What Are Backlinks and Do They Matter in 2023?

Intro

Backlinks have long been a crucial aspect of search engine optimization (SEO) and a primary factor in determining a website's search rankings.

As we approach 2023, the question arises: do backlinks still matter? The answer is a resounding yes.

While the landscape of SEO is continuously evolving, backlinks remain an essential component of a successful SEO strategy.

Backlink Definition

A backlink, also known as an "inbound link" or "incoming link," is a hyperlink on one website that points to a page on another website. In simpler terms, a backlink is created when one website links to another website.

These links are important for SEO because they serve as an indicator of a website's credibility, authority, and relevance.

(Image source: Moz)

When a website receives a backlink from another site, search engines like Google view it as a vote of confidence or endorsement for the content on the linked page.

The more high-quality and relevant backlinks a website has, the more likely it is to rank higher in search engine results.

But that’s in Layman’s terms - let’s dive a bit more into how exactly they work in search engines.

How Backlinks Work in SEO

Backlinks play a vital role in SEO as they are one of the main factors that search engines like Google use to determine the relevance, authority, and credibility of a website.

When a website receives a backlink from another site, search engines consider it as a vote of confidence, signaling that the content on the linked page is valuable and trustworthy.

The more high-quality backlinks a website accumulates, the more likely it is to rank higher in search engine results.

PageRank, a Google algorithm named after its co-founder Larry Page, is a crucial component of how backlinks work in SEO.

PageRank measures the importance of a webpage by analyzing the quantity and quality of its backlinks.

The algorithm assigns a numerical score (ranging from 0 to 10) to a webpage based on the number of backlinks it has and the PageRank score of the linking pages.

PageRank works by distributing the rank or "link juice" from one page to another through backlinks.

When a page links to another page, it passes a portion of its PageRank to the linked page.

The more high-quality backlinks a page has, the higher its PageRank score will be, which contributes to a higher ranking in search engine results.

It's important to note that not all backlinks contribute equally to a page's PageRank. The weight or value of a backlink is determined by several factors, such as:

1. The linking page's PageRank: A backlink from a high PageRank page will pass more link juice than a backlink from a low PageRank page.
2. The number of outbound links on the linking page: The link juice passed from a page is divided among all its outbound links. Therefore, a backlink from a page with fewer outbound links will pass more link juice than one from a page with numerous outbound links.
3. The relevance of the linking page: Backlinks from relevant and authoritative websites in your niche are more valuable than those from unrelated or low-quality websites.

Types of Links

In addition to different links contributing different amounts of PageRanks, some links do not pass any “link juice” at all.

(Image source: Google)

There are dozens of different attributes a link can have, but the ones most important for search engine optimization are the four described below.

Dofollow

By default, all backlinks are dofollow links. These links pass on PageRank and contribute to your website's authority and search rankings.

When a search engine crawls a webpage with a dofollow link, it follows the link to the linked page and considers the link as a vote of confidence.

Dofollow links are valuable in SEO as they can improve your website's rankings and overall visibility in search engine results.

Nofollow

Introduced by Google in 2005, nofollow links are backlinks with a "rel=nofollow" attribute in the hyperlink's HTML tag.

This attribute tells search engines not to follow the link and not to pass any PageRank to the linked page.

Nofollow links do not directly contribute to your website's search rankings, but they can still drive referral traffic and diversify your backlink profile.

Sponsored

The "rel=sponsored" attribute is used to mark backlinks that have been paid for or are part of advertising and sponsorship agreements.

This attribute helps search engines understand that the link is a commercial arrangement and not an editorial endorsement.

Sponsored links, like nofollow links, do not pass on PageRank and do not directly contribute to your website's search rankings. However, they can bring referral traffic and brand exposure.

UGC

The "rel=ugc" attribute is used to identify backlinks that come from user-generated content, such as comments, forums, or guest posts.

This attribute helps search engines differentiate between editorially placed links and those created by users.

While UGC links can still pass on some PageRank, they are generally considered less authoritative than editorial backlinks, as they may be more susceptible to spam or manipulation.

Among these link types, dofollow links are the ones that pass on PageRank and have the most significant impact on your website's search rankings.

It's essential to have a diverse backlink profile that includes a mix of dofollow, nofollow, UGC, and sponsored links to build a natural and well-rounded marketing and SEO strategy.

While the primary focus should be on acquiring high-quality dofollow links, the other link types can still offer value in terms of referral traffic, audience engagement, and overall online presence.

Remember, search engines prefer a natural backlink profile, so having a mix of different link types can make your website appear more trustworthy and less likely to be involved in manipulative link-building practices.

Link Building: Is it Worth the Effort?

Link building is a crucial component of a successful SEO strategy, but it comes with its share of challenges and downsides.

1. Cold email outreach: One of the primary methods of acquiring backlinks is by reaching out to website owners and editors via cold emails, asking for a backlink or a guest post opportunity.

This can be a tedious and often frustrating process, as response rates can be low, and it may be difficult to build relationships with industry influencers.

2. Time-consuming process: Link building is not an overnight task; it requires dedication, patience, and continuous effort.

Crafting high-quality content, identifying potential link sources, and conducting outreach can be labor-intensive and take up a considerable amount of time.

3. Slow to see results: Link building is a long-term strategy, and it can often take several months before the effects become evident in your website's search rankings.

This can be discouraging, especially for businesses and website owners looking for quick results.

However, it's essential to remember that SEO, in general, is a gradual process that requires consistent effort and investment - and the ROI of link building can beat its price several times over.

The long-term benefits of acquiring high-quality backlinks far outweigh the initial slow pace of progress, as they contribute to sustained growth in search rankings, traffic, and overall online presence.

Not to mention the ability to outsource the process to an agency or a freelancer.

Wrapping Up

In conclusion, while link building comes with its challenges and downsides, the SEO benefits of high-quality links are undeniable.

And yes - they still matter very much, even in 2023.

By investing time and effort into building a diverse and authoritative backlink profile, you can significantly improve your website's search rankings, drive organic traffic, and establish your brand as a trusted authority within your niche.

The key is to stay patient, persistent, and strategic in your link-building efforts, always focusing on quality over quantity to ensure long-lasting and impactful results.