Closely linked to search engine optimization (SEO), link building describes actions aimed at increasing the number and quality of links pointing to a website. This process seeks to improve the website\'s ranking in search engine results. Link building, therefore, serves to potentially increase website traffic. Furthermore, it is technically known as a set of methods that help improve quality. This is relevant because the entire performance of a website is determined by page authority, which is understood as the links pointing to the site, and also by domain authority. The importance of this system and its integration into a brand\'s web positioning strategy lies in Search Engine Optimization (SEO). For link builders to work, it will be necessary to perform link baiting, that is, to acquire links. To define link baiting more precisely, it can be understood as any content that encourages users to visit a website. This can be achieved by creating links, which can be obtained in two ways: by paying the owner of a specific site or by attracting users with valuable content through blogs or media outlets. Therefore, link building, planned as part of a marketing strategy, helps to improve search engine ranking and determines the value of the links. And link baiting achieves gaining links by creating relevant content that other websites will want to use as a reference.