A ‘backlink’ is a link that one website gets from another website. These are also called “inbound links” or “incoming links”. These types of links make a huge impact on a website’s visibility in search engine results. Thus they are considered to be very useful for enhancing a website’s SEO ranking.
Search engines evaluate website rankings by using multiple factors in order to display search results. No one is certain of how much importance search engines assign to backlinks when they list results. However, what we do know is that backlinks are very significant as these represent a “vote of confidence” from one site to another.
Best Practices for Backlinks
Backlinks should be natural. What this means is that a website must not make use of artificial ways in order to create backlinks for their own websites. The quality of links is far more important than the quantity of them.
A natural link is one that happens organically. This is not clearly seen as being arranged by your company.
- Don’t have tracking parameters attached to them
- Are not within sponsored or paid content
A natural link is a reference to a piece of content, website or source.
On the other hand, an unnatural link is paid for. In addition, it can be placed and tracked by PR firms and media buyers. These links can also be monetised through affiliate programmes, CPC campaigns, influencers or monetisation scripts.
If unnatural links are ‘do follow’ links they can potentially lead to Google taking a manual action on your site. Alternatively, you could get hit by Penguin as these are not earned/natural.