In SEO, there’s one term you’ll hear again and again: backlinks. They’re often described as “votes of confidence” for your website, but in reality, they’re more than just votes. Backlinks are a way for other websites to vouch for your content, guiding both users and search engines toward it.
Think of the internet as a vast city. Your website is a shop, and backlinks are the roads leading customers to your door. The more well-connected your shop is to reputable roads (high-quality websites), the easier it is for visitors and Google to find you.
However, not all backlinks are equal. Some can skyrocket your search rankings, while others can sink them. In this article, we’ll break down exactly what backlinks are, why they matter, the different types you’ll encounter, and how to earn the kind that truly makes a difference.
Backlinks Explained: The Foundation of Off-Page SEO
A backlink is a hyperlink from one website to another. It can appear in various forms, as part of a sentence, in a list of resources, or even as a citation for a fact. Search engines use backlinks as one of the main signals to determine how trustworthy and authoritative a website is.
When a respected website links to yours, Google sees it as an endorsement. This is why backlinks are considered the backbone of off-page SEO, optimization that happens outside your own site but directly impacts your rankings.
Example:
If your article on “The Future of eCommerce SEO” is cited by a leading digital marketing blog, Google will likely view your page as a credible source of information in the eCommerce SEO niche. This can help you rank higher for keywords you’re targeting.
Backlinks also have practical, non-algorithmic benefits:
- Referral traffic – Visitors click the link on another site and land on yours.
- Brand awareness – Your name is mentioned in reputable places, building trust with readers before they even visit you.
- Relationship building – Quality backlinks often come from collaborations, partnerships, or interviews.
How Backlinks Influence Your Search Engine Rankings
Backlinks have been central to Google’s ranking system since the launch of its original PageRank algorithm. While the ranking formula has evolved, links are still among the top three ranking factors.
1. They Pass Authority
Authority, sometimes called “link equity” or “link juice,” flows from one page to another through dofollow backlinks. A link from a high-authority site (think BBC, HubSpot, or a respected industry journal) can give your site a noticeable boost in rankings.
2. They Signal Relevance
Google doesn’t just care about who’s linking to you; it cares about what the linking page is about. A backlink from a niche-relevant source tells search engines your content is part of a topical cluster of trusted pages.
3. They Help Google Discover Your Pages
Googlebot follows links to discover new content. If your page is linked on several well-crawled sites, it will likely get indexed faster.
Example:
A new SaaS startup publishes a case study and earns backlinks from software review blogs. Those links not only pass authority but also help the case study appear in search results within days instead of weeks.
For a better understanding of how to measure these factors, read our guide on top link building metrics.
Exploring the Different Types of Backlinks (With Examples)
Understanding backlink types helps you prioritize which ones to pursue.
Editorial Backlinks
Links you earn naturally because your content is valuable.
Example: A marketing blog links to your original industry report while discussing market trends.
Guest Post Backlinks
Earned when you contribute articles to other sites in your niche.
Example: Writing a guest post on a SaaS blog with a link to your product demo page.
Resource Page Links
From curated “best of” or “tools” pages.
Example: A “Top 10 SEO Resources” page linking to your free keyword tool.
Citation Links
Primarily for local SEO — include your business details in directories.
Example: Your restaurant listed on Yelp, with a link to your website.
Press Mentions
Earned via PR outreach or newsworthy announcements.
Example: A tech magazine links to your site after you launch a groundbreaking app.
Want to explore more acquisition methods? Our eCommerce link building strategies break down approaches for online stores, but the same principles apply across industries.
Dofollow vs. Nofollow Links — Why the Difference Matters
Every backlink has an attribute that determines whether it passes ranking value.
Dofollow Links
- Default type of backlink.
- Pass authority to your page.
- Most valuable for SEO growth.
Nofollow Links
- Contain rel=”nofollow”.
Don’t pass authority directly but can still send traffic and contribute to a natural link profile.
Example:
A link from a government research site to your report is usually dofollow — a major SEO win. A link from a popular forum might be nofollow but can still drive targeted traffic that converts.
When building links, aim for a mix of both to avoid patterns that look manipulative. One approach to earning more dofollow backlinks is via link insertion strategies.
Spotting the Difference Between Good and Bad Backlinks
Good Backlinks
- From authoritative, relevant sites in your industry.
- Naturally embedded in useful, context-rich content.
- Have descriptive, relevant anchor text.
Bad Backlinks
- From spammy, irrelevant, or hacked sites.
- Use keyword-stuffed anchor text.
- Come from networks that sell links in bulk.
Example:
A link from a respected SaaS review site is a valuable asset; a link from a low-quality blog network filled with gambling ads is a liability.
Unmanaged bad backlinks can trigger algorithmic filters or manual penalties. If you’re in SaaS, following SaaS link building strategies can help you avoid toxic sources altogether.
Proven Ways to Earn High-Quality Backlinks
1. Create Link-Worthy Content
Original research, detailed guides, and interactive tools are natural link magnets.
2. Guest Posting With Value
Target respected sites in your industry. Provide actionable content and a natural, relevant link back.
3. Ethical Link Exchanges
When relevant and done in moderation, link swaps can help both parties. Learn the top ways to do link exchange for SEO.
4. Update Outdated Resources
Find pages linking to old or broken resources in your niche and offer your updated version.
5. Build Media Relationships
Use platforms like HARO or connect directly with journalists to be cited in industry news.
Remember, link building is not a quick hack. The goal is a sustainable strategy that improves authority while protecting your site from penalties.
Final Thoughts
Backlinks are still one of the most powerful ranking signals in SEO. They help search engines decide whether your website deserves a top spot and bring in targeted visitors from trusted sources. But the real secret to backlink success is quality over quantity.
By understanding backlink types, valuing dofollow and nofollow appropriately, avoiding spammy sources, and consistently creating valuable content, you can steadily build a backlink profile that works in your favor.If you want expert help creating a clean, powerful backlink strategy that actually moves your rankings, Novo Marketing is here to help. From research-based outreach to targeted placements, we focus on building links that last and generate results.