It’s long been an important facet of search engine optimisation, but why is that? And is it even still all that important? Link building and backlinking are the SEO method of getting other, high authority sites to link back to your site, essentially providing an endorsement that’s most clear to the search engine crawlers.

Historically, using links as a ranking factor is what set Google apart way back in the 90’s. Back then, it was a hugely innovative way to gauge websites of genuine value, and it was so innovative that it’s still a powerful facet of SEO today.

Commonly seen as one of the more difficult elements of getting a website to rank well, link building remains an important aspect of ranking. Here’s why it’s so essential for SEO and web visibility, and why you should be doing it.