The quest for better search rankings and increased website traffic can feel like a constant battle, especially if you’re not an expert in SEO. You’ve probably heard the term “backlinks” thrown around a lot, but what exactly are they, and why do they matter for your website’s success?
This article is your guide to understanding this critical aspect of SEO. We’ll define backlinks, discuss the different varieties, and explain why they can boost your search engine visibility.
What are Backlinks?
In the simplest terms, a backlink is a link from one website to another. Think of backlinks as online recommendations – when another website links to yours, it’s a signal to search engines that they consider your content valuable and credible. Since search engines like Google aim to provide users with the most relevant results, the quantity and quality of backlinks your website earns play a significant role in how well it ranks.
There are several different types of backlinks, each with varying levels of importance for SEO purposes. Here’s a breakdown of some key categories:
Dofollow vs. Nofollow
Dofollow is the default type of link, which instructs search engines to “follow” the link and potentially pass authority (sometimes called “link juice”) to your website, boosting its rankings. For example, let’s say a popular cooking blog includes a regular link to your online store selling premium cookware in a roundup of their kitchen essentials. This dofollow backlink would signal to search engines that your cookware store is a trusted resource, potentially improving its visibility in searches related to cooking equipment.
This is opposed to nofollow links, which instruct search engines not to follow them or pass authority. These links are common on sites with comment sections or if a website wants to link to a page without fully endorsing it. For instance, imagine a forum post where a user mentions your website as a resource alongside several others – the forum might use the “nofollow” attribute to avoid passing authority to any of the linked sites.
Internal vs. External
Internal links connect pages within your own website, aiding user navigation and helping search engines understand your site’s structure. An example would be if a blog post on skincare fundamentals includes a link to your related post detailing how to build a skincare routine. This helps guide visitors to more helpful content and signals to search engines how your website’s information is connected.
External backlinks come from other websites entirely. Since they’re like votes endorsing your content from outside sources, they’re generally considered the most influential for SEO. For instance, if a respected food critic includes a link to your recipe website when sharing their favorite online culinary resources, this signals to search engines that your recipes are credible and worthy of being surfaced in results.
Natural vs. Artificial:
Natural links are earned organically when other websites find your content valuable enough to reference. They’re the gold standard for SEO. Let’s say a home improvement blog links to your DIY furniture tutorial because they were genuinely impressed with your guide – this natural backlink acts as a powerful vote of confidence for your site.
Artificial links, on the other hand, are created through manipulative tactics like buying links or participating in link exchange schemes. Search engines can often detect unnatural backlinks, which can hurt your rankings rather than help.
How Backlinks Affect Your Website
Now that we’ve established the basics of backlinks and their different types, let’s explore how they actually influence your website’s performance. The impact of backlinks on your website is multifaceted, but there are a few crucial areas that stand out.
Improves Site Authority
Think of your website’s authority as its reputation in the eyes of search engines.
Backlinks, especially from reputable and relevant websites within your industry, act as endorsements for your site. When high-quality websites vouch for your content by linking to it, it signals to search engines like Google that your website is a trustworthy source of information.
This increased authority plays a key role in how well you rank in search engine results pages (SERPs). In fact, websites that rank #1 on Google have 3.8x more backlinks than the rest of the top 10 sites. This is because search engines want to provide users with the most reliable and credible information.
Increases Visibility and Traffic
Aside from boosting your perceived authority, backlinks have a more direct impact on visibility within search results pages. When a well-established website links to yours, some of its existing traffic may naturally click through to your site. This means potentially gaining new visitors who otherwise might never have discovered your content.
Additionally, as backlinks improve your search rankings, your website will naturally appear in front of more people as they search for topics relevant to your site. A higher ranking translates to increased visibility in search results. Therefore, high-quality backlinks can be a significant source of targeted, organic traffic.
Influences User Perception
On top of backlinks benefiting SEO, they can also subtly influence how potential visitors perceive your site. When users see your website linked from reputable sources, especially from names they recognize within your industry, it builds an instant sense of credibility and trust.
If a highly respected organization in your field recommends your website as a resource, visitors immediately associate you with trustworthiness and expertise. This positive perception makes users more likely to click on your site, spend more time exploring your content, and potentially even convert into customers or loyal readers. In an age where users are inundated with information, backlinks from high-quality websites can be a subtle yet powerful signal that helps you build trust with your target audience.
Getting Started With Backlinks
To summarize, backlinks signal credibility to search engines, increase visibility and traffic, and even positively influence how users perceive your website. In order to take advantage of all of this potential, you need to take action. You may want to start by conducting a backlink audit of your website. This involves analyzing your existing backlinks, identifying areas for improvement, and developing a strategy to acquire new, high-quality links.
Keep in mind that building a strong backlink profile takes time, effort, and a bit of patience. However, the benefits to your website’s search rankings and online visibility make it a worthwhile investment in your long-term digital strategy.