Types of backlinks that boost SEO performance

Backlinks are incoming links from another website to yours. These inbound links are essential for search engine optimization (SEO).

Why is this the case? Search engines like Google use algorithms to rank websites for quality and keywords. Google’s equation puts value on backlinks. This means that good backlinks can improve your page rank on search results listings.

Websites with high-quality backlinks rank higher on search engine results pages (SERPs). It’s vital to make getting backlinks from good sites part of your SEO strategy.

In this article, we’ll take a deep dive into backlinking. You’ll learn about the most effective types of backlinks to improve your search rankings.

Why backlinks are important for SEO

Backlinks are a signal of a website’s authority. Google’s PageRank algorithm (named after both the term “web page” and Google co-founder Larry Page) sees sites with good incoming links as more trustworthy. They are like “votes” for the site.

In technical terms, these links measure website authority. Website authority is the overall strength of your website. It refers to your site’s ability to rank highly on SERPS. Website authority is sometimes called domain authority, which is not to be confused with the Domain Authority (DA) metric from Moz.  Links from educational sites, respected news platforms, and well-known industry authorities can improve your authority. These sites have editorial standards. They don’t publish spam or low-quality content. Therefore, Google trusts their opinions. If they link to your site, it likely means your content has value.

Google also looks at the niche of the link source. A link is more valuable if it comes from the same industry. But, you shouldn’t have many links from one source. Diversity is important. Have incoming traffic from different types of sites. Google penalizes too many incoming links from one site. It views an overused source as suspicious and might think it’s spam.

Finally, backlinking is an ongoing process. An SEO strategy should seek consistent additions to your link portfolio. This is better than having many links when first publishing your site.

Understanding the main types of backlinks in SEO

There are two main varieties of backlinks. They are “dofollow” and “nofollow” links.

Dofollow links pass link equity (better known as “link juice”) from the source site to yours. These are important for increasing your own site’s website authority. Sites with a lot of domain authority are considered “thought leaders” in their subject. 

Nofollow links include a specific HTML attribute. It tells the search engine algorithm not to value the incoming link. Google does not use nofollow links for ranking.

The attribute for these links is rel=”nofollow”. These links can still bring traffic to your site. You might use nofollow for links that bring visitors but don’t have authority.

Dofollow links are useful for traffic from government, academic, or news sites. Respected industry sites are also common dofollow sources.

Nofollow links may be for sources that lack authority. But, you need the incoming links for some other reason. You might also request that the webmaster responsible for unwanted incoming links use nofollow code. You can use nofollow code for outbound links if you don’t want to share your site’s authority with the linked page.

Other types of backlinks

There are other ways to categorize backlinks, as well. It’s important to understand each. The various types have a different impact on your SEO. You need to grasp the role of each variety in your overall strategy. With the right usage, each kind of backlink can help.

Here are eight different link types and how to use each correctly.

Natural backlinks

These are links that you earn organically. You do not ask for them from high-authority sites. But, writers or content creators link to your site because they find it valuable.

Natural links are often the best type of backlink. They don’t require any effort on your part. And, they prove that your site already has authority.

An example might be a blogger who writes about your industry. They might write an article and link to your site as a source or example.

Editorial backlinks

Editorial backlinks are from journalists or researchers. They create articles on other sites and use content on your site as a source.

Examples include industry reports and news stories. High-DA sites often produce such well-sourced content. This makes editorial backlinks very valuable. They often bring a lot of link juice.

An example might be a journalist who links to an article on your site as a source for their story. If they do this without a request from you, it is a natural backlink. Another instance could be a respected industry site using content on your site as a source.

These links may or may not be solicited. However, they are usually very valuable. Editorial sites often rank highly on Google. They have strict standards. Editors won’t allow low-quality links or sources. Such backlinks are a vote of confidence in your site.

Guest post backlinks

You create these links by yourself on other sites. You request to write a guest post on the source site. You link back to your site from somewhere in this article.

You get guest post opportunities by requesting them. Or, the source site asks you to contribute. You include a call to action to visit your site. Or, you add the link somewhere in the article with the relevant anchor text.

There are several best practices for guest post backlinks. First, the rules for high-authority sites still apply. You want to write on sites that will bring enough link juice.

Second, you should create insightful, valuable content. This ensures Google scores the link highly.

You should not write guest posts on low-quality sites. Backlinks from these sites may harm your SEO. Google may see them as spam and lower your search engine ranking.

Niche directory backlinks

Niche directory backlinks come from online directories or business listings. Often, SEO experts say it’s best to avoid directories. In general, this advice is correct. However, there are a couple of exceptions.

Local directories can help if you have a brick-and-mortar business. These can help with local SEO. Also, they can help people in the area find you.

Niche directories have listings related to your industry or specialty. They can be beneficial for SEO and to direct traffic to your site.

The rules for high-quality, relevant sites apply to directories. Find listings that are properly curated and don’t contain spam links. For example, find niche directories that add links manually. If possible, find ones with a well-defined policy for choosing sites.

Forum and blog comment backlinks

Forum and blog post links are very tricky. Typically, Google sees them as low-quality backlinks. They do not have the authority to impact your SEO. And, too many forum or comment links could lower your search engine ranking. Google might see them as spam.

There are a couple of reasons to consider forum or blog comment links. First, they can attract people interested in your niche. Forum readers may see a link in your comment and follow it. This increases your site traffic. It could also help people with access to high-authority sites see your content. They might provide high-quality backlinks in the future.

Also, forum links can establish you as an expert within the niche. Google may not value the links, but forum readers in your specialty may begin to see you as an authority. Again, this could lead to more backlinking opportunities in the future.

One rule for forum links is to use “nofollow” code. This step is necessary. It keeps Google from assessing the incoming links. Many “dofollow” links from forums could get tagged as spam. The result could be a lower search engine ranking.

Social media backlinks

Social media backlinks come from platforms like Facebook. Other sources are X (Twitter), LinkedIn, Instagram, and Threads.

Social media links are typically nofollow. They do not affect your backlink portfolio. However, they can impact your SEO indirectly. And, they could lead to natural or editorial backlinks.

Social media is a major source of website traffic. Post regularly on social platforms. It can help people in your niche find your site.

Journalists and content creators often use social media for research. If you have a strong presence on these platforms, they can find your site. They could then use it as a source for their story.

You might consider publishing parts of your high-value content on social media. This can encourage natural backlinks.

Backlinks from infographics and visual content

Backlinks from images or infographics can be useful. Usually, someone uses your photo or graphic and links to your site to give you credit.

These links can be useful because many different sites can use a good picture or graphic. One visual can bring a lot of backlinks.

Unfortunately, if you share visuals freely, you don’t have control over the quality of the inbound links. Some may come from poor-quality sites.

To avoid this problem, request that sites ask permission to use your image. Or, offer it for free to high-quality sites. Sites often have to pay to license pictures. They may jump at the opportunity to get free, high-quality visuals.

You should optimize images with the proper alt text. Search engines look at these hidden words to assess the image. You need to ensure they see relevant keywords.

Backlinks from business or author profiles

Backlinks from profiles can lead to your website’s homepage or about page. These links typically do not have a lot of authority. However, they can help diversify your backlink portfolio.

Links could come from your Google Business Profile. Or, you could link to internal pages from a profile on a blog where you guest post.

The most valuable profile links will be from sites relevant to your niche. For low-quality sites or general business profiles, consider nofollow links.

Author backlinks can also increase your reputation. They can link high-value content that you create with your site. They can also drive traffic.

Types of backlinks you should avoid for SEO

All backlinks can drive traffic to your site. However, some can actually harm your SEO efforts.

Here are the types of links that can potentially harm your search engine ranking.

• Spammy backlinks: Links from low-quality or poorly maintained sites can harm SEO. For example, some spam sites exist only for creating backlinks. They typically lack authority in the eyes of Google. The search engine algorithm will punish your site if too many links come from low-quality sources.
• Sponsored or paid links : These links should contain the rel=“sponsored” attribute. Paid link strategies typically do not help. You may even get penalized by Google. The penalty will decrease your search engine ranking.

• Private blog network (PBN) links: PBNs are a black-hat SEO tactic specifically for link building. Google often penalizes them for spam or low-quality content. PBNs typically do not bring much traffic, so there is no reason to use them.
• Irrelevant links: Google algorithms assess relevance. Backlinks from unrelated sites are likely to get penalized. The penalties could come even if the link is from a high-authority site. Stick to links from sites or content related to your niche, industry, or local area.
• Comment spam links: Comment links can sometimes be useful. However, the content must be relevant. If your comment adds value and the link is in context, it can be beneficial. However, spam comment links will harm your SEO. If you are unsure of the impact, consider using a nofollow link.
• Excessive link exchanges: Some sites in your niche may ask to exchange links. You add one to your site and they add one to theirs. This strategy can help build backlinks. However, if you do it too much, Google could penalize you because it’s a violation of Google’s Webmaster Guidelines You’ll also get penalized if these exchanged links come from unrelated or irrelevant sites.

How you can get different types of backlinks

You need a diverse range of backlinks. The best strategy is to build your portfolio over time. How can you do this? Options include buying backlinks and engaging in outreach. You can also try guest blogging or use PR to attract inbound links.

Here is a deeper dive into these four link-building approaches.

Outreach

Outreach involves asking people to place backlinks on their websites. Targets include website owners and content creators. You can also talk to journalists or writers who cover your industry.

The process of outreach has several phases.

• Seek out relevant link partners. You should look for people and sites who are respected in your niche. Find those who create or publish high-authority content. These are the people who can provide the most valuable backlinks.
• Create link-worthy content. High-authority sites and authors will likely only link to excellent sources. Make sure your content meets their standard.
• Personalize communications. Write directly to each target. Mention their name and reference a piece of their content that you like. Explain how your content is related to theirs.
• Follow up briefly. You shouldn’t pester your targets. But, it’s alright to follow up after a few days. Sometimes, they could have missed your first email. Or, they didn’t read it. One short, polite follow-up is acceptable.

One effective strategy is to find broken or outdated links on high-authority sites. Find or create content on your site that matches the broken link. Reach out to the author or site to suggest your content as a replacement. Another approach involves offering content, such as guest posts. These provide value.

Outreach can be time-consuming. However, it is one of the most effective ways to get quality backlinks.

Guest blogging

Guest blogging is another effective strategy for getting backlinks. There are several steps necessary to ensure your outreach and writing efforts bring the benefits you want.

• Find relevant sites. The first rule of backlinks is to link from related sites or content. Guest blogging is time-consuming. It is only worth the effort if it brings the highest-quality backlinks. The most impactful links will come from content closely related to your site.
• Seek guest blogging opportunities. There are two ways to find guest blogging openings. First, you can find sites that actively seek writers. Second, you can reach out to related sites that publish blog posts or articles. Sites that publish thought leadership content are typically very good targets for guest posting queries.
• Craft a good pitch. The advantage of guest blogging is that you can craft your own high-value content. This can increase the power of the inbound link. Also, site owners are more likely to accept well-thought-out pitches. It’s important to spend time creating a good idea and outline for your article.
• Write excellent content. The final step is to execute your idea. You need to write high-quality content. You need to place the inbound links in the context and use relevant anchor text.

Avoid low-quality blogs when seeking guest posts. They are more likely to accept your pitch. But, the backlinks will not bring much benefit. In fact, they could even harm your search engine ranking.

Public relations

Public relations (PR) involves creating connections with people who can help place links. You use PR strategies to reach out to media outlets or influencers. PR can also help you connect with journalists, bloggers, and other writers.

Several PR strategies can help with link building.

• Create content and press releases. You need to have content or announcements ready to go when you use PR. If someone accepts your backlink request, you need to have content to show them immediately.
• Find relevant writers. Use Muck Rack, a database of journalists and their news articles, or industry listings to find journalists and writers. You should approach people who are familiar with your niche. Mention related stories they have written in your pitch.
• Don’t just rely on pitches. Engage with influencers and writers on social media. Or, offer interviews or quotes. If possible, attend trade shows or industry events to meet media members who cover your niche.

Leverage articles or interviews to make more connections. Past content or interviews can help your credibility. Make sure you mention these when trying to make new contacts.

Buying backlinks

It violates Google’s rules to buy backlinks. Search engines will penalize websites that they catch using this strategy. However, this doesn’t stop some webmasters from offering to sell links.

Buying such links is extremely risky. Before you attempt such services, you need a deep understanding of proper link placement. And, you have to be able to tell the difference between high-value sites and ones that deal in spam links. 

Even then, if you’re caught, the penalties are severe. You could lose your current ranking. In some cases, your site could be completely removed from all search results. All your past SEO efforts would then be for nothing.

Although link buying is available, it’s better to avoid the risks. Other strategies, like creating high-quality content that gets natural and editorial backlinks, is much safer. In the long run, it is more sustainable. 

Important factors for effective backlinks

Backlinking takes time and money. You want to make sure you get the most out of your efforts. Link placement is vital. But, you also need to maximize your results.

The following three tips will help you get the absolute most out of your links.

Domain diversity

Quality links are important. However, the PageRank algorithm places more importance on the diversity of referring domains. In other words, having different sites linking to yours is more important than the total number of backlinks.

Why? Diverse sources show that a variety of people recommend your content. This inspires more confidence in quality than a single person sending readers to your page again and again. 

Domain diversity has been important since Google’s Penguin update in 2012. Before that, SEO tactics focused on getting as many links as possible. It didn’t matter if they were from the same domain. However, search engines have changed. Now, they value diversity more than numbers.

Link placement

The idea of quality over quantity goes beyond link sources. Link placement is also essential. You should not place multiple inbound links to the same domain in the article. Instead, focus on one relevant link per article.

Search engines may see the use of multiple links as spam or manipulation. You might not be penalized for this, but you won’t be rewarded either. The best strategy is one relevant, high-quality link per domain. You should also add links to other relevant sites in the article. This step makes the link building appear more natural. Otherwise, it may appear that the goal of the article is to promote your web page. 

Best practices for linking within content

You should also pay attention to where you put the links. Here are the rules to follow.

• Backlinks should be in the main body of the article.
• They should be after an H2 headling. Search engines reward links placed here because they have a more prominent position in the article.
• Anchor text must be relevant to the linked content. 
• You should balance keywords and natural text. Google may see unnatural use of keywords in anchor text as manipulation or a sign of spam. 
• Place links near the beginning of the article, but not at the very start.

You can also put a CTA link at the end. It can help drive traffic, but it is less relevant for page rank. 

Difficulties and limitations of different types of backlinks

Backlinking is important for SEO. But, it is not an all-in-one solution. Here are the challenges and potential drawbacks to consider.

• Time and effort: You need to make contacts, create quality content, and reach out to new people. Each step takes time. It will be months before you see results from your efforts.
• Ongoing risks: You need to constantly evaluate link sources. A few low-quality links can damage your SEO. You need to be on guard against this problem each time you work with a new domain.
• Rule changes: Google and other search engines often change their algorithms. Strategies that work now might not work tomorrow. You need to stay up-to-date and research constantly to avoid falling behind after such changes. 

With the right partner and professional support, you can overcome these issues and get the benefits of a high-quality backlink portfolio.  

Get started with link building to supercharge your SEO

Backlinks are essential for today’s websites. You need natural, editorial, and other high-quality links. These days, quality is more important than quantity for linking and SEO.

You need to pursue a diverse portfolio of high-quality links. This takes time. It might also require expert help. However, these inbound links are one of the most effective ways to improve your search engine ranking.

SEO and backlinking strategies should focus on your location, niche, and other factors. Both you and your linking partners should be in the same niche or industry.

Link building is an ongoing process. Start today to build your backlink list and enjoy improved SEO.

Nov 19, 2024