Two decades ago creating back links was vital to any SEO strategy. Over optimising your meta tags and stuffing an obsene amount of keywords into your content was the way to go. As Google's algorithms got smarter and internet became home to black hat SEO's, the difficulty in which our internet marketing strategies had to be, became harder. Lazy SEO techniques fell away and SERP's became more relevant. After twenty years of algorithm changes, traditionial back linking has fallen away. When I say fallen away, I mean it is not worth the effort involved. "What!? So what now?" you may ask.