Link Building and how it Assists with SEO

Link Building (or Backlinking as it’s sometimes called) is an important part of SEO requiring know how and skill. Ignoring it could see you lose a good amount of web traffic.

What is Link Building

Link building is the process of getting other websites to provide links redirecting users to your website.

The majority of websites do link building to increase their online visibility and SEO. Every business can benefit from link building, from a large corporate to a small blog.

Why are “more links back to your site” held in high regard by Google? To answer this we need to go back to the early days of the internet.

A link (“hyperlink”) is what bridges one website to another and helps form what we know today as the internet, this is why the internet was also referred to metaphorically as the “web”.

Google scans the internet (also known as “spider” or “web crawler”) and indexes pages, ranking them in a hierarchy based on links.

Google will rank you higher the more high quality links point to your website as this shows Google your website is popular.

Why is Link Building Important for SEO?

When Google built their search engine, they needed a quick and reliable way to establish the popularity of a website– Analysing links was a good way to do this. Google puts an emphasis on both the quantity and quality of the links redirecting users to a website.

In simple terms, your website is ranked based on each link it has but not all links are equal. This is because websites providing links to your site vary in size and reputation.

A small independent blog providing a link to your site will not have the same “ranking weight” as a large international company or news network.


Link building is an essential part of SEO and core component of Google’s ranking algorithm. The more reputable links your site has, the higher Google will rank you.