What are Backlinks and Why are They Important





Developing strategies to attract new clients is crucial in a competitive online market.

Organic search traffic, primarily through search engines like Google, brings most visitors to your website. Search engine optimization (SEO) enhances your site’s visibility on search engine results pages (SERPs).

SEO can be complex, as numerous ranking factors influence your site’s position on these pages.

Backlinks are a fundamental aspect of SEO. They signal to search engines that your website is credible and authoritative, especially when linked from other reputable sites. An effective backlink strategy is key to improving your SERP ranking.

The accumulation of high-quality backlinks can significantly boost your position in search results.

To better understand their importance, we’ll explore what backlinks are and their role in SEO strategy.


If you’re just starting with SEO, you may ask, “What are backlinks?” Considered a cornerstone of SEO tactics, backlinks are simply external links from other websites pointing to yours. These high-quality backlinks can elevate your search engine rankings and enhance your online visibility, driving more traffic to your site.
Backlinks, or “inbound links,” connect through anchor text from one webpage on a website to another on a different site. Search engines like Google view these links as votes, signaling that the linked-to site possesses high-quality, relevant, and authoritative content.
Websites with many relevant domains linking back to them often perform well in organic search results. While backlinking is an integral part of SEO known as off-page SEO—external to your site—there’s also on-page SEO, which focuses on your website’s content. High-quality backlinks act like recommendations, urging visitors from other sites to click through and discover your content related to the subject. This brings us to consider the roles of different types of links, such as external and internal links.

Understanding the two primary types of links—external and internal—is crucial for effective SEO. Internal links connect one page of your website to another within the same domain, enhancing user navigation and site structure. For instance, a link from your homepage to a blog post on your site exemplifies an internal link.Conversely, external links either direct from your site to another (outbound links) or from another site to yours (inbound links). It’s these inbound links, often referred to as backlinks, that are particularly valuable. These backlinks are central to our upcoming discussion, as they play a critical role in how search engines assess the relevance and authority of your website. This insight sets the stage for understanding their broader importance in the next section.

Backlinks are essentially votes cast by other websites. Each of these votes conveys to search engines the message, “This content is valuable, credible, and useful.”

As a result, the greater the number of these “votes” you have, the better your site will rank in the results pages on Google and all of the other major search engines. 

This has always been the case: in fact, Google’s earliest algorithm for search engine rankings, PageRank, was primarily built on measuring how many website links pointed back to each site.

Let’s break this down and look at the numerous ways in which backlinks might help your SEO efforts.

Improving Search Rankings

Backlinks are one of the most important indications used by Google when ranking content.

Because Google considers external links to be popularity votes for a website’s content, there is a significant association between sites with a high number of quality backlinks and higher ranks.

Backlinks from spammy or low-quality websites might be common. However, they are unlikely to have the same impact as a few backlinks from authority sites that are relevant to your topic

In fact, they can be actively harmful: if Google thinks you are trying to manipulate the algorithm with fake links, you will be penalized.

Essentially, if a large, trustworthy website with high domain authority like Wikipedia, a government website, or one of the really big leaders in your niche includes a link to your web page on their site, Google is going to see that as a big vote of confidence that an industry leader thinks you have relevant content worth linking to. 

That’s why it is important for any site owner to try to build backlinks from authoritative websites.

Increasing Your Credibility

Take note of your referring domains or the number of different domains that link to your web pages. Having a diverse range of backlinks from a variety of sources demonstrates your trustworthiness.

Backlinks are, therefore, important for SEO. Backlinks are also advantageous when significant websites in your sector link to and acknowledge you for reasons beyond the Google algorithm, which we will get to shortly.

Consider it to be a sort of online version of word of mouth. You are more likely to be inclined to trust a company that multiple trustworthy friends have suggested to you. Google sees things the same way! 

If just one website is linking to you, that does not count for very much, even if they are including loads of backlinks to your site. In fact, that might even start to look suspicious. 

If lots of different reputable websites are linking to you and using a wide range of different anchor text in those links, that looks much more like many people like and respect your work, so your credibility will rise in Google’s estimation.

Sending Referral Traffic To Your Site

Referral traffic is a term that refers to traffic from visitors who find your website from another website rather than looking for it on Google. They were “referred” to you by another source, such as backlinks.

Referral traffic can bring a wide range of benefits for your site and your SEO, including increased brand awareness, easier introduction to new audiences, tremendous chances for new qualified prospects, and higher authority from backlinks. New referral traffic can attract interested individuals to your website, perhaps resulting in new customers.

If you want to monitor your referral traffic, all you have to do is go to Google Analytics. Google Analytics, along with Google Search Console, is a vital tool for all site owners.

Navigate to “Acquisition,” then “All Traffic,” then “Referrals” on the left-hand navigation pane. This will show you your referral traffic and how it has changed over time. 

More importantly, you will also see a table with all of the external sources that are referring people to your site.

Helping Google Find Your Content

Backlinks are one of the most important indications Google uses when ranking content. When Google encounters a backlink leading to your site, it crawls over the linked page, uncovering all its links.

This process underscores the importance of cultivating an internal linking strategy and an external backlinking approach within your site. By interlinking pages on your site, Google can seamlessly traverse from an external backlink to your domain and internally navigate to discover additional pages.

Without an internal linking framework, Google’s crawlers might only identify pages through external backlinks, potentially delaying the discovery process.

This strategic linking is important for Google to understand your site’s structure, enabling it to crawl, index, and elevate the chances of your content surfacing in search outcomes. Without visibility in search results, attracting organic traffic becomes a formidable challenge. As we go further into the essence of backlinks, we’ll uncover the distinct types that can fortify your website’s SEO fabric.


When we are talking about link building and domain authority, not all backlinks are equal. 

Any relevant link is good, but in the eyes of search engine algorithms, some types of links are more useful to your link building strategy than others. This is where something called “link equity” comes in.

There are two different link attribute categories you need to be aware of for your Google rankings: dofollow and nofollow.

A dofollow link is the most important type of link for your search rankings. This type of link passes link equity, often known as link juice. 

What that means is that if high-authority websites link to your content, some of their authority will trickle down the link from the high-authority sites to you, increasing the authority of your site as a result.

A dofollow link is what you really want when you are pursuing relevant backlinks for your site. The link juice you gain from these types of backlinks will help you rank higher in the SERPS, as it will make you look more authoritative. 

Most high-quality links are of the dofollow variety, but they are not the only high-authority backlinks out there.

A nofollow link is the opposite of a dofollow one: it does not pass any link juice down to you from authoritative websites. 

That does not mean that nofollow links are worthless, though. The number of backlinks to your website is just as important as having high-quality links. 

Although investing in paid nofollow links isn’t recommended, a diverse backlink portfolio enriched by various sites can enhance your SEO standing.

With this understanding of link types and their effects, the next logical step involves strategies for expanding your website’s backlink collection, revealing methods to effectively attract nofollow and dofollow links.

There are many different ways you can get backlinks, from link exchanges to paid link building to just waiting for a link created organically. 

Let’s take a look at some of the most effective ways to get more backlinks with high link popularity and avoid the scourge of spam links.

Write Good Content

The first and most basic tip is simply to create the best content you possibly can. Creating content that people naturally want to link to is one of the most effective ways to gain backlinks.

This material can be informative, thought-provoking, humorous, or anything else that people want to share a link to on their site. 

Provide detailed, helpful information such as blog entries, infographics, and video material designed to educate. Use keyword research to determine the sorts of content that consumers are looking for in your field.

You could, for example, produce a case study or a blog article that demonstrates how to do something. There is a reasonable likelihood that people in your field may want to reference your article.

To generate really effective link bait content, however, you must ensure that it is search engine optimized. 

Search engines determine what material people tend to find, and if nobody can find your great article through a Google search, nobody is going to link to it!

Guest Blogging

In SEO, guest blogging is the process of producing a blog post or similar online piece for another website and providing a link back to your site in the article. Guest posting is beneficial to SEO since it boosts your website’s visibility, authority, and backlinks. 

Usually, you will do this as part of an exchange: you will write a guest post for someone else’s site, and they will write a guest post for yours in return.

Make certain that the website on which you are guest writing is related to your niche. It is preferable to have an article on a topically related website for SEO reasons as well as to receive targeted traffic from consumers interested in your business.

Check that the website on which you are guest posting has a high domain authority and good regular traffic. Typically, the higher the domain authority, the more useful your backlink will be. 

In addition, try to acquire a post on a site with at least a thousand visitors per month. This signifies that the site is well-regarded by Google and may deliver you high-quality traffic via backlinks.

When linking back to your website from a guest post for off-page SEO, use your anchor text carefully. The text you use to link a word or phrase to your website is known as anchor text. 

Anchor text with keyword stuffing may appear spammy and may result in Google penalizing your page. It is important to be careful with anchor text when you build backlinks.

Overall, guest posts are probably the single most popular method of link building around at the moment – and for good reason! Take a look in Google Search Console after you have done a round of guest posting, and you will see just how much your metrics are improving.

Broken link building leverages broken web pages by identifying defunct resources and prompting linkers to redirect these to a functional page on your site. Linkers generally prefer to update their links to avoid directing traffic to non-existent content. Identifying such opportunities requires SEO tools to detect pages with substantial backlinks. While numerous free tools exist, manual identification and a backlink checker are essential for verifying the volume of links a dead page holds.

Most sites experience content shifts over time, resulting in dead pages with unredirected URLs that continue to gather backlinks, which you can capitalize on if they align with your target keywords. Such relevance is crucial, as chasing irrelevant links wastes resources.

Upon finding dead pages, the goal is to match them with existing content on your site or create new content that fills the void without duplicating existing material, thus maintaining originality in the eyes of search engines. After pinpointing the right content, outreach to site owners begins, which, though time-consuming and often unresponsive, can yield fruitful connections when responses are received.

As we consider these strategic elements, it’s essential to question the characteristics that define the value of backlinks garnered through such efforts, leading us to explore what truly makes a good backlink.

Understanding what constitutes a good backlink is essential for creating an effective strategy. The best backlinks are relevant and authoritative and can drive referral traffic to your website.

Relevance plays a vital role—your backlinks should appear on sites that align with the content of your page. For instance, if you sell kitchenware, securing backlinks from cooking blogs rather than gaming sites increases the likelihood that their visitors will click through to your website.

Authority is another key component. Links from high-authority sites boost your site’s credibility and enhance its SEO ranking by transferring some of their authoritative strength. However, it’s important to remember that the influence of these links is distributed among all the links on that page.

Also, the traffic levels of the linking site are important; higher traffic sites are more likely to generate substantial referral traffic for you.

Exploring these principles further, we explore why Searcharoo emerges as the leading choice for leveraging strategic link building to enhance your SEO.

Searcharoo is recommended for enhancing SEO through strategic link building due to our comprehensive suite of tools and features. It includes essential functionalities such as backlink analysis, competitor analysis, keyword research, and site audits. 

Our link building agency helps pinpoint high-quality link building opportunities and optimize SEO efforts. Additionally, We offer in-depth analytics that provide valuable insights into the effectiveness of your link building strategies, aiding in data-driven decision-making.

Another advantage of our user-friendly interface and scalability is that it accommodates businesses of various sizes, from startups to large enterprises. This flexibility ensures that your SEO strategies can evolve as your business grows without switching platforms. 

Integration capabilities with other marketing tools streamline workflows and simplify data management. Moreover, Searcharoo likely emphasizes ethical link building practices that comply with search engine guidelines, safeguarding your site from penalties while enhancing your online presence.

Search engines care about backlinks a great deal, so it is important for all SEO professionals to care about them, too. 

Hopefully, this guide has given you a good basic grounding in what backlinks are and why they matter, so you should now be able to get started on your link building campaigns with solid knowledge of what you are doing and why you are doing it. 

Just remember: do not buy backlinks, do not spam people, and be prepared for this process to be a long, slow one!

About Searcharoo

Searcharoo is a Link Building & Content Marketing company run by SEO’s based in the UK.

Our goal from the start has been to provide premium links and content services, at fair and affordable prices.

Recommend Posts