Backlinks are votes from other websites. Each vote tells search engines: “This content is valuable, credible, and useful.” So, the more “votes” you have, the higher your site will rank in Google and other search engines.

Backlinks (also known as “inbound links,” “incoming links,” or “one-way links”) are links from one website to a page on another website through an anchor text.

Google and other major search engines consider backlinks “votes” for a specific page, thus indicating relevance, quality, and authority to the web page. Pages with many relevant backlinks tend to have high organic search engine rankings.

Backlinks are essential for SEO because of two main reasons:

  1. Rankings – Generally speaking, the more backlinks your web pages have, the more likely they are to rank for relevant search queries (we confirmed this in a study).
  2. Discoverability – Search engines revisit popular pages more often than unpopular ones. And they may discover your content faster if you get backlinks from popular pages.

What makes a good Backlink?

What makes a good Backlink?

Not all backlinks are created equal. Here are some attributes that contribute to the quality and utility of a backlink. You can use them to analyze your backlinks and link-building opportunities:

  • Authority
  • Relevance
  • Anchor text
  • Follow vs. nofollow
  • Placement
  • Destination

What’s the difference between a link and a Backlink?

Individual documents on the web interconnect via links—they’re the glue that holds the web together. Internal links are links between web pages on the same domain, primarily to help people navigate the website.

External links connect to web pages on other domains and have a more comprehensive range of possible intentions, including:

  • Provide broader context to the reader
  • Support a claim made in the copy
  • Cite or provide a source
  • Recommend something
  • Add authenticity

Quantity and quality: When it comes to Backlinks, both matter

Quantity and quality: When it comes to Backlinks, both matter

Although accurately calculating the exact value of link authority is a very opaque and complex task, knowing how PageRank works provides some basic rules of thumb.

  • You want to attract as many backlinks as you can.
  • It’s better to get backlinks from authoritative websites.
  • You can use your intuition to determine if a website looks authoritative.
  • Attracting more backlinks will have a positive effect on your entire website.
  • In short, you want both quality and quantity regarding backlinks.

Benefits of Backlinks

  1. Backlink building is an essential part of SEO because search engines use them to help determine the authority and relevance of a page.
  2. Search engines decide how important a page is by the use of backlinks. However, not all backlinks are of equal value. Search engines evaluate backlinks based on the quality of the website, giving the links rather than the number of backlinks your website has.
  3. Backlinks can improve your rankings because they show value. Ultimately, the more high-quality backlinks you have, the higher your pages can rank on search engines. Additionally, they help your brand get discovered online.
  4. When popular sites link back to your website, you can get more referral traffic from people already interested in the topics you’re discussing. This allows more potential customers to enter the marketing funnel.

How do Backlinks improve SEO?


How do Backlinks improve SEO?

Backlinks offer better website SEO because they boost your website’s authority and can help you rank higher for target keywords in search engine results pages (SERPs). Of course, while you should try to get as many backlinks as possible, the quality of the website linking back to you matters more than the number of backlinks you have.

What to avoid with Backlinks?

Avoid anything that looks low-quality, spammy, or like an obvious link scheme (links in exchange for something) when pursuing backlinks.

Wrong links will be a waste of time. In the best-case scenario, they won’t impact your rankings. At worst, they may make your pages rank lower on Google or even not appear at all.

Google advising that sites violating its policies will rank lower or not appear at all in results

Here are some types of wrong links you should avoid:

  • PBNs – Multiple sites are linking together to manipulate search engines.
  • Paid links – Exchanging money, goods, or services in return for links for ranking purposes.
  • Link exchanges – Linking to a site in exchange for that site also linking to yours.
  • Automated links – Use automated software or services to generate large volumes of links to a site.
  • Forum and comment spam links – Adding spam links in media as part of signatures.

How to gain Backlinks?

Once you’ve done what you can for on-page optimization, building backlinks to your site is the most valuable thing you can do to improve your rankings.

Unfortunately, it’s one of the most challenging tasks in SEO. To get a link, you need to convince someone else that they can improve a web page on their site by linking to a web page on your site.

It’s inadvisable to email random people and ask them to link to you. Instead, there are more professional best practices to get backlinks to your site.


Backlinks are crucial for ranking on Google, especially for competitive queries. But the easier it is to get a link, the less valuable it’ll be.

Backlinks are considered an indicator of how popular your website is with users. Implementing, managing, and analyzing the performance of backlinks is an essential aspect of search engine optimization (SEO) and SEO strategies.

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