The Role of Backlinks in SEO: Why They Matter and How to Build Them

Backlinks have been a cornerstone of SEO since the early days of search engines, and they continue to play a vital role in determining a website’s ranking on Google.

Despite numerous algorithm updates, backlinks remain one of the strongest ranking factors in Google's search algorithm. The more high-quality backlinks a website has, the better its chances of ranking higher in search results.

In this article, we’ll explore why backlinks matter, how they impact SEO, and the best strategies to build a strong backlink profile.

Backlinks are key for building authority for your website.

What Are Backlinks?

A backlink (also called an inbound link or external link) is a hyperlink from one website to another. When a reputable website links to your content, it acts as a vote of confidence, signaling to search engines that your page is valuable and trustworthy.

Backlinks essentially serve as endorsements. The more authoritative and relevant the linking site, the more weight the backlink carries in Google's ranking algorithm.

Why Are Backlinks Important for SEO?

Backlinks build your website's authority.

Backlinks are crucial for SEO because they directly influence a website’s credibility, authority, and ranking potential. Here’s why they matter:

1. Higher Rankings in Search Results

According to Moz (2024), websites with a high number of quality backlinks rank significantly higher than those with few or no backlinks.

Google considers backlinks as one of its top-ranking factors, meaning that pages with strong backlink profiles have a competitive advantage in search results.

In fact, Backlinko (2024) found that top-ranking pages on Google have an average of 3.8 times more backlinks than lower-ranked pages.

This means that if you want to compete for top positions in SERPs (Search Engine Results Pages), building a strong backlink profile is essential.

2. Increased Organic Traffic

Backlinks help increase your organic web traffic.

Backlinks play a major role in organic traffic.

Without them, your website may struggle to gain visibility in search results.

Ahrefs (2024) reports that 96.55% of web pages get no organic traffic from Google due to a lack of backlinks. This statistic highlights just how important backlinks are for SEO success.

When authoritative sites link to your content, it improves your domain authority, making it easier for your pages to rank for competitive keywords.

More visibility in search results leads to increased organic traffic and more opportunities for engagement, leads, and conversions.

3. Faster Indexing by Search Engines

Backlinks help Search Engines index your website.

Search engines use web crawlers to discover and index new pages. When authoritative websites link to your content, Google’s bots follow these links and index your pages more quickly.

This helps new content rank faster and gain visibility in search results.

4. Builds Website Authority and Credibility

Backlinks from trusted, high-authority domains signal to Google that your website is a valuable source of information. If your site consistently earns links from industry leaders, it establishes credibility and improves your domain authority.

For example, a backlink from Forbes or The New York Times carries more weight than a link from a low-traffic, low-authority blog. Search engines assess the quality of backlinks, not just the quantity.

How to Build a Strong Backlink Profile

Not all backlinks are created equal. The key to effective link building is quality over quantity. Below are proven strategies for acquiring high-quality backlinks:

1. Guest Blogging on Authoritative Websites

You can build backlinks by Guest Blogging (creating content for others).

Guest blogging (writing articles for other websites) is one of the most effective ways to build backlinks. By contributing valuable content to reputable sites in your industry, you can:

• Gain exposure to a new audience.

• Earn authoritative backlinks to your site.

• Strengthen your credibility as an industry expert.

How to Get Started with Guest Blogging:

• Identify high-authority websites in your niche.

• Pitch unique, valuable topics that align with their audience.

• Write high-quality, informative content that naturally includes backlinks to your site.

• Follow guest blogging guidelines to increase acceptance chances.

2. Create Link-Worthy Content (Skyscraper Technique)

Build backlinks by creating Link Worthy Content (Skyscraper Technique)

The Skyscraper Technique, coined by Brian Dean of Backlinko, involves finding high-ranking content in your niche, creating a better, more in-depth version, and promoting it to relevant websites for backlinks.

How to Use the Skyscraper Technique:

1. Find popular content with a lot of backlinks using tools like Ahrefs or SEMrush.

2. Create a superior version by adding more value, up-to-date information, visuals, and insights.

3. Reach out to websites linking to the original content and suggest they link to your improved version instead.

   
   

3. HARO (Help a Reporter Out) for PR Backlinks

Provide information for reporters in your niche to help build backlinks.

HARO is a free service that connects journalists with expert sources. By responding to journalist queries, you can get featured in major publications and earn backlinks from high-authority sites.

How to Get HARO Backlinks:

• Sign up for HARO and monitor queries relevant to your industry.

• Provide quick, well-researched responses that add value to journalists.

• Get featured in news sites, blogs, and media outlets, earning high-quality backlinks.

4. Broken Link Building

Get website owners to replace broken backlinks with your own working links.

Broken link building involves finding broken links on authoritative websites and suggesting your relevant content as a replacement.

This benefits both parties—you get a backlink, and they fix a broken link on their site.

How to Do Broken Link Building:

1. Use tools like Ahrefs or Check My Links to find broken links in your niche.

2. Create or identify similar content on your website.

3. Contact the website owner, informing them of the broken link and suggesting your content as a replacement.

   
   

5. Build Relationships with Industry Influencers

Building relationships with other influencers can help you both to build website authority.

Networking with bloggers, journalists, and industry influencers can lead to organic backlinks. Engaging with influencers through social media, collaborations, and content sharing increases the likelihood of them linking to your website.

6. Leverage Social Media and Content Marketing

Promoting your website on Social Media increases the likelihood that it will be seen.

Promoting your content on social media increases its reach and the likelihood of earning backlinks. When your content gains traction, industry leaders are more likely to reference and link to it.

Best Practices for Content Promotion:

• Share your articles on LinkedIn, Twitter, and niche forums.

• Engage with influencers and tag them in relevant posts.

• Repurpose content into videos, infographics, and slideshows to increase visibility.

Avoiding Bad Backlinks: What Not to Do

High concentration of poor-quality backlinks can put your website in SEO purgatory.

While backlinks are beneficial, not all backlinks are good. Low-quality or spammy backlinks can harm your SEO and lead to Google penalties. Here’s what to avoid:

🚫 Buying backlinks (violates Google’s guidelines).

🚫 Getting links from irrelevant or low-quality websites.

🚫 Over-optimized anchor text (repetitive keyword-rich links).

🚫 Participating in link farms or private blog networks (PBNs).

Use Google’s Disavow Tool to remove toxic backlinks that could negatively impact your rankings.

Final Thoughts

Backlinks remain one of the most critical factors in SEO success. A strong backlink profile can significantly improve search rankings, drive organic traffic, and enhance website credibility.

Key Takeaways:

✅ Websites with more high-quality backlinks rank higher in search results.

✅ 91% of web pages get no organic traffic due to a lack of backlinks.

✅ The top-ranking pages have 3.8 times more backlinks than lower-ranked pages.

✅ Guest blogging, HARO, and the Skyscraper Technique are powerful backlink-building strategies.

✅ Avoid spammy backlinks and focus on earning links from authoritative sources.

By implementing these strategies and staying committed to ethical link-building practices, you can improve your website’s SEO and secure long-term success in search rankings. 🚀