Link building is the process of actively seeking out online opportunities where a link back to your website can be placed and secured. This could be A directory website (Yell.com, for example – you only need a basic listing not their up sell) Local business directories (if you have a physical location like Google My Business) An association you or your staff are members of (GAS SAFE if you are an Gas Engineer, for example) Companies that you partner with (as a supplier or reseller, for example) Press coverage on an industry news site A blog post or guest article on a site in your niche Local online press coverage Forums and Q&A sites Blog comments   Link building used to be about quantity of links over quality (YES Google does look at the quality of your links, and in some cases the wrong kind of backlink will get you penalised) – now the opposite is true. Link building takes a lot of time, effort and planning to be done properly, and has become integral part of Digital PR, as the emphasis is now placed on creating high-quality content and the disributing it with those who will find it interesting or noteworthy enough to link to.