Why are backlinks so important for SEO?

Posted on / by Beyond Media global / in BMG's Marketing Blog

“Link” or “Link Building” represents one of the most used words in the world of SEO (Search Engine Optimization).

There’s a reason for that: The internal and external link of the blog pages is an important strategy to improve the ranking in search engines and, consequently, bring a greater flow of visits with their natural findability on the web.

More and more professionals see the advantages of Digital Marketing and enter this medium. It’s a big competitive advantage to how to use strategies here effectively, interpret your own and your competitors Data correctly and use this knowledge to generate new high-quality backlinks.

However, some terms can confuse the mind, especially for beginners. Don’t worry, you’re not alone and that’s why in this post, we’ll explain everything about backlinks to you.

Curious? Check out now what backlinks are and why they are so important to your SEO strategy!

1. What are backlinks

Backlinks are strategically placed links in a text to guide the reader to your blog page or website that has content relevant to what they are reading. The aim is to expand the reader’s knowledge and, at the same time, get a higher page authority and generate quality traffic to the blog.
Backlinks can be internal, linking your own pages with relevant content to increase the user’s time spent on the blog, or external, bringing the reader from one page of another site or blog.
This happens when there is still no relevant content to link to the blog itself and also to improve the ranking of pages indicating sites of authority on the subject.

For example, every link added in another site or blog that directs the user to its contents, products, and services are called backlinks, and the amounts of backlinks directed to your blog serves as a thermometer to indicate the level of popularity or importance of the site.

A page with a lot of backlinks spread throughout the web will have a very high ranking in all major search engines. However, not just quantity but the quality of backlinks matter today as Google is all about quality of content, matching search queries and user experience a page offers it’s visitors.

2. Different Types of Backlinks

There are several types of backlinks and you should know well what each one is for before you start a strategy. See below the main ones:

2.1 Link Juice

The Link Juice is the value or equity passed from one webpage or website to another, thus contributing to the ranking of the page in search engines.
Improving your link juice through hyperlink is one of the most common instruments used in order to improve domain authority.

2.2 Nofollow Links

If a search engine does or should not follow the backlink then a no-follow link is applied. The link has a “no-follow” HTML tag in its link description.

In general, the “nofollow” tag is used to prevent links added in the comments of posts, for example, from serving as backlinks to other sites, once they have questionable reliability.

Also, most links from Social Media are nofollow links, thus do not contribute to you rpage ranking, but are still valuable as they bring traffic and create brand awareness.

2.3 Dofollow Links

Unlike nofollow links, dofollow allows all links added to your blog to function as valid backlinks. They contribute to your page ranking and page authority. Important is that you use here only backlinks from pages that have a high page authority and quality themselves in order to achieve the desired result.

2.4 Root Domains Links

If your domain gets a number of links from a single domain then it is called root domain links. So even if the site has a dozen or so links pointing to your blog, it will only be considered one.

2.5 Low-Quality Links

They represent low-quality links to your blog. They usually originate in site directories, spam sites, porn sites and when you buy backlinks.

Due to the low relevance of the links, they can hinder your effort to improve the ranking of the blog. They can even lower your ranking and for example in the case of buying links, result in penalties as it is a black-hat practice.

2.6 Internal Links

These are links that go from one page to another within the same domain. The internal links allow you to link your own pages with relevant subjects keeping the reader in the blog for longer.

2.7 Anchor Text

The words in a paragraph which are used to make a hyperlink are called anchor text. This type of backlink works well when you are trying to gain higher rankings on certain keywords, but also in order to improve crawlability and UX (user experience).

3. Importance of Backlinks for Your SEO Strategy

Backlinks are important for SEO because some search engines, especially Google, will give more credit to sites that have a good number of quality backlinks (with a high degree of relevance), considering your blog more important than others on their result pages.

4. How backlinks Changed after the Penguin Google Algorithm Update

A lot has changed in terms of backlinks in recent years. In the past, the low-quality links also played a vital role in ranking of a website. These times are over!

Since Google launched its new Penguin algorithm, the entire link configuration has changed. Understand how it was:

4.1. What is Penguin?

“Penguin” is actually a series of updates to Google’s search algorithm, which penalizes tactics for external links spammers (spam), that is, links obtained in an unnatural way, through purchase and on pages that do not have relevant content, for example. Now, it is only valid to have backlinks from sites that address relevant topics and have a certain authority on the subject. Still, backlinks must be contextual.

If you have a website or blog about marketing automation tools, for example, and link to sites from different segments (totally off-topic), backlinks will no longer be considered. The goal now should be to receive calls from websites and blogs that have relevance and authority in the subjects covered.

4.2. Backlink Quality over Backlink Quantity

The number of links (mainly external) that are pointing to your pages or content will continue to be used to measure their degree of authority by Google.
However, in this new format, only links from sites that address the same themes as yours will be considered valid for ranking. So, it’s not just the number of links that are considered, but from which sites they come from.

If your content is indicated by another site with greater authority on the subject, the algorithm understands that this is a quality link and you gain greater relevance. But, if you receive low-quality links, that is, from sites that have nothing to do with your niche, you can damage the blog, putting all your effort at risk.

4.3. Penalties

Penguin aims to penalize all sites and blogs that have a negative influence on attempting to index pages in an unnatural or forced way.
Since it was implemented, Penguin has been severely penalizing sites that use black-hat tactics, that is, ways to circumvent the search algorithm and get better positions on the results pages without applying good practices or any other effort to acquire them naturally.

The function of Penguin, in partnership with Panda (another important update of the algorithm), is to make the search results more and more satisfactory for the user.

It’s all about the search query now and matching this query with the best and most informative content. That’s why in return, the usage of black-hat is easier to identify and will result in lower rankings and penalties.

5. Best Backlink Practices

Now that you know what the backlinks mean and that it is the quality that counts and not the quantity only, the time has come to learn how to get some for your website or blog.
Check out some tips!

5.1. Stop Buying Backlinks

The first step is to stop using services that get links to your website or blog.
With this practice, your pages will be subject to Google Penguin penalties in the future. Buying or unnaturally receiving backlinks is a clear black-hat strategy. However, many agencies and page owners still apply this practice as it is quicker and easier. Stop right now and start working hard to achieve them naturally.

5.2. Write Impressive and Relevant Articles

This is the best and simplest way to get backlinks to your blog. Tutorials, tips, and courses are good examples of content that increases the blog’s potential to obtain backlinks from other sites as a reference.
But remember, the content must be really useful, adding value to the user through practical examples. Link internally to improve traffic and link externally to other authority sites on the subject to get recognition and likely link back.
So the best way is still to receive back links because you deserve them through content, which is informative and fresh.

5.3. Commenting on other high-quality Pages

Comments are excellent, easy and free ways to obtain backlinks.
Start by commenting on forums and blogs. Even if they are nofollow, you will be more in evidence being able to get a backlink back for the relevance and the way you approach certain subjects.

5.4. Partner with content

Offer relevant posts to other sites and blogs that have authority over the topic you cover. Even if you are a competitor, you can gain their attention and have good backlinks.
The opposite is also true. Provide space for other sites and blogs to write to you by linking back to their site.
The union is strength and good partnerships can be obtained to achieve quality backlinks.

5.5 Conduct Competitor Backlink Analysis

Sometimes it is difficult to find high quality pages in your industry. Research each one or try to find them in SERPs takes a lot of time and still you won’t get directly the necessary data regarding their page authority etc.
A great way to find possible potential backlinking high-quality pages is by checking which high-quality backlinks your competitors receive.
Your competitors are active in the same industry and managed receiving backlinks from a high-quality online magazine or blog? Why shouldn’t you be able to do the same?
Use the insights, contact web masters, present your high-quality and highly relevant content to them and get your backlinks!

5.6 Turn Mentions and Alerts into Backlinks

Get an alert and be informed whenever someone mention your main keywords or your brand.
If someone uses your name and writes for example in a blog about you, nothing easier then turning this mention into a backlink. It’s a win-win situation for the writer and for you.


Getting backlinks, mainly of quality, is not an easy task. The strategy requires a lot of dedication and patience. However, with these and other effective tactics for getting good backlinks, you will evolve quickly.
We hope that this post will clarify some of your doubts about backlinks!

Backlink Strategies as Part of Our SEO Service at BMG

Our goal at BMG is to drive every brand’s digital future through media, content and innovation. As a global Full Stack Marketing Agency we offer Search Engine optimization (SEO) for different Search Engines like Google, Baidu, Naver and more. We make sure your website: Ranks higher in the search engine result pages of the specific search engine, increases keyword rankings, decrease bounce rates, gets additional traffic through organic and enhances conversions. As one of the major ranking factors, off-page strategies, especially the implementation of the described backlink strategies are part of our SEO Service. If you like to know more about our services or if you got any questions or comments, don’t hesitate to contact us.