In order to understand the importance of link building you have to know about the way Google perceives the activity. It is an indirect way of judging the quality of your website. The logic is simple – if your website is good and is relevant for many people, they would be attracted to it. This would make them eager to link their website with yours. When this happens, you earn a link from that website. Google takes note of it and the number of links that you gain enhances your ranking efficiency. Being ranked better, your website is likely to attract more traffic.
In practice, the task is not as simple as it has been to explain it. The method that has been described indicates that link acquisition is voluntary and is known as organic link building. It resembles a natural process as others are attracted by the quality of your website and link to it on their own. Google has a set of rules and guidelines that govern link building. The rules ensure that the process is unbiased and organic. Violating the rules can attract penalties that affect SEO campaigns. What should be the right approach has been discussed in this post.