Emergence

Since the advent of Google, websites have not needed to register with the search engine as a result of the search engine's new algorithm, which evaluated websites based on their incoming external links among other factors. By gathering incoming external links, search engine optimizers were given the chance to raise the ranking of their websites. Tests conducted at the time have partially demonstrated that link-building can lead to a quicker ranking increase. As a result, a new area of search engine optimization was established that focused primarily on acquiring external links. The shadow side of link building was also on display: shady link-building techniques like automated backlink creation, link networks, and link buying and selling were becoming more popular.

Meaning today

Google's ranking formula is continuously developed and enhanced. These days, it happens quickly, often to detect link spam. Search engine operators emphasize that backlinks are still a significant factor in search engine rankings. Active link building is expressly forbidden by Google's webmaster guidelines because it might be seen as an attempt at manipulation. Google claims that webmasters should aim for organic recommendations in the form of links.
Many websites have been penalized since the major algorithm update, the so-called Penguin update in 2012, if they had low-quality backlinks, automatically generated links, or links that were purchased links. As a result, many websites suffered rankings penalties or were entirely dropped from the Google index. With this update, the search engine once again made it abundantly clear how crucial quality backlinks are. To check the links on its website, Google now provides a link disavow tool in Webmaster Central.

Possibilities

There are many ways to set links from other websites to your own. Common link-building methods are shown below:
Do nothing. Good content is linked by users
According to Google, this is the best way to generate links. Website content should offer added value for the user so that the user recommends the information in the form of a backlink on their website. Entries in web catalogs and article directories, Formerly a free and easy way to generate links manually, semi-automated or automated. The method is now unusable because the Google search engine recognizes the backlinks from web and article directories and hardly takes them into account.
Entries in the relevant forums
Backlinks were created by creating a forum signature, where there was the option of storing a web address. When posting a forum contribution, a backlink to your page was created. This type of backlink generation is also known to Google and is now hardly noticed.

Blog comments

Many blog systems allow you to store a website in the comment field. When posting a blog comment, a link to the commenter's website was generated. This method has often been used as a spam method by generating automated blog comments or manually generating non-constructive comments.

Link exchange

A very common free method that can work with a well-thought-out application. Both websites exchange links with each other. The exchange takes place after consultation. The advantage is the selection of explicit pages where a link can be published and the determination of the general conditions of the link setting, such as the position of the link in the text or link text determination. Typically, this method is also detected by Google, especially when the pages are reciprocally linked.

Link purchase

Many website operators have developed a business around link building and selling backlinks for a fee. This method is frowned upon by Google. Google warns to exclude link buyers and link sellers from the search engine index. Instead of link building, use content marketing.

Obtaining quality cross-links from other websites has become challenging

due to Google's algorithm updates and its quick detection of link manipulation. As a result, the practice of "content marketing," or the creation and promotion of website content, is becoming more popular. The intention is to provide the user with additional information, as well as to present engaging content that generates numerous links and mentions. Search engines will rank a website well and place it higher in the ranking if the content is truly beneficial to the user.