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It goes without saying that we are responsible for some of the most radical, unnatural evolutions in Earth’s history. We have built entire cities, and transport systems that allow us to travel between those cities easily and quickly. We have developed vaccines, treatments, and cures for diseases. Our very presence has wiped out entire species (though we have finally begun the process to prevent more species meeting the same fat at our hands). Without technology, much of the (if not the whole) world would still be operating on long-dead methods and models.

Everything from medicine and science, to business and marketing, has been subject to dramatic shifts and evolutions. For as long as there has been technology, there has been various twists and turns that, when applied, have strengthened the industries they affect tenfold. One such industry is the marketing industry. Technology has introduced modern marketing tactics like search engine optimisation (SEO) that are designed to assist brands to make the most of their efforts. Within SEO, there are various digitally-driven principles and methods, including link building.

From the utilisation of a CDP platform to protect and back up data, to the platforms that businesses opt for to market their brand, technology has been at the forefront for practically every recent marketing power shift. Thanks to technology and digitalisation, SEO was possible. And within SEO, link building is one of the best and most effective solutions possible – when it is used properly.

Unfortunately, many businesses approach link building the wrong way. Some businesses make the mistake of inserting links into every site they can find that is willing to host. This strategy may have worked years ago, but the evolution of marketing and of brand maturity online today ensures that it will not. The result is often that even strong businesses lost their footing, as their strategy comes off spammy and incomplete.

Today, successful link building refers to high quality strategies, not easy-to-implement actions that do not procure real, lasting results. Some of these strategies in question centre around the content. Having well-researched, well-written content is highly valuable, and consumers respond well to that. If a link is inserted into an online post organically, and the post itself harbours enough interesting content, readers are more likely to click on the link to find out more.

The obvious benefit to this is referral traffic. The more valuable your content is, the more clicks you will receive. The content can be on your own website or on trusted, well-ranked websites that allow you to link back to your own site through content contribution. Either way, the result is ultimately increased brand visibility, and increased potential for organic traffic.

When utilised properly, link building takes a lot of effort and time. It also is one of the most valuable digital marketing strategies you could possibly implement. If the aim is increasing traffic to your website, then link building is one of the horses pulling the carriage forward toward the main goals.