Preston Van Dyke (@prestonvandyke) answers the question “What is link building?” in the latest installment in our Commonly Asked Search Marketing Questions series.

Link building is the process of establishing links pointing to a website of interest. Search engines use links to discover new content on the web, and to gauge the popularity and relevance of web pages by measuring the value, context, and volume of links from around the web.

Knowing this should inform your methods of link building. If search engines care about measuring online conversation, buzz, citations, and links regarding other web pages so that they can serve those “important” pages in search results, then you should dedicate your time to building meaningful, useful conversation that has the potential to resonate with the online audience.