Embedded Media Barcode Links, or simply EMBLs, are optimally blended iconic barcode marks, printed on paper documents, that signify the existence of multimedia associated with that part of the document content (Figure 1). EMBLs are used for multimedia retrieval with a camera phone. Users take a picture of an EMBL-signified document patch using a cell phone, and the multimedia associated with the EMBL-signified document location is displayed on the phone. Unlike a traditional barcode which requires an exclusive space, the EMBL construction algorithm acts as an agent to negotiate with a barcode reader for maximum user and document benefits. Because of this negotiation, EMBLs are optimally blended with content and thus have less interference with the original document layout and can be moved closer to a media associated location. Retrieval of media associated with an EMBL is based on the barcode identification of a captured EMBL. Therefore, EMBL retains nearly all barcode identification advantages, such as accuracy, speed, and scalability. Moreover, EMBL takes advantage of users’ knowledge of a traditional barcode. Unlike Embedded Media Maker (EMM) which requires underlying document features for marker identification, EMBL has no requirement for the underlying features. This paper will discuss the procedures for EMBL construction and optimization. It will also give experimental results that strongly support the EMBL construction and optimization ideas.