Google uses an algorithm to determine search rankings. Links have always been an important and major component in determining the value of a webpage. If there are many links to your website, Google will assume that you have fresh and relevant content. Meanwhile, even if you have the best content, if there are no links pointing to it, it will not rank high on SERPs. That’s why it’s important to conduct offsite SEO. Not only will it help increase organic traffic but it will also boost the effectiveness of your other digital marketing campaigns.