Fresh Egg is a 12-year-old digital marketing agency focused on SEO, PPC, content creation and other services. They have 120 clients and offices in Worthing and London. The document discusses best practices for link building, such as using diverse anchor text, avoiding exact match anchors, and steering clear of toxic or low-quality links. It also recommends tools for auditing links and recovering from Penguin-related issues through reorganization, new content, and taxonomy changes.