wheel - 3:11 pm on Oct 26, 2010 (gmt 0)
I suppose it depends on your niche,
It does depend on the niche. You don't get on the first three pages for any useful terms in my niche without *heavy* link building.
That includes having over the top content (which I do) that nobody naturally links to and is far better than what my competitors have.
If I didn't aggressively link build to get rankings, I wouldn't have a business.
Surely people don't believe you can get lasting, strong rankings for something (for example) like 'mortgage rates' or 'car insurance' just by sitting by idly with some nice content. It just ain't going to happen.
If you're in in a niche wandering around blissfully not having to build links? You may get a wake up call someday if/when an SEO strong company walks into your niche and walks all over you. You should be planning against that eventuality now.
We all know links matter. You may have enough links to rank now, but without continued building you are very open to the risk of someone eating your lunch.
I try and plan for the scenario where some of the top SEO companies decide to take a run at my niche, and try and be ready for that now.