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Link building has been a subject of controversy for the past few months, as comments from Google’s own John Mueller and evidence from the latest round of thePenguin update have called into question the overall legitimacy of link building as an SEO strategy. Up until recently, link building was considered to be indispensable to any SEO campaign—because Google considers the quantity and quality of external links pointing back to a domain as a major indication of that domain’s authority, it only made sense that building more links would have a proportional effect on increasing that authority…

7 SEO Fundamentals More Important Than Link Building