How does link building contribute to organic search rankings?

Link building is the process of earning links from other websites to your own. These links, also known as backlinks, are an important factor in determining the organic search rankings of a website. Here's how link building contributes to organic search rankings:

1. Link equity: Backlinks pass link equity, or "link juice," from the linking website to the linked-to website. This can help improve the authority and credibility of the linked-to website, which can in turn improve its search rankings.
2. Relevance: Backlinks from relevant websites (i.e., websites that are topically related to your own) can help signal to search engines the relevance of your content to specific keywords and search queries. This can help improve your search rankings for those keywords.
3. Diversity: A diverse link portfolio, with links from a variety of high-quality, relevant websites, can help improve the overall strength and credibility of your website. This can help improve your search rankings and make it more resistant to changes in the search algorithms.
4. User experience: Backlinks can help users discover and access your content, which can improve the user experience and increase engagement with your site. This can in turn signal to search engines the value and relevance of your content, which can help improve your search rankings.

It is important to note that not all backlinks are created equal. Links from high-authority, relevant websites are generally more valuable than links from low-authority, irrelevant websites. It is also important to focus on earning links naturally, rather than trying to manipulate or artificially inflate your link portfolio. This can help ensure that your link building efforts are sustainable and beneficial to your SEO efforts over the long term.