A backlink is a link from one website to another. Search engines treat links as a sign that other sites find a page worth referencing, which makes backlinks one of the most important factors in how pages are discovered and ranked.
What it means
When a site links to a page, it passes a signal of trust and relevance to it. A single link from a respected, related source can be worth far more than dozens from unrelated or low quality sites. The words used in the link, known as anchor text, also help search engines understand what the target page is about.
Types of links
- Followed links: ordinary links that can pass ranking signals.
- Nofollow links: links marked with an attribute that tells search engines not to count them as an endorsement.
- Sponsored links: links that are paid for or part of an advertising deal.
- User generated links: links placed in comments, forums and similar content.
Since 2019, search engines have treated the nofollow, sponsored and user generated labels as hints rather than strict instructions.
How sites earn them
Links come naturally from useful content, original research, tools, interviews and mentions in the press. They also come from deliberate outreach, partnerships, guest contributions and listings in relevant directories. Links that are bought or exchanged at scale to manipulate rankings go against search engine guidelines and carry a risk of penalties.
Quality signals
Relevance of the linking site to the topic, the authority of the source, the position of the link within the page and the natural variety of anchor text all affect how much a link is worth.
Common mistakes
Chasing the number of links instead of their quality is the most common. Another is using identical anchor text across many links, which looks artificial.
In launch work
Listings on launch platforms and directories can produce backlinks, but their value depends on the standing of the site and on whether the link is followed.
Related entries
See Domain rating, Directory submission, Topical authority and Citation surface.
Backlink is part of Authority and links.