When we speak about “link building” the initial point we have to do is define our terms. The semiotics of the problem are notoriously tough.
One the one hand “web link structure” is a baggage-laden term, raging with visions of spammy web link robots and black hat methods. On the various other hand, “web link structure” is an useful term that simply describes the white-hat strategy of enhancing a website with web content as well as ideal techniques in order to naturally gain reputable back links.
Just what’s a Search Engine Optimization to do? Well, you could call it what you want, as long as you specify your terms. If you prefer an even more sanitized expression like “making links” or some other variation, that’s penalty.