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By daynelee on February 20, 2025
Backlinks are links that go from one site to another. They function as a type of vote of confidence for the content being linked to. They are important—vital, even—to search engine optimization (SEO).
By judging websites, they allow search engines to figure out credibility and relevance. Relevant, high-quality backlinks are one of the best ways to improve a site’s visibility in search results, leading to more organic traffic. These are hard-earned links, pointing to your content, from original sources, such as blogs, news sites, or social media conversations.
You typically earn them by producing useful, link-worthy content. How do backlinks work and why are they important? Understanding backlinks is critical to developing a great online presence.
They raise visibility, improve rankings, and create opportunities for connection and collaboration. This engagement makes them a linchpin of any successful digital marketing strategy.
Backlinks are the lifeblood of the internet, its underlying structure. They are what links web pages together and play a crucial role in determining how websites connect with one another and earn visibility in the search engines. They lead users on a path to conversion.
Simultaneously, they are key components that help form a site’s overall authority and trustworthiness in the digital landscape.
Backlinks, or inbound links (or sometimes incoming links), are hyperlinks from one website to your own. They pass person and link equity value from the linking site to a specific page on the receiving site.
These links come in two types: dofollow and nofollow. These are the backlinks that pass authority to the linked page, making them extremely important for SEO. On the contrary, while nofollow links don’t pass authority, they are still extremely valuable for driving quality traffic.
Search engines rely on backlinks to find and index new content. If site B links to a new blog post on site A, search engine crawlers go into action. Google follows this link, indexes the post in question, and determines its relevancy.
Backlinks serve as votes of confidence to search engines, showing that the content being linked to is a trustworthy source. Search engine crawlers look at backlinks to determine how to rank pages, including the quality and relevance of each backlink.
For instance, a link that comes from a highly trusted site, such as a .gov, has more weight. A link from a spammy niche blog is much less valuable.
Search crawlers use these links to navigate and connect web content. For instance, an article on solar energy linked by a leading environmental organization is not only indexed faster but seen as more authoritative.
Backlinks are one of the most important ranking factors, so they have a direct impact on your SEO performance. Created by Google’s co-founder Larry Page, the original PageRank algorithm determined a webpage’s authority by the quality and quantity of backlinks.
Indeed, strong backlinks—particularly from authoritative, well-respected domains—carry far more weight to improve a site’s visibility and ranking than hundreds or thousands of weak, low-quality links.
Internal and external backlinks pass link equity too. While internal links help connect a site’s pages together, external links coming from other domains help establish authority.
For instance, having a backlink from a highly trusted news organization tells search engines that you are valuable, and can lead to higher rankings.
Backlinks are a huge factor in how a website is seen online. These votes of confidence are precious, passing from one site to another. They let search engines know that your content is high-quality and credible.
Backlinks increase referral traffic and help you rank higher on search engine results pages (SERPs). Backlinks aren’t just a nice to have thing – they are the foundation of any successful SEO strategy.
So when an authoritative site links to your site, it’s like they’re passing on some of their authority and credibility to you. This backlinks process increases your domain authority, one of the most important factors in search engine rankings.
Backlinks are like votes of confidence, testifying that the most authoritative sources in your industry see value in your content. As an example, getting a backlink from a high-authority site like a major news organization or a respected industry leader can boost your website’s authority dramatically.
Building a strong backlink profile over time increases your authority. This results in sustained, long-term benefits and puts you at a competitive advantage in your niche.
Referral traffic from backlinks can lead to more highly targeted visitors. For example, a link from an influential blog within your industry can drive highly targeted traffic from readers who are already invested in your subject matter.
This type of traffic is more targeted, leading to higher engagement rates and increased chances of conversion. They’re a huge part of getting higher search rankings and more organic traffic too.
Viral content sharing is an added bonus when backlinks help you reach a wider audience.
In fact, search engines like Google still rank backlinks among their top ranking factors. A diverse backlink profile, meaning you have lots of links from other reputable sources, gives you more chances to be visible in search results.
Backlinks from sites within your niche are even more powerful, boosting your site’s ability to rank for the keywords you’re targeting. This mix of relevance and diversity is everything needed for long-term search success.
Quality backlinks are the bedrock of effective SEO. They are defined by three key traits: relevance, authority, and diversity. These are the qualities that search engines look for in links and how they add to your site’s trustworthiness.
When you know what these characteristics are, you’ll know how to make meaningful connections that go beyond collecting links.
Backlinks from high-authority websites are very powerful. Search engines, especially Google, want links from the most trusted domains in the world because those links indicate trust.
For example, links from authority sites such as a government (.gov) or educational (.edu) domains are highly regarded. The domain alone does not prove authority—it’s the content and reputation quality that count.
Links from spammy, low-quality sites are bad for your site’s rankings. Prioritize editorially placed links. They make up 80-90% of all links on good sites, and they just fit into the content.
The context of the link matters — the relevance of the linking site is just as important. Backlinks from other websites or pages in your niche carry much more weight.
A health blog linking to a fitness-related brand carries more weight than a financial site. Conversely, a link from an unrelated site adds almost no value.
These links help SEO because they are consistent with sources that are relevant. In addition, they strengthen the user experience, often by establishing these valuable connections directly in the content. Contextual backlinks placed within the body of an article carry particular weight.
Anchor text, or the visible text inside a link, plays a major role in how search engines understand the link. It is true that using targeted keywords in your anchor text can help improve rankings, but moderation is important.
Over-optimization by using repetitive anchor text will get you penalized. A mix of generic phrases like “learn more” and branded terms, such as a company name, is considered good practice.
These types of variations are crucial to create a natural and diverse link profile.
Dofollow links are important since those links pass link equity, which helps improve your SEO rankings. Nofollow links do not help rankings directly but they do bring referral traffic and establish brand awareness.
A realistic backlink profile includes a mix of all three types of backlinks. Striking this balance lowers your chances of being flagged as tricksy by search engine algorithms.
Diversity of linking domains is a very important characteristic. Backlinks from a diverse range of unique domains boost a site’s authority and credibility.
For instance, getting links from 20 unique domains carries more value than 20 links from a single domain. After a point, several links from the same source provide decreasing returns to scale, which further accentuates the value of variety.
There are two main types of backlinks, and one largely determines how your website will perform in search engine rankings. Not only do they drive direct traffic, but they signal trust and authority to search engines. Here’s the catch—not every backlink is a good backlink. Each type of valuable backlink, such as high quality backlinks, has its own unique purpose, but aiming for a mix of them helps create a complete, diverse, and powerful backlinking strategy. Below, we explain the most valuable types of backlinks and how they can help you.
Editorial backlinks are the most natural type of backlinks to be included within top-notch content published by journalists or content creators. These links are usually seen as endorsements, showing the authority of your website.
For instance, a tech blog might want to link to your post on AI trends to help prove their point. To acquire these types of links, produce truly useful, evergreen content that people would want to link to. Google recommends organic links as the safest and most effective method for link building, making editorial backlinks a top priority.
Guest posting is the practice of publishing expertly-written articles on third-party sites to earn valuable backlinks. This strategy not only builds your authority, but it enables you to reach a new audience.
For example, if you’re working on a physical activity initiative, writing a guest blog post for an influential fitness website can earn a backlink to your wellness community. The key is going after the relevant, high authority sites that make sense for your niche. When done correctly, guest posts not only reinforce your backlink profile, but they position you as the expert in your field.
These links are from curated lists of valuable resources on focused topics. These pages usually include tools, guides or in-depth articles that provide supplemental value to their readers.
So perhaps a travel website’s “Best Packing Guides” guide would provide a link to your ultimate packing checklist. To earn these links, you’ll have to reach out to webmasters and demonstrate why your piece of content should earn a place there. Additionally, resource pages can drive relevant traffic to your site, improving visibility and credibility at the same time.
Broken link building is the process of finding dead links on a website and recommending your content as a replacement. This strategy is a win-win for everyone—you get a great backlink, and the webmaster appreciates the help of a fixed broken link.
When a relevant blog has a broken link to an old marketing guide, you can intervene. Your new guide is the ideal replacement! Tools like Ahrefs or Semrush are invaluable when it comes to identifying such opportunities, making this a highly efficient method for building backlinks.
Infographic backlinks are the type of backlinks you earn when you produce and distribute visually interesting content. While infographics are often used for complex data sets, they can help break down complicated information into digestible bites.
According to a Semrush study, webpages with at least one image receive 555% more high-quality backlinks. Or perhaps a cost-benefit analysis of renewable energy trends that might earn you links from environmental group blogs. Focus on easy-to-read design and captivating content to encourage social shares and backlinks.
Building backlinks is a fundamental part of a strong SEO strategy. High-quality backlinks improve your site’s overall authority, which in turn increases your site’s visibility in search engine results. Effective link-building takes time and dedication, a long-term strategy that looks at diligent quality over quantity.
Here are some real-world tips to get you on your way to building a healthy backlink profile.
At the end of the day, quality content is the cornerstone of any successful backlink strategy. Content like articles, how-to guides, and in-depth resources attract natural backlinks as they provide genuine value.
For instance, an in-depth article on “beginner’s woodworking projects” would be a hit with woodworking hobbyist blogs. Regularly updating your content helps to keep it fresh and relevant, which will make it much more likely to earn backlinks in the long run.
Link roundups are curated lists of valuable resources, usually posted by bloggers. Get in touch with bloggers who consistently publish these listicles and pitch your content for inclusion.
As an example, a personal finance blog with a post on “top financial planning tips” could link back to your extensive post on how to budget efficiently. Getting included in something like these roundups puts you in front of a built-in, loyal audience.
This tactic is all about finding old or unlinked references to your brands or products. So, for example, if a blog featured your software but forgot or failed to link to your website, ask them to add a linking.
This strategic, laser-focused outreach approach not only adds relevant, authority-boosting backlinks, but it fills gaps in existing content.
Look for broken links on sites that are relevant to your industry and suggest your content as an alternative. For example, if a health blog has a broken link about “meal prepping tips,” suggest your article on the same topic.
A short, polite, and professional email to the website owner is all it takes to get the ball rolling on this one.
Share favorable testimonials and use cases with manufacturers of your favorite products. Companies commonly display these reviews on their site, with backlinks to the person who reviewed them.
For example, if you share a testimonial for a blog design tool, you might earn a link on their “customer stories” page.
By pitching your content to websites that are open to guest posts, you can provide them with useful content and gain authoritative backlinks in return. A guest post on “content marketing trends” shared on a leading digital marketing blog could immensely broaden your exposure.
It’s a great way to build your expertise in the subject matter.
Infographics turn complicated information into a visually appealing masterpiece that’s easy to consume and share link to. Or, a high-quality infographic on the benefits of “eco-friendly home upgrades” could earn links from green living blogs.
By promoting your infographics across social media, you increase the chances of them gaining backlinks organically.
Make a habit of checking your backlink profile so that you can find lost links as they happen. For example, if they remove an article that you previously built a link to, reach out to the webmaster to have it replaced or restored.
Keeping up with this practice makes your backlink profile more powerful in the long run.
Tools like Ahrefs or SEMrush can help you determine where competitors are earning their backlinks from. If a competitor gets links from a resource page on “beginner coding tools,” get to work!
Produce that style of content to increase your odds of being included, too. Borrow ideas that work and put your own spin on them.
Some types of content, such as in-depth case studies or ultimate guides, lend themselves to earning backlinks more easily. A case study on “boosting e-commerce sales with email marketing” might be referenced in other industry reports.
Having a clear understanding of your audience will help make sure the content speaks to them and really takes off.
Developing a robust backlink profile involves a combination of systematic tactics, imaginative thinking, and persistent work. A comprehensive link building strategy is the best way to increase the authority and visibility of your website. Here are some actionable strategies to gain high quality backlinks to your site.
Tired, outdated resources on popular websites are ripe opportunities for backlink outreach. Find a page that has a bunch of broken links or disconnected content.
Next, offer fresh, relevant content from your site as substitutions. For instance, if a website links to an article that has since been removed, reach out to the site owner and provide your relevant content as an alternative.
This method is not only more valuable, it’s more trustworthy — making it more likely that you will earn the backlink.
Tracking brand mentions across social media and the web is another great way to earn backlinks without having to scout for them. Tools such as Google Alerts are invaluable for tracking where your business gets mentioned.
When you discover those unlinked mentions, simply contact the site owner or editor with a courteous request to link back to your website. Keeping these brand image and personalization in communication will ensure your outreach stands out.
Authority resource pages list the best content around a topic, making them some of the best backlink opportunities out there. Find pages that have linked content in your niche and reach out to pitch your content as a worthy new addition.
For instance, if your site provides a comprehensive guide on renewable energy, submitting it to green energy resource pages can drive traffic and boost credibility.
Public relations platforms such as HARO (Help a Reporter Out) link you with active journalists and bloggers in need of your expert source. Replying to their questions with helpful data can net you valuable mentions and links from news articles or blogs.
Creating an enticing pitch that is specifically suited to their needs is sure to up your odds of getting published.
Comprehensive guides and how-to tutorials earn backlinks organically by being the go-to resource. As an example, an ultimate guide to digital marketing strategies would attract links from other businesses, marketers and even educators.
Share these resources via social media and email campaigns to ensure they have the broadest possible impact and engagement.
A diverse, relevant, and authoritative backlink profile is one of the key building blocks to any successful SEO strategy. By evaluating its quality on a regular basis, you’ll have a better understanding of your website’s authority and can make improvements accordingly.
Weeding out bad backlinks and finding new opportunities are how you can improve your rankings, and beat the competition in search engine results.
There are a handful of tools available to help make the process of analyzing your backlink profile easier. In fact, I know a lot of people who use Ahrefs and SEMrush. They love these tools for their in-depth reports on backlink quantity, quality, and sources.
These tools do a good job of pointing out important metrics like unique referring domains, as well as Domain Authority (DA) and Domain Rating (DR). You can check DA directly using the Search Atlas dashboard. It can help you determine whether links are from reputable sources.
Maintaining a healthy and diverse list of unique referring domains is what ultimately signals to Google that your site is reliable and trustworthy enough to rank higher. These tools can help you catch potential problems, such as spammy or low-quality links, at the first signs of trouble.
As we mentioned above, toxic backlinks can seriously damage your SEO performance. A regular monitoring routine will help you catch these toxic links, which usually originate on spammy or unrelated sites.
Using disavow tools, available in platforms like Google Search Console, allows you to safely remove such links from your profile. By keeping a clean backlink profile, you’ll protect your site’s credibility and steer clear of search engine penalties.
Importantly, tracking your link-building efforts will allow you to continuously refine your strategy. Set clear, measurable goals like adding more unique referring domains or raising DA.
Monitoring increases or decreases in search traffic and rankings provides a clear picture of how your backlinks are helping (or harming) performance. First-hand research or original interactive content is a sure-fire way to gain high-quality links, like GoPure’s image-based backlinks.
Make strategic changes based on performance to keep the momentum going.
Backlinks are one of the most important factors when it comes to increasing your website’s authority and organic visibility. They link your content to a more expansive audience and show search engines your worth. By prioritizing quality over quantity, you’ll reap the rewards for years to come. Creating authoritative backlinks requires work, but the benefits are worth it in improved rankings and credibility.
Stick with what’s been shown to work. Produce compelling content, network strategically, and keep a close eye on your backlink profile. With a little consistency, you’ll be amazed at the progress you make.
Visit the next step to reinforce your backlink strategy. Continue to iterate on your process, and don’t be afraid to try something new. Those right backlinks can do wonders for your site. Keep your head down, and see your website flourish.
Backlinks, or incoming links, are links pointing to your website from other sites. These quality backlinks serve as a badge of trust and authority for search engines, allowing sites to improve their search engine rankings.
Backlinks, especially high quality backlinks, can tremendously help your website’s authority and credibility. Search engines view them as votes of confidence, which means they can improve your search engine rankings and drive more organic traffic.
High-quality backlinks, which are essential for effective backlink building, are links from relevant, trusted, authoritative sites. They are topically relevant to your niche, placed naturally within the content, and have high domain authority.
Aim for high quality backlinks from editorial backlinks, guest blog links, and links from industry-relevant directories, as these backlinks are extremely valuable from trusted sources.
Produce exceptional content and develop a strong link building strategy by partnering with authoritative domains. Leverage outreach and relationship-building to earn high quality backlinks, as offering something of value encourages others to link back to your site.
Use free tools such as Google Search Console or paid SEO platforms like Ahrefs or SEMrush to check the quality and quantity of your SEO backlinks, ensuring they are relevant backlinks pointing to your site.
Indeed, toxic backlinks can negatively impact your search engine rankings. This is important because search engines will penalize your site, so it’s vital to proactively monitor and disavow bad links.
Updated: 27 February 2025
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