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1. Why does link building matter? First, let’s tackle the big question; if doing link building “wrong” gets you penalized, why bother risking it in the first place? The simple answer is that links are like votes of confidence that search engines use to evaluate your site’s trustworthiness and authority. They’re known to be one of the strongest ranking factors in the ranking algorithm, consistently proving to be at or near the top in weight. The more links you have, and the more powerful the sources of those links, the more authoritative your website will appear to search engines such as Google, and the higher it’ll rank in search queries. Of course, higher rankings result in higher organic search traffic. On top of that, links pass indefinite referral traffic to your site, which peripherally helps you meet your traffic goals.