what is Google wanting you to do?
Google wants you to focus on building links, but deserving a link. So go away from Linkbuilding to Link Earning.
And what in the world does that mean?
You can watch a video from one of the world's most recognized SEO experts, Rand Fishkin, explaining the difference between the two strategies.
Basically, it means that links should come naturally to you instead of actively building and building them.