Simply put, a link is a special marker that lets search engines know that your website has some weight in your niche. You can think of them as a kind of recommendation from other online sources. This was the logic behind the search algorithm that Google Latest Mailing Database using in the late 1990s with the invention of PageRank , which ultimately made Google stand out from other search engines at the time. Since then, search algorithms have changed dramatically. Google is constantly improving its search system to Latest Mailing Database the user experience, and SEO experts are constantly looking for new solutions that allow them to improve website rankings with less time and effort. One of Latest Mailing Database Google's latest updates aimed at preventing SEOs from using the PageRank algorithm is called Penguin . With its launch, Google began to pay attention not only to the total number of links, but also to the quality of the sites they were on. White hats vs. Black hat link building techniques Despite Google's efforts to improve its search algorithm, many SEO experts still manage to find loopholes that allow them to acquire links faster with less work. The most common practice of black hat link building is to Latest Mailing Database links rather than earn them (for example, paying for a guest blog), which differentiates it from the white hat approach. However, black hat tactics don't stop there. For example, spammy links in comments are also against Google's established link building practices.