Link Building
The practice of earning links from other websites to a site's pages to increase referral traffic, discovery and search ranking signals.
Links from relevant, trusted sites remain a signal of prominence and send referral visitors, so a steady flow of earned links often separates pages that rank from equally good pages that do not.
A cybersecurity vendor publishes an annual survey of 500 IT managers, pitches the findings to 60 trade journalists, and earns 35 links from news and industry sites to the report page, which then links internally to product pages.
Buying links, excessive link exchanges, automated links and keyword-rich anchors in sponsored content breach Google's link spam policies and can cost rankings. Third-party Domain Authority (DA) scores are estimates, not Google metrics.
Tactics fall into adding links (profiles and directories), asking for links (outreach, broken link building, unlinked brand mentions, guest posts), buying links, which Google treats as spam unless qualified with rel="sponsored" or nofollow, and earning links with original data, tools and research. Campaigns judge each Backlink by relevance, placement and Anchor Text, and track growth in referring domains rather than raw link counts.
Performance Advertising
Google Search Central — Spam policies for Google web search (link spam) — https://developers.google.com/search/docs/essentials/spam-policies; Ahrefs — Link Building for SEO: The Beginner's Guide — https://ahrefs.com/blog/link-building/