One of the main considerations in digital marketing is how to maximise inbound links for greater visibility in Google SERPs. Links to your site are votes of confidence in it. They’re an indication to search engines that your site will be of value to their users.Over 90% of respondents in a 2016 Forrester study said that they use search at every stage of the customer lifecycle. This confirms how important link building is to eCommerce.If you’re a small business, gaining backlinks without resorting to risky underhand tactics is a slow process. But it’s one that you can make strides in with high-quality content and some strategising.InfluenzaLinks from trustworthy blogs or sites with large followings are worth more in the eyes of Google than links from sites with less credibility and social clout. Although possible, getting featured on the sites of big brands is like lightning in a bottle.That’s where influencers come in. Say what you want about them but they are real catalysts for word of mouth marketing. We sometimes refer to the phenomenon as influenza because influencers cause brand awareness to spread like the flu in the middle of winter. The only caveat is that said influencer has to have an audience that’s a viable target market for your offering.