Success and failure in Link Building is more often determined by the rankings. Unfortunately, most of the Internet resources are giving the same advice "build links to enhance ranking".

The bad thing about this statement is to assume that there is no other purpose of building links. But there is lot more to it than just SEO. If you don’t know the ultimate goal of building links then you won’t know how either.

So, there are the other benefits that can be attributed by building links:-

Brand Exposure: Brand exposure is what every marketer is keen to get in their respective field. For brand exposure, you must have to put emphasis on your brand name. Buy banner ads in highly visible sections on top sites in your niche, use a familiar logo in all banner ad creative, and place your brand name in link anchor text.

Authority site has itself a big brand value. Usually, people have more trust on authority sites what they are recommending. Thus text links on high authority sites will be especially valuable for this cause.

Direct Traffic: If you are aiming to get traffic to your website, not only rankings can drive traffic, but your links can directly send visitors to your site. However, you have to engage with social media and forums as these are the sources where you can put your content/comments or share your views which ignite others to visit your site by clicking your link.

Links for direct traffic usually need to use descriptive anchor text that explains your content and uses a call-to-action. The more alluring your link, the better result you get.

Lead Generation: Almost all the efforts we put in website promotion is intended to get business. There are marketers, who think that more traffic on site means more conversion. Not true, however. For lead generation, you must have to target classified customers rather than SEO professionals or SEO gurus. And you have to take a different approach than branding exposure.

The best way to target your customers is to post classifieds, distribute press release and get backlinks from thematically relevant sites.

Now, treat your every link as your currency on the web and use this currency to get multiple benefits from it. Knowing the benefits will facilitate the link building process.