You have to speak the jargon of the Web to succeed in this battle ground. And, this is a giant war, a war for sales. It will get worse as the economy shrinks! Consumer confidence hit a new low as reported this morning.
And, people do NOT play fair. There are smoke screens and diversionary tactics, super highways and dead ends, gurus and scam artists. This is a playground where acronyms abound. HTML, FTP, RSS, PDF, JPG, MOV, etc., etc., etc.
You have to learn by doing. You have to walk the walk and talk the talk. But before you can Run, Run, Run you must crawl, crawl, crawl.
Building backlinks to your site improves your visitor traffic. More visitor traffic should increase you SALES. If you are selling something they want.
Forget about the past, this is a new day with a new market. Building backlinks is but one way to build your success. Use the free tools Web 2.0 offers you.