Link building is not a straightforward activity. The purchasing of links has been categorised as an unethical practice by Google and this means that links have to be acquired in a patient manner. This gradualist approach is difficult for individual site owners to proceed with unless they have specialist help. Some site owners have little idea of how to improve what is called their link profile. Considering the attraction of high-quality inbound links is a tricky thing to do well, it makes sense for SEO firms to put some resources into getting it right during the course of an evolving SEO campaign.