What are Backlinks?

One of the key reasons Google became the world’s leading search engine is its early recognition of the importance of backlinks in SEO. When Google was launched in 1998, it introduced a groundbreaking ranking system called PageRank, named after its co-founder Larry Page. This algorithm measured not only the number of links pointing to a webpage but also the authority of those links.

The idea behind PageRank is that not all backlinks carry the same weight. Links from pages with higher authority are considered more valuable than those from less authoritative sources. For example:

If both pages cover the same topic, Page A is more likely to rank higher in search results because it has significantly more backlinks, making it more authoritative. As a result, if your website earns a backlink from Page A, that link would be considered more valuable than a backlink from Page B.

In essence, the PageRank algorithm assigns authority to each webpage based on the quality and quantity of its inbound links. This principle still influences how search engines evaluate content today, even though modern ranking algorithms have become far more sophisticated.

PageRank works as an iterative algorithm, meaning the calculation process repeats multiple times until the results stabilize. This is necessary because the authority of each page in a network depends on the authority of the others, creating a cycle of interdependence.

To understand this, consider a simple example with four web pages:

To compute the authority for Page D, we need to know the authority scores of Page B and Page C. However, Page B’s authority also relies on Page A and Page C, while Page A’s authority is itself influenced by Page B. This creates a cycle where every page’s authority depends on the others.

Even in this small network, the relationships quickly become complex. The algorithm solves this by running calculations repeatedly, with each round refining the authority values until they reach a stable state. While the math behind it is not extremely complicated, applying it to the trillions of links that exist across the internet requires enormous computational power.

Domain authority refers to the network of URLs and internal links that exist within your own website. Just like backlinks from external domains, internal links also transfer authority from one page to another, helping search engines understand the relative importance of different pages on your site.

It’s natural that websites with strong reputations carry greater authority than smaller or lesser-known sites. For example, a backlink from a major publication like CNN is far more valuable than one from a small local blog. This is because authoritative domains pass more credibility and trust through their links.

Consider a case where your homepage receives a backlink from a local news site. That authority strengthens your homepage, but because your homepage also links to other internal pages, some of that authority is distributed further across your site. As those pages link outward to others, the authority continues to flow through your internal linking structure. Pages that are closer to the top of this chain receive more link equity, making them stronger in the eyes of search engines.

This process explains why large brands often dominate search rankings. Their powerful domains, supported by extensive backlink profiles and strategic internal linking, allow even newly published pages to achieve strong visibility in search results.

While calculating the exact value of link authority is highly complex and not fully transparent, understanding the basics of how PageRank functions gives us some practical guidelines to follow when building backlinks.

In short, successful SEO requires a balance of both quality and quantity when it comes to backlinks. A strong mix of authoritative links and a growing backlink profile can significantly improve your search visibility.

Backlink building is a crucial element of SEO because search engines rely on backlinks to assess the authority and relevance of a page. A backlink acts as a signal that other websites find your content valuable. However, not all backlinks hold the same weight—search engines evaluate them based on the quality and credibility of the linking website, not just the total number of links pointing to your site.

High-quality backlinks can boost your search rankings by demonstrating trust and authority. The greater the number of strong backlinks your site earns, the more likely it is to appear higher in search engine results. Beyond ranking, backlinks also play an important role in brand visibility:

In short, backlink building not only supports higher search rankings but also strengthens your online presence and brand visibility across the web.

Now that you know what backlinks are, it’s important to understand how search engines evaluate them for relevance. Authority is one factor, but Google also looks closely at whether a backlink is contextually related to the target page. In other words, does the topic of the website, page, or anchor text align with the content being linked to?

Let’s look at three examples of backlinks to a webpage selling guitar picks:

In practice, you may receive backlinks from many different sources. Some may come from irrelevant sites, which usually neither help nor harm your rankings. The links that provide the most benefit are those that are both authoritative and highly relevant, as they send strong signals to Google that your site is a good match for specific topics.

Once your on-page SEO is in place, building backlinks is the single most effective step to improve rankings. However, earning backlinks can be challenging—it requires convincing another site owner that linking to your content will improve their own page.

Instead of cold-emailing random people for links, it’s far better to follow professional and proven strategies for backlink building. This ensures your efforts are both effective and sustainable in the long run.

Link building refers to the practice of actively acquiring backlinks to your website. It is a specialized area of SEO that requires strategy, patience, and consistent effort. While mastering link building takes time, beginners can start by simply understanding the value of backlinks and engaging in activities that naturally encourage other websites to link to them.

Linking to other web pages is at the core of how the internet functions. By creating content that is useful, relevant, and shareable, you increase the likelihood of earning backlinks without needing overly complex strategies.

The real risk lies in neglecting link-building efforts altogether. Without taking part in activities that can generate backlinks, your website has a very limited chance of improving its visibility and rankings in search engines.

Link building is rarely a straightforward process—it often involves a degree of trial and error. What works for one website or niche may not work as effectively for another. The key is to experiment with different approaches, track the results, and refine your strategy over time.

By testing various methods, such as outreach, guest posting, or creating link-worthy resources, you can identify which tactics deliver the best outcomes for your website. This continuous learning process helps you build a more sustainable and effective link-building strategy.

Backlink generation typically happens in two main ways:

Link generation is similar to lead generation—you need to get your content in front of the right audience. The effectiveness of your approach depends on your website’s content type, the businesses or individuals who might link to you, and the strategies you use to reach them.

With all these strategies, avoid directly asking for links. Instead, focus on activities that provide value, where backlinks occur naturally as a byproduct. The most effective methods offer business benefits even if no link is gained.

A backlink is when one website links to another using anchor text. For example, a blog article might link to a research study as a source. These references are found everywhere across the web, especially on reputable blogs and media sites.

Backlinks improve SEO by boosting your website’s authority and helping your pages rank higher for target keywords on search engine results pages (SERPs). Quality matters more than quantity—links from authoritative websites have a much stronger impact than links from low-quality sites.

The most effective way is to create original, valuable content such as blogs, infographics, or videos. High-authority websites often cite strong sources, increasing the chances of earning backlinks. You can also increase visibility by linking to authoritative sources in your own content, building connections over time.

SEO relies on three core elements: keyword research, on-page optimization, and backlinks. Focusing on just one or two of these will limit results. Among them, backlinks are often the most powerful—they improve rankings, build awareness, and drive referral traffic.

Link building should be a central part of your SEO strategy. Beyond SEO benefits, it also increases visibility and strengthens your brand’s reputation online.