Backlinks are among the strongest factors that decide your position in search results. Google sees them as votes of trust from other websites. Let us explain how they work, how to earn the good ones and why more does not automatically mean better.

A backlink is a link from another website to yours. When another site links to you, Google sees it as a recommendation, a kind of vote of trust.

This principle comes from Google’s original algorithm PageRank: a page that many quality websites link to looks more trustworthy and gets a better position in search results. Links therefore work like recommendations between websites.

Quality matters more than quantity

With backlinks, more is not always better. One link from a relevant and authoritative site carries more weight than hundreds of links from spam websites.

What matters most:

  • the domain authority of the site linking to you (a trusted, established website),
  • topical relevance (a link from a site in your field has more value),
  • the trustworthiness of the source (no spammy or dubious sites).

It is better to have a few strong links than a pile of worthless ones.

dofollow vs nofollow

Links differ in whether they pass on strength:

  • dofollow passes on so-called link equity, so it directly helps your position,
  • nofollow is a tag meaning the site does not vouch for the link. Google usually does not count it directly, yet it still brings traffic and value.

There are also the sponsored attribute (paid links) and ugc (user-generated links, for example in comments). A natural profile contains a mix of all types, which is perfectly fine.

Anchor text

Anchor text is the visible text you click on. It should be relevant and natural, so it hints to both the reader and Google where the link leads.

Watch out for stuffing exact keywords. When all links contain the same exact phrase, it looks artificial and can seem suspicious to Google. Variety is natural: your company name, brand, descriptive words and a simple “here”.

Bought, artificial and spammy links are risky. Google’s Penguin update can punish such practices with a drop in rankings, sometimes a steep one.

So a simple rule applies: build links slowly and naturally. A sudden surge of hundreds of links out of nowhere does not look trustworthy. The goal is a profile that looks as if it grew on its own, because your content is worth it.

Quality links are not bought, they are earned. These work best:

  • great content that people want to share on their own (a so-called linkable asset: a guide, calculator, overview or study). Read more about content and the pillars in the article how to maximize SEO,
  • listings in relevant directories and in your Google Business Profile,
  • local citations with consistent business details NAP (name, address, phone) across websites,
  • guest articles on topically related sites,
  • mentions in media and from partners, collaborations and references.

For a company operating in a specific region, local links are especially valuable: regional directories, partners, city portals or local media.

Consistency of business details is key here. When your name, address and phone are the same everywhere, Google can more easily merge them into one trustworthy profile. Local SEO pays off, for example, with an e-shop or company website, where you want to bring in customers from the area.

Conclusion

Backlinks are one of the strongest SEO factors, but quality and naturalness decide, not quantity. One link from a trusted and relevant website beats hundreds of spammy ones. Bet on great content, consistent business details and honest link building that lasts. You can also connect links with other tools, for example through QR codes for businesses.

Want to improve your site’s search positions and build a healthy link profile? Get in touch, we will help you with SEO and the overall website strategy.

This article is part of our Business and IT overview.