Link building is the process of increasing the number of times a particular website or article is linked to online. This is usually done for two major rationales. The first being what is called click-through traffic, or actual visits to the page or article. The second reason is for search engine optimization (SEO). The more your page or article is linked to, the more important it becomes in the “mind” of a search engine. Articles with a substantial number of links are likely to rank higher up on search engines because of this.