Backlink
Also known as: Inbound Link, Incoming Link, Backlinks
A backlink is a link on another website that points to a page on your site, also called an inbound or incoming link. Google says it uses links as a signal when determining the relevancy of pages and to find new pages to crawl, so relevant backlinks from trusted sites help pages get discovered and rank.
Key Takeaways
- A backlink is a link from someone else's site to yours; links between your own pages are internal links.
- Google uses links to find pages and as a signal of relevance, per its own link documentation.
- Relevance and the trustworthiness of the linking page matter more than raw link counts.
- Buying or trading links to manipulate rankings is link spam under Google's spam policies.
- Paid or sponsored links should carry rel="sponsored" (or nofollow), and user-generated links rel="ugc".
How It Works
Every backlink has three parts: the page it sits on, the anchor text people click, and the URL it points to. Google states that it uses links as a signal when determining the relevancy of pages and to find new pages to crawl (Google Search Central). In plain terms, when another site links to you, it helps Google find your page and understand what it is about, and a link from a relevant, respected site says more than a link from a random directory.
Not every link is meant to pass ranking value. Google asks site owners to mark paid placements and ads with rel="sponsored" and user-generated links like comments and forum posts with rel="ugc", with nofollow still accepted for both (Google Search Central). Its spam policies list buying or selling links for ranking purposes, excessive link exchanges, and automated link building as link spam (spam policies).
Backlinks are the core of off-page SEO, and the durable way to earn them is to publish something people want to cite. I break down what still works in link building in 2026, and the on-page vs off-page SEO comparison shows where links fit in the bigger picture. To see who links to you, start with the Links report in Google Search Console.
Why It Matters
Backlinks are one of the main ways Google discovers pages and judges which ones are relevant and trusted. A few links from respected sites in your field can also send referral visitors who are already interested in the topic.
Example
A landscaping company publishes a guide to drought-tolerant plants for its region with original photos and planting charts. A local news site writing about water restrictions links to it as a resource. That single backlink sends interested readers, helps Google discover and understand the guide, and comes from a source that is clearly relevant to the topic.
Common Mistake
Chasing link volume, buying links, or pursuing links from unrelated or spammy sites. These tactics violate search engine guidelines and can trigger penalties that are hard to reverse.
Frequently Asked Questions
What does backlink mean?
A backlink is a link from another website to yours. If a news site writes about your business and links to your homepage, that link is a backlink for you. People also call them inbound links or incoming links.
What is a backlink in SEO?
In SEO, a backlink is an external link pointing to your site that search engines can follow. Google uses links to discover pages and as a signal of relevance, so earning relevant backlinks from trusted sites is a central part of off-page SEO.
What is an example of a backlink?
A regional food blog reviews your bakery and links the words gluten-free bread guide to your guide page. That link, sitting on the blog and pointing to your page, is a backlink, and its anchor text tells readers and search engines what to expect.
Are backlinks still important for SEO?
Yes. Google's documentation still describes links as a signal for relevance and a way to find new pages. What has changed is tolerance for manipulation: relevant links earned on merit help, while bought or schemed links fall under Google's link spam policies.
Is it okay to buy backlinks?
Not for ranking purposes. Google's spam policies name buying or selling links for ranking as link spam. If you pay for a placement, such as a sponsored article, mark the link with rel="sponsored" or nofollow so it does not pass ranking credit.
How can I see who links to my website?
Open the Links report in Google Search Console for a free view of top linking sites and linked pages. Third-party tools like Ahrefs, Semrush, and Moz crawl the web independently and show more detail, but their link counts will not match each other or Google.