What Are Backlinks? The Smart Way to Build SEO-Friendly Links

If you’ve just started reading about SEO, you’ve likely asked the question: “What are backlinks?”, and then why do they matter? At a basic level, backlinks are hyperlinks from one website to another. But in the world of search engine optimisation, they serve a much bigger role — acting as signals of trust, authority, and relevance. The more high-quality, contextually relevant sites that link to yours, the more credibility your website builds in the eyes of search engines.

This understanding of quality has become well established — most marketers and business owners know it’s no longer a numbers game. But that shift has introduced a new challenge: the rise of artificial authority. There’s now an entire industry dedicated to creating websites that look reputable — with high Domain Ratings, clean designs, and surface-level content — solely for the purpose of selling backlinks. These links might pass a metrics test but often lack genuine value, and worse, they can damage your long-term SEO health.

In this article, we’ll explain not just what backlinks are, but how to build them the right way — through Digital PR, genuine relationships, and relevance-first thinking. Forget outdated link-building tactics. This is about earning links you’d be proud of, even if Google didn’t exist.

What Are Backlinks, and Why Do They Matter for SEO?

A backlink is a hyperlink from one website to another. In SEO terms, it’s when another website links to a page on your site — typically within content, a blog post, or a citation. Backlinks are also known as “inbound links” or “external links,” and they’re one of the most influential ranking factors in Google’s algorithm.

The concept is simple: if other websites are linking to yours, it’s a signal that your content is valuable and trustworthy. Search engines treat these links as votes of confidence — a way of determining how reputable and authoritative your content is, especially in relation to specific search terms.

But not all backlinks carry equal weight. The quality, context, and intent behind a link matter significantly more than the number of links you have. A single backlink from a trusted, authoritative, and thematically relevant site can often be more impactful than hundreds of lower-quality links.

How Backlinks Influence SEO

Search engines like Google use backlinks to:

• Discover new content: When a page gets a backlink, it increases the chance that search engines will crawl and index it.
• Evaluate authority: If a page is being linked to by trustworthy sources, it’s more likely to be considered authoritative.
• Determine relevance: The context of the linking page, and the anchor text used, help search engines understand what your page is about.
• Rank pages: Backlinks are one of the top-ranking factors. Pages with more high-quality backlinks typically outrank those with fewer or lower-quality ones.

Backlinks essentially act as third-party endorsements. Just like a customer testimonial builds trust in a product, a backlink builds trust in your content.

What Makes a Backlink Valuable?

Not all links are created equal. Google’s algorithms are sophisticated enough to evaluate the quality of a backlink, not just its existence. Here are the key factors that determine a backlink’s value:

• Relevance: Is the linking site related to your industry or topic? A backlink from a finance blog to a travel site may raise red flags, but a link from a travel magazine is perfectly aligned.
• Authority: The linking domain’s credibility matters. Sites with strong reputations, trusted editorial standards, and high organic visibility carry more weight.
• Placement: Links embedded naturally within editorial content are far more valuable than those buried in footers, author bios, or low-quality directories.
• Anchor Text: The clickable text used in the link should be descriptive and relevant. Generic anchor text like “click here” is less helpful than “compare running shoes” or “email marketing tips.”
• Traffic Potential: Links from high-traffic pages can send real users to your site — not just search engine signals. These links serve both SEO and referral marketing purposes.
• Editorial Integrity: The most valuable links are earned, not paid for or placed on request. Editorially given links — ones a writer includes because your content is genuinely helpful — are what Google values most.

Google’s Perspective on Backlinks

Google has been clear: manipulative link building is against their Webmaster Guidelines. This includes buying links, participating in link schemes, using spammy guest post networks, or excessive keyword-rich anchor text in articles.

In the past, SEO professionals could game the system by building large volumes of links from directories, forums, blog comments, and link exchanges. Today, however, these tactics are not just ineffective — they’re risky. Sites that engage in manipulative link building are vulnerable to manual actions or algorithmic penalties, such as those from Google’s Penguin update.

Google is increasingly focused on link quality, relevance, and authenticity — which is why Digital PR has become the gold standard for modern link acquisition.

Example: Let’s say you run an independent wine shop in Leeds.

A link from a local food and drink blog covering “Top 10 Wine Shops in Yorkshire” is highly relevant, location-specific, and editorially placed — making it extremely valuable. However, a link from a generic lifestyle blog in another country with no real traffic or visibility, even if it has a DA of 60, is far less impactful — and potentially suspicious.

Backlinks are foundational to SEO, but the type of backlink you pursue determines your success. It’s not about chasing metrics — it’s about earning trust, relevance, and real-world value. Building high-quality backlinks is about creating something people genuinely want to reference, not something that just ticks a box in a report.

What Does a “Good” Backlink Actually Look Like?

In theory, most marketers understand that a “good” backlink is one that helps improve SEO and drives value to the business. But in practice, many still rely on shallow metrics like Domain Authority (DA) or Domain Rating (DR) — often without considering the bigger picture. The result? A focus on links that look good on paper but don’t actually support rankings, relevance, or brand credibility.

So, what does a good backlink really look like? It’s not just about numbers — it’s about relevance, authenticity, and editorial value. Let’s break that down.

Relevance Is Non-Negotiable

The most effective backlinks come from websites that are topically or contextually related to yours. A link from a site that operates in the same industry or speaks to the same audience will carry far more weight than a random, unrelated site — no matter how high its metrics are.

Google has repeatedly emphasised the importance of contextual relevance. For example, if you run a pet supplement brand, a backlink from a veterinary publication or pet health blog will be significantly more powerful than a backlink from a generic lifestyle site with no connection to animals or wellbeing.

Tip: Would this link make sense if Google didn’t exist? If the answer is yes, it’s probably a relevant and valuable link.

Editorial Placement Matters

Google wants to reward links that are naturally placed — not paid for, not exchanged, and not added just for the sake of SEO. This is why editorially earned links are the gold standard. These are links that a journalist, writer, or editor includes because your content, product, or insight added real value to their piece.

Natural placements within a body of content are far more impactful than links in footers, sidebars, blogrolls, or directories. Likewise, links that appear organically within high-quality, well-written articles — especially those on trusted domains — signal much stronger trust to search engines.

Website Quality and Trust Signals

Instead of relying solely on third-party metrics like DA or DR, look at the actual quality of the referring site:

• Is it a real business or publication?
• Does it have traffic, rankings, and audience engagement?
• Is it producing original, well-written content?
• Are its backlinks organic or obviously manipulated?

Links from sites with a real audience and real editorial standards are significantly more valuable than links from sites that only exist to sell them.

Red flag: If the site’s blog covers cryptocurrency one day, fashion the next, and legal advice the day after — and all the articles are stuffed with keyword-rich outbound links — you might be looking at a link farm.

Link Positioning and Anchor Text

The link’s placement on the page matters. A link buried in an author bio or a comment section is far less useful than a contextual link placed mid-article.

Anchor text — the clickable words in a hyperlink — should be descriptive and natural. Over-optimised anchor text (like “best SEO agency Leeds” repeated verbatim) can appear manipulative. Instead, anchor text should reflect how a link would be used in real writing: subtly, relevantly, and with editorial flow.

Potential to Drive Referral Traffic

One of the best indicators of link quality is whether it could bring real users to your site. If a backlink has the potential to drive referral traffic — actual people clicking through to learn more or make a purchase — it’s almost always a valuable one.

If a website has no meaningful audience, poor visibility in search, and no signs of user engagement, the likelihood that the link is there purely for SEO purposes is high. Google is getting better at recognising and devaluing these types of links.

Example: Imagine a Leeds-based eco-homewares brand is featured in an article of a well-known online newspaper titled “10 Independent UK Brands Leading the Way in Sustainable Living.” The brand gets a backlink within the body of the article, where the journalist references a particular product line. This is an ideal backlink.

In short, a “good” backlink is not just about metrics — it’s about relevance, trust, quality, and intent. If the link exists because someone genuinely thought your content or product added value, you’re on the right track. That’s what Google is really looking for.

The Problem with Metrics: Why DA, DR, and “Link Scores” Can Be Misleading

It’s easy to see why so many people fixate on backlink metrics like Domain Authority (DA), Domain Rating (DR), Trust Flow, or Authority Score. They offer a quick, quantifiable way to assess a website — and in theory, the higher the number, the more valuable the backlink. But in practice, these scores are only estimates based on third-party tools, and they can be misleading, especially when they’re used in isolation or without context.

What These Metrics Really Are

Let’s clarify something important: Google does not use DA or DR as ranking signals. These are proprietary metrics developed by SEO software companies like Moz (DA), Ahrefs (DR), Majestic (Trust Flow), and SEMrush (Authority Score) to approximate a domain’s strength — mostly based on backlink quantity and quality.

They can be useful for initial comparisons, but they’re not definitive. Each tool uses its own algorithms and link indexes, meaning the same site could score very differently depending on where you check it. One site might have a DA of 65 in Moz, a DR of 50 in Ahrefs, and a Trust Flow of 20 in Majestic — none of which necessarily reflect how Google sees that domain.

Why Chasing Metrics Is Problematic

1. It Encourages Link Manipulation
   The obsession with high-DA links has created a market where websites are built purely to sell links — with inflated authority scores but no real audience, trust, or editorial value. These “link farms” often look credible at a glance, but scratch the surface and you’ll find thin content, irrelevant topics, and spammy outbound linking patterns.
2. It Ignores Relevance and Intent
   A backlink from a DA 30 website that is deeply relevant to your niche — say, an industry association or specialist blog — can be far more valuable than a DA 80 link from a generic tech site that has nothing to do with your business. Google cares about context, not just numbers.
3. It Doesn’t Reflect Real SEO Value
   DA and DR are based primarily on a site’s link profile. But they don’t factor in user engagement, traffic quality, or editorial integrity — all of which are crucial in determining whether a link passes value in Google’s eyes.
4. It Can Be Easily Manipulated
   High authority scores can be artificially inflated through tactics like link exchanges, PBNs (private blog networks), or bulk guest posting. These sites may score well in tools, but often underperform or even trigger penalties in real search results.

What You Should Be Looking At Instead

• Does the site have genuine traffic? Check organic traffic estimates using Ahrefs, SEMrush, or Similarweb. A healthy backlink comes from a site that people actually visit.
• Is the site relevant to your niche or topic? Relevance trumps raw authority in almost every case.
• Is the content editorially sound and well-written? Poor grammar, thin content, or unnatural formatting are all red flags.
• Does the site link out responsibly? Sites that link to dozens of unrelated pages per article (especially with exact-match anchors) are often selling links and should be avoided.
• Would you be proud to be featured there? This is a helpful litmus test. If you’d want the link even if SEO didn’t exist, it’s probably a good one.

Example: Suppose a Leeds-based interior design studio is offered a backlink from a blog with a DA of 75 — but the blog covers cryptocurrency, supplements, travel, and design all at once, with no coherent editorial theme. Meanwhile, a small but well-respected architecture journal with a DA of 30 offers to feature your latest project. The second option — although “lower authority” by the numbers — is far more valuable in terms of relevance, editorial quality, and SEO impact.

Relying too heavily on third-party metrics leads to short-sighted link building. Instead, focus on real sites, with real audiences, offering real value. Authority scores can support your decision-making — but they should never drive it.

Why Digital PR Is the Best Way to Earn Backlinks Today

In today’s SEO landscape, the most sustainable and impactful way to earn backlinks isn’t through outdated link-building tactics — it’s through Digital PR.

Digital PR focuses on securing coverage from genuine, high-quality publications and websites by creating content, stories, or insights that journalists, bloggers, and editors genuinely want to link to. It’s not about chasing links — it’s about earning them through real value and relevance. This approach not only generates SEO benefits but also builds your brand, drives referral traffic, and improves trust with both customers and search engines.

What Is Digital PR?

Digital PR is the evolution of traditional public relations, tailored for the digital world. It involves creating newsworthy or shareable assets (such as campaigns, expert commentary, or unique data) and pitching them to relevant media outlets, websites, and influencers. The goal is to gain earned media coverage — and with it, editorial backlinks from reputable sources.

Think of it as link building that doesn’t feel like link building. Instead of placing a guest post on a random blog, you’re offering genuine insight to a journalist writing a piece for a major publication. Instead of buying a link on a blog network, you’re launching a creative campaign that earns coverage organically across high-authority websites.

Why Google Trusts Digital PR Links

Google values backlinks that are editorially earned, contextually relevant, and placed naturally within content. These are the exact kinds of links that Digital PR is designed to generate.

When your business is mentioned in a national news outlet, a respected trade publication, or a well-read blog — especially in a way that contributes to the story — that link sends clear trust signals to Google. It’s also far harder to manipulate than link farms, exchanges, or guest posting schemes, which is why Digital PR links tend to carry more weight and longevity.

Digital PR also aligns with Google’s EEAT principles (Expertise, Experience, Authoritativeness, and Trustworthiness). Being quoted in media, providing expert insight, or contributing data-driven research helps position your business as a leader in your space — boosting your visibility in search and your credibility with users.

What Makes a Successful Digital PR Campaign?

• Strong storytelling: Whether it’s a bold brand opinion, original research, or a creative campaign, the story has to be interesting enough for journalists to want to cover it.
• Relevance to your industry or niche: Campaigns should align with your sector so the coverage — and links — are topically relevant.
• High-quality outreach: Building genuine relationships with journalists and crafting personalised pitches increases your chances of success.
• Clear value to the publication’s readers: If your content offers insight, entertainment, or practical information to the audience, it’s more likely to earn a link.
• Longevity and repurposability: Great Digital PR assets — such as reports, surveys, or visual content — can be reused in multiple contexts to gain more coverage over time.

Example: A Leeds-based sustainable fashion brand could launch a Digital PR campaign analysing waste in the UK clothing industry, backed by original research and commentary from the founder. If picked up by eco-conscious media outlets, lifestyle publications, and business news sites, the result would be dozens of high-authority, relevant backlinks — all editorial, organic, and reputation-enhancing.

Unlike outdated approaches to link building, Digital PR earns links that matter, links that provide value to users, support your brand messaging, and improve your authority in a way that search engines trust. In a world of increasing algorithm sophistication, Digital PR is not just effective — it’s essential.

The Difference Between Digital PR and Older Link Building Approaches

To appreciate the value of Digital PR, it’s important to understand how it differs from older, outdated link-building tactics — many of which are no longer effective, and some of which could actually harm your SEO.

In the early 2000s, it was common to build backlinks through tactics like link exchanges, mass directory submissions, and blog comment spam — all designed to manipulate search rankings through volume rather than relevance. While this used to produce quick wins, it also gave rise to widespread manipulation — prompting Google to act.

Penguin: Google’s Response to Link Manipulation

In April 2012, Google rolled out the Penguin algorithm update, which specifically targeted sites attempting to game rankings through unnatural or manipulative backlinks — including paid links, keyword-stuffed anchor text, and low-quality link schemes. Sites that had relied on aggressive link tactics saw sharp ranking drops almost overnight.

Then in September 2016, Penguin was updated again — this time as part of Google’s core algorithm. The update allowed Penguin to work in real time, meaning spammy links would now be devalued, rather than causing outright penalties, giving websites a quicker path to recovery if they cleaned up their link profile.

Why Digital PR Is Different

Digital PR is the natural evolution of link building in a post-Penguin world. It focuses on earning links through valuable content, expert insight, and media relationships — not manipulating search engines.

Whereas outdated tactics try to manufacture authority using metrics and placements that look impressive on paper, Digital PR earns links by building brand visibility, media coverage, and trust — all of which align with Google’s evolving emphasis on Expertise, Experience, Authoritativeness and Trustworthiness (EEAT).

Example: A Leeds-based home décor brand earns a backlink from Ideal Home after providing expert commentary for an article on sustainable interiors. This is a high-quality, editorial link that aligns with Google’s expectations.

Digital PR isn’t just a safer approach for backlinks — it’s more effective, more sustainable, and better aligned with how search engines (and real people) evaluate trust.

How to Vet a Website Before You Secure a Backlink

Not all backlinks are created equal — and not all websites offering them are worth your time, effort, or money. In fact, securing a link from the wrong site can dilute your or harm SEO performance. That’s why vetting websites before building links is one of the most important steps in a successful link acquisition or Digital PR campaign.

Metrics alone (like DA or DR) aren’t enough. You need to assess editorial quality, relevance, trustworthiness, and organic performance — just like Google does.

1. Relevance to Your Industry or Niche

This should be your first filter. Ask yourself:

• Is this website topically aligned with your business or audience?
• Does its content relate to your product, service, or expertise?

Relevance isn’t just a bonus — it’s essential. A backlink from a site that operates in your vertical or speaks to your target audience is far more impactful than a generic link from an unrelated niche.

Red flag: Sites that publish across completely unrelated topics (e.g. health, finance, pets, SaaS, and gambling) under one roof are often “generalist” blogs used for paid placements.

2. Does the Site Publish Real Editorial Content?

Look beyond the homepage. Skim a few recent posts:

• Are articles well-written, properly edited, and informative?
• Are they structured for real readers, or are they clearly templated for SEO?
• Are author bios and publication dates visible?

If the content feels thin, spammy, or mass-produced, Google’s crawlers will likely see it that way too.

Tip: High-quality websites will often feature named writers, consistent topics, and a recognisable tone of voice. If everything looks generic, it probably is.

3. Check for Organic Traffic

A quick look at the site’s estimated traffic can reveal a lot. Tools like Ahrefs or SEMrush can help you understand:

• Does the site rank for anything meaningful?
• Has its organic traffic been consistent, or is it in freefall?
• Has it been penalised or deindexed in the past?

A site with zero or very low organic traffic, especially if it claims high authority scores, is a major red flag. It might exist solely to sell links — not to serve an audience.

4. Review Their Outbound Linking Practices

How does the site treat links to other websites?

• Are outbound links natural and contextually relevant?
• Or are there dozens of them per article, many with keyword-rich anchors?

Excessive outbound links, particularly if they lead to irrelevant or spammy sites, are a strong indicator that the site is part of a link-selling network.

Look out for: Commercial keywords in every post, followed by a string of backlinks — this usually points to paid link placement.

5. Trust Signals and Brand Presence

Legitimate websites tend to have:

• An active social media presence
• An identifiable team or contact information
• Clear terms of service and privacy policies
• Real engagement — comments, shares, or mentions

If the site feels anonymous, lacks transparency, or can’t be traced to a real business or editorial team, it’s likely untrustworthy.

Example: A Leeds-based DTC skincare brand is approached by two websites offering backlinks.

The first is a niche beauty and wellness site, publishing detailed skincare guides with regular traffic, visible authors, and clean editorial standards. The second is a lifestyle blog that publishes everything from crypto news to home décor, with 200+ outbound links per article and no real traffic.

Despite the second site having a higher Domain Authority, the first is clearly the better choice — and the only one likely to provide genuine SEO value.

Vetting websites before you secure a backlink is about protecting your brand, your SEO strategy, and your long-term performance. If a link wouldn’t exist without an SEO incentive, ask yourself: is it really worth having?

Should You Ever Pay for Backlinks?

This is one of the most frequently asked — and most misunderstood — questions in SEO. In short: no, you shouldn’t pay for backlinks. Doing so directly violates Google’s Link Scheme Guidelines as it manipulates search rankings, and can put your website at serious risk of ranking penalties or devaluation.

That said, the reality of how the web works is more nuanced. Some websites charge for sponsored content or advertorial placements, and these can be legitimate forms of paid media when properly disclosed. The distinction lies in intent, execution, and compliance with best practices.

What Google Says

Google’s position is clear: if you’re exchanging money (or gifts, or services) for a link that passes PageRank, it’s considered a violation of their guidelines. These are often referred to as “paid links”, and if they’re not properly marked (e.g., with rel=”nofollow” or rel=”sponsored”), they’re seen as manipulative.

What’s the Risk?

• Manual actions – Your site could be reviewed by a human reviewer and penalised, resulting in ranking loss or deindexing.
• Algorithmic devaluation – Google may ignore those paid links entirely, which means you waste time and money on links that deliver no value.
• Long-term trust damage – A backlink profile filled with low-quality, paid links is a major red flag — and increasingly easy for search engines to detect.

When Payment May Be Appropriate

There are legitimate scenarios where paying for exposure (not rankings) is acceptable. For example:

• Paying for a sponsored post or partnership on a high-quality media site
• Collaborating with influencers or bloggers who create original content around your product or brand
• Contributing to industry publications that require an editorial or publishing fee for advertorial-style content

In these cases, the correct practice is to ensure the link is marked appropriately with rel=”sponsored” or rel=”nofollow”. This tells search engines that the link is part of a commercial arrangement, and helps you stay within guidelines.

The purpose here isn’t SEO manipulation — it’s brand awareness, traffic, and PR exposure. If a link comes as a by-product of a larger campaign or content collaboration, and it’s transparent and compliant, it’s far less risky — and often still valuable.

Example: A Leeds-based fintech company is offered a backlink on a “top finance blogs” list — for a fee. Upon inspection, the site has no real traffic, spammy outbound links, and a history of link-selling. The link may have a high DA, but it provides no real trust or value and could harm the company’s SEO over time.

Conversely, the same company might collaborate with a respected finance publisher to run a branded insight article, marked as sponsored. If disclosed correctly and accompanied by rel=”sponsored”, this is a legitimate PR activity — not a link scheme.

If you’re paying for links solely to boost rankings, you’re taking a risk. If you’re paying for visibility, brand alignment, and genuine media exposure, you’re on safer ground — as long as you’re transparent and compliant. When in doubt, ask: Would this still be worth it without the backlink? If the answer is yes, it’s probably the right kind of investment.

How to Build Backlinks That You’d Want Even If Google Didn’t Exist

This is the mindset that separates short-term SEO tactics from long-term brand growth. If your only reason for acquiring a backlink is to influence rankings, you’re missing the bigger picture — and potentially risking your site’s credibility. But if you pursue backlinks from websites you’d be proud to appear on, and for reasons beyond SEO, you’ll build a more resilient, future-proof online presence.

Put simply: the best backlinks are the ones that add value to your audience, enhance your reputation, and make sense even if search engines weren’t part of the equation.

The Right Mindset: Visibility, Not Just Rankings

Ask yourself:

• Would I want this link if it didn’t improve my rankings?
• Will this link send real traffic or build trust with my audience?
• Does it support my brand positioning and marketing goals?

When the answer is yes, you’re not just building a backlink — you’re building a brand asset. And that’s what search engines are increasingly rewarding.

Examples of Links You’d Want Anyway

• Press coverage in trusted industry or local publications
• Mentions in expert roundups or interviews
• Partnerships with relevant brands or associations
• Resource or tool mentions in content that solves real problems
• Guest contributions to respected media where you have something valuable to say
• Features in awards, directories, or case studies you’d proudly share with customers

None of these rely on manipulative anchor text or manufactured metrics. They exist because someone found your product, insight, or content genuinely useful.

Create Something Worth Linking To

The foundation of earning natural backlinks is to create assets that people want to reference. This could include:

• Original research or industry data
• Thought leadership articles
• High-quality tools, templates, or guides
• Visual content like infographics or explainers
• Unique product or service features that set you apart

These assets not only attract backlinks, but also generate engagement, brand recall, and social sharing. They’re marketing investments — not SEO hacks.

Example: A Leeds-based sustainable fashion brand publishes a comprehensive guide on eco-friendly fabric certifications, backed by their own research and commentary from their founders. It’s picked up by industry publications, quoted in sustainability blogs, and referenced by fashion journalists. These links drive referral traffic, build brand authority, and boost SEO — but even without rankings, the brand still benefits from the visibility and credibility.

The Bottom Line

Backlinks should be the by-product of doing great things online — not the goal. If you build something useful, meaningful, or original, and then share it with the right people, backlinks will follow. And they’ll be the kind of links that hold up over time, across algorithm updates, and regardless of how SEO evolves.

Focus on relevance. Focus on relationships. And above all, focus on earning links you’d be proud of — even if Google didn’t exist.

Backlinks Are About Trust, Not Just Tactics

Backlinks remain one of the most powerful signals in SEO — but only when they’re earned in the right way. As Google’s algorithms have evolved, the game has shifted from quantity to quality, from manipulation to authenticity, and from shortcuts to strategy.

Building backlinks today isn’t about chasing metrics or trying to “trick” search engines. It’s about demonstrating relevance, authority, and trustworthiness through the company you keep — the websites that choose to reference you, feature your expertise, or share your content.