Link building is becoming an essential ongoing marketing strategy according to Justilien Gaspard at Search Engine Watch. In his article looking at the top challenges facing SEO and Links Building for 2008 he states:

Many sites have enjoyed top rankings for years without being proactive in link development. Once they got top rankings they started to take their rankings for granted. Some feel a sense of “entitlement” to top rankings.

He predicts that more and more established companies will drop from the rankings in 2008 mainly due to lack of online promotion and link development. The people who will take their place are those that make a continual effort to get links.

I think this is very true. Many companies view SEO as one off and when they are ranked they congratulate themselves on a job well done. However this complacency leads to problems down the road where rankings are lost and the panic begins. So my resolution for all clients (and indeed everyone with an online business) in 2008 is to pay close attention to your links and be actively involved in developing new ones. This tactic is vital for continued success in these competitive times.