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SEO (or Search Engine Optimisation) is a convulated business with lots of things to understand and implement. To go through everything would take weeks and there are some great resources elsewhere online. This post is all about the importance of building links. To achieve good rankings in Google or Bing, you need other website owners to include a link to your site from their site. There is, of course, a great deal more to it than just getting a link on someone else’s site, but in very simple terms that is what building links is all about.

A link from another site to your site is called an ‘inbound link’ or a ‘backlink’. This link points to your site, so that when someone clicks the link on the other site, they arrive at your website – so they are inbound. But why do you even need these inbound links anyway? Because, when search engines crawl through your site pages, they are also looking to see who is linking to your site.

There’s a huge amount to learn about link building – you’ll soon find yourself with a whole new vocabulary of words and phrases such as link exchange, incestuous linking, reciprocal linking, multi-linking, over linking, under linking, link doping, link bait, three-way linking, automated linking, and of course link popularity.

There is so much to learn about link building that entire websites and many books have been written on the subject. Many SEO marketers and dedicated link builders spend a great deal of time just building inbound links.

So, search engines like Bing and Google determine just how important and relevant your website is by checking to see WHO is linking to you – not by how MANY people are linking to you, although this used to be the case. These days, according to the search engines, it’s not how many people you know, but who you know that matters…and you thought you left the popularity contests behind in school! If you can get a followed link from a PR5 site that is way more important to the search engines than 15 unfollowed links from 15 PR1 sites.

Visit Leeds SEO for more advice on link building and SEO.