search engine the search engine needs to determine how to return the best results How There are two key steps Figure out which pages on the web are related in any way to the query Evaluate which of the pages that relate to the query are the most important Each link to a web page is seen as a vote for that web page In simple terms if there are two pages that are equally relevant to a given search query the page with the better inbound link profile will rank higher than the other page being all other factors equal Hence the need of Link Building How