The term “backlink” refers to a link that leads from one website to another. In contrast to a “normal” link, however, a backlink is an incoming link – the user is thus redirected from another page to his own website. Such backlinks usually have a fixed function within a text, in the form of a normal link. However, backlinks are also very interesting for search engine optimization and are therefore often “misused” for SEO measures.
In general, a link on the Internet is a way for the operator of a website to provide the reader with more detailed information on a topic. To this end, he builds the link into the HTML-code of his website, already another page is linked. For the “recipient”, an incoming link usually means more visitors and, if the site is commercially operated, more sales. For this reason, links now serve far more purposes than simply conveying additional knowledge. For example, it would be possible, in a text on private pension insurance, to provide links to various insurance providers or to a large pension insurance test. The website with the insurance test would then benefit from the higher number of visitors and the ideal case of further brokered insurance policies. In online marketing, therefore (paid) backlinks are a popular tool to guide potential customers, for example, from a blog to their own domain.
The most important have backlinks but now for search engines and the search engine optimization. For Google and Co., backlinks are an important factor in evaluating a website. The relatively simple principle applies here: to whom is not linked, the website has no significance for the corresponding topic. There are still several other measures in online marketing and search engine optimization to improve the ranking on Google and other search engines – but without a single backlink, it is nearly impossible to play the ranking at the top.
Due to the extensive importance of backlinks for the search engine and the reader, they have been focusing on search engine optimization for some time. The corresponding SEO measures are summarized under the term “Linkbuilding”.
How must a backlink be built?
If Google & Co. recognize a backlink, this must of course be built up correctly. However, since backlinks are in-depth links, the operator of the website to which the link is linked has no real influence on the structure of the link. Backlinks are, however, often “exchanged” between sites – so the pages link each other so that each website owner should know the correct structure of an HTML link: anchor text
In addition, the so-called Nofollow attribute can be set in the link. Simply add the “rel =” nofollow “” after the URL. The nofollow attribute causes a search engine like Google to ignore the link when analyzing the site, but more.
Tips on how to link up
As mentioned at the beginning, backlinks have an enormous importance for the rankings in search engines like Google. The reason for this is obvious: if a topic is frequently linked to a certain website, this page will usually have a high relevance for the topic – so far at least the theory.
The basic idea that many links on their own site are equivalent to a high thematic relevance, was naturally taken up very quickly in online marketing. In the beginning, this realization led to the above-mentioned practice of paid backlinks. As alternatives, the link exchange, ie a reciprocal linking of two websites, and so-called satellite pages, which are created by the website operator and usually only serve the purpose of generating backlinks to their own website.
However, Google and other search engines have become much better at detecting the quality of backlinks. Accordingly, most SEO experts now assume that the number of backlinks for Google & Co. is no longer decisive, but rather the quality or the thematic proximity.
In order to improve the ranking of your own website by backlinks, it is necessary to find the right partners for the link set-up. One of the most important factors is the proximity to the topic. If a page to private annuity insurances gets a backlink from a dating portal, a search engine like Google will attach little importance to this backlink. On the other hand, if a large insurance company is linked, it is clear that the search is close to them, which is positively evaluated by the search engine. Other key factors are the thematic relevance and the PageRank or the procedures that PageRank have replaced.
The thematic relevance closely resembles the thematic proximity – however, in the case of the former the ranking of the page is still flowing, from which the link is linked. If the page referred to in the above example for private annuity insurance is given a backlink from a website that appears in Google’s Top Ten results for the search term “private insurance”, this backlink would be much more “valuable” than a link from one page, which appears in the SERPs only on page six. In the same notch, the rating of the page from which is linked is suggested by the PageRank algorithm. This specifies how many own backlinks a page has. The higher it is, the more effective backlinks are from this page. This effect is also referred to as “linkjuice” in link building. The PageRank algorithm, however, does not really play a role for Google in its original form, since the method has been replaced by more complex methods, but not much is known about it. Nevertheless, most SEO experts assume that the quality of a page also has an influence on how backlinks are rated by this page – and that good page can “radiate” on other pages.
In addition, there are other factors that affect the valuation of a backlink. It also plays a role where the backlink is placed on the page. Google measures backlinks in the header or footer as different as backlinks in the text body or in images. In addition, the anchor text, ie the “clickable word” of the link, is important for the quality of a backlink. Ideally, the reader and the search engine should be able to close the content of the linked page using the anchor text. Descriptive anchor texts are thus particularly effective, especially if they are used together with key computations.
Finally, there is the matter with the nofollow attribute. Basically, it serves to dissociate itself from linked sides. For example, if you consider a page to be untrustworthy, but would not want the reader to deny the content of this page, a nofollow link is useful. The search engine does not respect the backlink of the ranking – at least theoretically. In SEO circles, it is quite controversial whether the search engines actually ignore such links. If you do not want to take a risk with the link construction, you should do without nofollow links.
Backlinks and link building are an important part of the search engine optimization and are therefore often used in the context of online marketing and SEO measures. Since search engines such as Google can now evaluate the quality of backlinks quite reliably, it does not make much for the ranking of a page, if simply random backlinks lead to the website. Rather, one should try to follow the basic basic idea of a backlink – the thematic forwarding of the reader. This results in thematically relevant backlinks, which are also seen positively by Google & Co. In addition, you should pay close attention to the selection of the right partners when creating a link, because a backlink of a non-topic page practically has no effect on the ranking of your own website.