In order to understand the importance of link building, it's important to first understand the basics of how a link is created, how the search engines see links, and what they can interpret from them. Start of link tag: Called an anchor tag (hence the "a"), this opens the link tag and tells search engines that a link to something else is about to follow. Link referral location: The "href" stands for "hyperlink referral," and the text inside the quotation marks indicates the U