Simply put, link building is the process by which other sites link to your site. All marketers and business owners should be interested in building links to increase referral traffic and increase the site’s prestige.
Why build links? Google’s algorithms are complex and constantly evolving, but backlinks are still an important factor in every search engine in determining which pages rank for which keywords. Link building is one of the many tactics used in search engine optimization (SEO), as links tell Google that your site is a quality resource to link to. Consequently, sites with more backlinks tend to rank higher.
However, there are good and bad ways to build links to your site. If you care about the long-term viability of your website and business, you only need to focus on natural link building, that is, the process of getting links, not buying or otherwise manipulating them (sometimes in the form of a black hat SEO, a practice that essentially eliminates your site from search results).
Why Link Building Is Important for SEO
Here we are going to explain the benefits of quality link building. Link building is important because it is an important factor in how Google ranks websites. Google notes that:
“In general, people can develop the ranking of their sites by growing the number of high-quality sites directing to their site.”
Imagine we have a website that advertises the wind turbine equipment we sell. We are competing with another wind power equipment manufacturer. One of the ranking factors that Google will consider when ranking pages is link popularity.