What are backlinks and how they work

What are backlinks, and how do they work?

Having a high search ranking can effectively help you increase website traffic, and the increase in website traffic is one of our goals for SEO optimization. So how to achieve the high traffic goal of the website? By linking well-known websites to your content, you can start building a network of backlinks. It can help search engines find your web pages faster and ensure that your website is reliable, thereby improving your rankings and bringing in more traffic from other websites. Today we will introduce backlinks in detail.

What is a backlink?

As the name suggests, backlinks are links that point to your website from external sources, such as other websites, posts, comments, blogs, articles, guest posts, and others. That is why the term is also called external backlinks and inbound links.

Technically, backlinks are hyperlinks from other websites that point to your website. Valuable backlinks are essentially incoming from reputable websites that publish content on topics similar to your niche and include links to your content.

When someone starts searching, search engines’ main goal is to help them find the information they need and get the best results. Search engines are not designed to provide spam. When the search engines index high-quality multiple pages and find links to your website, they will also consider your page as high-quality, valuable content and bring you higher search results.

Types of backlinks

We usually divide links into two types: dofollow and nofollow. These two types can be external or internal. It is worth mentioning that this division can also be split into natural links and not-natural. For ordinary Internet users, hyperlinks with the dofollow and nofollow attributes look the same. However, that the nofollow links contain a small code rel=” nofollow”, that directive means nothing for ordinary users but lots for bots.

What is a dofollow link?

Follow is the default attribute of the link that influences the website’s ranking power where the link goes. In other words, any link without the “no” attribute is called the following link. In general, when another website has a hyperlink with the standard dofollow attribute to your website, it directly impacts your search engine rank. It means the website’s dofollow link is one of the essential factors of SEO strategy and should include in the services of every solid SEO company.

How to check link attribute?

The way to check a follow link is straightforward. Open the page source code of the web page and look for the HTML code. You are interested in the “rel” parameter, representing the relationship between the page and the linked page.

If there is no “rel” attribute, link status is dofollow by default. If a parameter of rel= “nofollow”, the link is no-follow and has no direct impact on the linking website. This tiny piece of code tells search engine robots not to follow a specific link. Generally, links with the nofollow attribute have no meaning for the website’s rank in the search engine.

When there is no parameter of rel= “nofollow”, it means that the link is dofollow. Also, you can use plug-in tools on your browser, such as SeoQuake or Search status, to check the link status.

What is a nofollow link?

A no-follow link connects one website to another, but the rel= “no-follow” HTML tag is applied to the link. This no-follow tag instructs search engines to ignore the link. Since no-follow links do not increase page rank, they are likely not to affect search engine rankings. No links (or PageRank authority) will pass from one website to another when we say ignored links. Because “no-follow” links will not pass domain authority, they will not affect search engine rankings.
Ordinary users will not understand whether their link is a non-follow link. The link function for web visitors is the same, but the search engine will not follow the link points during the crawling and indexing process.

“No-follow” equel “no-juice”

No-follow links will not be weighted, and they do not enhance your domain authority directly. They are also not useless because, the same as do-follow links, they generate traffic on your website.
Nowadays, more and more blogs, forums, and other platforms use the “no-follow” attribute as default in the comment or posts. That is happening to prevent expanding spam. Blog comments or forum posts are places on the internet where the most spam links appeared. Reddit and others can punish you for leaving links if you have a long and clear profile account. Similar politics called “no-follow links” operate on Facebook, Quora, Twitter, and others. The purpose of using no-follow links is to control the use of group comments or messages to increase the website’s weight, and this attribute suppresses spam on blogs, posts, and forums.

Guide the bot crawlers

Using the “no-follow” attribute, we can quickly point the robot to places on the internet that are important, and the content that can find after clicking the link has a more excellent value. That will certainly be appreciated if you point out valuable pages to the crawlers. Avoid crawling some nonsensical pages by crawlers, which affects the robots’ performance and your website’s reputation.

The rank of your website in Google search results depends in part on the analysis of other linked websites. To prevent links from affecting search results and adversely affecting users, we advise webmasters to prohibit the tracking of such links. It may happen that someone maliciously generates many negative links to your site to harm your site. You can then identify such links, make a redirect using the “no-follow” attribute and lead the indexing robot into a blind spot.

You can add the “no-follow” attribute to links not very important on the current page. For example, some keywords in links anchor text on the pages are not helping us even if they are ranked, and some links are not valuable, such as registration, login, online message, etc. We can add to those links the “no-follow” attribute. Otherwise, it will significantly disperse the current page’s weight.

Internal links

That type of hyperlink on the website leads to a specific subpage, post, or other content in the same domain. Their task is to simplify the movement of the website for Internet users. They are functional elements such as navigation menu, buttons, or anchor text. Besides, they significantly improve a given subpage position in the search engine by transferring the website’s ranking force. Internal linking is a significant part of SEO strategy.

It is responsible for website structure and the way how users move inside the website.
Competent organization of internal link structure can guide users precisely to the places where they want. Usually, professionals can design the navigation path in the way to achieve marketing or sales goals. It should emphasize that internal linking does not involve any cost except for the time spent on analyzing where and what links should be placed and defining their aims.

External links

External links point to an external website that is different from the domain where they come from. External links are links that point to another website. If you link to another website from your website, this is external linking. Mentioned external linking is the most important source of obtaining a high ranking in the search engine. Therefore, from the SEO point of view, it is essential to have an extensive database of places where you can get hyperlinks to your website.

Other essential categories are hyperlinks due to their origin. Not all links have the same value and power. Even if their domain authority is very high, the algorithm can judge them very severely. For example, a website representing the takeaway restaurant industry has many links from the island technology industry. Or an automotive company is registered in the directories where people are looking for cheap flights. Creating a blog just to put one post there, which will link to many websites, is typical spamming and will not benefit our site.

Natural links

These are the most valuable pearls of positioning. These are critical links created without the author’s interference or the owner of the website. When someone considers your website’s content to be expert and valuable and places a link to your website on their website or another proper place, they appear.

That could, for example, be a cross-referenced quote. If your website is rich in exciting and substantive content, you can count on the fact that you will get hyperlinks this way sooner or later.
For many years, SEO specialists have recommended acquiring natural-quality links because they improve your website’s position in the search engine, increase traffic, and positively impact the brand image.

Unnatural links

These are links that negatively impact your website’s position in the search engine and your reputation. Such links are most often obtained to link automation programs by spamming blogs and forums through link exchange systems. Besides, it is worth noting that artificially getting links is relatively inexpensive. In general, search engine robots can promote unnatural links just like natural links. However, artificial link acquisition is quite risky, as search engine mechanisms still improve and detect unnatural links.

How do backlinks help your website rank high and your business grow?

Establishing a solid backlink background helps companies build their websites’ authority in search engines and increase their visibility through websites other than their own. It is an essential strategy, and you need to consider whether to create high-quality content in a specific area to gain the trust of search engines.

Backlinks can help you improve your search rankings to attract more natural search traffic and attract more high-quality, sufficient traffic. Since visitors will come to your website from a website related to your business, they will be more interested in your content. All website owners are concerned about the increase in traffic, but increasing sufficient traffic is the key to more transactions.

Building backlinks strategy

Building high-quality links can be a difficult task and cannot be done without the right strategy. I recommend outsourcing this type of work to SEO agency because they have the facilities, capabilities, and resources to build a sufficiently strong links that will support positioning.

Creating backlinks is as important as maintaining them. We need to be sure the links we acquired will not be quickly deleted. It would be best if they were permanent. Professionals build link profiles on domains with a high popularity factor and are updated continuously to lose the published content’s visibility too quickly. Depending on the previously agreed strategy, they look for niche domains and those targeted at a specific recipient.

Link building is a process that must take a long time and must not be adequately interrupted. Flooding the site with a massive amount of links in a short time will also be initially recognized by the algorithm as unnatural. Of course, it may happen that a great article or content suddenly creates millions of links, but such cases are considered individually.

Therefore, it is worth making sure that the company’s strategy of activities is systematic, timed, consistent, and safe. The actions presented below will surely bring results. If we decide to create backlinks ourselves, it is worth keep reading.

The strategy of backlink implementation

When you create a link-building strategy, it’s important to consider everything carefully and consider what to push where and why it will bring value to us and third-party sites. There are many techniques for establishing links, but any of them can provide an additional advantage over your competitors’ search rankings when done correctly. Blogs, gust posts, sharing other people’s content, and friendship links are all good ways to start building backlinks. It is worth to remember to conduct SEO Audit before every link building.

Steps to implement a backlink strategy

1. Check the quality of your existing links unless you have a new website and you are starting with a blank card

There are many tools available to help you view the information about the backlinks to your website. This test will list all the websites that have been linked to yours and where they are linking from.

Google Search Console can obtain general backlinks details and view the status of the link on the website. But if you want to get more information, you can use paid tools such as AHRFS, MOZ, Ubersuggest or Majestic (that would be around 99 plus euros per month).

They feature a straightforward interface. However, they need at least basic knowledge of the subject to use them fully. It can be divided into a free version and a paid version according to different functions. The paid version provides a social platform in addition to general web links. The link report helps you quickly grasp the link status of the webpage.

Although Ahrefs’ Site Explore must be paid to use it, it provides a complete link query function. It is listing the source of backlinks, real-time status of backlinks, and other information. As well as viewing backlinks, quality and marking the links out of function are indispensable tools for SEO.

With these tools, you can view the forward or reverse links to your website, the pages they link to, and even help you discover which websites provide opportunities for more content. Finding unnatural or undesirable links and the opportunity to establish links are two things that need to be focused on when testing. You can understand the specific reasons and factors of the website’s ranking in the search results to integrate SEO strategies more wisely through accurate analysis.

2. Determine the list of the websites you can acquire links

Many online tools help you create websites related to your niche and with similar audiences, such as Alexa’s Audience Overlap Tool. After generating the list, analyze your role and determine that the site contains content that best describes its sore pain points and interests. The link’s goal should be mutually beneficial, and both your audience and business can benefit from the content/link exchange.

3. Content creation and internal links

Once you have a list of target websites, you can start the challenging part – content creation. It must be attractive, unique, and valuable! It can be instruction, guide, article, or interesting post. After that, you can build an inbound link network from existing related articles on the website. You can even redistribute the content in your website, break it down into smaller, easier-to-understand pieces, and then use it to promote articles. Remember to avoid content duplications.

4. Opportunities for building partnerships chains, guest posts and blogs

When you are ready to share content on other sites, it is time to publish it on the websites from the list you determined in step two. Determine whether the websites on the list allow users to post content by themselves and then apply or register as users. Please remember that blog sites (such as Tumblr Blog, etc.) usually enable users to submit articles with links. However, blogs websites also need to be shared and their website reputation must grow. A long-term, mutually beneficial friendship chain relationship can bring excellent SEO value to both parties, and the same is true for long-term blogs.

The solution to attract traffic and increase backlinks is not always to create more and more content but to use high-quality content. Remember, you create content for people, not for robots but make search engines appreciate its value! How? Good content attracts significant traffic. On the other hand, search engines believe that it is equivalent to casting a vote for your site when a website links to your site. Your site’s importance increases as a result, which is beneficial to increase the website’s value and improve the SEO ranking.


When you understand the basic theory and the importance of building a valuable and healthy link profile, it is easy to see that this activity should not be undertaken by yourself if you care about our website. It is worth commissioning a specialist or waiting several months to write tons of valuable content that someone may eventually notice or not.

From the positioning point of view, links with the nofollow attribute are of little importance but are still beneficial because they provide traffic on the website. Unnatural links are of low significance; they can harm them and avoid them as much as possible. They hurt the rank achieved in search engines. The best are natural “dofollow” links of natural origin from high authority websites.

On the other hand, links of any type can increase the traffic on your website, so it is worth considering all kinds of connections, of course excluding the automatically generated unnatural links. When planning your link acquisition strategy, remember that the most important thing is not the number of links but their quality in recent years. There is no doubt that link diversification is, at the moment, the essential factor in building a link profile. It has the most significant impact on the ranking of a website.


Web Design


Design a fantastic website for your business, help your customers understand your product, service and company, construct it the way Google sees it.
SEO services Dublin


SEO is one of the vital fundamentals to get your website a high rank in search results, boost conversion rate and drive up online visibility of the business.
Local SEO


If you want more people aware of your business in a specific geographical area, you need a comprehensive local SEO strategy to deliver visible results.
PPC management


Want a quick increase in your business visibility or effectively promote your new products and services? PPC marketing is a good choice for you.