When you hear the word “link building”, then you think almost automatically about the manual setting of links, which is not only undesired by Google officially, but can also lead to a penalty. Thanks to the constantly developed Penguin update, the search engine can meanwhile find out very well, whether a backlink was created naturally or artificially – and Google keeps getting better at it. However, since backlinks are still some of the most important ranking factors, as website operator you should make the effort to link your site well. Only then can you have a chance in most cases at all to attain a good Google ranking in highly contested theme areas. But how can you succeed in linking your own page naturally, respectively Google compliant? Google itself recommends that as much high quality and unique content as possible must be composed and then the links come from themselves. Reality is however a little bit different, since you find yourself in a vicious circle: The best content is useless if it cannot be found, since only then can it be linked externally. However, if the website does not dispose of sufficient (strong & good) backlinks, then a good ranking within the search results is practically impossible. Simply said: Without backlinks you do not get any backlinks either.