Importance Of Backlinks in SEO

What are "backlinks"? Backlinks are links that are directed towards your website. Also knows as Inbound links (IBL's). The number of backlinks is an indication of the popularity or importance of that website. Backlinks are important for SEO because some search engines, especially Google, will give more credit to websites that have a good number of quality backlinks, and consider those websites more relevant than others in their results pages for a search query.

When search engines calculate the relevance of a site to a keyword, they consider the number of QUALITY inbound links to that site. So we should not be satisfied with merely getting inbound links, it is the quality of the inbound link that matters. A search engine considers the content of the sites to determine the QUALITY of a link. When inbound links to your site come from other sites, and those sites have content related to your site, these inbound links are considered more relevant to your site. If inbound links are found on sites with unrelated content, they are considered less relevant. The higher the relevance of inbound links, the greater their quality.

The number of different referring domains (i.e. the different sites where backlinks are coming from) was higher for the top 30 search results in 2015. This trend is particularly true of large brands as they occupy the top ranking positions and it is here that the growth of referring domains is most clearly visible. This makes sense because in general you would assume that a site that has links from a large number of separate sources is more popular (and more likely to be genuinely useful) than a site that has the same number of links from far fewer separate sources.

Indeed, if all the links came from one or two sources it begins to look a little suspicious and unnatural – perhaps there is some sort of paid linking scheme or an agreement to provide links. As the Searchmetrics Ranking Factors study has shown, backlinks are still important – but overall their value is falling and we expect this trend to continue. Certainly, the era of using link-building as a shortcut to help your content rank higher is coming to an end.

The future is all about creating genuinely useful and valuable content that other sites are happy to link to in order to help their readers access further related information. In other words, link earning, rather than link building is how you’ll climb up the rankings moving forward.

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