Keyword research is the process by which you research popular search terms people type into search engines like Google, and include them strategically in your content so that your content appears higher on a search engine results page (SERP).
Link building is a search engine optimization technique that increases your search engine ranking. Links are one of the primary ways that search engine algorithms determine the relevance of a page. Having a good number of links to a website indicates that the content is there is valuable.
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