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What are Backlinks and Why Do They Matter?

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    What are Backlinks?

    Backlinks, also known as “inbound links” or “incoming links,” are links from one website to a page on another website. They play a crucial role in search engine optimization (SEO) because search engines, like Google, view backlinks as a vote of confidence from one site to another. The more high-quality backlinks a page has, the more likely it is to rank well in search engine results pages (SERPs).

    Here’s a breakdown of why backlinks are important:

    1. Ranking: Search engines use backlinks as indicators of the linked-to content’s quality. A page with many backlinks tends to rank higher on all major search engines, including Google.

    2. Discoverability: Search engines crawl the web by following links, going from one page to another. More backlinks to a website increase the chances of search engine bots discovering and indexing new pages or updates faster.

    3. Referral Traffic: Besides SEO benefits, backlinks can also bring direct traffic. If someone clicks on a link to your site in another article, you receive referral traffic, which can be highly targeted and valuable.

    However, not all backlinks are created equal. The value of a backlink depends on several factors:

    • The credibility and authority of the linking site: Links from high-authority sites are more valuable than those from low-authority or newly created websites.
    • Relevance: Links from sites within a similar niche or industry are more beneficial than those from unrelated sites.
    • Link placement: Links embedded within the content of a page are generally more powerful than those in the footer or sidebar.
    • Follow vs. NoFollow: “Follow” links pass along what the SEO community commonly calls “link juice,” contributions to the link receiver’s site ranking. “NoFollow” links, while still useful for referral traffic, do not contribute to search engine rankings.

    Why are Backlinks Important?

    Backlinks boost a website’s search engine rankings and credibility by serving as endorsements from other sites, indicating the content’s value and relevance. This not only improves visibility in search results but also drives targeted referral traffic directly from other websites.

    Backlinko’s analysis of 11.8 million Google search results confirmed that the number one ranking page in Google has, on average, 3.8 times more backlinks than pages ranked positions #2 to #10. This underscores the critical role that backlinks play in achieving top search engine rankings, highlighting their importance in a website’s SEO strategy. In a separate study conducted by Semrush, nearly all top-ranking domains (92.3%) had at least one backlink. Over half of the sites without any backlinks failed to reach the first page of search results.

    Local link building is also important for any local SEO strategy. This approach focuses on establishing a presence in local search results, both in Google’s local map pack and organic search for localized terms. Building citations, correcting NAP (Name, Address, Phone number) information, creating hyperlocal content, and acquiring backlinks from local sites are key tasks to achieve this. Local links, even from sites with lower domain authority, are valuable for their local relevance, sometimes more so than links from larger, non-local sites.

    How to get more Backlinks

    To gain more backlinks, consider strategies such as creating high-quality, shareable content, engaging in guest blogging on reputable sites, and participating in industry forums or social media groups where you can share your expertise and content. Reaching out directly to website owners to propose link exchanges or to highlight content of yours that complements their site can also be effective. These tactics help in building a network that naturally increases your site’s backlinks, enhancing its visibility and authority online.

    1. Craft High-Quality Content: Develop content that offers unique value, whether through insights, research, or utility, making it more likely for others to link to your site.

    2. Guest Blogging: Write articles for other reputable websites in your industry. This exposes your brand to a new audience and secures backlinks.

    3. Use Broken Link Building: Identify broken links on relevant websites, contact the webmaster, and suggest replacing the broken link with a link to similar content on your site.

    4. Engage in Industry Forums and Social Media: Participate in discussions where you can share your expertise and content, encouraging natural backlinks.

    5. Email Outreach: Reach out to bloggers, journalists, and website owners with content that complements theirs and suggest they link to it.

    6. Create Shareable Infographics: Visual content is more shareable and can earn backlinks when posted on other sites or social media.

    7. Leverage Testimonials: Offer testimonials for products or services you use, as businesses often link back to the testimonial giver’s website.

    8. Monitor Competitors: Use tools to see where competitors are getting backlinks and target similar sites for your own outreach.

    Tools to help with Backlinks


    Ahrefs is renowned for its extensive backlink database, making it an excellent tool for backlink research and analysis. It allows users to see which websites link to their site, the quality of those links, and how they compare with competitors’ backlinks.


    SEMrush offers a comprehensive suite of SEO tools, including features for backlink analysis. It can identify new link-building opportunities and analyze the backlink profiles of competitors, providing insights into effective strategies.


    Moz includes a feature called Link Explorer, which provides detailed information on backlinks, including the authority of linking sites and the spam score of backlinks. This helps in assessing the quality of incoming links.

    HARO (Help A Reporter Out)

    HARO connects journalists and bloggers with experts to feature in their content, offering a unique opportunity for gaining high-quality backlinks. By responding to queries related to your expertise, you can get mentioned in articles along with a backlink to your site, potentially from very authoritative news outlets or industry-specific publications, enhancing your site’s credibility and SEO profile.


    BrightLocal is a specialized tool for managing local SEO efforts, offering features to monitor local search rankings, track citations across directories, and manage reviews. It’s particularly useful for businesses aiming to improve their visibility in local search results, helping them to understand how they perform in specific geographic areas and identify opportunities to enhance their local online presence. BrightLocal assists in optimizing for local search, making it easier for businesses to be found by nearby customers.

    Risks and Challenges with Backlinks

    There are several risks and challenges associated with backlinks, including penalties from search engines for unnatural link patterns, the risk of linking to or receiving links from low-quality or spammy websites, and the time and resources required to build a high-quality backlink profile. It’s crucial to focus on earning backlinks naturally through creating valuable content and engaging with relevant communities, rather than resorting to manipulative link-building practices.

    • Toxic Backlinks: These can harm your site’s SEO by associating your domain with low-quality or irrelevant sites, signaling search engines that your site may also be of low quality.

    • Unnatural Link Patterns: Rapidly acquiring a large number of links or having a high percentage of links with identical anchor text can signal to search engines that the links were not earned naturally, leading to penalties.

    • Over Optimized Anchor Text: Using the same keyword-rich anchor text across many backlinks can appear manipulative to search engines, reducing the effectiveness of those links or resulting in a penalty.

    • Links from Abusive/Spammy Websites: Links from sites that are known for spamming or malicious activities can negatively impact your site’s trustworthiness in the eyes of search engines.

    • Paid Acquisition: While not inherently bad, paying for backlinks without transparency can violate search engine guidelines. If detected, it can lead to severe penalties, including the de-indexing of your site.

    Dealing with Toxic Backlinks

    To manage and mitigate the impact of toxic backlinks on your site’s health from a technical SEO perspective, a comprehensive approach is necessary. Start by auditing your backlink profile using your SEO tool of choice, such as Google Search Console or Ahrefs. These tools can help identify backlinks that come from low-quality, irrelevant, or spammy websites. Once identified, the next step involves reaching out to the owners or webmasters of these websites to request the removal of the harmful links. Make sure to be polite and professional, providing clear details about the specific links in question and why their removal is beneficial for both parties.

    It’s not always possible to get a response or action from these website owners. In such cases, Google’s Disavow Tool is your next best option. This tool allows webmasters to inform Google which backlinks should be ignored when evaluating their site’s ranking. It’s important to use this tool with caution, as incorrect use can inadvertently harm your site’s SEO performance. When submitting a disavow file, ensure it only includes links that are truly toxic and could negatively affect your site’s search engine standing.

    Google has become quite adept at identifying and ignoring such toxic links, meaning that not all spammy links will negatively affect your site. Google’s John Mueller has emphasized that the majority of sites do not need to worry about toxic links, as Google’s algorithms are capable of ignoring them. He suggests saving your efforts for more impactful SEO strategies rather than focusing on disavowing every spammy link (Search Engine Land).

    Frequently asked questions

    A backlink is a hyperlink from one website to a page on another website. It’s seen as a vote of confidence from the linking site, indicating the content’s value and quality.

    You can earn more backlinks by creating high-quality, shareable content, engaging in guest blogging, and participating in relevant online communities.

    Yes, backlinks are crucial for SEO as they signal search engines that other websites consider your content valuable and authoritative.

    Toxic backlinks are harmful links from low-quality or irrelevant sites that can negatively impact your SEO.

    Paid backlinks are generally against search engine guidelines and can result in penalties if they’re not transparently disclosed as sponsored.

    Quality is more important, as backlinks from reputable, relevant sites have a stronger impact on SEO than a large number of low-quality links.

    Yes, there are tools like Ahrefs, SEMrush, and Moz that can help analyze and build a healthier backlink profile.

    There’s no set number, but focusing on acquiring high-quality backlinks over quantity is essential for effective SEO.