A backlink is any link pointing from another website to yours. Search engines read them as a vote: somebody thought this page was worth referencing. Links have been part of ranking since the beginning, which is why they have been gamed for just as long, and why the rules around them are stricter than around anything else in SEO.
Briefly explained
- A link from another site to yours.
- Still one of the strongest off-page signals.
- Local relevance beats volume by a wide margin.
- The shortcuts are the one part of SEO that can actively hurt you.
Which links actually matter locally?
Fewer than you would think, and they are unglamorous.
- The chamber of commerce you already pay to belong to
- A supplier or manufacturer dealer locator
- The trade or professional association in your field
- The team, event or charity you sponsor
- Local press, when something genuinely happens
These are relationships you already have, usually unlinked. Asking is most of the work.
How are they different from citations?
A local citation is a mention of your business details, with or without a link. A backlink is the link itself.
The two overlap — many citations include links — but they do different jobs. A citation supports the match Google is making between mentions. A link passes authority. A business needs both, and needs far more of the first than the second.
What should you avoid?
- Link packages sold by volume, particularly from unrelated foreign sites
- Reciprocal schemes with other businesses in your field
- Guest posts written only to carry a particular phrase as the link text
- Anything that arrives in your inbox offering rankings for a monthly fee
Link text stuffed with the same service-plus-city phrase across dozens of sites looks exactly like what it is. Links earned from real relationships never need disavowing later.
How long does it take to matter?
Longer than content, and it holds longer too.
Local link building is slow because it depends on other people. A dozen genuine local links built over a year will outperform a thousand bought in a week, and they will still be there after the next spam update.
What do the terms mean?
- Anchor text: The visible words that carry the link.
- Nofollow: A marker that withholds ranking value from the link.
- Referring domain: One site linking to you, however many times it does so.
- Link equity: The authority a link passes along.
- Disavow: Telling Google to ignore specific links. Rarely needed.
Owner questions
