What are Backlinks and How to Build quality Backlinks? – A complete Guide in 2022

Backlinks: What Are They?

Backlinks (alternatively referred to as “inbound links”, “incoming links”, or “one way links”) are hyperlinks from one website to another. Backlinks are seen by Google and other major search engines as “votes” for a particular website. Pages having a significant number of backlinks often score well in organic search results.


What Are the Benefits of Backlinks?

Backlinks are particularly essential for SEO since they act as a “vote of confidence” between two websites.

In essence, backlinks to your website indicate to search engines that your material has been endorsed by others. When a large number of websites link to the same webpage or domain, search engines might deduce that the material is worth connecting to and hence worth appearing on a SERP. As a result, acquiring these backlinks may have a beneficial influence on a site’s ranking or search visibility.

The Different Types of Backlinks

There are two fundamental sorts of backlinks, each with a different value. Let’s take a brief look at each of them and their impact on your site.


A nofollow attribute instructs search engines to disregard a link. They do not transfer any value across websites. As a result, they are often ineffective in increasing your search rank or exposure.


Dofollow links are the ideal sort of backlink. Simply bear in mind that those originating from reputable websites have the greatest weight. This kind of backlink may aid in the enhancement of your search engine results.

However, some dofollow links are deemed to be harmful or “poison.” These links are obtained via questionable websites or by violating search engine terms of service.

This might result in Google penalising or possibly de-indexing your site. Bear in mind that it is not the number of backlinks, but their quality that determines ranking.

Also Read: Social Media Optimization (SMO): How to Improve Your Social Media Content in 2022

What is a Quality backlink?

Backlinks are not all created equal. The following are just a few of the many factors that contribute to the quality and usability of a backlink.



Google puts a higher premium on relevant backlinks since they are more likely to be clicked. This is something they discuss in their patent for the “decent surfer.”

What does this really mean? If a plumber gets backlinks from two different sites, one about cats and one about boiler installation, the latter is probably the more useful.

This concept also applies at the domain level.

Plumbing.com users are more likely to click on a link to a plumber’s website than cats.com readers.


Backlinks from authoritative websites often convey more “authority” than those from untrustworthy ones.

We’ve looked at page-level authority a lot and found that there is a strong connection between it and organic traffic.

URL Rating (UR) is Ahrefs’ statistic for page-level authority. It is graded on a 0–100 scale.

Having said that, backlinks from authoritative sites do not necessarily convey higher authority.

According to Google’s original patent, authority is distributed evenly across all outbound links on a web page. Therefore, if you have backlinks from two sites and one of them has more external connections than the other, the link from the website with fewer outbound links transmits more authority, all other factors being equal.

Are things that straightforward these days? Most likely not. Google has a large number of patents covering different techniques for valuing backlinks.

Additionally, internal backlinks add to the authority of a page.


Backlinks from high-traffic sites are often more effective at sending you referral traffic than links from low-traffic sites. That is self-evident. The underlying issue is whether backlinks from high-traffic sites have a more beneficial effect on rankings than connections from low-traffic pages.


Due to the increased likelihood of users clicking prominently displayed links, some connections on websites likely carry more authority than others.

Bill Slawski discusses this in his examination of Google’s new patent for “reasonable surfer.”

If a link is placed in the main content section of a website, has a typeface and colour that make it stand out, and contains wording that makes it seem probable that someone will click on it, then it has a chance of passing along some PageRank. On the other hand, if it combines factors that make it less likely to be clicked, such as being at the bottom of a page, using the same colour text as the rest of the page’s content, and using uninteresting anchor text, it may not send along much PageRank.

Bear this in mind while pursuing connections. If your link is likely to land in the site’s footer or in the sidebar among fifty other sites, redirect your efforts to other prospects.

SEO by the Sea Founder, Bill Slawski

Dofollow Vs. Nofollow

Generally, nofollowed backlinks have no effect on the ranking of the connected page—although they may.

Given the time and work involved in link building, it’s better to prioritise gaining followed links. Simply avoid making a scene if you get a nofollowed link. It may still be useful for SEO purposes.

Anchor Text

The term “anchor text” refers to the clickable text that makes up a backlink.

In their initial patent, Google asserts that anchor text has an effect on rankings.

Google uses a variety of techniques to enhance the quality of its search results, including page rank, anchor text, and proximity information.

Having said that, when we examined the link between anchor text and ranks across 384,614 pages, we found just a few relationships.

Thus, although anchor text is significant, it is not as critical as other factors.

SIDENOTE. When it comes to backlink building via outreach, you typically have little control over the anchor text used to link to your site. That is a positive development. It helps keep things natural and also indicates the quality of the bond you’ve gained.

How Do I Verify My Backlinks?

There are several backlink tracking tools available, including Google Search Console, SEMRush, and Ahrefs.


It is critical to monitor your backlinks. Google Webmaster Guidelines urge you to contact owners of hazardous websites and request that their links be removed from your site. If you do not, Google may penalise your website, and your page rank in search results may begin to decline.

So, it is critical to understand how to respond to the following three questions:

  • Where am I going to locate all of my backlinks?
  • How am I to determine if they are toxic?
  • How can I contact the proprietors of hazardous backlink sites?

Fortunately, the solution is straightforward with the appropriate equipment.

You may use Google Search Console to assist with site growth and to monitor your backlinks, but it can be time consuming and has certain limitations.

There are, however, more efficient and effective tools available. For instance, by using SEMrush, you can immediately answer all three of those critical questions, as well as many more.

SEMrush features two primary sections dedicated to backlinks. The first element is Backlink Analytics, which allows you to analyse your competition, and the second is Backlink Audit.

Let’s take a brief look at the Backlink Audit area, which allows you to discover all of your site’s backlinks.

And one of the nicest features of SEMrush is that it enables you to contact the poisonous website’s owner directly from the user interface.

With a tool like SEMrush, you can do keyword research, monitor your rivals’ backlinks, and manage your own from a central location.

Maintaining an eye on your backlink profile provides valuable insight into the worth of your site and is a critical component of your site’s SEO strategy.

We hope this article has helped you understand what backlinks are and how to use them to help your website develop.

Also Read: Pay Per Click: An Overall Guide to PPC in 2022

Tools For Managing Backlinks

The abundance of tools available to assist individuals in implementing a good backlink strategy should give you a sense of how important backlinks are. Within this universe of tools, the most helpful ones maintain track of the web’s backlinks and aid you with link creation and maintenance tasks.

Simply avoid being taken in by “magical” solutions that claim to produce backlinks to your site automatically; always keep in mind that link building is not a simple process that can be accomplished effectively by an automated tool. Be cautious of link-building promises that use black-hat techniques that may ultimately affect your SEO.

Thus, the top tools provide a wealth of information about backlinks that you can use to maximise the effectiveness of your link-building activities.

Let’s have a look at the top choices:


Apart from maintaining backlinks, Ahrefs is intended to handle the majority of the tasks required by an SEO professional on a regular basis, while being relatively simple to use for non-pros. However, Ahrefs gives a plethora of tools for doing backlink investigation.


For instance, one of these tools, “Connect Intersect,” enables you to identify websites that link to your rivals but not to you. This is critical information because if a site links to multiple of your competitors, there is a good chance that it will link to your site as well.

The free version of Ahrefs allows you to monitor 10 backlinks and two domains per request. If you pay $82 each month, you’ll get a detailed analysis of your backlink profile, including image backlinks, dofollow/nofollow, and anchor text. This information is very important in the event that you get a Google penalty, since it provides statistics on your site’s anchor text ratio.

The data offered by Ahrefs is beneficial for more than just link-building operations. Additionally, it displays lost and new hyperlinks to your site, allowing you to congratulate the webmaster or reciprocate with a reciprocal link. For lost links, you will be notified of the cause of the loss, eliminating the need to speculate on why it occurred. Additionally, the Ahrefs dashboard displays questionable connections that you may disavow to avoid fines.

Also Read: On-Page SEO: An Complete Guide To On-Page Optimization 2022


Semrush includes the Backlink Analysis tool, a robust tool for obtaining functional information about backlinks from any domain. Semrush’s massive database of 26,5 trillion backlinks enables the creation of several illuminating infographics displaying new and lost backlinks, authority rankings of all referrals, and the growth of backlink producing processes, among other things.


By integrating your Search Console data into the Backlink Audit tool, you may avoid getting punished by Penguin. Additionally, you may identify and eliminate dangerous backlinks and submit them to Google’s disavow service, maintaining a clean backlink profile via automated and monthly monitoring.

Apart from backlink analysis, Semrush provides a comprehensive suite of SEO tools that you may use for free and indefinitely, albeit with restricted capability. This comprises keyword research, analysis of monetization opportunities, traffic analysis, SERP position monitoring, and CPC mapping, among other things.


Moz Pro is a comprehensive suite of professional SEO tools, one of which is Moz Link Explorer. It is extremely beneficial to do reverse engineering on the backlinks of your rivals. To see Moz’s magic in action, just input a competitor’s domain or a particular URL, and Moz will display all of the competitor’s backlinks. You may see many indicators for each backlink, including the domain authority index, the number of linked domains, the spam score, and a list of the top links.


Its monthly price options vary from $99 to $599, depending on the number of features and how “pro” you want your SEO operations to be.

Anchor Text Analysis is a unique feature of Link Explorer that displays the most frequently used anchor text in a website’s backlink profile. Many may wonder why this feature exists, and the reason is that it aids in the detection of black hat linking techniques: if there is a high volume of exact match anchor text, this might indicate fraudulent practises.

Although Moz’s database is not as large as Ahrefs’, its membership cost includes numerous more tools in addition to Link Explorer.


This tool is available as a Chrome App from Majestic SEO, providing backlink analysis right in your browser. It’s a convenient technique to quickly determine the strength of any page based on its backlink information. The Trust Flow and Citation Flow ratings for every page you visit are displayed instantly in the URL bar, along with summary information about the URLs and domains referring to the page.


According to reports, SEO Spyglass has the largest link database of any known tool. Additionally, you may add your own links by simply importing them from Google Analytics and Google Search Console. The programme finds potentially damaging links in order to prevent getting punished by Google’s Penguin 4.0 search engine. It evaluates the risks associated with a penalty using the same parameters as Google. If it identifies a danger, you can quickly neutralise it using the SpyGlass-exclusive disavow file generator – you don’t have to worry about doing it correctly on your own.

According to some SpyGlass customers, the programme enabled them to replicate their organic traffic simply by following the service’s SEO recommendations. They also claim that the Enterprise version’s return on investment (ROI) is less than a month, so if you’re serious about your SEO strategy, you may want to give it a try.

SE Ranking

SE Ranking is a backlink checker that makes use of Google Webmaster Tools data to determine the inbound links to your website or those of your rivals. The tool offers a complete link analysis that includes properties such as follow or nofollow, index or noindex, cached or not cached, domain authority, anchor text, social popularity, and Alexa rank. It enables you to disavow links and prepare files for direct submission to Google.


SE Ranking provides three different pricing tiers: Optimum ($39/month), Plus ($89/month), and Enterprise ($189/month). They differ in terms of the number of websites that are scanned and the number of backlinks that are tracked. Discounts are available for multi-month subscriptions or for lowering the check frequency: 20% for checking every three days, 40% for checking weekly; otherwise, the checking work is conducted daily.


A backlink tracking tool that determines the exact effect of your backlinks on your search engine results page (SERP) ranks. Nightwatch provides continuous updates on newly found and lost backlinks through smart alerts. It does this by using its own crawlers in conjunction with numerous external monitoring sources to deliver accurate and up-to-date information on all backlinks that may impact your results.


The visualisation tools allow for segmentation according to any number of characteristics, which aids in comprehending the influence of each backlink. A backlink portfolio is a collection of segments accumulated over time. You may learn about their variety by looking at their quality, domain, follow/no-follow qualities, and spam status.

Nightwatch conducts an automatic review of active and dead links to determine which ones offer value to your website and which ones detract from it.


LinkMiner is built on a large database–larger than Elon Musk’s goals, as its own website indicates.


It can find your competitor’s most strong backlinks simply by entering its domain name and analysing them using recognised criteria like Citation Flow, Trust Flow, and others. A simple visualisation panel circumvents the usual issue of an excessive number of browser tabs: With a single click, you can obtain a preview of each referring page, complete with highlighted anchor placement.

LinkMiner provides you with the choice of searching the whole 9-trillion-backlinks database or only the most recent data, which limits the search to links older than 30 days. The “Lost” feature enables you to locate deleted backlinks and so compete with your competition. To help you stay focused on the most important connections, LinkMiner allows you to store the top discoveries in a list. You may save the most relevant hyperlinks and return to them at any time.

Select a tool; any tool will suffice:

There is no longer an excuse for not implementing a link-building plan. Search engines are always changing and becoming more intelligent. Never forget that their objective is to index the greatest online material and make it readily accessible. And you should assist them in accomplishing those two objectives by providing excellent content and ensuring that it is readily accessible from as many locations as possible.

Final Words

Backlinks are critical for ranking in search engines such as Google. Having said that, not all backlinks are equal. Relevance, placement, and a variety of other factors all contribute to the quality and value of a link.

As a general rule, the more easily obtained a connection is, the less valuable it is.

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