If you are moving around in eCommerce, you probably know a thing or two about SEO (Search Engine Optimization). Although the starting point of content consumption is nowadays transforming to social media, most people still search interesting content using search engines. SEO for eCommerce (and keyword research as well) is a harder task than search optimizing a corporate website or blog.
Link building in search engine optimization has a role just like the relationship network in your social life. How "important" person you are is not only influenced by how many people you know. It is also affected by how many people have good opinion about you, if other "important" people know you or refer to you.