What are backlinks in SEO and what are they used for? 2018-10-10T08:14:03+00:00

What are backlinks in SEO and what are they used for?

When improving the trust and authority of your site, link building is one of the most important factors. But what is it? And how do you do it? The link building process is actually quite straightforward once you get your head around it.

Ultimately, it comes down to two factors – that the sites you’re linking from are reliable and have a good page and domain authority. Still unsure? Let’s get to it!

Chain that represents SEO backlinks.

What is meant by backlinks in SEO?

When it comes to SEO, backlinks are simply links that are directed towards your website. These links are hyperlinks that link from another web page back to your own site. Also known as inbound links, or IBL’s, backlinks are the foundation of great search engine optimisation. For most search engines, the number of backlinks is directly related to determining your websites’ relevance.
The number of backlinks a site has indicated how popular or important it is. When a site page gets an inbound link, the page gets an SEO boost. Your backlink profile is, essentially, made up of links from sites that think your content is relevant, useful or information to their own domain. In simple terms, backlinks act as a ‘thumbs up’ for your site.

Why are backlinks so important for SEO?

There are over 200 ranking factors that Google looks at when determining where to position websites online. However, despite the frequent changes that the world of SEO and digital marketing experiences, link building has remained one of the most powerful signals.
Why? It’s simple – it shows Google how trusted your site is online. After all, no customer, potential or otherwise, is likely to visit, or purchase, from a spammy or dishonest website. Put simply if you want to rank in search engines, you have to build links.
The goal of most link building campaigns is to increase traffic to your site. However, it’s not quite as simple as building a link and hoping for the best. Instead, there is a range of different factors to consider. We give you the lowdown:

Domain and Page Authority

When it comes to link building, your goal should be to build links from authoritative and relevant sites. Backlinks from irrelevant, or even banned, sites will actually have a negative impact on your SEO efforts. As a site gathers links, it’s authority increases. Similarly, this means that, when linking out to other sites, you will be able to pass this authority on.

Anchor Text

One of the main things search engines look at both when ranking pages and determining what that page is about, is the anchor text. That is the text used in the hyperlink. When link building for SEO, it’s important to remember that your anchor text should be directly relevant to the page you’re linking to. Similarly, if you’re building a high volume of links that are pointing back to the same page, try to vary the keyword used in the anchor text to avoid being seen as spammy.

What can the link building process do for my site?

While we all know that backlinks are an important aspect of helping your site to improve its organic search rankings, there’s more to it than just SEO. In fact, building high-quality backlinks can have a huge impact on other factors too.

Helps with indexing: Backlinks help search engine bots to discover your site. These bots will crawl through your links, leading to quicker indexing.
Builds up brand authority: If you use branded anchor text, backlinks can help you to establish your brand as reliable, recognised and trustworthy. It helps to get your brand name out there while encouraging people to visit your site.
Referral traffic: Link building gets your content in front of new audiences, helping to increase engagement and conversions. However, it’s important to note that a link doesn’t necessarily guarantee referral traffic. That’s because people won’t always follow the links they see in an article.

Our handy glossary:

Don’t know your link juice from your DA? Your follow link from your no follow? Swot up using our SEO glossary:

Anchor Text: the clickable text in a hyperlink – must be relevant to your page topic.
Link Juice: when one site links to another, the trust and authority that is passed between them is called link juice.
Link building: the process of building backlinks to your site.
Follow Link: links that transfer link juice and help with SEO.
No-Follow Link: links that don’t contribute to SEO or pass link juice.
Domain Authority: an SEO ranking score out of 100 that determines how well a site will rank on SERP’s. The higher the DA, the higher its ranking in search engines.
Page Authority: a score that predicts how well a specific page will rank on SERP’s.
Internal Links: a type of link, or hyperlink, on a site that links to another page on the same site or domain.
Linkspam: the posting of links that are irrelevant or out-of-context, usually posted on forums, blogs comments or similar.

Does my website have a strong backlink profile? Find out here…

Looking for expert link building services?

Here at our London SEO company, we understand how to build quality links that help your business to grow online. It doesn’t matter who you are. Whether you’re a start-up looking to get your name out there, or an established company looking for an SEO boost, we can help.

We’re a full-service digital marketing agency with a difference. We take pride in what we do, the clients we work for and the results we yield. Unlike larger agencies, we’re all about results – to us you’re not simply just another client.

Instead, we take the time to get to know your business, what you do, who you sell to and who your competition is. Only then will we be able to create a winning link building strategy for your business.

So, if you want to work alongside a friendly, local SEO agency, why not contact us today? Our team are always available to chat or to answer any questions you may have.

Give us a call today on 020 3105 0804 or email us at hello@londonseoagency.com to find out more about us, our services and our experts.