What Are Backlinks and How Do They Work? A Detailed Guide to Boosting Your Google Rankings
Understanding what makes Google rank one website higher than another is key for anyone who wants to get more visits and grow online. While Google’s algorithm includes over 200 different factors, one element stands above the rest—backlinks. Backlinks influence how Google views your website and play a central role in your SEO strategy.
If you want to beat the competition and climb to the top of search results, make sure you understand how backlinks work and why they matter. Let’s break down what backlinks are, how Google evaluates them, and simple strategies you can use to get more high-quality links today.
How Google Ranks Websites: Why Backlinks Matter Most
Google constantly analyzes and updates its search ranking algorithm, which decides which websites appear at the top of the results page. There are more than 200 ranking factors at play, but one factor leads them all when it comes to impact: backlinks.
A recent set of expert interviews by Moz, a well-known SEO company, made it clear that most search professionals agree—backlinks are the most important factor for strong Google rankings.
In summary:
- Google relies on 200+ ranking factors to sort websites in its results
- Backlinks top the list of factors that move the needle
- SEO experts consistently point to backlinks as the key to higher rankings
Still curious about all the components that Google uses? Check out the in-depth summary on Google's 200 Ranking Factors from Backlinko.
What Are Backlinks?
A backlink is simply a link from one website to another. Think of it as a digital vote—every time another website links to yours, they’re essentially vouching for your site’s authority and value. In the eyes of Google, each backlink is a positive signal that can help boost your ranking.
Backlinks aren’t all the same, though. Google pays attention to:
- Quantity: The total number of backlinks your site receives
- Quality: How authoritative and relevant each linking site is
It helps to picture backlinks like a popularity contest. If lots of people (websites) “vote” for you by linking to your site, your chances of ranking higher go up. But, just like in real life, a vote from someone well-known (an authoritative site) counts for much more than dozens of votes from obscure sources.
Why Backlinks Help Your Website
Backlinks can improve your site in several ways:
- Increase your website’s authority
- Boost your search engine rankings
- Drive more referral traffic to your site
When you have a strong network of high-quality backlinks, you’re signaling to Google that your content is trusted and worth showing to more users.
How Google Evaluates Backlink Quality
Not every link is created equal. Here’s what Google takes into account:
Authority of the Linking Site
Domain authority measures the overall strength and credibility of a website, usually on a scale of 0 to 100. For example, if a well-established site like Huffington Post links to your site, that link passes a lot more value than a link from a personal blog or a brand-new website.
Backlinks from sites with high authority are much more effective. Google understands it’s tough to get these high-quality links, which is why they count for so much.
- High-authority backlink example: A link from a reputable news site or an industry-leading blog
- Low-authority backlink example: A link from a new, personal blog with little traffic
For more background on how authority affects search, visit Google’s own page on how ranking results are determined.
Relevance of the Linking Site
Google also looks at relevance—how closely the linking site’s content matches your own. If you run a plumbing business and Home Depot (a leader in home repair) links to your website, that’s a highly relevant backlink. On the other hand, if Huffington Post links to your plumbing website, the authority will help, but the lack of relevance slightly reduces its impact.
Sometimes, a relevant link from a mid-level authority site can even be more valuable than an irrelevant link from a top-tier site.
Natural Link Growth Over Time
Google wants backlinks to develop naturally. If you suddenly get hundreds of links in one day, it looks suspicious. The algorithm checks not just how many you’re getting, but also how quickly. It’s important to earn links through quality content and genuine relationships—not by paying for them. Buying links is against Google’s rules and can actually hurt your ranking.
Key factors Google considers:
- Domain authority of the linking site
- Relevance of the link to your topic
- Natural link growth pace over time
For a full look at how Google’s ranking systems work, see their guide to ranking systems.
What Is Domain Authority and How to Check It
Domain authority (DA) is a score developed to measure a website’s ability to rank in search engines. It runs from 0 to 100. Sites like Google, YouTube, and Facebook sit at the very top of the scale—they’re considered the most authoritative.
The DA scale is logarithmic, similar to the Richter scale for earthquakes. That means it’s much easier to go from 1 to 10 than it is to jump from 50 to 60. As you build more high-quality backlinks, your site’s authority goes up, but each jump takes more effort the higher you climb.
Websites with higher DA pass more power (often called “link juice”) to any site they link to.
Popular high DA sites:
- Google (DA 100)
- YouTube (DA 100)
- Facebook (DA 100)
- Huffington Post (DA ~90)
- Home Depot (DA ~90)
If you want to see your own DA score or your competitors', use these tools:
- The Free Domain Authority Checker by Moz offers instant analysis of any site’s domain authority and related metrics.
- Ahrefs’ Website Authority Checker provides a similar snapshot with extra details about backlinks (this tool has both free and paid options).
- Backlinko's Website Authority Checker is another free and trusted option for quickly checking any domain or URL.
How to check DA with Moz:
- Visit the Free Domain Authority Checker.
- Enter your website’s URL into the search box.
- Click “Analyze.”
- Review your DA score, backlink profile, and top competitors—all in one place.
Keep an eye on changes as you build up backlinks and watch your authority rise.
How to Get Backlinks Quickly: The Power of Roundup Posts
If you’re looking for a proven way to earn quality backlinks, try roundup posts. These blog posts gather insights from several industry experts on a single question or topic. When you feature experts and link to their work, they’re much more likely to share your post or even link back to it from their own sites.
Steps for a successful roundup post:
- Compile a list of relevant experts in your niche or field.
- Email each expert the same, thoughtful question (make it simple for them to answer).
- Collect responses and organize them by theme or perspective.
- Write and format your blog post, highlighting each expert’s answer. Include:
- Their name
- A link to their website
- Links to their social channels (like Twitter or Facebook)
- Publish the roundup post on your blog.
- Notify every participating expert by email. Politely ask them to share your post on their social networks and, if appropriate, to link to it from their own content.
Why roundup posts work:
- Experts get free press and exposure.
- They’re motivated to share quality content that features their insights.
- Your blog benefits from increased traffic.
- Higher odds of earning valuable backlinks from authoritative sites.
Pro tips for formatting:
- Use a bullet or numbered list for expert responses to make the post easy to scan.
- Bold expert names and add hyperlinks for an engaging, interactive post.
- Be personable and concise in all outreach—respect your expert’s time.
Roundup posts are one of the fastest ways for new sites to gain both traffic and high-quality backlinks. Want more detail on making the most of this tactic? Browse Neil Patel's past video content or see expert SEO guides on Neil Patel Digital.
Summary: Key Backlink Factors Google Cares About
Let’s recap the core points to remember:
- Quantity: More backlinks will generally help, but focus on steady, natural growth.
- Quality: Backlinks from well-known, high-authority sites matter most.
- Relevance: Links should come from pages and sites related to your topic or field.
- Natural growth: Earn your backlinks over time through genuine engagement, not by paying for links.
These are the main building blocks that will guide your backlink strategy and help your rankings grow over the months ahead.
Final Tips and Next Steps to Boost Your SEO with Backlinks
Start small and build up. Check your site’s current domain authority using the tools above and compare it to competitors in your niche. Try creating your first roundup post—even a simple one can help you start relationships and build real authority.
Quality matters more than quantity. Never buy links or use spammy shortcuts, since Google watches for unnatural patterns. Focus on consistency and patience; real results take time but pay off in a big way.
Want extra help or ready to take a deeper dive? Explore more guides and services at Neil Patel Digital, or subscribe for regular tips and strategies at Neil Patel's YouTube channel.
Now’s the time to take action—explore your current backlink profile, reach out to a few experts, and start building your site’s authority one link at a time. The top of the search results is within reach!
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