Given all that let me cut to chase here.

Link Text – The Big Idea

The big idea is to include focus keyword of page you're linking to in anchor text of your link. Because doing so will enhance your LINK REPUTATION. And link rep is way more important than more commonly pursued link popularity - which is simply a count of how many sites link to yours.

In fact link reputation will trump just about anything else you can do to rank well. Especially with Google.

I mean let’s say your site is about baby lullabies. But for some strange reason you get a bunch of inbound links using "orangutan chow" as link text. Most likely Google will conclude your site is about orangutan chow. And rank it right up with rest of sites dealing with grub these hairy forest men eat.

Please don't just flash over what you just read without letting it sink in. It might well make or break your success with search engines actually. It’s that important.

Link Text – The Results

So here’s action step. If your site is about baby strollers it’s a darn good idea to ask link partners to use those two words as your link text. That way Google can’t help but conclude page being linked to is about, what else? baby strollers!

Result? Get enough links using those two words as your link text and sooner or later your site will rank well for search term “baby strollers”. Especially since you know from what was revealed earlier that more than half your competition won’t be using those words in their links. So that even if they are actively pursuing links, they’re only getting some of ranking boost they might otherwise get from doing it right.

So I beg you. If you aren’t already using your focus keyword phrase as link text in your link request – start doing so now. Today. It’s a powerful tactic with a big traffic payoff. One that helps you maximize benefit of link trading. And I’ll bet not half your competitors are even aware of it. Leaving field wide open for you.

4. The cost savings are obvious Anytime you can avoid high costs of sending someone on road to meet with clients or attend a meeting, bottom line savings are immediate and obvious. In addition to any costs associated with attending a meeting, you need to factor in travel costs covering airfares to taxis and tolls, hotel costs, meal expenses, and even your internal costs to process expense paperwork.

5. Soft cost savings multiply returns Spare yourself productivity drain and physical and mental tolls travel takes on your company's road warriors and you could enjoy "soft" cost savings that dwarf your hard dollar travel costs. Want an example? Look at your own calendar for past month and count up just hours you spent traveling to and from meetings. Multiply that by your hourly wage, and then by number of employees in your firm.

If reasons like these don't help you convince reluctant decision makers in your company to add video to your communications mix, please be patient with them. Historically they are in good company. There were many who claimed smeary images on hard to handle rolls of paper called "faxes" could never function in place of an original document. And who, they asked, would ever want to spend more time typing an email message when they could so easily pick up a telephone and place a call?