If you’ve been at all involved with your site’s SEO over the past few years, it’s likely that link building has been an important part of your overall online marketing strategy. This is because Google has always placed such great importance on how many external sites link back to yours, as a determining factor for how relevant and important your site is to your niche. However, with increasing improvements to the sophistication with which Google determines site ranking, there has been some talk that link building is no longer as important.