Backlinks are the digital world’s version of a referral. Imagine a friend recommending your business to someone—that’s essentially what a backlink does, but online. If you’re trying to climb the ranks of Google, you’ll want to understand backlinks inside and out.
Whether you’re a business owner, marketer, or SEO beginner, this guide breaks down what backlinks are, why they’re so valuable, and how to get more of them for your website.
What are SEO Backlinks?
Backlinks (also known as inbound links or incoming links) are links from one website to another. If someone links to your site from theirs, you’ve earned a backlink.
In SEO (Search Engine Optimization), backlinks are one of the top ranking factors. Search engines view backlinks as votes of confidence—if other websites are pointing to your content, it likely means you’re offering something valuable.
There are two major types of backlinks:
- DoFollow backlinks: Pass link equity (aka “link juice”) and help improve your search engine rankings.
- NoFollow backlinks: Don’t pass link equity but can still drive traffic and build brand awareness.
Why are backlinks important for SEO?
- They boost your website’s authority.
- They help search engines crawl and index your pages.
- They increase referral traffic from other sites.
- They can improve keyword rankings, especially when the linking content is relevant.
Think of backlinks in SEO as digital trust signals. The more trustworthy sites that link to you, the more search engines trust your content too.
How to Get Backlinks
Building backlinks (aka backlink building) is both an art and a science. The key is to earn links naturally by creating content worth linking to—and sometimes reaching out to get the ball rolling.
Here are some effective strategies to get high-quality backlinks:
1. Create Link-Worthy Content
- Write in-depth guides, how-tos, case studies, or original research.
- Use visuals like infographics and charts that others might reference.
- Make sure your content is relevant, valuable, and easy to share.
2. Guest Posting
- Write articles for reputable blogs in your niche.
- Include a relevant link back to your website in the author bio or content body.
3. Broken Link Building
- Find broken links on other websites.
- Suggest your content as a replacement. It’s a win-win!
4. HARO (Help a Reporter Out)
- Sign up as a source and respond to journalist queries.
- If they use your response, you get a backlink from a high-authority site.
5. Competitor Analysis
- Use a backlink checker tool to see where your competitors are getting their links.
- Reach out to those sites with a better or updated version of the content.
Pro tip: Avoid spammy backlink tactics. Google’s algorithm is smarter than ever and penalizes black-hat SEO practices.
How to Check Backlinks
Knowing how to check backlinks is essential for tracking your SEO progress and monitoring your site’s backlink profile.
Here are the best ways to check your backlinks:
1. Use a Backlink Checker Tool
There are several tools you can use to analyze backlinks:
- Ahrefs
- SEMrush
- Moz Link Explorer
- Ubersuggest
- Google Search Console (limited but free)
These tools let you:
- View who’s linking to your website
- Analyze anchor text
- See domain authority
- Spot potentially harmful links
- Compare backlink profiles with competitors
2. Check Competitor Backlinks
Plug your competitors’ URLs into a backlink tool to uncover their top referring domains. This helps identify link building opportunities you may be missing out on.
3. Monitor Your Backlink Profile
It’s important to keep an eye on toxic or low-quality backlinks, which could harm your SEO. Some tools can even score the “spamminess” of links and suggest which to disavow.
FAQ: Backlinks in SEO
How can I check backlinks for my website?
You can use tools like Ahrefs, SEMrush, or Google Search Console. These platforms show which websites link to yours, along with metrics like domain authority and anchor text.
How do backlinks work?
Backlinks act like votes of trust. When a website links to yours, it signals to search engines that your content is valuable. The more high-quality backlinks you have, the higher your pages can rank in search engine results.
How to check competitors’ backlinks?
Use any backlink checker tool. Simply enter your competitor’s URL, and the tool will show all the backlinks pointing to their site. Use this to identify link-building prospects for your own website.
What is a backlink profile?
Your backlink profile is the complete list of websites that link to yours. It includes metrics like number of links, referring domains, link quality, and anchor text distribution. A healthy backlink profile should include diverse, relevant, and high-authority links.