What is link building in SEO? And why do you build links? • Yeast

Link building is the practice of obtaining links from other websites to your own. These links act as a trust and authority signal to search engines and help your pages rank higher in search results. Quality counts more than quantity. A few relevant, high-authority links are far more valuable than many low-quality links. The focus of modern link building is on creating truly useful content, building real relationships, and earning links naturally, rather than manipulating rankings.

What is link building?

Link building means obtaining hyperlinks from other websites to show search engines that your content is trustworthy and valuable. Today it is more like digital PR, which focuses on relationships, credibility and reputation, not just quantity. In addition to backlinks, AI-powered search also takes into account citations, structured data and context. By prioritizing quality, precision, and authority, you build lasting online visibility. Ethical link building remains one of the most effective ways to improve your brand’s search presence and reputation.

Link building is a key SEO tactic. It helps search engines find, understand and rank your pages. Even great content may remain hidden if search engines cannot access it through at least one link.

To get indexed by Google, you need links from other websites. The more relevant and trustworthy these links are, the stronger your reputation will be. This guide covers the basics of link building, its connection to digital PR, and how AI-driven search assesses trust and authority.

If you’re new to SEO, check out our SEO beginner’s guide for a complete overview.

What is a link?

A link or hyperlink connects one page on the Internet to another. It helps users and search engines move between pages.

Links make it easier for readers to explore related topics. For search engines, links act like roads, helping crawlers discover and index new content. Without inbound links, it can be difficult for search engines to discover or rank a website.

To learn more about how search engines navigate websites, see our article on website structure and SEO.

A link in HTML

In HTML a link looks like this:

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The first part contains the URL and the second part is the clickable text called anchor text. Both parts are important for SEO and user experience because they inform both people and search engines what to expect when they click.

Internal and external links

There are two main types of links that impact SEO. Internal links connect pages within your own website, while external links come from other websites and point to your pages. External links are often referred to as backlinks.

Both types of links are important, but external links have more authority because they serve as recommendations from independent sources. However, internal linking plays a crucial role in helping search engines understand how your content fits together and which pages are most important.

For more information on how to structure your website effectively, check out our guide to internal linking for SEO.

Anchor text

The anchor text describes the linked page. Clear, descriptive anchor text helps users understand where a link takes them and provides search engines more context on the topic.

For example, “SEO copywriting guide” is much more useful and informative than “click here.” The right anchor text improves usability, accessibility, and search relevance. You can optimize your own internal linking by using logical, topic-based anchors.

For more examples, see our anchor text best practices guide.

Why do we build links??

Link building is the process of obtaining backlinks from other websites. These links serve as a sign of trust and signal to search engines that your content is valuable and trustworthy.

Search engines like Google still use backlinks as an important ranking signal; However, the focus has shifted from quantity to quality and context. A single link from an authoritative, relevant website can be worth far more than dozens of independent or inferior sources.

Effective link building is about building real connections, not about accumulating as many links as possible. When people share your content because they find it useful, you gain visibility, credibility, and referral traffic. These benefits reinforce each other, helping your brand stand out in both traditional search and AI-driven environments where authority and reputation matter most.

Associate quality over quantity

Not all links are equal. A high-quality backlink from a reputable, relevant website has far more impact than multiple links from small or unrelated websites.

Imagine a restaurant owner receiving a link The Guardian’s Food department. This single editorial mention is far more valuable than a dozen random directory links. Google recognizes that editorial links earned on merit are a strong signal of expertise, while low-effort links from unrelated pages have little or no value.

High-quality backlinks typically come from websites with established reputations, clear editorial policies, and an active audience. They fit naturally into the content and make sense to the reader. Low-quality links, on the other hand, can make your website appear manipulative or untrustworthy. Building authority takes time, but the reward is a reputation that search engines and users can rely on.

Read more about this long-term approach in our post on holistic SEO.

Dodgy techniques

Because it can take time to get high-quality links, some website owners resort to shortcuts such as purchasing backlinks, using link farms, or participating in private blog networks. These tactics may produce quick results, but they violate Google’s spam policies and can result in severe penalties.

If a website’s link profile looks unnatural or manipulative, Google may reduce its visibility or remove it from results entirely. It can take months to recover from such penalties. It is far safer to focus on ethical and transparent methods. In short, it is better to avoid these risky link building tricks as quality always lasts longer than tricks.

How to earn quality links

The most effective way to earn strong backlinks is to create content that others actually want to reference and link to. Start by understanding your audience and their challenges. Once you know what they’re looking for, create content that offers clear answers, unique insights, or helpful tools.

For example, publishing original data or research can attract links from journalists and educators. By creating detailed guides or case studies, you can connect with blogs and companies that want to cite your expertise. You can also build relationships with people in your industry by commenting on their content, sharing their work, and offering collaboration ideas.

Current content is another proven approach. Announce a product launch, partnership, or study that has real value for your audience. When you provide something truly useful, you’ll find that links and citations follow naturally.

Structured data also plays an important role. By using schema markup, you help search engines understand your brand, authors, and topics, making it easier to link mentions of your business across the web.

For a more detailed approach, visit our Step-by-step instructions to Link buildingng.

Link building in the age of AI and LLM search

The search is evolving quickly. Systems like Google Gemini, ChatGPT, and Perplexity no longer rely solely on backlinks to determine authority. You analyze the meaning and connections behind content, paying attention to context, reputation and consistency.

Links are still important, but they are part of a larger ecosystem of trust signals. Mentions, structured data, and author profiles all contribute to how search and AI systems understand your expertise. This means that link building is now about being both discoverable and credible.

To stay on top, make sure your brand and authors are clearly represented on your website. Use structured data to connect your organization, your people and your content. Make sure your messaging is consistent across all channels your brand appears on. When both machines and humans understand who you are and what you offer, your chances of visibility increase.

For more information about how structured data supports this process, see our guide to schema and structured data.

Examples of effective link building

There are many ways to put link building into action. A company could publish a research study that receives attention on major industry blogs and online magazines. A small business could partner with local influencers or community organizations that naturally link to its website, increasing its online presence. Another might create in-depth educational content that other professionals use as a trusted resource.

The same principle applies to each of these examples: links are earned because the content has real value. This is the basis for successful link building. When people trust what you create and find it valuable to share, search engines will take notice too.

In conclusion

Link building remains one of the most effective ways to build visibility and authority. These days, success depends on more than just collecting backlinks. It comes down to trust, consistency and reputation.

Consider link building as an integral part of your digital PR strategy. Focus on creating content that deserves attention, building relationships with credible sources, and communicating your expertise clearly and effectively. The combination of valuable content, ethical reach and structured data will help you stand out on both Google search and AI-driven platforms.

When you first create content for people, the right links follow.