Aslong as business owners hire SEO experts to take care of their website, this particular expertise is still alive. Links work better then they ever did. It is all about getting things just right. There are lot of people performing a seo campaign in the wrong manner.
They send all kind of spammy links to a website, with the intention to rank within the next 2 weeks, which is ofcourse not possible. Search Engine optimization made a huge shift torwards more quality links and quality content, compared to spammy quantity and websites.
Here's a great video for people that are not familiar with the core methods of a good website optimization. Please find it below.