If I have good content why do people not link in? how to get it

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http://www.seobook.com/ is top ten for the term "SEO" not bad. He
talks about getting link magnets for your site or at least link bait.
He says there are many sites with good content that do not get links.
I understand the idea but does anyone have more contrete information
how he does this or you do it in general. Thanks

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