SEO has another half, which our definition describes as “the promotion” of web properties. A major element–but not the only element–of promotion is link building. Link building is the process of securing hypertext links from 3rd party websites that point to your website. Search engines count links as votes–and link building is nearly as relevant now as it was before the turn of the century.
Link building is where most SEO campaigns fail, and they fail in two ways. First, some SEO companies simply don’t build links. We get it, link building is slow, tedious and expensive. But without links, your SEO campaign has already failed, period. The other way link building fails is, to speak franky, when the links built on your behalf are crap links–and there are dangers here, too. Link farms, footer links, spammy blog posts, comment spam, all these techniques are forbidden by Google but still