Inbound Links

Link building is a set of SEO tactics that results in the creation of hyperlinks from other websites to your own, for the purpose of introducing external readers to your company’s content. The quantity and quality of inbound links is a major factor in the organic search ranking algorithms.
The mindset in 2014 has shifted around inbound links, from one of building to one of earning. Instead of focusing on excessive link building, the best sites and brands are working on developing their voice and brand in the market. This, combined with creating the best content, is an ethical and effective approach to raising your profile and search rankings with more links. For a detailed discussion of how to approach links in the current SEO context, see Chapter 7: Link Building Shifts to Link Earning.
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