Backlinks are inbound links that come from another website and point to yours. Site visitors may end up on your website because of your links on other websites. This strategy boosts the Search Engine Optimization (SEO) metrics such as Page ranking, referral traffic, and external links.

It’s important to understand that the connections your website gets from other websites will benefit your site’s traceability and page authority. As to why Google will find your webpage to be a reliable source of information where many other sites link and as a result the PageRank will go up and page authority as well. However, you must always guarantee that the links are of high quality by developing a strong link-building plan.

Difference between Internal and External Links

Internal links. Internal links are links that point to the same website. They are useful for site visitors to see more articles within your site and minimize the bounce rate. This also enhances user experience as it allows users to navigate through additional information about the topic or news. Internal links are added to an anchor text or keywords that better describe the subject matter. This allows readers who want more information about a certain topic to click and read it without leaving your site.

External links. External links can be used for many purposes. One of the most common use is to provide a link to an article or webpage that is relevant to your post. This influences the website backlink metrics and increases referral traffic. The way to add the outbound links is the same as internal links, the only difference is that the external links points from another website.

Strategies for backlinks?

main in aptop with coffee mug on the side

Backlinks are a crucial part of Search Engine Optimization (SEO). They help search engines know what your site or page is about and rank it higher in search results pages (SERP). However, they can be tricky to get right, as they need to be relevant and helpful to your target audience, not just any sites you want your link into.

A good strategy for backlinks are content marketing and social media marketing – since both are designed with the goal of getting links naturally from other sites that are relevant to your target audience – without having to spend too much time and money on them.

What is Link Juice?

Based on moz.com definition, 

“Link equity, once colloquially referred to as “link juice,” is a search engine ranking factor based on the idea that certain links pass value and authority from one page to another.”

The authority of the site that links to your site passes the value or “juice” to your site. Though there are many factors that Google uses to determine which site goes higher in the page’s ranking in the search engine results page (SERP). For instance, a high-ranking page has followed links going to your website that signals Google and other search engines to rank your page high in SERP.

Basically, when a website connects to one of your articles or to your homepage. This improves the rating of individual articles and the page as a whole.

How to determine if the link passes value?

To establish quality backlinks, there are things to keep in mind. 

  • The link should be relevant to the topic of the article or page to pass authority or value.
  • Links from high-authority websites tend to pass more value than average ranking sites.
  • To get more out of your backlinks, the link should be followed.
  • It’s nonsense to have a link to a site that’s not crawlable. The robots.txt file should allow search engine bots to crawl the page where you have a link.
  • The location of the actual link ideally has to be somewhere on top of the fold. The anchor text also has to be in line with the link itself. 
  • As much as possible, minimize linking to a page with overcrowded backlinks. Though there’s no set in stone rule as to how many links are considered overcrowded, the rule of thumb is that less is better.

How to build or acquire backlinks?

It takes time to build backlinks. A solid link-building strategy takes time and commitment to implement is the key. The following are some takeaways to jumpstart your backlink strategy.


It’s also referred to as guest posting. Contact third-party websites and ask if they accept guest post blog content or link exchange as well. As a guest author, you may write an article for someone else’s site. Just make sure that the third-party website’s page niche is the same or at least similar to your site’s niche.

Press articles

There are websites where you can submit Press Releases which is helpful in introducing your brand for free. Though, this has no direct impact on your backlink strategy for the reason that more often than not the links to these sites are unfollowed.

Local citations

Like Press Releases, the brand mention or local citation is another strategy that helps get your brand to be out in the open. If an article from another site mentioned your site with a link to it, this increases brand familiarity and helps in building a link plan.

Forums and social media platforms

Maximize the use of different forums and social media platforms such as Reddit, Stack Overflow, LinkedIn, Twitter, and Facebook. How this is done? You post relevant comments to these platforms and join forums with added links to your website. 

Reciprocal links

Also called exchange links. As the name suggests, a page with the same topic could be a good prospect to exchange links. For as long as, both parties use follow attributes to mutually benefit with backlink rating and link juice.