What is backlinking? How do you do it?

By Poornima Prabakaran

When one page on a website links to another page on a different website, it is called a backlink. Backlinks are established when another website links to yours. In other words, if you connect to another website, that site will also have a backlink from yours.  These words, for instance, are clickable links to the video-sharing website YouTube; as a result, we've provided them with a backlink.

There are essentially three uses for backlinks.

1. Positions in a Sequence

Backlinks are essentially recommendations from search engines like Google. In a nutshell, the more votes a web page has, the higher it will appear in search results for related inquiries. How can we be sure? The quantity of backlinks from different websites corresponds highly with organic search traffic, as we have found in our studies of link-based ranking elements.

2. Ease of access

The best way for search engines to discover fresh information is to crawl previously indexed pages and look for newly added inbound connections.

Getting backlinks from famous pages might help your content get discovered more quickly by search engines. This is because search engines tend to revisit popular pages more frequently than less popular ones.

3. Traffic from referrals

The purpose of a backlink is to direct readers to a relevant and helpful article or website. This is why we made them interactive. Referral traffic is the traffic that comes from someone else's website clicking on a link to yours.

Links from other websites aren't all the same. Some of the many factors that determine a backlink's value are listed below.


Google gives more weight to backlinks that are relevant to a user's search query since those links receive more clicks. The "reasonable surfer" patent addresses this issue.

Exactly what does this imply? For example, if a plumber's website contains backlinks from two different types of pages, one about cats and the other regarding boiler installation, the latter is likely to be more important.

This concept is also applicable at the level of domains. Compared to viewers of a site about cats, those interested in plumbing are more likely to follow a link to a plumber's website.


Websites with authoritative backlinks are more likely to influence other websites' rankings. We have investigated page-level authority multiple times and have discovered a correlation between it and organic traffic.

However, not all links from high-quality sources are equal when it comes to passing authority to the pages they link to.

According to Google's first patent, all external links on a page carry the same weight. Consequently, if two pages link to you but one has more outgoing links than the other, the link from the page with fewer outgoing connections will have greater weight.

Do we live in a time when everything is so simple and clear? That's probably not the case. When it comes to measuring the worth of backlinks, Google has a fair number of patents that detail various approaches. An additional factor that increases a page's credibility is when other pages link to it.


Referral traffic from backlinks on popular websites is typically more substantial than that from links on less popular websites. It stands to reason. The fundamental issue at hand is whether or not backlinks from popular pages have a greater impact on search engine results than links from less popular pages.

It's a question we've been contemplating recently. We analyzed the organic traffic to the linking pages for the top 10 results for 44,589 generic search phrases.


Because some links on web pages are more likely to be clicked than others, it is reasonable to assume that some links on web pages pass more authority than others.

Following and unfollowing

No-followed backlinks often do not affect the rankings of the linked page, though this is not always the case.

Getting followed links is more important than developing links, which takes time and work. Don't make a big deal if a link to your site is not followed. It could perhaps still help with search engine rankings.

Anchor text

Anchor text is the words that users can click on to go to another website. Google says that anchor text affects rankings in their original patent. Google uses several methods, such as page rank, anchor text, and proximity data, to enhance search quality.

However, we found only weak associations between anchor text and rankings after analyzing 384,614 pages. Therefore, anchor text is not as crucial as other factors.

Create them, earn them, or construct them; those are the three approaches to increasing your number of backlinks.

People will connect to your page if they find it useful enough to share it with others, whether they did so through a search engine like Google, social media, or personal recommendations. Put another way, earned backlinks are natural.

When you make content that is so helpful, others will naturally want to share it, increasing your chances of gaining backlinks.

This is the process of actively pursuing inbound links to your website. Some examples might include listing your company in online directories, commenting on blogs, and participating in online discussion threads.

Connect with other webmasters, editors, and site proprietors to gain a connection from their site to yours. One must have a distinct selling point for this to succeed. This is where strategies for increasing inbound links come in.

Some of the most reliable are as follows:

Guests posts: I'd like to propose that you create a guest article for another website.

Broken link building: Discover relevant dead links on other sites, and then contact the site's owner to offer your link as a replacement. 

The Skyscraper Method: It entails tracking down pieces of material that have been linked to extensively, then improving upon them and convincing others who linked to the original content to link to your version instead.

Finding unlinked brand mentions: It allows you to contact the author and request that they add a link to the mention.

Closing Considerations

When it comes to page rank on search engines like Google, backlinks are crucial. However, not every link-building strategy is the same. A link's quality and usefulness are determined by its relevance, placement, and other factors. In general, the more accessible a link is, the less value it has.