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What are backlinks, and how do they work?

What are backlinks, and how do they work?

In the world of search engine optimisation (SEO), backlinks are often mentioned as a crucial factor in boosting a website’s ranking on search engine results pages (SERPs). Backlinks are links from other websites that point to your website, and they play a critical role in determining the credibility and authority of your website in the eyes of search engines.

But what are backlinks, and how do they work? In this blog post, we will explore the world of backlinks, beginning with their definition, types, and importance in SEO. We will also delve into how backlinks work, including the role of search engines and factors that affect their value. 

Additionally, we will discuss why backlinks are essential for SEO, how to acquire them, and best practices for building a robust backlink profile. By the end of this post, you will have a comprehensive understanding of backlinks and their significance in optimising your website’s search engine ranking.

What are backlinks?

Backlinks, also known as “inbound links” or “incoming links,” link from other websites that direct users to your website. These links are crucial in search engine optimisation (SEO) as they signal to search engines that other websites consider your content valuable and trustworthy. 

The number and quality of backlinks pointing to your website play a significant role in determining your website’s credibility, authority, and ranking on search engine results pages (SERPs).

 In other words, the more high-quality backlinks you have, the more likely you are to appear at the top of search engine rankings, which can result in increased traffic, leads, and revenue for your business. 

Backlinks are considered a vote of confidence in your content, and they are an essential factor in building a robust online presence.

Types of backlinks

There are two main types of backlinks: natural and artificial.

  1. Natural Backlinks: Natural backlinks, also known as organic backlinks, are links that are earned naturally over time. These links are the most valuable because they are given by other websites voluntarily, without any manipulation or payment. 
  2. Natural backlinks are usually the result of high-quality content, such as blog posts, infographics, or other forms of content that provide value to readers. These links are an indication that other websites find your content valuable and want to share it with their audience.
  3. Artificial Backlinks: Artificial backlinks, also known as manipulative or unnatural backlinks, are links that are acquired through tactics that violate search engine guidelines. These links are created intentionally to manipulate search engine rankings, and they often involve payment or other incentives. 
  4. Examples of artificial backlinks include paid links, link exchanges, and private blog networks (PBNs). These types of links can be harmful to your website’s ranking if they are detected by search engines, and they may result in penalties or even complete removal from search results.

In addition to natural and artificial backlinks, there are several other types of backlinks that are worth mentioning:

  1. Dofollow Backlinks: A dofollow backlink is a link that allows search engines to follow the link and pass on link juice to the linked website. These types of links are the most valuable for SEO as they provide direct ranking benefits to the linked website.
  2. Nofollow Backlinks: A nofollow backlink is a link that does not allow search engines to follow the link and pass on link juice to the linked website. These links are not as valuable for SEO, but they can still drive traffic to your website and improve your website’s credibility.
  3. Internal Backlinks: An internal backlink is a link from one page on your website to another page on your website. Internal linking can help to improve website navigation, user experience, and search engine ranking.
  4. External Backlinks: An external backlink is a link from another website to your website. External linking is an essential component of SEO and can help to improve your website’s credibility, authority, and ranking.
  5. Editorial Backlinks: An editorial backlink is a link that is given by a website editor or publisher based on the quality of the content. These types of links are highly valuable for SEO as they indicate that the content is high-quality and authoritative.

Understanding the different types of backlinks can help you to develop a comprehensive backlink strategy that will improve your website’s search engine ranking and drive more traffic to your website.

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Why backlinks matter?

Backlinks are critical to SEO because they serve as a signal to search engines that other websites consider your content to be valuable and relevant. 

When a website links to your site, it is essentially endorsing your content, and this endorsement is taken into consideration by search engine algorithms when ranking websites. The more high-quality, relevant backlinks a website has, the higher it is likely to rank in search engine results pages. 

Backlinks not only help to improve search engine ranking, but they can also drive traffic to your website from other sites. When a user clicks on a backlink and lands on your website, they are considered a referral visitor, and this can lead to increased brand awareness, leads, and sales. 

However, not all backlinks are created equal, and the quality of the backlink matters. Backlinks from authoritative, high-quality websites are more valuable than those from low-quality or spammy sites. 

Therefore, building a strong backlink profile should be a priority for any business looking to improve its online visibility and search engine ranking.

How do backlinks work?

Backlinks work by passing authority and relevance from one website to another. When a website links to another website, it is essentially saying that the content on the linked website is valuable and relevant. 

Search engines use this information to determine the quality and authority of a website, and they use it as a ranking factor in search engine results pages. The more high-quality, relevant backlinks a website has, the higher it is likely to rank in search engine results pages.

Backlinks can be thought of as votes of confidence in a website’s content. Each backlink is essentially a “vote” that tells search engines that other websites consider the content to be valuable and worth linking to. The more “votes” a website has, the more authoritative and trustworthy it appears to search engines.

However, not all backlinks are created equal. Backlinks from authoritative, high-quality websites are more valuable than those from low-quality or spammy sites. 

Additionally, the anchor text (the text that is used to create the link) is also important. Using relevant, descriptive anchor text can help search engines understand what the linked content is about, which can help to improve search engine ranking.

Overall, backlinks are an essential component of SEO, and building a strong backlink profile should be a priority for any business looking to improve its online visibility and search engine ranking.

The role of search engines in backlinks

Search engines play a crucial role in backlinks, as they use backlinks as a ranking factor to determine the credibility and authority of a website.

Search engines like Google consider backlinks to be a vote of confidence in a website’s content, and use them to help determine how high a website should rank in search engine results pages (SERPs).

Search engines use complex algorithms to analyze and understand backlinks. They look at the quality and relevance of the linking website, the anchor text used in the link, and the context in which the link appears on the page. 

The quality and quantity of backlinks can significantly impact a website’s search engine ranking. Websites with a large number of high-quality, relevant backlinks are more likely to rank higher in search engine results pages than those with fewer or lower quality backlinks.

Search engines also take into consideration the overall link profile of a website. A website with a high number of low-quality or spammy backlinks may be penalized by search engines, which can negatively impact its search engine ranking.

Overall, search engines play a critical role in the importance and relevance of backlinks, and understanding how search engines analyze and interpret backlinks is crucial in building a strong backlink profile that can improve search engine ranking and drive traffic to a website.

Link juice and how it flows

Link juice refers to the value or authority that is passed from one website to another through a backlink. When a website links to another website, it is essentially endorsing the content on the linked website, and this endorsement is taken into consideration by search engines when ranking websites. 

The value or authority of the linking website is then passed on to the linked website, and this is known as “link juice”.

The amount of link juice that is passed from one website to another depends on several factors, including the authority and relevance of the linking website, the anchor text used in the link, and the context in which the link appears on the page. 

The more authoritative and relevant the linking website is, the more link juice will be passed on to the linked website.

Link juice can flow in both directions. When a website links to another website, it passes on link juice to the linked website. When a website receives a backlink from another website, it also passes on link juice to the linking website. 

This is why backlinks are considered a two-way street, and why building a strong network of high-quality, relevant backlinks is so important for improving search engine ranking and driving traffic to a website.

It’s important to note that not all backlinks pass on the same amount of link juice. Backlinks from authoritative, high-quality websites are more valuable than those from low-quality or spammy sites. 

Additionally, the anchor text used in the link can also impact how much link juice is passed on. Using relevant, descriptive anchor text can help search engines understand what the linked content is about, which can help to improve search engine ranking and increase the flow of link juice.

Backlinks and High traffic pages

Backlinks play an important role in driving traffic to a website. When a website with a high domain authority links back to your website, it signals to search engines that your website has valuable content that other websites consider worth sharing. 

As a result, your website’s ranking in search engine results pages can improve, leading to an increase in organic traffic.

Additionally, backlinks from high-traffic pages can directly drive traffic to your website. When a user clicks on a backlink to your website from a high-traffic page, they are directed to your website and can explore your content. 

This can result in more pageviews, longer session durations, and lower bounce rates, all of which can positively impact your website’s SEO.

To acquire backlinks from high-traffic pages, it’s important to focus on creating valuable and relevant content that other websites in your industry will want to link back to. 

Additionally, building relationships with other websites and influencers in your industry can also help you acquire backlinks from high-traffic pages.

Factors that affect the value of backlinks

The value of a backlink depends on several factors that can impact how much authority and relevance is passed from the linking website to the linked website. 

Understanding these factors can help website owners and SEO professionals prioritize their backlink building efforts and focus on acquiring high-quality, relevant backlinks that will help improve search engine ranking.

  1. Authority of the linking website: Backlinks from high-authority websites carry more weight than those from low-authority sites. Websites with high domain authority, as determined by search engines, are considered more credible and trustworthy, and a backlink from such a site can significantly impact search engine ranking.
  2. Relevance of the linking website: Backlinks from relevant websites that are related to the content on the linked website are more valuable than those from unrelated websites. A backlink from a website in the same industry or niche can signal to search engines that the content on the linked website is relevant and useful.
  3. Anchor text used in the link: The anchor text used in a backlink can impact its value. Using relevant, descriptive anchor text that accurately reflects the content on the linked website can help search engines understand the context of the link and improve search engine ranking.
  4. Context of the link: The context in which the backlink appears on the linking website can also impact its value. A backlink that appears in the body of a relevant, high-quality article is more valuable than one that appears in a sidebar or footer.
  5. Number of outbound links on the linking page: The more outbound links on the linking page, the less value each individual link will carry. A backlink from a page with few outbound links is more valuable than one from a page with many outbound links.
  6. Type of link: Different types of links can have different values. For example, dofollow links (links that allow search engines to follow the link and pass on link juice) are more valuable than nofollow links (links that do not allow search engines to follow the link and pass on link juice).

Overall, building a strong backlink profile requires a combination of quantity and quality. Prioritizing high-quality, relevant backlinks from authoritative websites with relevant anchor text and context can significantly improve search engine ranking and drive traffic to a website.

Domain Authority (DA) and Page Authority (PA)

Domain Authority (DA) and Page Authority (PA) are two metrics developed by Moz, a well-known SEO tool provider, that are used to measure the strength and credibility of a website or webpage.

Domain Authority is a score that predicts how well a website is likely to rank in search engine results based on several factors, including the quality and quantity of backlinks, the age of the domain, and the content quality. 

It is measured on a scale of 1 to 100, with higher scores indicating a stronger and more authoritative website. Websites with higher DA scores are considered more trustworthy and are more likely to rank higher in search engine results pages.

Page Authority, on the other hand, is a similar metric that measures the strength and authority of a specific webpage rather than the entire domain. 

It takes into account the same factors as Domain Authority, but at the page level, including the quality and quantity of backlinks, content quality, and relevance of the page to the search query. It is also measured on a scale of 1 to 100, with higher scores indicating a stronger and more authoritative webpage.

Both Domain Authority and Page Authority are important metrics for SEO professionals and website owners to monitor when analyzing their website’s search engine performance. 

A higher DA or PA score indicates that the website or webpage is more authoritative and credible, which can result in higher search engine rankings and more traffic to the site. 

However, it’s important to note that DA and PA are just one of many factors that search engines consider when ranking websites and that they should be used in conjunction with other SEO metrics and strategies.

Relevance and context are important factors that impact the value of backlinks

Relevance refers to how closely the content on the linking website is related to the content on the linked website. A backlink from a relevant website is more valuable because it indicates to search engines that the linked website is also relevant to the topic being discussed. 

For example, if a website selling sports equipment receives a backlink from a sports news website, it signals to search engines that the linked website is also related to sports and may be a valuable resource for people interested in sports equipment.

Context refers to the placement and surrounding content of the backlink on the linking website. A backlink that appears within the body of a relevant and high-quality article is more valuable than one that appears in a footer or sidebar. 

The context in which the backlink appears also affects its perceived value. For example, a backlink within an article discussing the benefits of a particular product is more valuable than a backlink within an article that is not related to the product at all.

Search engines use relevance and context as indicators of the quality and usefulness of a website. Therefore, acquiring backlinks from relevant and high-quality websites is an important strategy for improving search engine ranking and driving traffic to a website. 

It’s important to note that relevance and context should also be considered when linking out to other websites, as linking to high-quality and relevant sources can also signal to search engines that the website is credible and trustworthy.

Anchor text

Anchor text is the visible and clickable text that appears as a hyperlink on a webpage. It’s an essential component of a successful backlink strategy as it provides context to search engines about the content of the linked page. 

By including target keywords in the anchor text, you can improve the linked page’s ranking for those keywords, making it easier for your target audience to find your website.

However, overusing exact match anchor text can be seen as spammy, resulting in penalties from search engines.

 It’s recommended to use a variety of relevant and natural anchor text that accurately describes the content of the linked page and is relevant to the search query. 

This approach should include branded terms, generic phrases, and variations of the targeted keyword or phrase.

The quality and relevance of the anchor text are critical factors that affect the backlink’s value. Backlinks with anchor text that is relevant and descriptive to the linked page are generally considered more valuable than those with generic or irrelevant anchor text.

 It’s crucial to note that anchor text is just one of many factors that search engines use to determine the quality and relevance of a backlink.

In summary, using relevant and descriptive anchor text is an important component of a successful backlink strategy that can help improve search engine rankings and drive traffic to a website, ultimately reaching the target audience.

Why are backlinks important for SEO?

Backlinks are important for SEO because they are one of the primary factors that search engines use to determine the authority and relevance of a website or webpage. Here are some of the reasons why backlinks are important for SEO:

  1. Search engines consider backlinks to be a vote of confidence for the linked website. When a high-quality website links to another website, it signals to search engines that the linked website is also high-quality and trustworthy. This can help improve the search engine ranking of the linked website.
  2. Backlinks can drive traffic to a website. When someone clicks on a backlink, they are directed to the linked website, potentially increasing traffic to that site. The more high-quality backlinks a website has, the more opportunities there are for people to discover and visit the site.
  3. Backlinks can improve the visibility of a website in search engine results pages (SERPs). Websites with more backlinks from high-quality sources are often seen as more authoritative and relevant to search engines, which can result in higher rankings in SERPs.
  4. Backlinks can help establish a website or brand as an authority in its industry or niche. By earning backlinks from other reputable and relevant websites, a website can establish itself as a valuable resource in its industry or niche.

In summary, backlinks are important for SEO because they can improve a website’s search engine ranking, drive traffic to the site, and establish the website as an authority in its industry or niche. 

A well-rounded backlink strategy that focuses on earning high-quality and relevant backlinks can be an effective way to improve a website’s visibility and credibility online.

Improving website visibility

Improving website visibility is an essential part of SEO, and backlinks are one of the most important factors that can help boost a website’s visibility. Here are some tips for improving website visibility through backlinks:

  1. Focus on quality over quantity: Not all backlinks are created equal. Earning backlinks from high-quality and authoritative websites can have a greater impact on search engine ranking and visibility than earning a large number of backlinks from low-quality sources. 
  2. Focus on building relationships with relevant and high-quality websites in your industry or niche, and aim to earn backlinks from those sites.
  3. Create valuable content: One of the best ways to earn backlinks is to create valuable and shareable content. When you publish content that is informative, entertaining, or helpful, it can attract links from other websites that want to share that content with their audience. 
  4. Aim to create content that provides value to your audience and encourages them to share it with others.
  5. Use varied anchor text: As we discussed earlier, using varied and natural anchor text is important for backlinks. This can help avoid over-optimization and ensure that the backlinks appear natural and organic to search engines. 
  6. Aim to use a mix of branded terms, generic phrases, and variations of the targeted keyword or phrase in your anchor text.
  7. Leverage social media: Social media can be a great tool for earning backlinks and improving website visibility. By sharing your content on social media platforms, you can increase the visibility of your content and encourage others to link to it. 
  8. Additionally, engaging with other users on social media and building relationships with influencers in your industry can help you earn backlinks from relevant and high-quality websites.
  9. Monitor and analyze your backlink profile: It’s important to regularly monitor and analyze your backlink profile to ensure that you are earning high-quality and relevant backlinks. 
  10. Tools like Google Search Console and Ahrefs can help you track your backlinks and identify any potential issues or opportunities for improvement.

In summary, improving website visibility through backlinks requires a strategic and ongoing effort to earn high-quality and relevant backlinks from authoritative sources. 

By focusing on quality, creating valuable content, using varied anchor text, leveraging social media, and monitoring your backlink profile, you can improve your website’s visibility and drive more traffic to your site.

Enhancing website credibility

Backlinks play a crucial role in enhancing website credibility. Here are some tips for using backlinks to enhance your website’s credibility:

  1. Earn backlinks from reputable sources: Earning backlinks from reputable and authoritative sources is one of the best ways to enhance your website’s credibility. Look for opportunities to build relationships with other websites in your industry or niche that have a strong reputation, and aim to earn backlinks from those sites.
  2. Use diverse and natural anchor text: As we discussed earlier, using diverse and natural anchor text can help ensure that your backlinks appear organic and credible to search engines. Avoid using the same exact match keyword or phrase for all of your backlinks, and instead use a mix of branded terms, generic phrases, and variations of the targeted keyword or phrase.
  3. Create high-quality content: Creating high-quality and informative content is essential for building credibility with your audience and earning backlinks from other websites. When you publish content that provides value to your audience and establishes your expertise in your industry or niche, it can attract links from other websites and enhance your credibility.
  4. Monitor and maintain your backlink profile: Regularly monitoring and maintaining your backlink profile is important for ensuring that your website remains credible and authoritative. Keep an eye out for any low-quality or spammy backlinks and disavow them if necessary. Additionally, ensure that your backlinks remain relevant and up-to-date, and continue to earn high-quality backlinks over time.
  5. Leverage social proof: Social proof, such as testimonials, customer reviews, and social media followers, can also help enhance your website’s credibility. Including social proof on your website and using it to build relationships with other websites and influencers in your industry can help you earn more high-quality backlinks and further enhance your credibility.

In summary, using backlinks to enhance your website’s credibility requires a strategic and ongoing effort to earn high-quality and relevant backlinks from reputable sources, create high-quality content, use diverse and natural anchor text, monitor and maintain your backlink profile, and leverage social proof. By following these tips, you can establish your website as a credible and authoritative resource in your industry or niche.

Boosting website traffic

Backlinks can also play a significant role in boosting website traffic. Here are some ways to use backlinks to drive more traffic to your website:

  1. Use backlinks to rank higher in search engine results: Backlinks can help your website rank higher in search engine results pages (SERPs), which can lead to more organic traffic. When other reputable websites link to your website, it sends signals to search engines that your website is authoritative and relevant, which can improve your rankings for targeted keywords.
  2. Build relationships with other websites and influencers: Building relationships with other websites and influencers in your industry can help you earn more backlinks and drive more traffic to your website. Look for opportunities to guest post on other websites, participate in interviews or podcasts, or collaborate on projects or content that can lead to more exposure and backlinks.
  3. Use social media to promote your content: Social media can be a powerful tool for promoting your content and driving more traffic to your website. When you earn backlinks from other websites, be sure to share those links on your social media profiles to attract more clicks and engagement.
  4. Leverage referral traffic: Referral traffic, or traffic that comes to your website from other websites, can also help boost your overall traffic. When other websites link to your website, it can lead to more clicks and traffic from their audience. Be sure to monitor your referral traffic and look for opportunities to further build relationships with the websites that are sending traffic your way.

In summary, using backlinks to drive more website traffic requires a strategic and ongoing effort to earn high-quality backlinks from reputable sources, build relationships with other websites and influencers, promote your content on social media, and monitor and leverage referral traffic. By following these tips, you can use backlinks to drive more traffic to your website and achieve your traffic goals.

Increasing website ranking

Backlinks are an important factor in increasing website ranking. Here are some ways to use backlinks to improve your website’s ranking:

  1. Earn backlinks from authoritative websites: Backlinks from authoritative and reputable websites can help improve your website’s ranking. Look for opportunities to earn backlinks from websites that have a high Domain Authority (DA) and Page Authority (PA) score, as well as a strong online reputation.
  2. Use anchor text strategically: Using anchor text that is relevant and diverse can help improve your website’s ranking. Avoid overusing the same keyword-rich anchor text and instead use a mix of branded terms, generic phrases, and variations of the targeted keyword or phrase.
  3. Focus on quality over quantity: While it’s important to earn a significant number of backlinks, the quality of those backlinks is more important than the quantity. Earning high-quality backlinks from authoritative sources is more effective than earning a large number of low-quality backlinks.
  4. Create high-quality content: Creating high-quality content that provides value to your audience and establishes your expertise in your industry can attract backlinks from other websites and improve your website’s ranking. Focus on creating content that is informative, engaging, and unique.
  5. Monitor and maintain your backlink profile: Regularly monitoring and maintaining your backlink profile can help improve your website’s ranking. Keep an eye out for any low-quality or spammy backlinks and disavow them if necessary. Additionally, ensure that your backlinks remain relevant and up-to-date.

How to acquire backlinks?

In summary, using backlinks to improve your website’s ranking requires a strategic and ongoing effort to earn high-quality backlinks from authoritative sources, use anchor text strategically, focus on quality over quantity, create high-quality content, and monitor and maintain your backlink profile. By following these tips, you can use backlinks to improve your website’s ranking and achieve your SEO goals.

Acquiring high-quality backlinks can be a challenging task, but here are some effective strategies to help you get started:

  1. Create high-quality content: Creating high-quality, informative, and unique content that provides value to your audience can help attract backlinks from other websites. Focus on creating content that is shareable and encourages other websites to link back to your website.
  2. Outreach to other websites: Outreach to other websites in your industry and ask if they would be willing to link to your website. You can do this by sending personalized emails, commenting on their blog posts, or engaging with them on social media. Make sure to provide value and establish a relationship before asking for a link.
  3. Guest blogging: Guest blogging on other websites in your industry can help you earn backlinks to your website. Look for opportunities to contribute to reputable and authoritative websites that have a high Domain Authority and Page Authority score.
  4. Participate in online communities: Participating in online communities such as forums, social media groups, and Q&A websites can help you establish your expertise and attract backlinks from other websites.
  5. Create infographics and other visual content: Creating infographics and other visual content can help attract backlinks from other websites. Visual content is highly shareable and can help establish your expertise in your industry.
  6. Use broken link building: Broken link building is a strategy that involves finding broken links on other websites and suggesting your own content as a replacement. This strategy can help you earn backlinks and provide value to the website owner.

In summary, acquiring backlinks requires a strategic and ongoing effort to create high-quality content, outreach to other websites, guest blog, participate in online communities, create infographics and visual content, and use broken link building. By following these tips, you can acquire high-quality backlinks and improve your website’s SEO.

Best practices for building backlinks

Here are some best practices for building backlinks to your website:

  1. Focus on quality over quantity: Focus on acquiring high-quality backlinks from reputable and authoritative websites in your industry. A few high-quality backlinks can be more valuable than many low-quality backlinks.
  2. Create valuable content: Creating valuable, informative, and unique content can help attract backlinks from other websites. Focus on creating content that provides value to your audience and encourages other websites to link back to your website.
  3. Use diverse and relevant anchor text: Use diverse and relevant anchor text that accurately describes the content on your website. Avoid using overly promotional or keyword-rich anchor text, as this can be seen as spammy by search engines.
  4. Avoid black hat techniques: Avoid using black hat techniques such as buying backlinks, using link farms, or participating in link schemes. These techniques can lead to penalties from search engines and harm your website’s SEO.
  5. Build relationships: Building relationships with other websites in your industry can help you acquire backlinks over time. Focus on providing value, engaging with other websites, and establishing your expertise.
  6. Monitor your backlinks: Regularly monitor your backlinks to ensure they are high-quality and relevant. Use tools such as Google Search Console and Ahrefs to monitor your backlinks and identify any low-quality or spammy backlinks.

In summary, building high-quality backlinks to your website requires a strategic and ongoing effort. Focus on quality over quantity, create valuable content, use diverse and relevant anchor text, avoid black hat techniques, build relationships, and monitor your backlinks. By following these best practices, you can improve your website’s SEO and acquire high-quality backlinks over time.

What are backlinks: Conclusion 

In conclusion, backlinks are an essential factor in improving your website’s SEO and visibility in search engine rankings. Backlinks from high-quality and authoritative websites can boost your website’s credibility, increase traffic, and enhance your website’s ranking in search engine results pages.

To effectively use backlinks for SEO, it is important to focus on acquiring high-quality and relevant backlinks, creating valuable content, using diverse and relevant anchor text, building relationships with other websites in your industry, and avoiding black hat techniques.

In summary, backlinks are a critical component of any successful SEO strategy. By incorporating best practices for acquiring high-quality backlinks, you can improve your website’s visibility, credibility, and ranking in search engine results pages.

About the Author

SEOWizard

SEOWizard provides search engine optimization services, social media marketing and professional website design and consultancy in the above fields in Ireland. We are happy to share our experience and expertise with our readers. We also encourage you to publish articles in the niche of digital marketing on our blog.

What are backlinks, and how do they work?

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