There are also those that will tell you that building links is not really necessary. Don’t believe that either. They say you can do Pay Per Click (PPC) advertising to build traffic, which is true, as far as it goes. There is a major difference between link building and Ppc. PPC has its value, but mostly as support for other (organic) methods. PPC is like a hungry alligator. You must feed it constantly for it to grow. Therefore, it is a constant drain on revenue. And the bigger the alligator grows, the bigger its appetite and the more you have to feed it.