Link building is a regular SEO practice that has been proven to function effectively and leads to a much-improved search engine ranking. There are, however, two ways this practice can be carried out, which are the white-hat method and the black-hat method.
The white-hat link building method principally involves the use of guest posts to gain back-links to a website. This is a natural method of placing links that search engine giant, Google, has no problem with. The black-hat link building method, however, involves purchasing links for the site in other to achieve the desired SEO goals.
Using the black-hat method is guaranteed to result in a penalty from Google, which may lead to a demotion in search engine rankings or worse —de-indexing of the site.
There is only one right way of earning links to your website or blog, and it is through active collaboration with the sites you intend to get back-links from.