What are backlinks? Backlinks, also known as inbound links or external links, are links from one website to a page on another website. They serve as a “vote of confidence” from one site to another, indicating the content’s credibility or importance.

Google and other search engines’ algorithms consider them as key metrics to determine the quality and authority of your web pages. This means that having a website with more high-quality backlinks will help you rank higher than your competitors. 

There are several backlink types, each with its strengths. We’ll go through each of them and talk about link-building tips to help you boost your SEO strategies

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Why Are Backlinks Important in SEO?

Backlink on a webpage on a laptop: What Are Backlinks
Backlink on a webpage on a laptop

Backlinks help dictate the authority and relevancy of a webpage. More backlinks signal search engines about the credibility and value of your site. 

Here’s an overview of how Google uses backlinks to assess your domain authority: 

  • Assessment of Link Quality: Google differentiates between high and low-quality backlinks, favoring those from authoritative and pertinent sources.
  • Impact of Link Relevance: The relevance of a backlink’s source content to the linked page is considered, ensuring that the backlink is contextually appropriate.
  • Evaluation of Link Authenticity: Google’s algorithm is designed to detect and disregard artificial link-building tactics, emphasizing the importance of natural link acquisition.
  • Algorithm Updates: With updates like Penguin, Google continuously refines its algorithm to penalize websites that attempt to manipulate search rankings through deceptive backlink practices.

Types of Backlinks

Different types of backlinks can have varying impacts on your search engine optimization strategy. 

Understanding their differences can help shape effective link-building techniques to attract organic search engine traffic. 

1. Dofollow vs. Nofollow Backlinks

A typical illustration of nofollow and dofollow links: What Are Backlinks
A typical illustration of nofollow and dofollow links. Source: Sanjayshenjoy
  • Dofollow Links: These links allow search engines to follow and pass link equity to the linked site. 
  • Nofollow Links: Introduced to combat spam, nofollow links tell search engines not to follow the link or pass on any authority. They are often used in comments, forums, and certain sponsored content.

While they don’t contribute directly to SEO, they can still drive traffic and diversify a backlink profile.

2. Natural vs. Manually-built vs. Self-created Backlinks

  • Natural Backlinks: Acquired without any active effort from the page’s owner. This occurs when others link to your content because they find it valuable or noteworthy.
  • Manually-built Backlinks: Resulting from deliberate link-building activities, such as asking influencers to share your content or engaging in guest blogging.
  • Self-created Backlinks: Created by adding a backlink in an online directory, forum, blog comment signature, or a press release with optimized anchor text. 

They can be less valuable and potentially harmful if overused or seen as manipulative by search engines.

3. High-quality vs. Low-quality Backlinks

  • High-quality Backlinks: These come from reputable, authoritative websites with content relevant to your site. They carry more weight in search algorithms and have a huge impact on your site’s ranking.
  • Low-quality Backlinks: Stem from spammy or irrelevant sites and can be detrimental to your site’s SEO. They may lead to penalties if they are part of a scheme to manipulate search rankings.

4. Contextual Backlinks

A picture illustration contextual links
A picture illustration contextual links. Source: Sirlinksalot
  • Contextual backlinks are embedded within the content of a webpage and are considered to be especially potent because they are surrounded by relevant text and located within the body of an article or webpage.

Anchor Text and Its Relevance to Backlinks

The anchor text is the clickable text in a hyperlink that is often used by search engines to understand the context of the link and the content of the page it points to. Optimal anchor text is descriptive and matches the keywords of the linked page, helping to improve its relevance for those keywords in search rankings. 

5 Ways to Acquire Backlinks

Acquiring backlinks is a crucial component of SEO, and there are several tactics that can help you earn these valuable endorsements for your website.

1. Content Creation and Marketing

Content types for engagement
Content types for engagement . Source: E2M

High-quality, engaging content is the most natural magnet for backlinks. Content types can be any of the following:

  • Blog post
  • Infographics
  • Videos
  • Press releases
  • E-books
  • Whitepapers
  • Case studies
  • Email newsletters
  • Social media posts
  • Forums and comment sections
  • Resource pages and directories
  • Guest post author bios
  • Online presentations
  • Podcast show notes
  • PDF documents
  • Product reviews

2. Guest Blogging

Guest blogging on high-authority websites in your industry can lead to valuable backlinks and increased exposure.  

This method is an excellent way to capitalize on your niche expertise. If you’re a fashion retailer, for instance, you can guest post for a popular fashion magazine blog during Fashion Week, discussing the latest trends and how to accessorize them. 

From here, you can put relevant backlinks to your site that feature these trendy items. 

3. Broken Link Building

Broken Link Building Strategy Concept
Broken Link Building Strategy Concept. Source: Depositphotos

This technique involves finding broken links on other websites and suggesting your own content as a replacement. It’s a win-win approach that helps webmasters fix their site’s user experience while you secure a new backlink.

4. Backlink Outreach Strategies

Outreach involves contacting website owners, bloggers, and influencers to introduce your content and ask for a backlink. Personalized, respectful, and value-driven communication can yield fruitful link-building opportunities.

5. Leveraging Social Media for Backlinks

While social media links are often nofollow, they can attract attention to your content and prompt others to link back to it from their own websites. A strong social media presence can amplify your content reach and foster backlinks acquisition. 

Best Practices for Backlink Building

Building a robust backlink profile is a delicate process that requires adherence to ethical practices and strategic planning. 

Here are things to keep in mind when using this strategy for boosting search engine rankings: 

Best Practice 1: Creating Valuable, Shareable Content

Crafting content that naturally compels others to link to it is fundamental. Stick to high-quality, original, and informative content that provides value to your audience and encourages sharing and linking.

Did you know that one of the markers of a premium link building service is the use of link bait content to obtain high-quality links?

Best Practice 2: Ensuring Relevancy and Authority of Backlink Sources

Seek backlinks from websites that are relevant to your niche and recognized as authoritative sources. These backlinks can enhance your site’s trustworthiness and relevance in the eyes of search engines.

Best Practice 3: Avoiding Black-Hat SEO Tactics

Stay away from deceptive practices like link farms, paid link schemes, and hidden links. These black-hat SEO tactics can lead to penalties from search engines and harm your site’s long-term performance.

Best Practice 4: Regularly Auditing Your Backlink Profile

Monitor your website links to identify and address any toxic, unnatural, or irrelevant directory links. Regular audits help maintain a clean backlink profile and safeguard against potential search engine penalties.  

Best Practice 5: Strategies for Maintaining a Natural Backlink Profile

Diversify your backlink profile with a mix of dofollow and nofollow links, different anchor texts, and links coming from various types of content across different domains. This will mimic the natural link acquisition and help avoid raising red flags with search engines.

Challenges and Risks of Backlinks

Although backlinks are powerful SEO tools, they come with their own set of challenges and risks that can adversely affect your website’s search engine standing. 

Google Penalties for Unnatural Backlinks

  • Algorithmic Penalties: Automated penalties from Google’s algorithm updates that target unnatural link patterns.
  • Manual Actions: Direct penalties imposed by Google’s webspam team for backlink manipulation.
  • Loss of Ranking: Both manual actions and algorithmic penalties can result in a significant drop in search rankings or the removal of pages from search results.

The Risk of Toxic Backlinks and How to Mitigate Them

  • Identifying Toxic Backlinks: Not all backlinks provide value. Regularly review your backlink profile for any suspicious or spammy links that could be considered toxic.
  • Contacting Webmasters: Reach out to the owners of the sites contributing toxic backlinks and request removal.
  • Risk Mitigation: Employ tools and services designed to help identify and manage harmful backlinks, preventing potential damage to your SEO efforts.

How to Disavow Harmful Backlinks

  • Using the Disavow Tool: Google provides a disavow tool for webmasters to inform them of backlinks they’d like to be ignored.
  • Creating a Disavow File: Carefully compile a list of harmful backlinks in a file and submit it through Google’s Disavow tool.
  • Caution and Precision: Be very selective and precise when disavowing backlinks; incorrect use can harm your site’s performance rather than help it.


Backlinks are crucial SEO components, serving as endorsements that boost your website’s authority and search ranking. 

The best backlinks hinge on acquiring high-quality, relevant links and avoiding manipulative tactics. Stay informed and adaptable in your backlinking practices by trying out different content types. 
Have you been using backlinks as part of your SEO strategy? How has it helped your overall online rank?

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