Links are highly important, as they provide a way to go from page to page. The definition of link building is literally the process of acquiring hyperlinks from other websites to your own. A hyperlink (usually just called a link) is a way for users to navigate between pages on the internet. Without over complicating things, links are used by Google and other search engines to establish trust and relevancy for websites. The more authoritative a website is, the more valuable a link would be coming from that website. Example, if you could get Forbes or another high-ranking website to link to your website, that would be AWESOME! The Google Penguin update has highlighted how important it is to have a range of different sources link back to your website. Variations in the anchor text, including brand names, are crucial, so it is important that your SEO company uses a customized approach.