Link building is the process of obtaining the complete link or URL from a website back to your own personal website. Although highly critical for SEO practices, link building has recently become increasingly complex due to updated algorithms. With increasing strictness by search engines on the practices you can and can’t follow, irrelevant links and lazy link building can attract heavy fines for you as charged by Google. Search engines today won’t tolerate anything but purely white hat link building practices, that is, the concerned website involved in link building must be obtained organically. If a website manages to follow these norms and obtain relevant links from high ranking and authority sites, site rankings can greatly improve.