Backlinks, also known as inbound links or incoming links, are created when one website links to another. They play a significant role in search engine optimization (SEO), influencing the visibility and ranking of a website or a web page on search engine result pages (SERPs).
The reason backlinks are considered important for SEO is rooted in the concept of PageRank, an algorithm created by Google’s founders, Larry Page and Sergey Brin. According to MOZ, an SEO software development company, the PageRank algorithm interprets a link from Page A to Page B as a vote for Page B by Page A. The vote isn’t solely about the quantity, but also its quality. Links from established, high-quality, relevant sites weigh more heavily and help improve search rankings compared to ones from low-quality or unrelated sites.
There are three major ways in which backlinks affect SEO:
1. Ranking: A major factor contributing to the ranking of a page is the number and quality of backlinks. Google Webmaster’s official blog categorically stated that it uses backlinks as an important factor to rank web sites. They indicate the popularity of the website, thereby helping Google’s algorithm rank it higher in their search results.
1. Discoverability: Search engines use bots, also known as “spiders,” that crawl through web pages using links. As such, backlinks contribute to the discoverability of a website or webpage. If your site is linked from a frequently visited site, Google’s spiders are likely to find your website faster, leading to quicker indexing.
1. Traffic: Backlinks can send referral traffic to your site. If a visitor is reading an article on a different website and they click a backlink to visit your site, it increases the chances of converting them to a customer.
When building backlinks, certain practices can harm a site’s SEO. Google’s webmaster guidelines caution against using manipulative link schemes that artificially increase the number of backlinks. Such practices include buying links, excessive exchanges of links, or large-scale guest posting campaigns with keyword-rich anchor text. This is where quality over quantity comes into play – high-quality backlinks from respected, relevant sites can greatly enhance a site’s SEO standing, while a large number of low-quality links can potentially hurt it.
To illustrate, if a reputable medical site links to an article on your health blog, this high-quality, relevant backlink may signal to search engines that your content is trustworthy and valuable, potentially improving your ranking for related keywords. However, if you primarily have backlinks from non-relevant sites or known “link farms,” Google’s algorithm may deem your site to be of lower quality, negatively affecting your SEO.
In conclusion, backlinks are an essential aspect of SEO strategy; when used correctly, they can enhance visibility and drive traffic, improving your site’s overall SEO ranking.
Sources:
- MOZ
- Google Webmaster Guidelines
- Google Inside Search – How Search Algorithms Work.
