Link Building, theory and practice. Do you really and always need backlinks?

Link building without bias: what is this activity really? More importantly, what is its significance today for Google and thus for SEO? It is often the context in which our site operates that makes the difference and determines the weight of backlinks, and so in the talk we will see how to evaluate websites for link acquisition, how to monitor the links we receive and also what results we can achieve with well-constructed campaigns, through the analysis of various case studies.