The document discusses link building strategies and techniques. It defines link building as getting external pages to link to a website to help search engine optimization. Internal links help users navigate a website and spread link juice around pages. Anchor text refers to clickable text in links, and different types like exact match, partial match, and generic can be used. The document recommends always using anchor text and concentrating on relevant, high quality backlinks from sites with high domain and page authority. For e-commerce, it suggests linking products and categories internally and using links to guide customers through the online purchase journey.