First things first, we need to differentiate between two types of SEO-improving activities: those which take place inside your site, and those which take place outside your site. Internal linking refers to activities that allow search engines to better understand and rank your site based on its content. Choosing the right keywords, meta descriptions, content tags, and type of user experience are a few examples of what's involved in internal link building.

External linking refers to activities which take place outside of your site, but which still help boost your SEO. To guide users towards the right content, robots will favour websites which are popular with users. Implementing a solid link building strategy is one of the main ways you can prove to Google that your company means business. In this way, search engines will give you a score to show how you stack up against your competitors, and which of your websites is the most reliable. The winner will secure the top spot in the Google rankings.