backlinks

Backlinks are links from one website to another. Also known as inbound links, they function as references or votes of confidence and are a central factor in how search engines assess the authority and relevance of a page.

Backlinks come in different forms. Dofollow links pass authority and can influence rankings, while nofollow links include a directive to not pass PageRank; they can still drive traffic and visibility. External backlinks originate from other sites, while internal links are within the same site and are not backlinks.

The impact on search engine optimization depends on quality and relevance. Search engines evaluate the authority of the linking site, the relevance of the linking page to the target, the anchor text, and the overall link profile. High-quality backlinks from reputable, thematically related sources tend to improve rankings more than large numbers of low-quality links. Attempts to manipulate rankings with high-volume link schemes or paid links can result in penalties or ranking drops.

Acquiring backlinks typically involves creating valuable content that others want to reference, content marketing, outreach to relevant publishers, and legitimate guest contributions. It is important to avoid buying links or participating in schemes that violate search engine guidelines.

Measurement and tools: Google Search Console provides data on linking pages and domains; SEO tools such as Ahrefs, Moz, and Majestic offer metrics on linking domains, anchor text, and link quality. Key concepts include domain authority or trust, anchor text diversity, and the balance of dofollow and nofollow links.

Limitations and evolution: Backlinks remain important but are not the sole determinant of rankings. Search engines increasingly weigh user experience, content quality, and topical relevance. Webmasters may use disavow to ignore unwanted or spammy links.