It means I don’t have to outreach to people. It means that when they find it, when journalists find it, when bloggers find it, they naturally want to link to it. You do that by creating the types of content that journalists and bloggers and web creators are looking for. These are generally data, guides, definitions, how-to, such as this video. When you create that kind of content, it generally earns a lot of links as people find it. Passive link building is one of the most sustainable ways to earn links over time.