In search engine optimization (SEO), backlinks play a key role. They are considered one of the most important factors affecting how pages rank in search engines, especially Google. In this article we look in detail at what backlinks are, why they matter for SEO, how to use them correctly and which methods you can use to earn them.
What are backlinks
Backlinks are links that point from one website to another. In essence, they are a kind of “vote of confidence” that tells search engines the content on the linked page is valuable and relevant. Search engines use backlinks as a signal of how good and trustworthy the content on your site is, which is why backlinks have become an inseparable part of SEO strategies.
Types of backlinks
Backlinks can be divided into several types based on different criteria, such as their function, the type of site they come from or how search engines value them. These types carry different weight in SEO and can affect how a page ranks in Google. Here are the main types of backlinks:
1. Dofollow links are the most valuable for SEO. They let search engines follow the link and pass value (link juice) from one page to another. A dofollow link is an ordinary hyperlink with no special HTML attribute restricting the transfer of value (unlike a “nofollow” link). Example of a dofollow link in HTML:
There is no special attribute marking this link as nofollow, so it is treated as dofollow. Search engines such as Google “follow” it and pass value to the target page.
2. Nofollow links are links that tell search engines the page does not vouch for the target (no link juice is passed). They do not directly affect your rankings in Google. Nofollow links are often used in comments, reviews, forums or on pages where passing value has to be limited to prevent spam.
Here the rel="nofollow" attribute indicates that the link will not contribute to the page’s SEO ranking. 3. UGC (user-generated content) links come from content created by users, such as comments, reviews or forum posts. They differ from ordinary links in that search engines may automatically treat them as nofollow to prevent SEO abuse.
4. Sponsored links are paid links used for commercial purposes. They are marked as “sponsored” and search engines treat them as paid advertising. Such a link should carry the nofollow or sponsored attribute, which means it is not counted towards rankings.
5. Internal links point from one page to another page within the same website. They do not bring links from other sites, but they are still very important for SEO because they help search engines and users find their way around the site.
6. Editorial links are natural links that appear in articles or blog posts when an author decides to link to your site because they find your content relevant or valuable. They are very valuable because they are earned without any direct contact or link request.
Why are backlinks important for SEO?
Backlinks play a crucial role in SEO because they contribute to how your pages rank in search engines. When search engines see that quality, relevant websites link to your content, they consider it authoritative and valuable. That is why it matters how you earn backlinks and how good those links are.
How backlinks affect rankings in Google
Google uses backlinks in its ranking algorithm to determine how important and relevant pages are. The more quality backlinks your site earns, the more likely it is to appear in higher positions.
Factors such as the authority of the linking site and the relevance of the link affect rankings. Search engines analyze the quality of backlinks, not just their number, so it is important to earn links from trustworthy, authoritative sites.
Why quality backlinks matter
Not all backlinks are equal. The quality of a backlink matters far more than the quantity. Links from trustworthy, relevant websites are very valuable because they help you rank higher. Links from low-quality or spammy sites, on the other hand, can harm your SEO.
When building backlinks, follow a few principles that help you avoid penalties and make sure the links actually benefit your SEO:
- Natural links – Backlinks should occur naturally. Search engines can tell when links are created artificially to manipulate rankings, so links should come organically, for example through quality content that others find valuable.
Diverse sources – A healthy backlink profile includes different kinds of links from different sources: blogs, forums, news sites, academic articles and so on.
Relevance and authority – Focus on earning backlinks from relevant, authoritative sites in your industry. Links from such sites are worth much more and help you rank higher.
Avoid spam techniques – Stay away from buying links, using irrelevant links or spamming links. These practices can get your site penalized.
Anchor text – Anchor text should be relevant to the content it points to. Avoid using the same keywords in anchor text too often, as it can look like manipulation. Use keyword variations and natural phrases.
How to earn quality backlinks?
Earning quality backlinks is one of the most important SEO activities. There are several ways to get backlinks that will actually help your rankings.
Ways to earn backlinks
- Guest blogging – Writing posts for other blogs in your industry can be an effective way to earn backlinks. Make sure the content is high quality and relevant so the links are valuable.
- Creating quality content – If you publish valuable, original content, people will link to your site naturally. This approach works very well because the links come from trustworthy sites.
- PR articles and press releases – Publishing PR articles or press releases on authoritative websites can bring quality backlinks that improve your SEO.
- Links from high-authority sites – Regular interaction with websites that have high authority in your industry can help you earn quality links.
Focus on the quality of links, not the quantity. Avoid links from unverified, spammy or irrelevant sites.
How to use anchor text in backlinks correctly?
Anchor text is the clickable text of a link. It plays an important role in SEO because search engines use it to understand what the linked page is about. Using anchor text well can significantly improve your SEO.
Why anchor text matters
Anchor text should be relevant to the content of the page it links to. Good anchor text gives search engines a clear idea of the page’s topic. Search engines recognise several types of anchor text:
- Exact-match anchor text – contains the exact keyword or phrase relevant to the target page. It is very effective for SEO because it tells search engines clearly what the page is about. Example: If you have a page about SEO, the ideal anchor text could be “SEO services”. The link could look like this:
- Generic anchor text – words like “click here”, “read more” or similar phrases that say nothing specific about the link. This type is less effective for SEO because it contains no keywords that would help search engines understand the target page. Example:
Click here for more information.
- Branded anchor text – uses the brand name or domain as the anchor. It is also valuable, especially when the linked content is directly connected to your brand, and it helps build brand awareness and authority. Example:
seoforyou.sk helps businesses grow with SEO.
- Partial-match and variations – synonyms or slightly modified phrases that are still relevant to the topic. This is less risky than exact-match anchors because it lowers the chance of a penalty for over-optimizing specific keywords. Example: If you have a page about web design, you could use anchors such as “web design” or “building websites”.
Using anchor text correctly strengthens your SEO strategy by helping search engines understand your content and increasing its relevance in search.
Buying backlinks: risks and what to watch out for
Buying a backlink is tempting because the result looks quick. However, Google’s guidelines explicitly prohibit links bought to influence search rankings that are not marked with rel="sponsored" or rel="nofollow". Manipulative links can lead to a manual penalty, or the algorithm may simply stop counting them.
If you do decide on a paid collaboration (a PR article, for example), follow these rules:
- Relevance over domain strength – a link from a closely related site in your market is worth more than one from a foreign article farm.
- Real traffic – a website nobody reads won’t bring you customers or the trust of search engines.
- Natural anchor text – point most links at your brand name or URL and use exact keywords only rarely.
- Correct labelling – mark paid links as
sponsored; their value comes mainly from traffic and brand exposure, not from “link juice”. - Avoid “100 links for €20” packages – Google reliably recognises these networks.
Dofollow vs. nofollow links – what is the difference?
A dofollow link is an ordinary link without a restricting attribute – search engines can follow it and pass part of the trust to the target page. Nofollow (rel="nofollow") is only a hint to Google not to count the link for rankings. There are also rel="sponsored" for paid links and rel="ugc" for user-generated content such as comments and forums.
A healthy backlink profile contains both types. A site with only dofollow, exact-match links looks unnatural. Nofollow links from quality media, directories or social networks won’t raise your rankings directly, but they bring traffic and brand mentions and indirectly help build authority.
Need help with backlinks?
Safe link building is part of our SEO service. First we analyze your current link profile and your competitors’ links, then we propose a strategy that works long term. Get in touch through our contact form – the first consultation is free.