# Link building: what it is and how it works · Zorraquino
> Link building aims to obtain relevant external links that help a site to be discovered and referenced.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/link-building.html

# Link building

Link building aims to obtain relevant external links that help a site to be discovered and referenced

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can rely on useful resources, original research and editorial relationships. The strategy should prioritise contribution and relevance. Artificial networks, systematic link exchanges or links bought to manipulate results may breach search engine policies.

Topics

[SEO, content and GEO](https://www.zorraquino.com/en/dictionary/category/seo-contenidos-y-geo)

## Variants and linked concepts

- **Guest blogging.** Publishing as a guest can bring knowledge to another audience. The aim should be editorial, avoiding content networks created only to exchange links.
- **Link juice.** Link juice is an informal expression for the value passed through links. It is not a public quantity that can be measured universally.

## Related concepts

- [AEO](https://www.zorraquino.com/en/dictionary/aeo)
- [Anchor text](https://www.zorraquino.com/en/dictionary/internet/anchor-text.html)
- [Topical authority](https://www.zorraquino.com/en/dictionary/topical-authority)