Google has been dropping hints for years about how much mobile-friendly websites matter. If yours isn’t up to par, it’s in your best interest to learn how Google indexing works and how to use the tools to make sure your site is working optimally. Considering the importance of mobile-first indexing and its role in returning search results, you should take the time to run your site through Test My Site. Doing so makes sure your site is working optimally for the search engine and gives you the tools to fix any issues that might exist.
Having good content will lead to natural and unnatural link building. No matter what, links are shared due to the value of their content being linked. Content should be relevant, and backlinks should be relevant to the topic of the content. Unique content, that brings value, is considered relevant to search engines. Search engines really care about giving search inquirers the content they really want to see.