How Important Are Backlinks To SEO? -
4 min read

How Important Are Backlinks To SEO?

Craig Dewart

Written by Craig Dewart

How Important Are Backlinks To SEO?
published April 27, 2023

Learn the importance of backlinks as part of an SEO strategy for your site.

In search engine optimization, backlinks refer to external links. And while there is a lot of talk in the SEO world about quality backlinks being important, is the importance of backlinks really that great?

Spoiler alert: Backlinks are a vital component of any SEO strategy, and if you aren't implementing a backlink campaign, you're effectively damaging your brand because of how much you're missing out on as a result.

In this guide, we'll explain why backlinks continue to be so vital to just about any type of website, as well as discuss what kind of backlinks should be avoided at all costs and more.

Backlinks are essential in the world of SEO for several reasons.

Let's look at three of the biggest and most significant benefits of getting search engines on your side.

A site you link to will have its own readership. And, with that comes the prospect of a new audience for your website. When a link to your site is placed on their website, you create more potential traffic to a web page.

As users browse through the website, reading the content, many will click on a link to find out more information on the subject - bringing them straight to your website!

While not every visitor to your site will know that you have backlinks, those who know your brand and business will gain more trust in your company when they see a link to your site from another website.

Earning backlinks from popular, well-known and well-trusted brand names in your niche sends a message to the reader that your business is equally as trustworthy and reputable.

Because if your business wasn't a trusted source, the site wouldn't bother linking to you. They won't add poor-quality backlinks because they won't want to risk their own brand's reputation. When a link to your website is on another company's site, it says to the online user that you are an authority in your field and a site that can be trusted.

It's not just online users that will be impressed when you are linked to other websites; Google likes it too. When your website is crawled, Google takes into account any inbound links on your pages, which play an important role in how well you will rank on the search engine.

If Google's crawler sees that you have been linked to a well-trusted authority, it will assume that your website is just as authoritative. The response to this is, you'll be placed higher on the rankings.

However, it's important to beware that just because a well-respected brand links to your content, it doesn't mean that you'll see instant overnight results in the rankings: it can take time.

For backlinks to be effective, you need a solid strategy under your belt. Failure to do so can see you slump down the search engine rankings, especially if you get some bad backlinks.

Below are three types of backlinks you should avoid at all costs.

There's no point in earning backlinks that have absolutely nothing to do with your niche. If you work in mechanics, for example, focus solely on getting links that are related to mechanics.

Remember, Google is watching.

If your website features backlinks that have no topical relevance to the content they link to, you're going to automatically be ranked lower.

Unauthoritative links are backlinks from unreputable sites. While it might, understandably, be tempting to go looking for tons of backlinks, it's not always a great idea.

Always aim for quality of quantity. Rather than scanning the net for 30 links, concentrate on getting two or three from relevant domains within the same niche as you.

If you don't, expect your rankings to suffer.

Spammy backlinks are one of the more frustrating elements of SEO. These links will quickly tank your rankings and authority. Thankfully, you can get rid of them. Using Google Search Console, you can disavow them, which basically sends a message informing Google to ignore them.

Sometimes, it's as simple and straightforward as being polite and just, well, asking.

Here are several options:

Do some research into reputable sites within your own niche. If the website has good authority, your website is going to benefit from being on the website. Have a look through the content on the site; are there any broken links?

If you do find any, reach out to the website, asking if they can replace the broken link with a new link to you.

Google Alerts is a great way to be notified when a third-party website makes any mention of your website. If the website mentions your website but doesn't link to you, throw them a quick (and polite) email asking if a link would be possible.

Think you've got what it takes to write a guest post for a website? Why not get in touch with the site and ask if this is possible? Many sites out there will have a "Write For Us" section, but even if they don't, it's still likely that they will consider a guest blog piece.


Reaching the top of the search engine results pages requires a lot of know-how and experience. f you build a bad strategy and implement it, you could suffer heavy losses in terms of authority, ranking, and, therefore, potential leads. Link building is always best left to the professionals, like Link City, that have the skillsets and experience to create a bespoke campaign.

Can my site get a Google penalty?

Very possibly. If you use black hat tactics, whether accidentally or on purpose, your website could suffer some potentially harsh penalties from Google and other search engines. This is just one reason why we always recommend website owners use an experienced link building team.

Also known as "link juice," link equity is a term for the value a link will pass to a website it's used on. The more value a link has, the better it will be for your website.

What other ways can a website improve its search engine rankings?

There's a multitude of SEO tactics that should be implemented in order to see your website increase its rankings; link building is just one important factor.

Creating high-quality content, using keyword analysis, evaluating what your competitors are doing, and making sure your site is running at a good speed are just some of the ways to keep Google happy and improve your overall ranking.

Don't write off nofollow links. A nofollow backlink can be highly valuable and allow you to diversify your whole backlink profile.

Link building campaigns, when carried out correctly, can be invaluable for bringing in an increase in traffic and leads to your website. When it's done wrong, however, there's room for a lot of things that can go bad. Here at Link City, we just don't believe in risking all the time and money you've invested in your site going to waste.

Contact us today to see how we can craft you a foolproof link strategy that will have you seeing results sooner than you might think.

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