Backlinks are links from one website to another website.
If another website links to one of your pages, that link is called a backlink to your website.
For example:
Website A → Your Website
If a marketing blog links to your article about SEO, you have earned a backlink from that website.
Backlinks are important because they can help:
- Users discover useful content
- Websites receive referral traffic
- Search engines understand relationships between webpages
- Establish a page’s broader presence on the web
However, not all backlinks are equally valuable.
A backlink from a relevant and trustworthy website may be more useful than dozens of links from unrelated or low-quality websites.
In simple terms:
A backlink is a link from another website pointing to your website.
How Do Backlinks Work?
A backlink is created when one website adds a hyperlink that points to another website.
For example, imagine Website A publishes an article about digital marketing and includes a link to a useful SEO guide on Website B.
The connection looks like this:
Website A → SEO Guide on Website B
Website B has now received a backlink.
That link can serve several purposes.
A visitor reading Website A may click the link and visit Website B.
Search engines can also discover connections between webpages through links.
This is why links have historically been an important part of how search engines understand the web.
However, backlinks are only one part of SEO.
A website also needs useful content, a healthy technical foundation, and pages that satisfy relevant search intent.
Why Are Backlinks Important for SEO?
Backlinks can be useful for several reasons.
1. They Can Help Users Discover Your Content
A relevant link can send visitors directly to your website.
For example, someone reading an article about technical SEO may click a backlink to your guide about XML sitemaps.
This creates referral traffic.
2. They Help Connect the Web
Links create relationships between webpages.
Search engines can use links as one of many signals to discover and understand content across the web.
3. Relevant References Can Build Credibility
When useful and relevant websites reference your content, it can contribute to your website’s broader recognition.
For example, if several respected marketing publications reference your original SEO research, that provides evidence that others consider the resource worth mentioning.
4. They Can Support Organic Visibility
Relevant, natural, and high-quality backlinks can support SEO performance.
However, backlinks alone do not guarantee rankings.
Search engines consider many factors, including:
- Content relevance
- Search intent
- Content quality
- Technical accessibility
- User experience
- Competition
- Other ranking signals
What Makes a Good Backlink?
Not all backlinks provide the same level of value.
A good backlink usually has several useful characteristics.
Relevance
The linking page should have a meaningful connection to your content.
For example, a backlink from an SEO website to an SEO guide is generally more relevant than a backlink from an unrelated website.
Topical relevance helps create a natural connection.
Trust and Credibility
A link from a trustworthy and established source may carry more value than a link from a suspicious or low-quality website.
However, avoid judging a website using only a single third-party metric.
Look at the overall quality of the website.
Ask:
- Is the website legitimate?
- Does it publish useful content?
- Does it have a real audience?
- Is the topic relevant to your content?
Natural Placement
A backlink should make sense within the surrounding content.
For example:
“For a detailed explanation of XML sitemaps, see this complete guide.”
The link has a clear purpose.
It helps the reader find additional information.
That is much more natural than placing unrelated links randomly throughout a page.
Editorial Context
Editorial backlinks are often considered valuable because the website owner or writer chooses to link to your content based on its usefulness.
The link exists because the resource adds value.
This is generally more sustainable than artificially creating large numbers of links.
Real User Value
A useful backlink should potentially help a real person.
If nobody would realistically click the link or benefit from it, the quality of the link should be questioned.
Types of Backlinks
Backlinks can come from many different sources.
Relevance
The linking page should have a meaningful connection to your content.
For example, a backlink from an SEO website to an SEO guide is generally more relevant than a backlink from an unrelated website.
Topical relevance helps create a natural connection.
Trust and Credibility
A link from a trustworthy and established source may carry more value than a link from a suspicious or low-quality website.
However, avoid judging a website using only a single third-party metric.
Look at the overall quality of the website.
Ask:
- Is the website legitimate?
- Does it publish useful content?
- Does it have a real audience?
- Is the topic relevant to your content?
Natural Placement
A backlink should make sense within the surrounding content.
For example:
“For a detailed explanation of XML sitemaps, see this complete guide.”
The link has a clear purpose.
It helps the reader find additional information.
That is much more natural than placing unrelated links randomly throughout a page.
Editorial Context
Editorial backlinks are often considered valuable because the website owner or writer chooses to link to your content based on its usefulness.
The link exists because the resource adds value.
This is generally more sustainable than artificially creating large numbers of links.
Real User Value
A useful backlink should potentially help a real person.
If nobody would realistically click the link or benefit from it, the quality of the link should be questioned.
Types of Backlinks
Backlinks can come from many different sources.
Editorial Backlinks
Editorial backlinks occur when a writer, editor, or website owner naturally references your content.
These links are often earned because the linked content provides useful information.
Resource Page Links
Some websites create pages containing useful tools, guides, articles, or educational resources.
If your content genuinely provides value, it may be included as a relevant resource.
Digital PR Links
Media coverage, original research, surveys, reports, and newsworthy content can earn editorial mentions and backlinks.
Guest Content Links
Contributing useful content to another relevant website can sometimes create an opportunity for an appropriate backlink.
The primary goal should be to provide useful content—not to publish low-quality articles simply for links.
Business and Industry Links
Businesses may receive links through:
- Professional organizations
- Relevant partnerships
- Industry resources
- Legitimate business profiles
- Event participation
- Sponsorships where appropriate
The value depends on relevance, legitimacy, and context.
Dofollow vs Nofollow Backlinks
You may hear people describe backlinks using terms such as:
- Dofollow
- Nofollow
- Sponsored
- UGC
These terms relate to link attributes and how search engines may interpret links.
Dofollow Links
The term “dofollow” is commonly used to describe a normal link without a nofollow attribute.
These links can generally be crawled like ordinary hyperlinks, subject to search engine processing.
Nofollow Links
A nofollow attribute communicates additional information about a link.
Nofollow links can still be useful for:
- Referral traffic
- Brand visibility
- Audience discovery
- Natural online exposure
A nofollow link should not automatically be considered worthless.
Sponsored Links
The sponsored attribute can be used to identify links related to paid placements or sponsorships.
UGC Links
The ugc attribute can be used for links appearing within user-generated content.
Understanding link attributes helps website owners manage links more responsibly.
Good Backlinks vs Bad Backlinks
| Good Backlinks | Bad Backlinks |
|---|---|
| Relevant to your topic | Completely irrelevant |
| Naturally placed | Artificially inserted |
| Helpful to users | Created only for manipulation |
| From legitimate sources | From spammy or suspicious sources |
| Editorially justified | Automated or mass-produced |
| Contextually relevant | Random and unnatural |
The goal is not to collect links from every possible website.
The goal is to earn links that make sense.
What Are Toxic or Spammy Backlinks?
Spammy backlinks are links created in ways that may provide little real value or appear designed primarily to manipulate search signals.
Examples can include:
- Automated link generation
- Spam comments
- Low-quality link networks
- Irrelevant websites
- Artificial link exchanges
- Manipulative anchor text patterns
- Large-scale paid link schemes
A website owner should focus on building a natural backlink profile rather than obsessing over every unusual link.
Not every low-quality link requires immediate action.
Instead, focus first on building useful content and earning relevant, high-quality references.
How to Get Backlinks Naturally
The best backlink strategies begin with something worth linking to.
Create Comprehensive Guides
Detailed guides can become useful reference resources.
For example:
- Beginner guides
- Step-by-step tutorials
- Industry explanations
- Educational resources
Publish Original Research
Original statistics, surveys, and studies can provide information that other writers may want to reference.
Create Useful Tools
Free calculators, templates, generators, or checklists can attract natural links if they solve real problems.
Build Industry Relationships
Genuine relationships can lead to:
- Collaborations
- Interviews
- Expert contributions
- Industry mentions
- Natural recommendations
Do not approach every person with the immediate goal of asking for a backlink.
Use Digital PR
Create something interesting enough for journalists, bloggers, and publications to discuss.
This could include:
- Research
- Surveys
- Unique data
- Industry commentary
- Newsworthy campaigns
Identify Relevant Resource Opportunities
If a website maintains a useful collection of resources and your content genuinely improves that collection, it may be appropriate to introduce your resource.
Can You Buy Backlinks?
Buying backlinks purely to manipulate search rankings can create risks.
Large-scale paid link schemes, low-quality networks, and artificial link packages may create an unnatural backlink profile.
Instead of asking:
“Where can I buy 1,000 backlinks?”
Ask:
“How can I create something that 10 relevant websites would genuinely want to reference?”
The second approach is slower—but generally much more sustainable.
How Many Backlinks Do You Need?
There is no universal number.
One website may perform well with relatively few high-quality backlinks.
Another highly competitive industry may require significantly more external recognition.
The number depends on factors such as:
- Competition
- Search intent
- Content quality
- Industry
- Existing website reputation
- Relevance of referring websites
Do not build links simply to reach an arbitrary number.
Focus on relevance and quality.
Backlinks and Anchor Text
Anchor text is the clickable text used in a hyperlink.
For example:
Learn more about keyword research
The words keyword research are the anchor text.
Natural backlinks may use many different types of anchor text, including:
- Brand names
- Article titles
- URLs
- Generic phrases
- Relevant descriptive phrases
Avoid trying to force the exact same keyword into every backlink.
A natural backlink profile usually contains variation.
How to Evaluate a Backlink
When evaluating a backlink opportunity, ask:
Is the Website Relevant?
Does the website have a meaningful connection to your industry or audience?
Is the Website Legitimate?
Does it appear to provide genuine content and value?
Would Real People Click the Link?
Could the link send relevant visitors to your website?
Does the Link Fit Naturally?
Would the link make sense within the surrounding content?
Is the Page Useful?
A link from a relevant and useful page may be more meaningful than a random placement on an unrelated website.
Common Backlink Mistakes
Focusing Only on Quantity
More backlinks do not automatically mean better results.
Buying Cheap Link Packages
Large packages of low-quality backlinks can create unnecessary risk.
Ignoring Relevance
A backlink should make sense for the linking website and its audience.
Using the Same Anchor Text Repeatedly
Over-optimizing anchor text can create an unnatural pattern.
Building Links to Weak Content
It is difficult to earn strong, sustainable backlinks to content that provides little value.
Ignoring Referral Traffic
A backlink can provide value even beyond SEO.
Relevant visitors may discover your website through the link.
Beginner Backlink Strategy
A simple approach for beginners looks like this:
Step 1: Create a Valuable Page
Start with content that deserves attention.
Step 2: Identify Relevant Audiences
Find people, websites, and communities connected to your topic.
Step 3: Build Awareness
Share genuinely useful resources with people who may benefit from them.
Step 4: Develop Relationships
Build real connections within your industry.
Step 5: Earn Links Naturally
Focus on creating genuine reasons for others to reference your content.
Step 6: Monitor Growth
Track the websites that link to your content and look for patterns in successful content.
Backlinks Checklist
Content
- Your page provides genuine value
- The information is useful and relevant
- The page is technically accessible
- The content is worth referencing
Link Opportunities
- Relevant websites are prioritized
- Legitimate websites are preferred
- Links provide potential user value
- Outreach is relevant and personalized
Link Quality
- Links are contextually relevant
- Anchor text appears natural
- Artificial link schemes are avoided
- Link quantity is not prioritized over quality
Long-Term Strategy
- New link-worthy content is created regularly
- Industry relationships are developed
- Digital PR opportunities are considered
- Backlink growth is monitored
Frequently Asked Questions
What Is a Backlink in Simple Words?
A backlink is a link from another website that points to your website.
Are Backlinks Important for SEO?
Relevant and high-quality backlinks can be useful SEO signals, but they are only one part of a broader SEO strategy.
What Makes a Backlink Good?
Good backlinks are generally relevant, naturally placed, useful to readers, and earned from legitimate sources.
How Can I Get Backlinks?
You can earn backlinks by creating valuable content, publishing original research, building industry relationships, using digital PR, and promoting useful resources to relevant audiences.
How Many Backlinks Do I Need?
There is no fixed number. The right amount depends on your competition, industry, content quality, and existing online presence.
Are Nofollow Backlinks Useless?
No. Nofollow links can still provide referral traffic, brand exposure, and opportunities for users to discover your content.
Should I Buy Backlinks?
Buying large quantities of links or participating in manipulative link schemes can create risks. A more sustainable approach is to earn relevant and editorial references.
Do Backlinks Guarantee Higher Rankings?
No. Backlinks do not guarantee rankings. Search visibility depends on many factors.
Final Thoughts
Backlinks are one of the ways websites connect with each other across the web.
A strong backlink is not simply:
“Another website linked to me.”
A valuable backlink is often:
Relevant
Natural
Contextual
Useful
Connected to a real audience
The goal should not be to collect the largest possible number of backlinks.
Instead, focus on creating content that deserves to be referenced.
A sustainable strategy looks like this:
Create Useful Content
↓
Understand Your Audience
↓
Build Genuine Relationships
↓
Promote Valuable Resources
↓
Earn Relevant Recognition
↓
Attract Natural Backlinks Over Time
The best backlinks are often a result of doing useful work that other people genuinely want to share.
And yes—this approach takes more effort than buying “10,000 powerful backlinks for $9.99.” But your website will probably appreciate not being invited to that particular SEO disaster. 😄
Related Articles
Pillar 5 — Off-Page SEO & Link Building
What Is Off-Page SEO?what-is-off-page-seo
Next Article:
Link Building: Complete Beginner’s Guidelink-building
Related Article:
Anchor Text: Complete Guideanchor-text
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Related Article:
What Is On-Page SEO?what-is-on-page-seo
Internal Linking Suggestions
Naturally link this article to:
- What Is Off-Page SEO?
- Link Building: Complete Beginner’s Guide
- Anchor Text: Complete Guide
- What Is SEO?
- What Is On-Page SEO?
- Internal Linking: Complete SEO Guide
Recommended anchor text:
- what are backlinks
- high-quality backlinks
- link building
- off-page SEO
- anchor text
- natural backlinks
- SEO strategy
- website authority
Also link this article back to the main Pillar 5 — Off-Page SEO & Link Building page.
Publishing Checklist
- H1 clearly labelled
- H2 headings clearly labelled
- H3 headings clearly labelled
- SEO title prepared
- Meta title prepared
- Meta description prepared
- URL slug prepared
- Focus keyword included naturally
- Secondary keywords used naturally
- Positive words included naturally
- Caution words included naturally
- Backlinks clearly defined
- How backlinks work explained
- SEO importance explained
- Good backlink characteristics included
- Types of backlinks explained
- Dofollow and nofollow explained
- Good vs bad backlinks comparison included
- Spammy backlink risks explained
- Natural backlink strategies included
- Backlink evaluation process included
- Common mistakes included
- Beginner strategy included
- Checklist included
- FAQs included
- Image placements marked
- Image prompts included
- Image filenames included
- Alt text included
- Internal linking suggestions included
- No keyword stuffing
- No guaranteed ranking claims
- No guaranteed backlink claims
- Beginner-friendly language used
- Content is easy to scan
- Content provides genuine value
