I've found the history of linking quite fascinating, starting with links being the basis of web navigation, to links being used as the foundation of search, to link spamming being used to exploit non-link search, to links being widely commercialized and brokered as ads or for PR or traffic, to linking cynicism and skepticism.

At least within the webmaster community - somewhat of the leading edge of linking - I get the feeling that we are at a tipping point when it comes to linking. That notion is somewhat fueled by the recent sense - or nonsense - of Google speaking to the issue of linking. What sweet irony that the vector of dark linking - the principal causative agent of the dark days of linking - should admonish the very practices it has so widely inspired.

When the world reaches the point of madness it's either time for a shift in thinking or for the world to go all to hell. I don't think Google is an important enough reason for the world to go all to hell.

I think the very moment that Google was heard, in essence, stomping its feet was the very same moment that I heard the creaking of the linking teeter-totter as it moved - just a micron - back towards some position of rational balance.

We are, IMHO, at that moment where the context of linking arrives at an interesting quasi, but not quite wholly commercial stage, where the context of linking takes the leap to the standard of freely given, on condition of synergy mutual benefit linking.

And that's not the same as Reciprocal Linking. Not even close. Link synergy is a win-win. Where your business and my business work together cooperatively. It's not just an exchange of links. It's a thoughtfully exchanged link, where both gain benefits that are not matched but are compatible.

There has been an undercurrent of this notion talked about on this forum but it's been a background signal. It's time to put the idea outfront, to break down link cynicism and embrace synergistic linking.

Mutual benefit or synergistic linking doesn't cost anything. It shouldn't - if it's synergistic. Yes, one site may send more traffic than the other but it's not competitive traffic bleeding or leeching. It's compatible traffic.

To all the link monkeys, link brokers, people thinking about links, thinking about getting links - don't target your market, your "competition" - target your companions.

Please know that I know that much of what I'm saying is obvious - at least to some degree - to some, perhaps even many, but the one thing I am certain of is that the insinuation of a context - a mentality or stuff of life reality - of mutual benefit or synergistic linking into the every day business of SEM, SEO and life online has not yet been made real, has not yet arrived in full force. Not even close.

And there are ways that I would judge that that are unique to the way I view the world.

But I don't think I'm viewing the world all that uniquely. I'm just talking about a world that IMHO is about to shift.

Think "link synergy". Think "mutual benefit linking". Compatible linking, not competitive linking. More outside your domain and into the companion realms.

Mutual benefit. No traffic bleeding. No business leeching. Win-Win. Ya, it's been said before but it's time to state the case clearly and forcefully. Get this down pat and maybe you can drop all the chitter chatter about linking, why you can't get links, why no one is linking, why no one responds to your link requests and so on.

Mull it over and tell me if you experience a shift in you linking thinking. :)

Or just call me a big bag of incomprehensible hot air. Don't worry. I've got a sense of humor about the whole darned business. I find it all rather nutty and amusing, so why shouldn't I actually be the nut in the mix . . and you're all the rational ones. ;o)