Glossary » External Link Building
External Link Building, v.-
1. The service of creating links on other sites to the target site.
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def.- Inbound external links leading to your site from other sites represent the most important metric that Google uses to decide what kind of authority you have on any particular topic or search term. The more external links that you have leading to your site, the better off your ranking will be on Google. Outbound external links--those are links that lead from your site to other strong, reliable sites--also carry some SEO weight.
If your non-profit was mounting a campaign to aid earthquake victims in Haiti, than a link to your site posted at the bottom of a story describing the devastating effects of the earthquake on CNN.com might increase your volume of donations. If you sold Parmesan cheese, than a link to your site embedded into a delicious recipe on a foodie blog that specialized in Italian cuisine might increase traffic to your site. This is pretty intuitive. What might be less intuitive is the massive SEO advantage that External Link Building gives to your site.
