What Are Backlinks In SEO and Why Are They Important? (2025)

Backlinks are essential for SEO, signaling trust and authority to search engines. Below are several reasons to prioritize backlinks for SEO.

Help search engines determine relevance and authority

Search engines use backlinks to evaluate a page’s credibility. Google’s algorithm considers links as trust signals, using concepts likePageRank andlink equity to distribute ranking value across the web.

When authoritative sites link to a page, it signals to Google that the content is valuable and worth referencing, thereby improving its position onsearch engine results pages.

For example, we can see that HubSpot is the leading authority for Inbound Marketing through metrics like the quality of links pointing to the page which influences their Page Authority.

Relevance

Links from websites related to your industry or topic carry more weight. Search engines assess whether the linking site’s content aligns with yours, as relevant links provide stronger ranking signals.

For example, a veterinary clinic receiving a backlink from a well-known pet care blog provides strong relevance, whereas a backlink from a car dealership’s website would be less meaningful.

Authority

Theauthority of the linking websiteaffects the value of a backlink. Links from trusted, high-authority domains pass more ranking value than those from low-quality or spammy sites. Search engines measure authority using factors like domain history, content quality, and existing backlinks.

For instance, a link to a nutrition research paper from the World Health Organization (WHO) signals strong authority, while a link from a newly launched personal blog with no reputation carries little weight.

Placement

Where a link appears on a page matters. Backlinks placed within the main body of content carry more weight than those in footers, sidebars, or comment sections. Contextual links are more likely to be clicked and trusted by users, reinforcing their SEO value.

For example, a link to a handmade jewelry shop included in the body of a fashion influencer’s blog post is more powerful than one placed at the bottom of the page in a list of miscellaneous links.

Anchor text optimization

Anchor text, the clickable words in a link should be descriptive and relevant to the linked page’s content.Optimized anchor textprovides context for search engines and users, improving the link’s impact.

However, over-optimized, keyword-stuffed anchor text can appear manipulative and may trigger penalties. A mix of branded, generic, and keyword-rich anchor text creates a natural link profile.

For example, a well-optimized link for a home improvement website might be:"Explore these expert-recommended kitchen remodeling ideas." The phrase "kitchen remodeling ideas" tells both users and search engines what to expect from the link.

Editorial value

The best backlinks are naturally earned because other sites find the content valuable. These editorial backlinks hold more weight than links placed through exchanges, sponsorships, or automated link-building tactics.

Google prioritizes organic, high-quality links as indicators of content trustworthiness. For example, a fashion retailer's appearance in aVogue article about upcoming trends is more valuable than a link placed in a directory of clothing stores.

Here are some effectivelink building strategies to help you build a robust backlink profile:

Content marketing

Creating valuable content encourages natural backlinks. High-quality, informative resources are more likely to be cited by other websites, helping to build backlinks effectively.

Strategies for earningbacklinks through content marketing include:

• Opinion pieces and thought leadership
• Guides and how-to articles
• Original research and surveys
• Infographics and visual content
• Case studies and success stories

Broken link building

Find and replacebroken links on other websites with your own relevant content.

Steps for earning backlinks through broken link building include:

• Identify broken links with Moz Link Explorer
• Create orrepurpose content as a replacement
• Reach out to site owners to suggest your content as an updated resource
• Make your request valuable and frame it as a helpful fix rather than a favor

Get listed on directories and resource pages

Submitting to high-quality directories and industry resource pages can generate backlinks.

Ways toearn backlinks from directories and resource pages include:

• Industry directories:
• Supplier and partner websites
• Awards and certifications
• Professional associations

Networking and partnerships

Collaborations with businesses, bloggers, and organizations create backlink opportunities.

Strategies for earning backlinks through networking include:

• Partner with other companies in your industry who are not direct competitors to create content likewebinars or research reports.
• Get listed onevent sites as a speaker.
• Support local events or charities for mentions.

Digital PR

Earning media coverage and mentions from authoritative sources increases backlinks and visibility.

Tactics forearning backlinks through digital PR include:

• Pitch unique stories that interest journalists
• Provide expert insights on emerging topics
• Distribute press releases to reach a wider audience
• Publish research that reporters will cite

You can view your backlinks usingSEO tools like Moz’s Link Explorer to analyze your link profile and those of your competitors.

Log into your Moz Pro account and clickInbound Links underLink Research.

Get the backlink data

The first step in auditing your backlink profile is gathering data from Moz’s Link Explorer. Next, enter your domain and you can see who is linking to you, the quality of those links, and any recent changes.