Link building is a search engine optimisation strategy that attempts to obtain backlinks to a website in order to increase its credibility and authority. Backlinks are links from other websites that refer to your own website and are seen by search engines such as Google as an indicator of the relevance and importance of a website.

By obtaining high quality backlinks, a website can improve its ranking in search engine results and generate more organic traffic. Link building can be done in various ways, such as creating informative and useful content that is linked to from other websites, or by engaging influencers to talk about and link to your website.

However, it is important to note that not all backlinks are created equal. Search engines look at the quality and relevance of backlinks to ensure that they are not from low-quality or spam websites. Backlinks from authoritative and trustworthy websites can have a positive effect on a website's ranking, while low-quality backlinks can worsen the ranking or even lead to a search engine penalty.

Overall, link building is an important search engine optimisation strategy for improving the ranking of a website in search engine results and generating more organic traffic.