Trust us; it is not. Link building has somewhat of a tarnished fame in the SEO world. During the digital marketing boom, businesses rushed to gather a large number of links without considering the quality of links. As a result, link farms were born. Link farms are websites that are established for the sole purpose of linking to each other. Over the years search engines have gotten smarter.
Google introduced Google Penguin to discover link farms and removed several websites from its search results. Today, if search engines find shady backlinks to your website, you could be penalized. Yes, Google actually removes businesses from their organic results. Understanding how search engines interpret a website requires massive amounts of technical SEO knowledge and years of experience.