Links are everywhere on the internet, connecting web pages to other, contextually relevant web pages. For users, these serve a straightforward purpose; they’re a way to get from one place to another, to learn more about a specific topic, or to follow up on someone’s research. But for search engine algorithms, links serve a vital role in determining which sites and pages deserve to rank higher for users’ search queries.
Mastering the art of earning, placing, and managing links can therefore allow webmasters to improve their rankings in search engines, and enjoy the secondary marketing benefits of those links as well. This approach is known as link building, and it’s a fundamental component of any search engine optimization (SEO) strategy—as well as a valuable marketing tactic in its own right.