The process of obtaining hyperlinks (links or backlinks) from one website back to your own. Link building is of critical importance for successful SEO. Due to algorithm updates, link building has become particularly challenging. Gone are the days of haphazard, irrelevant links- lazy link building can get you penalized from Google. Today’s link building strategies must be strictly white hat: the site you are seeking links from should be earned organically (through practices such as content creation) from sites relevant to your industry. Earning relevant links from high authority sites will help your site rankings on the SERPs.