6 month period, so that comes to tell you that spending will get your cost down along with many other things.

Google loves editorial links, this is something we focus on most (which granted we have several strategies we use just depends on the client). Generally when were building a clients sites up through the SERP’s we focus on a lot of editorial links and we get them through viral content. If were not pursuing these type of links then we will pursue other type of links such as web directories and similar things to that nature, so in other words using ethical practices to keep Google happy.

Your probably asking your self how can I get some high quality editorial links, and not considerably from spammy sites. Well the trick is easy, but time consuming.

Remember directories? Well if so then always keep in mind you can use them for numerous things for example check out DMOZ, and find relevant sites that are related to what you do and create a list of all these sites preferably ones that you want to link to you. Then take your time out and send a polite e-mail to every webmaster asking them if they will link to you a good way of getting them to link to you is through educational content.

For example if there linking out to a lot of educational type sites that have high valued content then why wouldn’t they want to link to you? I mean it only makes sense speaking you have great content and something that is link worthy. If they have linked to it then you know you have done something right.

Which granted this is a time consuming process, but you can’t beat the quality of the links because they are editorial links and that right there is want you want. If you are very famaliar with link building then you know there is several types of links you can get, but to be honest the best ones to get are editorial links.

You can also use several other web directories such as Aviva Directory, BOTW, and many more. That right there is what you can use directories for also directories are used for many other things which granted people might not search directories like they would with search engines, but people still use them for certain things (contacting people, finding a local business, and etc).

When miming up your list of people to contact make sure you create a excel file therefore you can keep track of who you have e-mailed you don’t want to be known as a spammer, so therefore insert every one into the excel sheet. When you enter them in row by row it will automatically fill your word in on the next row if you’ve already contact that domain and this is an excellent way of keeping track of who you contacted.

Now if your looking for a content writer and your not really a writer you should check out freelance sites, therefore you can find you someone that is highly qualified to create great content for you. Another way of finding good sites to link to you is through the old fashion way such as using link commands such as intitle:, inurl:, and etc.

Building a blog is something that takes time, skill, and patience like I’ve probably mentioned many times on here. The the key factors in building a blog is keeping your readers interested, so in other words keep them coming back. Sometimes that can be a hard thing to do, but then again its not that hard.

Read a few of the tips I have brought up below. Keep in mind though the idea to building a blog is patience, and practice. You have to cycle through the process over, over, and over again until you hit that point then from there on out your blog will act more virally on you because you have a good subscription list built up.

1. Capturing the Mind: Try to capture the readers mind, think creatively. Always try to think of stuff that will spread virally rather its news, contrary, and etc. Honestly I think the best way to capture peoples minds is to write something that is unique, different, and one of a kind. Which granted News is great and everything, but sometimes the user can get wore out from news unless its something that blows there mind away like something out of the ordinary.
2. Writers Perception and Imaging: Use images to set your writing off. For example say your writing something up about viral marketing why not use images around that post that is relevant to what your saying. Little things like this can make the brain react a bit different, therefore making the blog look more “creative” and the reader will fill more attached to it.
3. Create Conversations: Creating conversations through out your blog can be a trick sometimes, but practice makes perfect. You can easily use related forums in your industry to create conversations through your blog. Just a way to drive traffic from other sites like forums, blogs, and general sites. Which yes sometimes you will have to communicate and participate in other social related websites, but if you leverage it properly your site will grow and possibly outgrow the sites around you.
4. Tips and Education: Every one loves educational information. Specially if you know what your talking about ;). Anyways think of creative ideas that you can leverage around an educational topic then write about it.

Being creative and unique is what marketing is all about. When you can put a great image into the mind of your blog reader it will keep them coming back for more. Plus when your keeping your readers on the hook your probably obtaining a lot of links therefore this will result in higher search rankings, and of course there on out you can leverage your readers around your products :).

For some odd reason here lately I have been getting a lot of clients asking us if .edu and .gov links are as powerful as what people say they are and to be honest no there not. Which granted don’t take me wrong there not bad links to have at all. The main reason .GOV and .EDU links are so highly looked upon for is because they generally come from old sites that are very established and of course higher page rank.

A lot of people try to sell people on them saying hey its a .gov link yea which is cool its probably not a bad link, but is it worth the price (most of the time you’ll be renting them)? No not really why would you want to rent links out when you can focus on a more organic approach that will make your links last for a lifetime.

Basically when you purchase a .gov or .edu link your renting it its not permanent unless you earned it naturally through content because most of the time thats how links like this are priced.

Your probably asking your self now how could I earn these type of links through content well the process is simple. Create viral content that is relevant to your industry on your site then conduct a search for edu sites then start e-mailing all the webmasters or who ever is in charge of that site. Ask them politely if they will link to your content you never know they might find it interesting and give you some link love.

Believe me it happens we’ve obtained links like that for client sites in the pass which this is a very time consuming process, but it can work if you work it. There is a lot of people that love to link to great content which granted you might not think the same way, but believe it or not people will link to it, it’s a natural process to some people.

Also don’t expect the 1st person to link to you right off the bat, so in other words after setting there for 2 hours e-mailing and communicating with people don’t just give up and walk away because you’ll never get anywhere. If your someone that don’t like to do this type of work or you are not famaliar with it hire an SEO consultant to do it for you.

Conclusion
So in other words try to get links that have a high editorial status, I mean think of it why would you want to pay for it when you can earn it naturally, but there again depends on what your after. Anyways tomorrow I’ll explain to you how to create a list of sites to e-mail and how to leverage your self into getting a link from them for free!

Building link equity takes time, skill, patience, and practice. There is a lot of things you should look for when trying to capture / build links such as quality, editorial status, and many other similar aspects. I’m going to get into details today about the things you should really pay attention to when building links.

Relevancy: You want to try to keep your links coming from relevant sites as possible. Specially from content areas, for example have you ever obtained blog links, article links or directory links?

If so then make sure there in relevant categories or the content written around them is relevant. I mean think about it would want your link embedded into a paragraph that is about real estate services when your in the car insurance business now would you? Nope I don’t think so. Instead you want your link placed inside of a relevant car insurance article therefore it keeps the equity up.

Page Rank: Don’t base links on page rank if your basing them on page rank then I would say your heading the wrong direction with your link building techniques. Which granted don’t take me the wrong way generally links from higher PR sites can be better at times. Just focus on obtaining editorial links from relevant sites.

Content Creation: Build link worthy content that will obtain links. Nothing can out beat high quality content that will spread all around the web and capture 1000’s of high quality editorial links.

Link Equity is about keeping your mind in the direction of building editorial links. If your trying to get links your self always keep the editorial idea in your head. If you keep that in mind you’ll build a site that will last for a life time and Google will always love you.

I wanted to write this post up because a lot of people seem to think there just going to jump into Adwords and start profiting right off the bat. Which granted it does happen, but if you have a new account or starting a new campaign it won’t always turn out like that.

See the thing is when you create a new account your going to have to spend a lot to get it going then eventually you will break even sooner or later, but like I said you’ll have to spend maybe a good 2k if not more to break even most generally on new accounts (if not more).

Here is a list of things below you should pay attention to:

Keyword Matching Options: I can’t tell you how important this is knowing how to match your keywords is a must. Another mistake that a lot of AdWords users make is going broad at the beginning on all keywords and that is not what you want to do. What you want to do is define a well set keyword list of maybe 100-400 keywords depending on your niche and use exact match. Therefore you’ll find out what keywords are converting and what keywords need improved or just straight out deleted.

Highly Relevant Keywords with Ad Copies: You should try to create highly relevant keywords to match your Ad Copies. Some people will go in and create 75 keywords under each ad, and really there no reason for that. The idea is to have very highly targeted keywords that are relevant with your ads; therefore, you’ll have a higher CTR level which will result in lower CPC (Cost Per Click) eventually after time (keep in mind time).

A / B Testing Landing Pages and Ads: You should always A/B test your Ads, let me reiterate you should always A / B test your ADS and landing pages at least your Ads for crying out loud. A / B testing your ads periodically is a must for a successful and profiting campaign.

Bidding To Low: Don’t bid low in the beginning stages, bid high as you can or at least bid in the sweet spot. When I say the sweet spot I’m referring to positions 5-8 because they usually convert better, but then again depends on the vertical your promoting. Just keep in mind to bid high on new campaigns (so your not on page 10) and also you might lose some money if not a lot specially when your testing a new account out with a new campaign.

Separate Content Network from Search Network: Make sure you always separate your content network from your search network becuase of course the content network will convert at a lot lower level. Out of all honesty I never even use the content network (I do, but not that much).

Not Setting Geo-Targeting: You should always use Geo-Targeting specially if your only shipping to certain countries or if your promoting an affiliate offer and they only allow US conversions then you better make sure you have your ads to only run on the US Google Search Network.

Not using the Conversion Tracking tool: You should alway use the keyword conversion tool specially on your own site. Now there is a few affiliate merchants that won’t allow anyone entering there tracking codes on there site, but honestly once you become good enough you will be able to fly blind no problem, but I still wouldn’t recommended doing this unless your very experienced.

Conclusion:
AdWords is like a black box, and you must know how to work it. If you use good sense you will be successful with using AdWords. The idea is to test, test, and test and if you can do that and have the patience then your heading in the right direction with it.

Relevant Links Below:
10 Worst AdWords Mistakes
10 AdWords Mistakes from Ubber Affiliate
15 Tips for AdWords Beginners

Basing links on page rank is a big problem now days out of all honesty you should never base links on page rank. Which granted don’t take me me the wrong way links that do come from higher page rank websites are better to a degree. The only thing that is better about links coming from higher page ranked websites is that it will give you some juice of course, but once you hit a certain point with your page rank will be a bit harder to get up, so in other words new links from pr0 websites can work just as well (you can get more of them more easier).

Which I’m not saying don’t try to get links from high pr sites, but what I am saying is don’t put your mind totally in that direction because if your wanting to rank then you should try to obtain links from pr0,1,2,3 pages because you can get them a lot easier therefore getting handfuls of them with various anchor text.

Let me discuss a few type of links that you should try to get.

Old Websites: Generally you should try to get links from old websites which new websites will work, but most generally it is known that old website pass more trust rank then what new websites do, but when it comes down to it having an old domain can out beat anything when I refer to old domain I’m referring to your domain.

Authority Sites: I don’t really use this term to much when talking with clients I think people try to make it out to be more then what it is. Most generally what people are referring to when they say authority links are links from old trusted websites, but yes there good links :).

Organic Linking: Honestly if your able to get links on a daily bases then you got it going on because nothing can out beat organic linking. You can install a blog to get organic links, but keep in mind you won’t get your desired anchor text you want, but if you have a blog you can leverage your linking to your advantage for example tell someone to link to you to enter a contest you have going on (use blogs to do this with).

Article Links: Article links can be great links the reason being is becuase they come from a dedicated page and don’t have a bunch of other links going out on the page, but then again it depends on the article sites.

Editorial Blog Links: Blog links can be very powerful which granted they don’t contain a ton of page rank, but the thing is with blog links is that you get a dedicate page to you. Which some SEO’s might disagree with me (rookies) in this area, but tell you what I’ve seen people go from no where to the top for some of the most competitive keywords out there from obtain blog links. Now don’t go getting a bunch of spam blog links try to get links from higher editorial sites bloggers that actually do a review for your link (editorial sites).

Web Directories: Web directories do contain value still some people say they don’t, but the facts are there is still a ton of great web directories out there. Most generally the better directories are the ones that have been around for a long time such as dmoz, yahoo, and similar directories like that.

Conclusion
I didn’t really go into depth too much on this topic, but I just wanted you guys to keep in mind to not base links on page rank. If you can get a link from a dedicated page that has a pr0, but your the only link on there go for it. Another reason you don’t want to try to acquire links from high pr sites is because Google will smack down on you quick.