People looking at a whiteboard and making an SEO strategy.

When SEO first rolled out, the entire ranking was done based on keywords. You could fill your page with them, and it would rank well. Of course, today, we call this tactic keyword stuffing, and it will only harm your site if you use it. However, there’s this other thing called backlinks. If you get a lot of quality ones leading to your site, it’ll have a similar effect as keyword stuffing once did. But there will be no consequences as you won’t be doing anything that Google doesn’t like. It pays off to know a bit more about it. So, stick around, and you’ll find out why link building is so important to your SEO strategy.

Now, link building is one of the most important aspects of SEO, but people still somehow overlook it. By leaving it out of your strategy, you’re missing out on a big opportunity for your business. Without it, you can’t rank higher on Google, and that’s the number one reason you need it.

But there are many more reasons why you want it, and for you to understand them all, you must know the basics. So, let’s start with them.

What is Link Building?

To put it simply, it’s the process of getting other authoritative sites to link to yours. If we were going for a more technical explanation, we’d say that it’s a way for users to navigate from one page to another on the internet. Search engine crawlers also check these out, and if your links are good, they’ll drive your traffic and increase your authority.

Now, people will tell you that the best thing you can do is go for organic link building, but this isn’t as easy as it might sound. It’s a complicated process that will take a lot of time to show results. However, it will pay off once it does.

Resorting to black-hat tactics may sound tempting, but it’ll only set you back, and we advise you to stay as far away from those as possible. It’s a much better idea to focus on the process of earning backlinks for your site. Here are a few ways you can do it.

  • Write guest posts.
  • Contact other website owners from your niche, and ask them to link to some of your content.
  • Pay a reputable agency to do it for you.

All of these options are good, and you’ll see an increase in your organic traffic no matter which of them you decide to go with. And now that we’ve covered all the basics, let’s see why link building is so important to your SEO strategy and why you should invest your time and money in it.

Two men in the office making a plan and talking about why link building is so important to your SEO strategy.
The more you pay attention to your link building, the closer you’ll get to your target audience.

You’ll Get More Traffic

As we already mentioned, backlinks can work wonders if you use them to draw traffic. As a matter of fact, it’s one of their principal purposes. People will see a link to your site somewhere else on the web, and they’ll click on it. And just like that, you’ve got yourself a new visitor. Naturally, the more links you have, the more traffic you’ll drive to your pages.

Moreover, when users get to your site this way, Google starts prioritizing the pages that get the most views. They’ll appear higher in the SERPs for the keywords they rank for. Your site will become more popular, and more people will know about you. And that brings us to our next point.

It Helps Your Branding

If you do it properly, link building will help your brand become more present. When other authoritative figures and sites refer to yours, you become an authority yourself. People who trust them will start trusting you as well, and that’s always good for business.

Now, besides the pages you link to, you must have more valuable content on your site. The visitors may come thanks to the link, but you need to make them stay. The more time they spend on your site, the more the algorithm will like it. It will rank your site higher, and thanks to that, you’ll get even more organic traffic. That will bring you more business in the future, and that’s what it’s all about.

A book about brand identity on a table beside a keyboard.
If you learn why link building is so important to your SEO strategy, your brand will benefit from it.

You’ll Build Relationships

If you decide to build your own links, you’ll have to reach out to other businesses in your niche. Later, when they advertise their content, you’ll also get exposure and boost SEO rankings on your website that way. Of course, backlinks are what it’s all about, and your focus should be on them. However, we can’t forget about the relationships you’ll build along the way either.

You’ll get to know other people who have businesses in the same field, and that will open a lot of new doors for you. You can collaborate with them, exchange experiences, or just create links for each other. You’ll all benefit from this, so it’s a win for everyone.

You’ll Get More Sales Opportunities

When you connect your site with other places on the web that your target audience spends time at, you get more leads. Those leads then turn into prospects, and prospects into paying customers. So, as soon as your rank goes up, you can expect your revenue to follow it.

And don’t think that you don’t need links if you’re running a business that only works locally. Of course, in this scenario, there are other things that you should pay even more attention to. But, leaving out backlinks altogether is one of the common local SEO mistakes you need to avoid.

A graphic showing sales projections.
The more good links you have, the more easy sales you can expect in the future.


By now, you should understand why link building is so important to your SEO strategy. And as things are at the moment, it will stay the same in years to come. With each update they put out, Google makes links more and more important. However, all the backlinks you have leading to your site must be high-quality. Resorting to bad practices will only harm your rank, and in the bottom line, it can get you banned from the SERPs altogether. Stay on the good side of SEO, use only white-hat tactics, and enjoy all the benefits they have to bring to your site.