Given the time-tested popularity of SEO, small business leaders, chief marketing officers (CMOs), and digital marketing professionals may want to learn more about the effectiveness of backlinks for SEO. Businesses need to understand why backlinks are important and their effect on SEO to achieve higher search engine rankings.
Using this guide, you will learn about backlinks, their role in your online marketing strategy, the types of backlinks you need, and those that are harmful. With this knowledge, you can either start designing your backlink strategy or better understand what to expect from someone you hire to boost your SEO.
What are backlinks, and why are they important?
A backlink is a link from one site to another.[1] They're also sometimes referred to as "external," "inbound," or "incoming" links. Backlinks are important because when Google or another search engine sees a backlink from another high-quality site to your site, the search engine interprets it as an expression of confidence in the content on your site. Therefore, the search engine may rank your site higher on its search engine results page (SERP) because it may be more helpful to users.
Backlinks also build trust in your brand. When a potential customer sees a backlink to your site, they may feel that the site they're on has given your brand a vote of confidence. In addition, backlinks can build organic traffic to your site because people may click on the link to your page, navigating from the page they're on to yours.
Even though search engine optimization (SEO) principles frequently change, the value of backlinks has stood the test of time. According to Capterra’s 2023 Dark Social Media Survey*, 85% of marketers say their company currently uses SEO as part of their marketing or advertising initiatives. Depending on the amount and types of links you need, backlink generation may consume a considerable portion of your SEO costs.
Understanding how backlinks impact your SEO is also crucial when considering hiring an SEO agency. For instance, one of the most important questions to ask is, "What separates a quality backlink from a mediocre one?"[2] This question is much easier to answer when you understand the different types of backlinks.
Types of backlinks
While all of the following types of backlinks can improve your SEO, the quality of the site linking to yours plays a significant role in how much of a bump you get.
Editorial backlinks
Editorial backlinks are one of the best kinds to get because they cite your page as a source of reliable information. For instance, your page may have an infographic that explains a complex concept well. Another site may link to your infographic to help readers understand that idea.
Some editorial backlinks may involve quoting someone from your organization. The article or blog then links back to a page on your site that contains more information about, or content from, that person.
One of the more common kinds of editorial backlinks is a link roundup. This consists of a compilation of high-quality blogs, podcasts, articles, or other content about a certain topic. For example, suppose your company produces AI-powered chatbots. If you have a reputation for creating effective solutions, you may get included in a link roundup with a title such as "10 Best AI Chatbots for September 2024."
The best way to earn editorial backlinks is to create content that presents you or your company as a thought leader in your industry. Maintaining a positive brand image is important because you don't want a site that's considering linking to yours to shy away in fear of industry or customer backlash.
Guest blogging backlinks
You can generate a guest blog backlink by writing a blog for another website and including a link to your site in the content or the author bio. It's often easier to get a guest blog opportunity on a site belonging to a non-competitor—even one outside your industry.
For instance, if you run a Trinidadian restaurant in Manhattan, NY, you could ask to write a guest blog for a local real estate company. The title could be "5 Best Caribbean Food Destinations in Manhattan." You then mention your establishment and provide a link to it.
Business profiles
Business listing websites typically have information about companies categorized according to industry or area. When you get your business listed on one of these sites, you can include a link to your website. This is one of the easiest kinds of backlinks to earn.
However, you have to be careful when choosing listing sites that have been around for a considerable time, are relevant to your industry, and have a good reputation. There are business-listing site scams where someone calls and asks for money in exchange for updating or establishing your listing on a page. They may not post your information after they collect your money.
Forum backlinks
When you post to a forum, you may include a link to your business's site. For instance, if you own a marine supply company in Tampa, Florida, you may post in a boat owners' forum, specifically the West Florida group.
It's important to keep in mind that these kinds of backlinks can easily backfire and drop your ranking if the forum is not high-quality or if your posts are spammy, unhelpful, and only intended to plug your business.
Social media backlinks
A social media backlink involves including a link to your company's site in your social media bio or in the posts you write on social media. These are typically no-follow links, which, as discussed below, tell search engines not to ignore them.
However, a social media backlink can still be effective at bringing more traffic to your site because people may click on your link while reading your bio or the content you post.
Directory backlinks
Directory backlinks involve including a link to your site while providing the information the directory wants to include for your business. For example, a directory may ask for your business's name, address, phone number, email address, website, hours of operation, and the product or service you sell.
You could include a link to your product page, your “Contact Us” page, or another area of your site while providing this info.
Some directories, such as Capterra, focus on providing viable options for solving specific business challenges. These directories may include company or product ratings, reviews, features, and industries a company targets or a solution your product works best for.
Google may give you a little boost in your search engine rankings for a directory listing, but regardless of the SEO impact, a listing can generate more visibility for your company.
Press release backlinks
Creating press release backlinks involves writing a press release, sending it to media outlets, and including a link to your site in the content. You have a few different choices when trying to get press release backlinks. For instance, you can make a press release to introduce a new line of products or announce a new storefront you're opening, a partnership with another company, or an upcoming event you’re organizing.
Even if a news media outlet doesn't publish your press release verbatim, they may read it, mention your company, and link back to your site as they reference your organization.
Types of backlinks to avoid
The following types of backlinks can do more harm than good and should be avoided:
Paid backlinks
There are some backlinks you can pay for that may not negatively impact your SEO. For example, you may be able to pay for a link in a high-quality, authoritative blog post. However, many paid backlink schemes can get you penalized by Google, especially if they involve a relatively small, private blog, or a third party that says they'll post links to your site on a list of their client's sites.
Backlinks from low-quality sites
Getting a backlink from a low-quality site can hurt your search engine performance. It's best to avoid sites that have little to no helpful content, duplicate content, or content that is irrelevant to your business or industry.
Unrelated backlinks
Backlinks to sites that have no connection at all with your industry can also be bad for your SEO. These are often very low-quality sites with a mix of links to random businesses whose offerings are unrelated to yours. As mentioned above, a guest blog on a high-quality site from a different industry can still be effective because it shows that the company sees your content as a valuable resource.
Dofollow backlinks vs. nofollow backlinks
A backlink can include metadata that tells a search engine whether or not the information on the page the link leads to may add value to the article or post the link is in. Adding the correct HTML code can designate a link as either dofollow or nofollow. All hyperlinks are, by default, dofollow links. For example, a link could have the following code:
<a href="https://Capterra.com" target="_blank">leading tech resource</a>
In this case, the link would be embedded in the phrase “leading tech resource.” When the user clicks on that phrase, they will be led to Capterra.com.
However, you could turn this into a nofollow link by adding in the text:
rel=" nofollow"
For example, you could make the link:
<a href="https://Capterra.com" target="_blank" rel=”nofollow”>leading tech resource</a>
Both dofollow and nofollow backlinks can get more traffic to your site. However, only dofollow links help your site perform better with search engines.
Use backlinks to improve your search engine rankings
With the information above, you can start setting up an effective backlink strategy because you understand what they are and how they improve your SEO.
Your next move is to start looking into SEO and digital marketing companies and link management tools, which can give your strategy more structure. You can use these resources to get started: