Home > What are backlinks and how do they fit into an SEO Strategy

What are backlinks and how do they fit into an SEO Strategy

Published 19 May 2025

Backlinks are links from one website to another. They are also known as inbound links or incoming links. If Website A links to Website B, then Website B has a backlink from Website A.

Why backlinks matter:

  • Search engine rankings: Search engines like Google use backlinks as a ranking factor. The more high-quality backlinks a page has, the more likely it is to rank higher in search results.
  • Referral traffic: If users click on a backlink, they are directed to your website, which can increase traffic.
  • Credibility: Backlinks from reputable sites signal that your content is trustworthy and valuable.

Quality vs Quantity:

  • High-quality backlinks come from authoritative, relevant sites.
  • Low-quality backlinks (e.g. from spammy or unrelated sites) can harm your SEO.

1. Create valuable content

  • Publish original research, guides, or data others will want to reference.
  • Use infographics, videos, or interactive tools—visual and unique formats attract more links.

2. Guest blogging

  • Write articles for reputable blogs in your industry.
  • Include a relevant link back to your site in the author bio or content.

3. Broken link building

  • Find broken (dead) links on other websites in your niche.
  • Offer your similar content as a replacement.
  • Tools like Ahrefs or Check My Links can help you find them.

4. Get mentioned in directories or resource pages

  • Look for “best of” or “useful resources” pages relevant to your topic.
  • Reach out and ask to be included if your site adds value.

5. Public relations & digital PR

  • Send press releases or pitch stories to media outlets.
  • Use tools like HARO (Help A Reporter Out) to connect with journalists.

6. Collaborate with others

  • Partner on a study, webinar, or event, and get a link when they promote it.
  • Co-author articles with influencers or experts in your field.

7. Offer testimonials

  • Write testimonials for tools, products, or services you use.
  • Companies often feature these on their websites with a backlink.

Low-quality backlinks are links from sources that can harm your website’s credibility or search engine rankings. These are generally seen as spammy, irrelevant, or manipulative by search engines like Google.

Common types of low-quality backlinks:

  1. Links from spammy or irrelevant websites
    • Sites with no clear niche, low-quality content, or filled with ads.
    • If the site has nothing to do with your industry, the link has little value.
  2. Paid or manipulative links
    • Links bought solely for SEO (especially if not marked as “nofollow” or “sponsored”) can violate Google’s guidelines.
  3. Link farms or private blog networks (PBNs)
    • These are networks of websites created just to build backlinks and manipulate rankings.
  4. Comment spam
    • Dropping links in blog comments or forums with no real contribution to the discussion.
  5. Footer or sidebar links on unrelated sites
    • Site-wide links placed unnaturally, often in footers, on websites that have nothing to do with your business.
  6. Links from penalised or de-indexed domains
    • If the linking site has been penalised by Google, the link can hurt your reputation too.
  7. Over-optimised anchor text
    • Using exact match keywords excessively in links (e.g. all links say “best cheap laptops”) can look manipulative.

Why avoid them?

  • They can lead to Google penalties (manual actions or algorithmic downgrades).
  • They dilute your link profile, reducing trust and authority.
  • They rarely drive meaningful traffic.

Get in touch if you’d like to check your website’s backlink profile or disavow bad ones.

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Yes, in theory, backlinks should happen naturally:
If you publish excellent, useful content, others might link to it on their own.

But here’s the reality:

  • The internet is crowded, and great content alone often isn’t enough.
  • People won’t link to your content if they don’t know it exists.
  • Most websites that attract backlinks have some kind of outreach, promotion, or PR strategy behind them.

Natural backlinks do happen when:

  • You create exceptional resources, tools, or insights that solve real problems.
  • Your content is shared on social media, newsletters, or other platforms.
  • You gain visibility through collaborations, interviews, or mentions by influencers.

The catch:

  • Waiting for backlinks to “just happen” is usually slow and unpredictable.
  • That’s why proactive strategies like outreach, guest posting, or PR are common – they help speed up what might eventually happen naturally.

So yes, backlinks can happen naturally, but you can dramatically increase your chances with a little targeted effort.

Backlinks need to be just one part of your SEO strategy

The main elements of an SEO strategy are:

  • Technical SEO
    • Fast, mobile-friendly, secure site
    • Crawlable by search engines (sitemaps, robots.txt)
    • No broken links or technical errors
  • On-Page SEO
    • Relevant keywords in titles, headers, content
    • Optimised meta tags and URLs
    • Proper use of images and structured data
  • Content Strategy
    • High-quality, valuable content
    • Matches user search intent
    • Regularly updated and well-organised
  • Off-Page SEO
    • High-quality backlinks from relevant sites
    • Brand mentions and social signals
    • Online reviews and external reputation
  • Local SEO (if applicable)
    • Google Business Profile optimised
    • Local citations and consistent NAP (Name, Address, Phone)
    • Local reviews and location-specific content
  • User Experience (UX)
    • Clear navigation and site structure
    • Fast load times and no intrusive features
    • Mobile usability and readability
  • Analytics & Monitoring
    • Use of Google Analytics and Search Console
    • Track keyword rankings and traffic
    • Monitor backlink profile and site health