What Are Backlinks? Their SEO Impact and How to Earn High-Quality Links
As you learn SEO, you will inevitably come across the term "backlink." Backlinks are still one of the important factors Google uses to evaluate a page, but they are not a simple matter of "just collect as many as possible." In fact, collecting them the wrong way can even lower your evaluation. This article clearly explains the basics of backlinks, the effects they have on SEO, the difference between high-quality and low-quality backlinks, and how to earn natural backlinks along with the precautions to keep in mind.
A backlink is a link pointing to your own site from an external website. It is sometimes called an "external link" or an "inbound link." For example, if another company's blog article contains a link to your site saying "see this article for more details," that is a backlink for your site.
Links have a direction, and what they are called changes depending on the perspective. A link you place from your own site toward another site is an "outbound link," while a link directed from another site toward your own site is a "backlink." Keep in mind that even a single link is a backlink when viewed from the receiving side.
Backlinks are valued in SEO because search engines treat them as "recommendations (votes) from other sites." If a page is linked to from many high-quality sites, it is more likely to be evaluated as "trustworthy information worth referencing."
The prototype of this idea is "PageRank," known from Google's early days. It treats links like votes and judges pages that gather many votes, and pages that receive votes from highly evaluated pages, to be more important. The algorithm has evolved in complexity, but the basic idea of "referencing links as evaluations from others" is still alive today.
However, as described later, "quality" is now valued more than "quantity." A small number of links from highly relevant, trustworthy sites is far more valuable than a large volume of links mechanically gathered from unrelated sites.
High-quality backlinks can raise the evaluation of a page or the site as a whole, potentially leading to higher search rankings. In particular, links from authoritative sites relevant to your own site work as material that backs up a page's trustworthiness.
Search engine crawlers discover pages by following links. When backlinks are placed from external sites, crawlers can more easily reach the page via those links, which also helps with discovering new pages and promoting indexing.
Backlinks are not only an SEO effect; they also serve as an entry point that directly brings in users who click the link and visit (referral traffic). Links from highly relevant sites tend to attract interested prospects, holding value separate from search rankings.
Backlinks are not something where "having them is enough"; their evaluation changes greatly depending on quality. Low-quality backlinks can even become a factor that lowers your evaluation. Let's understand the difference between the two.
Such unnatural links were clearly subject to penalties in the past, for example through the Penguin Update. While it is said that the processing now tends toward "ignoring" manipulative links, the risk remains unchanged, and methods that violate the guidelines should be avoided.
Healthy backlinks are earned not through quick tricks but by "creating reasons for people to want to link." Here are some representative approaches.
The royal road to earning backlinks is creating high-quality content that other sites want to "introduce." Original survey data and statistics, easy-to-understand explanatory articles, and useful tools or templates tend to be cited as references. Preparing original primary information worth citing, or deeply useful content, is the starting point.
Survey results you conduct in-house and industry research data are information that other media and blogs find easy to cite as evidence. Primary information such as "a survey on XX" naturally gathers links as a source and becomes an asset that generates backlinks over the long term.
Even excellent content will not be linked to if it is not known. By delivering content to many people through social media, newsletters, and external information sharing, you increase the chances that those who see it will introduce it on their own sites. While the direct SEO effect of social media links themselves is said to be limited, raising awareness becomes a trigger for natural backlinks.
Contributing to related media, responding to interviews as an expert, and collaborating on events or surveys naturally lead to backlinks from trustworthy sites. It is preferable for links to be obtained as the result of genuine activities; avoid low-quality guest posts whose sole purpose is the link.
In cases where your company or service name is introduced on another site but no link is placed, you can sometimes get it turned into a link by making a polite request. This is a realistic and natural method that leverages a state where you are already mentioned, meaning already evaluated.
Backlinks are not done once earned; it is also important to grasp the situation and manage them. The "Links" report in Google Search Console lets you check for free which sites link to your own site. If you want to analyze in more detail, SEO tools such as Ahrefs and Semrush let you grasp the number of backlinks, referring domains, and anchor text trends.
In the unlikely event that a large number of unnatural links are placed from malicious sites and a clear negative effect is feared, you can use Google's "Disavow Links" tool to request that specific links be excluded from evaluation. However, this is a last resort for advanced users and is usually unnecessary. Since Google states that it automatically ignores many manipulative links, careless disavowal can sometimes be counterproductive.
The most important thing in backlink strategy is "being natural." Buying links solely to manipulate SEO rankings, or placing large volumes of self-made links, violates Google's spam policies. Even if it appears to produce short-term effects, there is a risk of dropping your rankings instead due to penalties or the negating of evaluation.
It is also a mindset to avoid making the mere number of backlinks your goal. What matters is creating content that is genuinely valuable to users and aiming for a state where links gather naturally as a result. It is healthy to regard backlinks not as a "goal" but as a "result" brought about by good content.
A backlink is a link directed at your own site from an external site, and it is an important evaluation factor that search engines reference as a "recommendation from another site." Beyond its impact on search rankings, it also has effects such as promoting crawling and gaining referral traffic.
However, what is evaluated is quality, not quantity. Backlinks that are highly relevant and authoritative and placed naturally are the ones with value, while purchased links and self-made links carry risk. The shortcut to gaining high-quality backlinks is to publish high-quality content and original data worth citing and to spread awareness. Regard backlinks not as something to "collect" through tricks but as something that "gathers" as a result of good content, and grow them healthily while checking the situation with tools like Search Console.
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