What Are Backlinks in SEO? & Why They Matter in 2025

If you’ve been in the digital marketing game long enough, you’ve probably heard the phrase “backlinks are the backbone of SEO.” And truth be told, that hasn’t changed — even in 2025. How backlinks are evaluated, built, and leveraged to climb the rankings has changed.

Think of backlinks as digital word-of-mouth. When another website links to yours, it’s like a vote of confidence — telling search engines, “Hey, this content is useful and trustworthy.”

And just like in the real world, not all votes carry the same weight. A backlink from Forbes or Moz? That’s gold. A link from a spammy directory site? Not so much.

But let’s be honest: building high-quality backlinks isn’t easy.

A study by Ahrefs found that 66.31% of pages have zero backlinks, and 91% of all web pages get no organic traffic from Google. That’s a massive missed opportunity.

So, what does it take to earn powerful backlinks that move the needle?

This guide isn’t just another “what are backlinks” article.

We’re exploring the actual strategies, the types of links that matter, why they’re still essential in 2025, and how to future-proof your backlink strategy.

Whether you’re an SEO rookie or a seasoned marketer looking for a competitive edge, this guide will show you exactly how to make backlinks work for you, without cutting corners.

Let’s get into it.

What Are Backlinks in SEO?

Let’s start with the basics.

Backlinks — inbound or incoming links — are hyperlinks from one website that point to another.

If another site includes a clickable link to your page, congratulations, you just earned a backlink.

From a search engine’s perspective, backlinks act like votes. The more quality websites that “vote” for your content by linking to it, the more trustworthy and authoritative your site appears. And that trust matters a lot in the eyes of Google.

Here’s a simple example:

Let’s say you run a blog about digital marketing, and HubSpot links to one of your posts. That link signals to Google that your content is valuable enough for an industry leader to reference, boosting your chances of ranking higher in search results.

But not all backlinks are created equal.

A link from a relevant, high-authority site in your niche carries far more weight than dozens of links from low-quality or unrelated websites. It’s quality over quantity, every single time.

And here’s where things get even more interesting: Google doesn’t just look at who links to you. It also considers how they’re linking.

The anchor text (the clickable words in a hyperlink), the context of the link, and the authority of the linking page all determine a backlink’s value.

In short, backlinks help search engines:

• Discover new content
• Understand what your page is about
• Decide how much trust and authority your content deserves

So if you’re aiming for page one rankings, backlinks aren’t optional — they’re essential.

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Why Are Backlinks Important for SEO?

If content is king, backlinks are the kingmakers.

Backlinks have been a core part of Google’s algorithm since the beginning. The original PageRank formula was built around the idea that the more links a page receives, the more valuable it must be.

And while the algorithm has evolved dramatically since then, backlinks are still among the top three ranking factors today.

But why exactly do backlinks matter so much?

Backlinks serve as validation at a high level. When multiple websites link to a particular page, it signals to search engines that the content is likely trustworthy, authoritative, and helpful to readers.

That trust is what fuels higher rankings.

According to a study by Backlinko, pages with more backlinks rank significantly higher in Google. The number one result, on average, has 3.8 times more backlinks than the pages in positions 2–10.

It’s not a coincidence — it’s an advantage.

Here’s how backlinks influence SEO in practical terms:

1. Higher Rankings

   Google sees backlinks as endorsements. The more high-quality links you have, the more likely you are to rank higher for competitive keywords.

2. Faster Indexing

   When other websites link to your new content, Google can find and crawl it faster. That’s especially important if you’re publishing frequently or launching new pages.

3. Referral Traffic

   Beyond search engines, backlinks can also drive direct traffic. A link from a high-traffic blog or news site can send targeted visitors straight to your content, often with strong intent.

4. Domain Authority Growth

   Backlinks contribute to overall domain strength. As your site earns more credible links, its perceived authority increases, which can help all your content rank more easily.

5. Brand Visibility and Credibility

   Being linked to from well-known, respected sites adds to your brand’s reputation. Readers associate you with trustworthy sources, which builds long-term brand equity.

However, it’s not just about backlinks—it’s about having the right ones. That’s where strategy comes into play.

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Types of Backlinks: Which Ones Matter?

When people talk about backlinks, they often treat them like they’re all the same. But the truth is, there are many different types — and not all carry the same weight in SEO.

Some backlinks will boost your rankings. Others might do nothing. And a few? They can harm your site if you’re not careful.

Let’s break down the key types of backlinks you should know about:

1. Dofollow vs. Nofollow Links

   This is one of the most essential distinctions in link building.

   • Dofollow links are the ones you want. They pass on link equity (“link juice”) and help improve your rankings. Most links on the web are dofollow by default unless specified otherwise.
   • Nofollow links contain a unique attribute (rel=”nofollow”) that tells search engines not to pass on any ranking value. These links still have value for referral traffic, but they won’t do much for your SEO directly.

   Google has also introduced other link attributes, such as sponsored and UGC (user-generated content), which are nofollow variations used for paid links and things like blog comments.

2. Editorial Backlinks

   These are the gold standard. Editorial backlinks happen naturally when another site references your content because it’s genuinely helpful or valuable.

   For example, someone might link to your blog post in a guide they’re writing because it adds value to their readers.

3. Guest Post Backlinks

   You earn these links by contributing content to other websites in your niche. When done correctly (i.e., on relevant, quality sites), guest posting is a powerful way to build authority and control how you’re linked to.

4. Contextual Backlinks

   Context matters. A backlink embedded naturally within a page’s content (as opposed to being in a footer or sidebar) is far more valuable. Google assumes it’s more editorial and, therefore, more trustworthy.

5. Homepage vs. Inner Page Links

   Backlinks to your homepage help with overall brand authority, but backlinks to inner pages — like blog posts, service pages, or tools — help those specific pages rank. A healthy backlink profile includes both.

6. High Authority vs. Low Authority Links

   Links from authoritative domains (think .edu, .gov, or trusted publications) carry significantly more weight than links from random, low-quality blogs. Tools like Moz’s Domain Authority or Ahrefs’ Domain Rating can give you a rough idea of how strong a linking site is.

7. Toxic or Spammy Links

   These are the kinds of links you want to avoid — or disavow. Links from link farms, shady directories, or irrelevant overseas sites can hurt your rankings if they appear manipulative. Google’s improving at ignoring these, but it’s still wise to monitor them.

In short, a backlink’s type, placement, and quality matter as much, if not more, than your sheer number of links.

A single backlink from a respected, relevant site can do more for your rankings than 100 weak ones.

What Makes a High-Quality Backlink?

Not all backlinks are created equal, and search engines know it.

You could have 1,000 backlinks pointing to your site, but if they’re from low-quality, irrelevant sources, they won’t help much. In some cases, they could even harm your rankings.

So what separates a powerful, SEO-boosting backlink from a throwaway one? It all comes down to a few key traits:

1. The Link Comes from a Trusted, Authoritative Source

   Google puts more weight on links from websites already trusted and authoritative in their space.

   A backlink from the BBC, HubSpot, or a government site is far more valuable than one from a brand-new blog with no audience or domain strength.

   You can get a rough idea of a site’s authority by checking its Domain Rating (Ahrefs), Domain Authority (Moz), or Trust Flow (Majestic). But beyond metrics, think common sense — is this a site you’d trust to advise your readers?

2. The Site Is Topically Relevant to Yours

   Relevance is huge.

   If you run a travel blog and get a backlink from a finance site, it might not be as valuable as another travel or lifestyle blog link.

   Google uses topical relevance as a signal — the more aligned the content is between linking and linked pages, the better.

3. The Link Is Embedded Within Contextual Content

   Backlinks placed naturally within the body of an article (contextual links) are seen as more editorial — and therefore, more trustworthy. Links in footers, sidebars, or unrelated blogrolls don’t carry the same weight.

4. The Anchor Text Is Descriptive and Natural

   Anchor text is the clickable part of a link. Ideally, it should include your target keyword or something descriptive of the page it’s linking to — but it must feel natural.

   Too many backlinks with exact-match keyword anchor text can trigger spam filters and raise red flags with Google.

   Example:
   Good Use of Anchor: “Learn more about backlinks in SEO”
   Ineffective Use of Anchor: “Backlinks in SEO backlinks in SEO backlinks in SEO”

5. The Link Is a Dofollow Link

   As mentioned earlier, dofollow links pass on link equity. While nofollow links still have their place (and can drive traffic), dofollow links influence rankings.

   Always aim for a healthy mix, but prioritize earning dofollows from strong sources.

6. The Link Is From a Domain That Hasn’t Linked to You Before

   Getting 10 links from 10 different websites is often more impactful than 10 links from the same domain. Google values diversity in your backlink profile — it shows that your content is referenced by multiple sources, not just one or two.

7. The Page Linking to You Gets Traffic

   Here’s something often overlooked: if the linking page itself ranks in Google and brings in traffic, your backlink has more value. Not just for SEO, but for sending you relevant visitors directly.

   To sum it up, a high-quality backlink is one that comes from a trusted, relevant, and well-performing site — placed naturally in context, with meaningful anchor text.

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Best Practices to Build Backlinks in 2025

Now that we know what makes a backlink powerful, let’s discuss the part that most people fail to understand: getting them.

Link building isn’t about blasting out mass emails or submitting to a hundred shady directories. Those tactics are outdated and risky. Today, it’s all about relevance, value, and relationships.

Here are the most effective (and future-proof) strategies you should be using to build backlinks this year:

1. Create Link-Worthy Content (aka “Linkable Assets”)

   This is where it all begins. No strategy will save you if your content isn’t worth linking to. Focus on creating assets people want to reference, like:

   • Original data or research
   • Comprehensive guides or how-tos
   • Industry statistics pages
   • Case studies with results
   • Free tools or templates

   For example, journalists and bloggers are likelier to cite you in their content if you publish a well-researched SEO statistics page.

   

2. Use the Skyscraper Technique

   Find a popular piece of content in your niche that already has a lot of backlinks.

   Then create something better — up-to-date, detailed, and better designed — and reach out to those who linked to the original. You’re offering them an upgrade.

3. Pitch to Link Roundups and Resource Pages

   Many blogs curate “best of” posts or helpful resources. These are perfect backlink opportunities — especially if your content fills a gap or provides unique value. Just make sure you’re pitching relevant pages, not random ones.

4. Try Guest Posting — the Right Way

   Guest blogging still works, but only when it’s done with care. Focus on contributing valuable content to respected blogs in your industry. Avoid low-quality guest post farms — Google can spot the difference.

5. Leverage Connectively HARO and Digital PR

   Connectively, formally known as Help a Reporter Out (HARO), connects you with journalists looking for expert quotes. If you respond with something insightful, you could land a backlink from major publications like Forbes, Business Insider, or TechCrunch.

   

6. Use the “Moving Man” Method

   This tactic involves finding outdated or broken resources on other websites and suggesting your content as a fresh, updated replacement. It’s helpful for the site owner and earns you a backlink.

7. Broken Link Building

   Find broken links on websites in your niche (using tools like Ahrefs or Check My Links), then contact the site owner and suggest your similar content as a replacement. It’s a win-win.

8. Get Testimonials or Case Study Links

   Write a testimonial for a product or service you use, especially if it’s in your industry. Many companies publish these on their homepage or blog, often with a backlink to your site.

9. Repurpose Content to Earn More Links

   Turn a blog post into an infographic, SlideShare, YouTube video, or podcast episode. Different formats can appeal to different audiences; some formats (like visuals) are more linkable.

10. Build Real Relationships

    SEO is still human.

    Comment on blogs, engage on social media, attend webinars, and be part of communities in your niche. When you’re visible and helpful, people are likelier to link to your content — no hard pitch is needed.

    Link building takes time, consistency, and patience. It’s not a quick win, but when done right, the impact on your rankings and traffic is long-lasting.

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How to Analyze and Monitor Your Backlinks

Building backlinks is only half the battle — knowing how to track and evaluate them turns link building from a shot in the dark into a strategic advantage.

If you’re not monitoring your backlink profile, you could be:

• Missing out on growth opportunities
• Letting harmful links quietly damage your site
• Wasting time chasing low-value or duplicate backlinks

Let’s summarize what you need to know to stay on top of your backlink game.

1. Use the Right Tools

   Plenty of tools let you monitor who’s linking to your site, and more importantly, how strong those links are. Some of the most popular ones include:

   • Ahrefs is arguably the best for backlink data. It lets you see new and lost backlinks, anchor texts, referring domains, and more.
   • Semrush – It’s excellent for tracking backlink health, auditing toxic links, and monitoring competitor profiles.
   • Google Search Console – It’s free and gives a solid overview of your top-linked pages and domains.
   • Majestic – It’s useful for trust and citation flow scores.

   If you’re serious about SEO, you’ll want at least one premium tool for more profound insight.

2. Watch Key Metrics

   Don’t just focus on the number of links when analyzing your backlinks. Look at the following metrics:

   • Referring Domains – one link each from 50 domains is more valuable than 50 links from one site.
   • Domain Authority / Rating – a higher authority usually means more impact.
   • Spam Score – High spam scores can signal toxic links that may need to be disavowed.
   • Anchor Text Distribution – a healthy backlink profile includes branded, generic, and keyword-rich anchors. Overdoing exact match anchors can hurt you.

3. Identify and Remove Toxic Links

   Sometimes, you’ll get spammy links you never asked for — from irrelevant blogs, auto-generated directories, or hacked websites. These can look unnatural and potentially trigger Google penalties.

   Use your chosen SEO tool to audit your backlinks regularly. If you find suspicious ones, consider disavowing them using Google’s Disavow Tool. Just use it carefully—disavowing good links can hurt your rankings.

4. Monitor Competitors’ Backlinks

   This is where things get interesting.

   Tools like Ahrefs and Semrush let you spy on your competitors’ backlink profiles to see who’s linking to them, what pages attract links, and where you might have a gap.

   This is known as link gap analysis, and it’s excellent for uncovering new backlink opportunities.

5. Track Backlink Growth Over Time

   Set up regular backlink reports so you can track progress. Are you gaining links every month? Losing any? Which content is earning the most backlinks? This helps you double down on what’s working.

   The bottom line is that the backlinks you build are assets — but like any asset, they need to be maintained and optimized.

   When you know how to track them properly, you’ll make smarter decisions, avoid penalties, and find new ways to grow.

Common Backlink Myths and Mistakes to Avoid

Backlinks can boost your SEO significantly — but only if you approach them correctly.

Unfortunately, much outdated advice is floating around, and following the wrong tactics can do more harm than good.

Let’s walk through some of the most common myths and mistakes that need to be left behind:

1. More Backlinks = Better Rankings

   It’s not about volume — it’s about quality. One link from a trusted, relevant site is worth more than 100 spammy ones.

   Google has become incredibly smart at sniffing manipulative link schemes, and chasing numbers without context will only put your site at risk.

2. You Can Buy Backlinks and Be Done

   Tempting, right? Pay a few bucks and get a list of links overnight. But here’s the problem: these links are usually from link farms, PBNs (private blog networks), or low-quality directories.

   Google is very clear—buying backlinks is against their guidelines, and getting caught could result in a manual penalty or algorithmic suppression.

3. All Nofollow Links Are Useless

   While nofollow links don’t pass traditional “link juice,” they can still be valuable.

   A nofollow link from a major publication can bring referral traffic, boost brand awareness, and even lead to more organic links later.

   The goal isn’t always SEO — it’s visibility and credibility too.

4. Exact Match Anchor Text is Best

   Using your exact keyword in every anchor text might sound like a smart way to signal relevance, but overdoing it can look spammy and unnatural.

   Google expects a natural mix, including branded, generic (like “click here”), and partial-match anchors.

5. You Only Need Backlinks to Your Homepage

   This one’s a big mistake. Sure, homepage links help establish domain authority, but the real power comes when inner pages (like blog posts, tools, or service pages) earn links.

   That’s how you get individual pages to rank and drive deep, targeted traffic.

6. You Can Ignore Low-Quality Links — Google Will Just Discount Them

   Google has improved at ignoring spammy links, but relying on that is risky. If your backlink profile becomes too toxic or you’re part of a link network without knowing, it can still drag down your SEO. That’s why link audits and disavows are still worth doing.

7. Directory Submissions Still Work

   Submitting your site to 500 “SEO directories” won’t help you. Most sites exist solely to manipulate rankings and provide no real value.

   The only exceptions are high-quality, niche-specific directories (like Yelp for local businesses or Clutch for agencies).

8. Backlinks Work Instantly

   Backlinks are not a quick fix. Even if you land a high-quality link, it can take weeks (or months) to see a shift in rankings. Link building is a long game, but one with compounding rewards.

   In short, avoid shortcuts and gimmicks. The best backlink strategies are rooted in relevance, value, and long-term trust, not tricks or hacks.

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How to Get Backlinks: 10 Scalable Strategies That Work

If you’ve ever Googled “how to get backlinks,” you’ve probably repeatedly come across the same generic advice: write great content and hope people find it.

But hope isn’t a strategy.

The truth is that earning backlinks requires a mix of innovative content, intentional outreach, and authentic relationship-building.

Here are ten tried-and-tested strategies that still work — and scale.

1. Publish Original Research or Data-Driven Content

   Nothing attracts backlinks like facts. People naturally reference and link to your content if you can gather your industry data through surveys, case studies, or internal analysis.

   Even better? Package it in easy-to-read visuals or charts.

   Example: “We analyzed 3,000 Google Ads campaigns — here’s what we found.”

2. Leverage Digital PR and Newsjacking

   Reach out to journalists or online publications with insights, expert quotes, or commentary on trending topics in your niche. Tools like Connectively (HARO), Terkel, and Qwoted can connect you with reporters looking for sources.

   If you can tie your content into a breaking story (a tactic known as newsjacking), you might land a backlink from a high-authority news outlet.

3. Host Expert Roundups or Interviews

   People love being featured. Create content that gathers insights from multiple experts, then let each one know when the post goes live. Many of them will share or even link back to it.

   It’s a win-win: they get visibility, and you earn links.

4. Create Link Magnet Resources

   Think downloadable templates, free tools, checklists, or calculators. These types of assets are helpful, evergreen, and incredibly linkable.

   People will naturally reference it in their content if you build something genuinely helpful.

5. Reverse Engineer Your Competitors’ Backlinks

   Why reinvent the wheel? Use tools like Ahrefs or SEMrush to analyze your competitors’ backlink profiles. Find out what content earns them the most links, create something even better, and reach out to the exact domains.

   This method alone can uncover dozens of easy-win opportunities.

6. Turn Unlinked Brand Mentions Into Backlinks

   Sometimes, people mention your brand without linking to your site. Use tools like Brand24 or Google Alerts to find these mentions, then send a polite outreach email asking them to add a link. Most people are happy to do it.

7. Refresh and Re-Pitch Outdated Content

   If you’ve got an older post that once performed well but has lost traction, update it with fresh stats, better formatting, and newer insights, then re-promote it to people who linked to similar content before.

   Think of it like breathing new life into an old but valuable asset.

8. Contribute Guest Posts on Authority Sites

   Yes, guest posting still works — if you do it right. Focus on tangible, reputable blogs in your industry. Don’t just write fluff to get a link — offer genuine insight, quality writing, and something that adds value to your audience.

9. Submit Testimonials or Product Reviews

   If you regularly use a tool, service, or software, submit a testimonial or case study to the brand. Companies love featuring happy customers and often include a backlink as part of the shoutout.

10. Be Active in Communities and Niche Forums

    Platforms like Reddit, Quora, Indie Hackers, and industry-specific forums are great for link opportunities and visibility. If you provide value consistently (without spamming), people will begin linking to your site naturally over time.

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Backlinking Trends in 2025 and Beyond

SEO never stands still, and backlinks are no exception. As search engines become more innovative and focused on user experience, the way backlinks are valued continues to shift. What worked five years ago might not work today or tomorrow.

Here are the key backlinking trends shaping 2025 (and what they mean for your strategy):

1. Relevance > Raw Authority

   Google has placed increasing weight on topical relevance over sheer domain authority. A link from a niche-specific blog with moderate traffic often carries more SEO value than a high-DA site unrelated to your industry.

   This means your link-building efforts should be focused less on chasing big-name publications and more on getting placed in tightly relevant contexts.

2. AI is Changing Link Valuation

   Google’s AI-driven updates, like BERT and MUM, have improved the algorithm’s understanding of content context, including backlinks. It’s no longer just about the link itself, but the words around it, the content it lives in, and the intent behind the page.

   AI is also helping detect unnatural link patterns more quickly, so any form of manipulation is riskier than ever.

3. Brand Mentions Are Becoming Ranking Signals

   Unlinked brand mentions are quietly gaining more weight. While they aren’t traditional backlinks, Google can still use them as trust signals, especially when combined with strong on-page signals and authority.

   If you’re building backlinks, don’t ignore brand visibility. Sometimes, even a mention in the right publication can open the door to a future backlink or partnership.

4. Visual Content Is Becoming a Link Magnet

   Infographics, charts, and short-form videos are becoming powerful tools for earning backlinks, especially from bloggers and journalists. Visual content is easier to reference and share, and often gets picked up by multiple sites with proper attribution.

   Pro tip: Always include an embed code or source link when sharing your visuals.

5. Linkless SEO and Entity-Based Search

   With entity-based SEO on the rise, Google is beginning to rely more on understanding relationships between topics, brands, and people, even without explicit links.

   That doesn’t mean backlinks are going away, but they’re now part of a broader trust and relevance puzzle.

   This is your signal to think more prominent: optimize your content for topics, not just keywords, and aim to become a known entity in your niche.

6. Quality Over Everything

   This isn’t new, but it’s more accurate than ever. In 2025, Google focuses heavily on quality signals — trustworthy authorship, helpful content, and clean link profiles. If your backlink strategy cuts corners, the long-term results won’t stick.

Conclusion

By now, it’s clear — backlinks aren’t just a “nice to have” in SEO. They’re essential.

But they’re also evolving.

Today, it’s no longer about chasing every link you can get. It’s about being intentional. The backlinks that truly move the needle come from trusted, relevant sources, placed in meaningful context, and earned through real value.

We’ve covered a lot — from what backlinks are and why they matter, to the types that help, the myths to avoid, and the modern strategies that still work today. And while the landscape is more competitive than ever, the opportunity is still massive for businesses and creators who approach link building the right way.

So, where do you go from here?

Start by auditing your current backlink profile. Identify your strengths, weak spots, and most significant missed opportunities. From there, create content worth linking to, build authentic relationships in your industry, and stay consistent with outreach, even when it feels slow.

Remember: building high-quality backlinks takes time, but it pays off in long-term rankings, trust, and organic growth.

If you’re serious about scaling your SEO and want help building a sustainable backlink strategy tailored to your business, reach out to our team at Nexa Growth. We’d love to help you grow.

Let’s turn those links into lasting results.

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