Why Backlinks Matter So Much in SEO
Spend any time poking around the world of SEO, you have probably come across the term backlinks more times than you can count. Its mentioned in many seo guides everywhere but why are they important? Let's take an in depth look and cut through the buzzwords and look at why backlinks are such a big deal and how they can help your website get the attention it deserves.
Backlinks, Explained (Simply)
At the most basic level, backlinks are just links from other websites to yours. Think of them as digital shoutouts. When another site links to your page, it’s like a vote for your content, it is good. You should check it out.
For example, imagine you’re reading a blog post about healthy eating, and the writer includes a link to your recipe blog. That’s a backlink and it can work wonders for you.
So, Why Do These Links Even Matter?
Backlinks aren’t just about sending a bit of traffic your way. They’re a huge part of how search engines, especially Google, decide which pages deserve to rank higher in search results.
Here’s why:
1. Backlinks are Trust Signals for Google
Think of backlinks as online votes of confidence. If other sites (especially trusted ones) are linking to your page, it’s like the internet’s way of saying, “This site knows its stuff.”
It’s a bit like getting restaurant recommendations. If you hear from a friend that a new pizza place is amazing, you’re more likely to go. Same goes for Google, if enough sites are linking to yours, Google takes that as a sign that your content is worth showing people.
2. Backlinks Can Push You Up in Google Rankings
The ultimate goal of SEO? Show up near the top when someone types in a search. Backlinks play a key role in this.
Pages with more high-quality backlinks tend to climb higher in search rankings because Google sees them as more authoritative. More authority usually means more traffic and more customers or readers.
3. Backlinks Can Bring in Actual Visitors
Beyond helping you rank, backlinks also bring real people to your site. Let’s say a popular blog in your field links to you. Anyone reading that blog who clicks through is now on your site, resulting in instant referral traffic.
If that site’s audience is similar to yours, those visitors might just stick around, subscribe to your newsletter, or even buy what you’re selling.
4. They Help Google Find You in the First Place
Here’s a lesser-known fact: Google’s bots use links to discover new pages. If no one’s linking to your page, Google might not even know it exists!
When you earn backlinks, it's like you’re opening a door for Google to come in and add your content to its search index. That’s essential if you want to get found.
What Makes a Backlink "Good"?
Relevance: Links from sites related to your topic count for more. If you run a coffee blog, a link from a coffee roaster's site is great; a link from a site about gardening doesn’t help as much.
- Authority: Google trusts links from established, respected websites more than random, unknown blogs.
- Placement: Links in the main body of an article (like where the writer is actually talking about you) are better than links stuck in a footer or sidebar.
- Anchor text: That’s the clickable text for the link. If it includes words that match what your page is about, it helps Google understand your content better.
But Here’s the Catch: Not All Backlinks Are Good
It’s tempting to think that more backlinks are always better. But it’s not that simple. Quality matters way more than quantity.
What Makes a Backlink “Bad”?
Google’s gotten pretty good at spotting shady SEO tactics. If you’re getting links from sketchy sites, spammy comment sections, or link “farms” (sites that exist just to sell links), it can actually hurt your rankings.
Buying backlinks from a shady service, and your likely to see your traffic dive and potentially take months to recover.
How to Actually Get Good Backlinks
Okay, so you know why backlinks matter and what makes them good or bad. But how do you get them without resorting to spammy tactics? Here are some ways that have worked for us and others:
1. Make Stuff Worth Linking To
Sounds obvious, but it’s true! When you publish useful, interesting content - like a deep-dive guide, a handy checklist, or a how-to video and people are more likely to share it.
For example, if you are an interior decorator, publish a really good how to guide on how to choose the best paint colours. If you make it really detailed other design bloggers started linking to it as a resource. Those natural links have keep coming in for years.
2. Guest Post (Without Being Spammy)
Guest posting is when you write an article for someone else's blog. It's a win-win: they get fresh content, you get exposure (and a backlink).
The trick is to be picky. Only guest post on sites you actually respect and that have an audience similar to yours. And write something genuinely valuable, don't just slap together a generic article to score a link.
3. Build Relationships
This one’s a little more indirect, but it works. Networking with others in your industry and commenting on their posts, sharing their work, and just being helpful can lead to real backlinks down the line.
For example, if you collaborated on a webinar with another writer in your niche. A few weeks later, they might link to one of your blog posts in an article they were writing. It happens naturally because you built a connection.
4. Find Broken Links
A smart tactic is to look for broken links on relevant websites, those dead-end 404 pages. If you find a broken link and you have content that would fit, you can reach out to the site owner and suggest your link as a replacement. You’re helping them fix their site, and you earn a backlink in the process.
5. Use Social Media and PR
Getting your content out there on social media doesn’t just drive traffic, it can also help you earn backlinks.
If your post goes viral or just gets some solid shares, other bloggers and journalists might see it and link to it in their own content. It’s not a guarantee, but it happens!
How to Keep Tabs on Your Backlinks
Want to see who’s linking to you? There are some great tools out there:
Ahrefs and SEMrush are the big names - they’ll show you your backlinks, plus give you a sense of which ones are helping your SEO the most.
Google Search Console is free and gives you a basic look at your backlinks.
It’s worth checking your links every so often, not just to see what’s working but also to catch any spammy links that might pop up.
The Bottom Line: Backlinks Still Matter
In all the years I’ve worked on websites, one thing’s stayed true: backlinks are still one of the strongest signals Google uses to figure out which pages to rank.
But here’s the key takeaway: focus on quality over quantity. One link from a respected site in your niche is worth way more than 50 links from random, low-quality sites.
So, as you work on your SEO, don’t just chase after links. Focus on:
- Making content that’s genuinely helpful
- Building real relationships
- Being active and engaged in your field
Do that, and the backlinks and the traffic and rankings they bring will follow.
Over to You!
Have you found a tactic for getting backlinks that worked really well for you? Or do you have questions about how to avoid spammy backlinks? We would love to hear how you’re tackling this piece of the SEO puzzle! Or reach out and see how we can help develop your SEO strategy