Google Webmaster Tools is improving one of its most valuable reports, the list of links (a.k.a. “backlinks”) to your website. These were listed rather randomly in the past, but according to Google, “we’re improving how we select these backlinks to give sites a fuller picture of their backlink profile. The most significant improvement you’ll see is that most of the links are now sampled uniformly from the full spectrum of backlinks rather than alphabetically. You’re also more likely to get example links from different top-level domains (TLDs) as well as from different domain names.”
What this means is that you should get a much better idea of who’s linking to you. If there are only a handful of sites which look at all respectable, you really do need to start “link building“. It may be the best return on investment you get from any marketing exercise ever.