Backlinks act like votes of confidence from other websites. The more authoritative and relevant backlinks you have, the better your chances of ranking higher on search engines.
However, not all backlinks are created equal. Their impact depends on their quality, relevance, and source.
So, how do you know which ones will help boost your rankings and which could harm them?
Understanding the types of backlinks you should pursue—and the ones to avoid—can make all the difference in boosting your SEO while steering clear of penalties.
What Are Backlinks?
A backlink is created when one website links to another. In search engine optimisation, search engines, especially Google, see backlinks as votes of confidence.
The more high-quality backlinks you have, the more authoritative your website appears. But remember, it’s not just about quantity—quality is what really counts.
Let’s explore the types of backlinks you need to build for better rankings and, importantly, which ones to avoid.
Types of High-Quality Backlinks for Higher Search Engine Rankings
1. Editorial Backlinks
An editorial backlink occurs when another website links to your content naturally without you having to ask for it. Editorial links are a critical type of organic backlink that improves SEO performance. These are some of the most valuable links because they typically come from reputable websites that see your content as valuable and worthy of sharing.
Example: Forbes published an article discussing the right tax tech strategies and referenced Deloitte’s research on tax transformation trends, linking to their report on the Deloitte website.
Why it’s valuable:
- Natural: No exchange or manipulation is involved.
- Trustworthy: Search engines see this as a genuine recommendation.
- Boosts SEO: These links usually come from authoritative websites, so they carry more weight.
How to get it: Create high-quality, informative, and shareable content. The better your content, the more likely others will link to it organically.
2. Guest Post Backlinks
Guest blogging is a tried-and-true method to build backlinks. The concept is simple: you write an article for another website, and they allow you to link back to your site. This is a controlled and ethical way of gaining backlinks while sharing your expertise. Guest post backlinks are considered valuable due to their controlled and ethical nature.
Example: Smash Balloon gained this backlink by writing a guest post on Mention about brand mentions. Within that post, they linked back to your website in a natural, relevant way.
Why it’s valuable:
- Controlled anchor text: You decide the anchor text and where the link points.
- Exposure: Besides the backlink, you gain visibility to the host site’s audience.
- Increases authority: Writing for reputable sites increases your domain’s credibility.
How to get it: Contact websites in your niche that accept guest posts. Provide a topic idea and explain how your expertise would be valuable to their audience.
3. Backlinks from Directories
Web directories might seem outdated, but listing your site in relevant, high-quality directories still has its place in SEO. A directory backlink is simply a link from a list of websites in a specific industry or category. Additionally, directory backlinks can drive referral traffic to your site, bringing in potential customers and increasing brand awareness.
Example: If you run a digital marketing agency, being listed in directories like Clutch or GoodFirms can boost your credibility and provide a valuable backlink.
Why it’s valuable:
- Relevant traffic: Directories often bring traffic from people searching for businesses in your industry.
- Authority: Many industry-specific directories have high domain authority.
- Local SEO: It helps improve local rankings if the directory is region-specific.
How to get it: Submit your site to reputable directories. Avoid spammy or low-quality directories, as they can harm your rankings.
4. Business Profile Backlinks
Every business should have a profile on major platforms like Google My Business, Yelp, and even industry-specific profiles like Houzz for home services. These platforms allow you to include your website link, which counts as a backlink. These business profile backlinks are often ‘nofollow backlinks’, which are important for maintaining a diverse link profile.
Example: A local shop in Bengaluru has a Google My Business profile, including a website link. This helps with local SEO and brings traffic to the site.
Why it’s valuable:
- Local search benefits: Particularly important for local businesses, as it boosts visibility on search engines.
- Brand visibility: Customers often search these platforms for reviews or recommendations.
- Easy to acquire: Setting up profiles on such platforms is relatively straightforward.
How to get it: Create profiles on relevant business listing sites. Fill out all information accurately and include your website URL.
5. Blog Comment Backlinks
While blog comment backlinks should be used carefully, they can still play a role in driving traffic and building relationships. These occur when you comment on a blog post and include a link to your site. Blog comment backlinks often include ‘nofollow links’ to combat spam and maintain a natural link profile.
Example: A comment on a crocheting blog includes a link back to their website, building a backlink and attracting a similar audience.
Why it’s valuable:
- Builds relationships: Engaging with other bloggers in your niche can lead to more natural backlink opportunities.
- Traffic generation: While not highly impactful for SEO, it can bring targeted traffic to your site.
How to get it: Focus on leaving genuine, insightful comments. Avoid spamming blogs with irrelevant links.
6. Forum Backlinks
Like blog comments, forum backlinks can be valuable if done correctly. However, ensure that these backlinks are created ethically to avoid being part of ‘link schemes’. These links come from participating in niche-specific forums where you share advice, resources, and links to your site.
Example: Several people participate in an SEO forum and answer questions related to local SEO strategies, linking to a detailed guide on their website.
Why it’s valuable:
- Engaged audience: People reading forums often seek specific advice, making your links more likely to attract clicks.
- Niche relevance: The backlink relevance is high if the forum is industry-specific.
How to get it: Join forums related to your industry and contribute valuable insights. Place links naturally within the conversation’s context.
7. Resource Page Backlinks
Resource page backlinks are links from websites that curate useful resources for a specific topic or industry. Identifying broken links on resource pages and suggesting your content as a replacement can be an effective strategy. If you have particularly informative or valuable content, you can request to be included on a resource page.
Example: HubSpot features a curated list of in-depth resources, which various articles reference and link to, boosting HubSpot’s authority through resource backlinks.
Why it’s valuable:
- Highly targeted: These backlinks often come from pages specifically designed to link to useful content.
- Authority boost: Many resource pages exist on well-established websites.
How to get it: Identify websites in your niche that curate resource pages. Contact the webmaster or editor politely and request that your resource be included.
8. Social Media Backlinks
Social media platforms like Facebook, LinkedIn, Twitter, and Instagram allow you to share links to your website. While these backlinks aren’t as impactful for SEO as other types, they can still drive traffic and increase your brand’s visibility.
Example: You share your latest blog post on LinkedIn, which gets shared by others, creating a network of backlinks.
Why it’s valuable:
- Traffic generation: Social media can drive large traffic to your site.
- Easy to share: Anyone can share your content, potentially leading to more natural backlinks.
- Brand visibility: Social media helps increase brand awareness and user engagement.
How to get it: Share your content regularly on social platforms and encourage others to do the same.
9. Press Release Backlinks
Press releases are a great way to get news outlets and blogs to mention your website. When you have a major announcement—like launching a new product, service, or branch—writing and distributing a press release can lead to backlinks from various media outlets.
Example: Filmbaker, a Bangalore-based startup, was featured in the Hindustan Times, covering its 5-year journey, gaining a valuable backlink.
Why it’s valuable:
- Brand exposure: You gain backlinks and exposure at the same time.
- Trusted sources: News outlets and blogs often have high domain authority, making these backlinks valuable.
How to get it: Write a compelling press release and distribute it via PR platforms like PR Newswire or Business Wire. Make sure the content is newsworthy to increase your chances of earning backlinks.
10. Scholarship Backlinks
Offering a scholarship in your company’s name is an excellent way to gain backlinks from .edu domains. Educational institutions often have high domain authority, making these backlinks very valuable.
Example: Adani Gyanjyoti Scholarship provides scholarships for students pursuing degrees in various fields. Several universities link to their website on their scholarship pages.
Why it’s valuable:
- High authority: Backlinks from .edu domains are seen as more trustworthy.
- Positive PR: You not only gain backlinks but also contribute to education.
How to get it: Create a scholarship program that aligns with your industry. Contact universities and ask them to list your scholarship on their websites.
11. Image Backlinks
If you create original images, infographics, or illustrations, other websites might use them in their content, giving you a backlink as credit. This is a great way to earn natural backlinks if your images are valuable or unique.
Example: This article uses this differentiation image and links the infographic back to their website for credit.
Why it’s valuable:
- Visual content is shareable: People love sharing infographics and visuals.
- Attracts natural backlinks: When others find your visuals useful, they’ll link to you without being asked.
How to get it: Create high-quality visual content that others will find valuable. Use tools like Canva or Venngage to create infographics.
12. Influencer Backlinks
Influencers in your niche can help spread the word about your brand and link to your website. This can be done through sponsored content, product reviews, or natural mentions.
Example: A tech influencer writes a Quora answer about the best live chat solutions for websites and links to their websites.
Why it’s valuable:
- Targeted audience: Influencers have dedicated followers, making these backlinks highly targeted.
- Boosts credibility: A backlink from a trusted influencer adds social proof to your site.
How to get it: Partner with influencers in your industry. Provide them with products or services to review or collaborate on content creation.
Other Important Types of Backlinks
1. UGC (User-Generated Content) Backlinks
These are links found within user-generated content, like comments or forum posts. Google introduced the rel=”ugc” tag to differentiate these from other backlinks, as they come from content contributed by users rather than the website owner.
2. Sponsored Backlinks
Sponsored backlinks come from paid placements, advertisements, or endorsements. These links should always have a rel=”sponsored” tag to indicate to search engines that the link is part of a paid promotion. Misusing sponsored links without this tag can lead to penalties.
Backlinks to Avoid to Prevent Search Engine Penalties
Not all backlinks are beneficial. In fact, some can do more harm than good. Low-quality or spammy backlinks can lead to search engine penalties and harm your site’s reputation. To protect your website’s SEO, avoiding these harmful types of backlinks is crucial.
Here’s a list of backlinks you should avoid at all costs:
1. Paid Links
Buying backlinks from websites or services is a violation of Google’s guidelines. If Google finds out you’re buying links, you risk a penalty or even being removed from the index.
- Why avoid: Paid links are considered manipulative and can lead to penalties.
- Better alternative: Focus on organic link-building strategies like guest posting or creating valuable content.
2. Link Farms
Link farms are groups of websites created solely for linking purposes. These sites have no real value and are often considered spam by search engines.
- Why avoid: Link farms can result in penalties, and the links are often low-quality.
- Better alternative: Build relationships with real websites in your niche for organic backlinks.
3. Unrelated Sites
Backlinks from websites irrelevant to your industry or content can hurt your SEO. Google looks at relevance when determining the value of a backlink.
- Why avoid: Irrelevant links are seen as manipulative and don’t provide SEO value.
- Better alternative: Focus on acquiring links from websites in your niche or related fields.
4. Footer Links
While it may be tempting to place backlinks in another site’s footer, excessive footer links can appear spammy and are often ignored by search engines.
- Why avoid: Footer links are seen as less valuable and can be penalised if overused.
- Better alternative: Place contextual links within the content body for a higher value.
5. Private Blog Networks (PBNs)
A private blog network (PBN) is a group of websites created solely for link-building. While PBNs can work in the short term, they are risky and often result in penalties once Google identifies the network.
- Why avoid: Google has become adept at spotting PBNs, and the risk of penalty is high.
- Better alternative: Build high-quality content that naturally earns backlinks over time.
Create Backlinks that Search Engines Love
Backlinks are a powerful tool for boosting your website’s SEO, but only when you focus on quality and relevance. Editorial, guest posts, and acknowledgement backlinks are just a few backlink types that can elevate your rankings. On the other hand, paid links, link farms, and PBNs can do more harm than good.
Focus on building natural, high-quality backlinks and avoid risky practices. When done right, backlinks will help you climb the search engine rankings, driving more traffic to your site.
These strategies can build a strong backlink profile that will contribute to your long-term SEO success.
