Backlinks in SEO: How to build a solid backlinking strategy

When external sites link to yours, it tells search engines like Google that your content is valuable, trustworthy, and worth readers’ time. These links improve your credibility while increasing your search engine rankings.

Read on to understand why you need backlinks in SEO, how link building works, and best practices to build your site’s credibility.

Understanding backlinks

Also called “inbound links” or “incoming links,” backlinks are links from one website to another. They direct visitors from an external source to a specific page on your site. For example, if a popular blog references your service page or a well-known news outlet cites your article, those count as backlinks.

The best backlinks come from reputable websites, as search engines already trust these brands. Earning quality backlinks gives you more authority in your field, which can boost your search engine results page (SERP) ranking.

Why backlinks are important for SEO

Backlinks have the following effects on your SEO strategy:

• Boost search engine rankings — Google’s algorithm sees backlinks as a significant ranking factor. When high-authority websites link to your site, it signals to search engines that your content is reliable. This improves domain authority and SERP rankings, making your site more visible.
• Drive referral traffic — Backlinks bring direct traffic to your website, often from sites in your niche or industry, so readers will likely be interested in exploring your content or services further. Higher numbers of engaged users can boost your ranking, as search engines will see that people find your site valuable.
• Encourage content indexing — When other sites link to your content, search engine crawlers follow those links to find your pages faster. The bots then add those pages to search engine databases so people can discover them more easily.
• Support long-term SEO stability — A well-rounded backlink strategy includes links from various sources, such as editorial links, business directories, and guest posts. A diverse link profile means you’re less dependent on any single traffic source and helps maintain rankings even when search algorithms change. And without a natural mix of backlinks, search engines may also believe your links are manipulative and spammy, which can hurt rankings in the long term.

What makes a backlink valuable?

Not all backlinks are equally impactful — their value depends on the following factors.

Appear on credible websites

Backlinks from reputable, high-authority websites carry significant weight because search engines already trust these sites. For example, a link from a widely recognized company like The Wall Street Journal or The New York Times tells Google your content is worth recommending. 

On the other hand, a backlink from an obscure, low-quality site might do little for your rankings — or worse, harm your reputation if Google’s algorithm flags the site as spammy. Focus on earning links from credible sources with a reputation for producing valuable content in their field.

Come from topically related websites

Backlinks are more valuable when they come from websites in your industry or niche. Search engines use these connections to understand your site’s context and match it to relevant search queries. For instance, if you run a financial blog, a backlink from a bank is far more beneficial than a site focusing on travel. 

Have relevant anchor text

Anchor text is the clickable words in a hyperlink, often underlined or appearing in color. It provides context to search engines, telling them about the linked page’s content. For example, when a marketing blog links to your site with anchor text like “email marketing strategies,” it reinforces the relevance of your page for those keywords. 

Overusing exact-match keywords in anchor text can appear spammy to search engines, so it’s important to use natural language that flows into the writing. Descriptive, concise anchor text also improves the user experience by setting clear expectations about the linked content.

Are “dofollow”

Backlinks fall into two categories: “dofollow” or “nofollow” links. Dofollow links pass existing authority (also called “link juice”) from the referring site to yours, which improves your search rankings. For instance, if a tech review site links to your software tool with a dofollow link, it tells Google that your content and product are trustworthy and dependable.

Nofollow links don’t pass link juice. They’re typically used for paid links, user-generated content, or less credible pages. Nofollow links still drive traffic to your page, but for the best ranking results, prioritize earning dofollow links from high-quality sites.

Do low-quality backlinks impact SEO?

While Google has said they often ignore low-value backlinks, these links might still impact your search engine performance indirectly. Links from disreputable sources can raise red flags, as Google might see them as an attempt to manipulate search rankings. 

If Google detects a pattern of low-quality links pointing to your site, they might penalize you, lower your ranking, or even remove your site from search results. Plus, site visitors who find poor-quality links might see your content as disreputable, leading to a quicker bounce rate and, in turn, a lower search engine ranking.

While one or two poor-quality backlinks may not cause immediate harm, having too many could potentially impact your site’s SEO health over time. Regularly auditing your backlink profile and removing harmful or broken links through tools like Google Search Console helps you make sure your site keeps its credibility.

How to generate high-quality backlinks

Building a backlink profile takes time, so here are some strategies to improve the process.

Create high-quality content

The best way to get backlinks is by generating content people want to share and reference. Focus on making resources like in-depth guides, original research, infographics, and how-to articles that directly answer readers’ search queries. 

Say you run a project management software service and want to conduct a study. You could ask your subscribers to complete a quick, five-minute survey about how they typically spend their workday. Once you gather the data, you can create a helpful infographic highlighting key findings, such as what percentage of respondents spend most of their time answering emails or attending meetings. You’d then publish the information on your website in hopes that other productivity-focused pages would link to your study as a valuable resource.

Consider guest blogging

Another effective approach is guest blogging, where you write articles for credible industry websites and backlink to your own content. Placing links contextually within high-value content makes them more impactful — target sites with high domain authority and create pieces that offer new, valuable information rather than generic advice. 

For example, a software company can publish thought leadership pieces on SaaS blogs. In these articles, writers can link back to in-depth resources on their website, such as whitepapers and ebooks.

Find trusted and authoritative websites to link to your site

Reach out to reputable websites in your industry and build relationships with their editors. You can pitch guest blogs or offer your content as a valuable resource when you see opportunities.

Say you’re a mortgage provider — to gain a valuable backlink, partner with a well-known financial news website to feature your home-buying tips. 

Use the Skyscraper Technique

The Skyscraper Technique is another opportunistic approach to backlink building. It works by identifying top-performing content in your niche and improving upon it. Then, reach out to websites that linked to the original version and ask them to link to your content instead.

Suppose you find a widely cited guide on SEO trends from two years ago. You can update the content with the most recent data and case studies and offer it as a superior resource to sites linking to the outdated version. Your content will be more valuable in the current scenario, increasing your chance of earning backlinks.

Create and examine your backlink profile

Regularly auditing your backlink profile helps you identify where links are coming from and whether they improve your SEO. This review also lets you find low-quality or spammy links early and request their removal before they cause harm.

Use tools like Ahrefs or Google Search Console to track your links and find opportunities to improve your domain authority and rankings. You can reach out to sites with broken links and recommend newer, more accurate content as a replacement. 

Boost your site’s visibility with a smart backlink strategy

When reputable websites vouch for your content, search engines push your site up the rankings. People will likely see these links as credible sources and opt to click on them, driving traffic to your site and positioning it as authoritative.

With Webflow, you can build a search engine-optimized website that attracts valuable backlinks and supports long-term growth. Use built-in SEO tools, customizable templates, and user-friendly design features to create content worth linking to.