The document discusses Google's stance on link building and provides tips for creating backlinks. It notes that Google has gotten smarter at detecting spammy link building techniques and now focuses on natural, user-generated backlinks from high-quality sites. The document recommends going slow with link building (10-15 links per month) and focusing on popular sites like Reddit and Tumblr to avoid penalties from Google. Marketers are advised to rely more on other SEO factors besides links and avoid overt link spamming activities.