How Do Backlinks Work?

For search engine optimization, backlinks are important. Backlinks are links from one website to another.

Why are backlinks so important?

Backlinks are particularly valuable in SEO since they represent two sites' "vote of confidence."

If many sites link to your website, the search engines can infer that your content is trustworthy. If a site earns these backlinks, the search engines can infer that it is also worthwhile of appearing on a SERP. Earning these backlinks can positively impact a site's ranking position or search visibility.

Getting backlinks and earning them

Off-site SEO involves the process of earning backlinks, also called link building or link earning.

It is usually considered the most valuable to earn backlinks that are followed by popular, trustworthy websites, whereas backlinks that are followed by low-authority, potentially spammy websites are the opposite. The fact that a link is followed or not (i.e. whether the site owner explicitly instructs search engines to pass, or not pass, link equity) is certainly relevant, but do not discount the value of no follow links.

High-quality websites can boost the popularity of your brand simply by mentioning it.

Linking to other websites has the same value as earning backlinks. When linking out to an external site, your choice of which page to link to (page authority, content, search engine accessibility, etc.) plays a significant role in the value you confer on the linking page, as does the anchor text you use, whether you choose to follow or not follow the link, and any other meta tags associated with the linking page.

Analyzing competitors' backlinks

The building of backlinks can be difficult for new sites and those trying to expand their keyword footprint. By conducting competitive backlink research, you can gain insight into the link building techniques your competitors might have used to rank well for your target keywords. It is possible to determine how a website built its backlinks by examining its backlink profile (the list of pages and domains that link to it). For example, Link Explorer can help you uncover these links so that you can build links to those domains.

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