Q: How do you keep link building white hat?
The general consensus was to stay away from things that go against Google’s terms of service. Debra Mastaler recommended going easy on reciprocal links, site wide paid links and not to be too obvious in what you are doing. Rae Hoffman advised the audience to avoid buying links especially from major networks and to keep anchor text in the inbound links natural. So varying the words used was a good idea.