If you want to improve your performance in search engines, you need to actively build links for your website. -We have various systems that understand how pages link to each other as a way to determine what pages are about and which might be most helpful in response to a query. Among these is PageRank, one of our core ranking systems…How PageRank works has evolved a lot since then, and it continues to be part of our core ranking systems.- (Source) GOOGLE When more authoritative and trustworthy sites link to your website, it improves your website’s credibility. Since Google only wants to deliver trustworthy results to searchers, it gives you a better chance of performing well in search results. Link building also offers benefits like: Driving new traffic to your website Helping Google crawl and index pages Helps you build relationships with websites you link-build with