Link building is the process of acquiring hyperlinks from other websites to your own. These links, often called "backlinks," serve as pathways for users to navigate between different sites and are a critical factor in how search engines evaluate and rank web pages. Effective link building strategies can improve a website s authority, visibility, and organic search rankings by demonstrating trustworthiness and relevance to search engines. Common techniques include content creation, outreach to industry influencers, and participation in relevant online communities.