Link building is an important aspect of search engine optimisation that entails obtaining links from other websites to a specific website in order to improve its search engine rankings and drive more organic traffic. Search engines such as Google and Bing use the quantity and quality of links pointing to a website to determine its relevance and authority for specific search terms. Link building strategies can include guest blogging, broken link building, and influencer outreach, among others. To avoid penalties and negative effects on a website’s search engine rankings, link building should be done ethically and in accordance with search engine guidelines.