In the world of SEO, backlinks are more than just a simple hyperlink. They are an integral cog in the marketing machine, elevating a website to the top of search engine results.
Backlinks act as endorsements from over websites, signalling to search engines that the content is valuable, trustworthy, and relevant.
But, like all aspects of SEO, the processing of building and optimising backlinks is both an art and a science.
This blog explores what backlinks are, why they are an essential part of an SEO strategy, and the various types of backlinks used to increase a website’s visibility. Dive into this guide and discover how backlinks can level up your SEO.
What is SEO?
Before we start, let’s recap – what exactly is SEO?
SEO, an acronym for Search Engine Optimisation, is the digital marketing discipline for making websites’ pages rank high in search engine result pages (SERPs).
Despite it sounding technical, SEO is part art and part science.
The science involving helping search engines (like Google or Bing) understand the website, allowing search engines to crawl and understand the context to index it.
But helping the reader understand the copy is the real art behind it. This is especially important as search engines are informed by how users interact with the content through user metrics.
In industries like fintech, where trust and credibility are paramount, ranking high in search results can significantly impact a company's authority and customer acquisition. For instance, a fintech startup offering innovative financial services like AI-driven savings apps will need to establish itself as a credible player in the market. Well-placed backlinks from reputable sites in finance or technology could be game changers, both for SEO and for building trust with potential users.
What is a Backlink?
Backlinks are links from one website from another. The ideal backlink should have one or more of the following properties:
- Be relevant to the chosen sector or business.
- Come from a website that has high traffic.
- Come from a website that has a high domain authority.
Certain types of content are more likely to gain backlinks than others, such as infographics and data-rich research.
But outreach to other websites is a great tactic to gain backlinks. This could be done simply by offering to write a guest post for another site, in exchange for a mention and backlink to the site. For example, a fintech company might write guest posts on leading tech or finance blogs, exchanging insights in return for a backlink to their site.
Although it can be a lengthy and time-consuming process, gaining valuable backlinks is the key to a successful SEO strategy.
Why are Backlinks Important for SEO?
A search engine’s ranking algorithm uses backlinks to determine the authority of a website. In most instances, a page with the highest number of high-quality backlinks will rank higher in the SERPs.
This is because the search engine sees a backlink as a key indicator on whether a site can be trusted.
Based on the above, the algorithm will use a page’s backlink profile to determine whether the page should rank for a particular keyword.
However, it is important to note that backlinks aren’t the only factor that affects search engine rankings.
The Different Types of Backlinks
Despite backlinks seeming relatively straightforward, there are various avenues that can be taken to acquire them.
Broken Link Building
This strategy involves identifying broken links on relevant websites and suggesting content to replace it.
This way one business earns a backlink by providing a solution to another.
Comments & Forums
Comment backlinks are links acquired through leaving comments under blog posts. Similarly, forum backlinks come from forum threads.
Despite being one of the easiest ways to acquire backlinks, they are often associated with low authority and relevance. Search engines are aware of comment spam and treat these comment backlinks with caution.
Directories
This type of backlink comes from submitting a website to online directories or business listings, typically with a link to the site. They can enhance local SEO and diversify a backlink profile.
For example, a fintech service with a local focus—such as a digital wallet for a specific region—should submit their business to local and financial directories.
Information across business listings must be consistent across all listings, as search engines pay attention to this, especially for local businesses.
Although it is an effective tool, sites shouldn’t be submitted to hundreds of directories. Businesses should focus on reputable, niche directories that are relevant to the target market.
Testimonials & Reviews
Backlinks can be earned by providing testimonials or reviews for products, services, or a business as whole.
For the business, it’s a valuable form of social proof, adding to their credibility and reputation, For the reviewer, it’s a link-building opportunity.
Guest Appearances
Guest post backlinks are a type of backlink acquired by writing and publishing content on other websites, typically with a specific niche or industry.
They help to improve a website’s authority and relevance within a desired industry, simultaneously offering both SEO value and targeted traffic.
Businesses should choose reputable websites for guest posting, ensuring that the content is well-researched an provides value to the website’s target audience.
Images
An image backlink is an image that is attributed to a website or webpage. The most common types of images used for backlinks are:
- Infographics
- Graphs
- Product photos
- Maps
- Visual examples
They are argued to be one of the most effective backlink methodologies, earning up to 555% higher quality backlinks.
Footer Links
Footer links are sitewide links placed at the bottom of a website in the footer section. They appear on every page of a site as a footer is static.
They are a great tool for placing internal links to important pages on a site, so its visitors can easily find information.
Search engines frequently review footer links to ensure that the site is prioritising user experience over purely SEO purposes.
Influencers & Partnerships
Influencers have high authority, they are respected in their industries, and audiences trust and value their recommendations.
When an influencer mentions or links to a site in their content, search engines view the backlinks as a vote of confidence for the business.
Businesses can partner with influences for round-ups, joint studies, product reviews and recommendations, and competitions via their website or social media channels.
The Benefits of Backlinks
Backlinks offer many benefits for websites and online businesses. Here are just some of the key advantages to having strong backlinks:
Higher Search Engine Rankings
Backlinks are an indispensable part of an SEO toolkit.
High-quality, relevant backlinks can drastically improve a website’s rankings in the SERPs. This is supported by research by Ahrefs, which found that over 43% of top-ranking pages on Google contained reciprocal backlinks.
In turn, this organically leads to increased website traffic.
Increased Website Traffic
When a visitor clicks on a backlink, it brings direct traffic to the site.
This referral traffic can potentially lead to increased conversions such as sales, sign-ups, or other calls-to-action.
Credibility & Authority
Backlinks from a reputable website can boost an organisation’s credibility and authority in a specific niche or industry.
When highly respected sources link to content, it indicates that the information within is valuable and trustworthy.
Improved User Experience
Backlinks allow users to find related and valuable content on different websites.
If a site contains relevant backlinks to authoritative sources, it can significantly improve the visitor’s user experience by providing additional information and resources.
Faster Indexing
Backlinks help search engines to discover new web pages.
When a search engine crawler follows a backlink back to a site, it can lead to the content being indexed much faster.
Topical Authority
Earning backlinks from website within the desired industry or niche, allows businesses to establish themselves as thought leaders in that space.
This level of authority can lead to partnerships, collaborations, and opportunities within the industry.
Social Proof
Backlinks serve as a form of social proof.
When visitors see, that other reputable sites are linking to the content, it can enhanced the website’s value, encouraging visitors to trust and engage with the content.
Brand Awareness
Backlinks can expose a brand to a wider target audience.
Having content linked from various websites allows a wider pool of people to encounter the brand and their message.
Competitive Advantage
Often, outranking competitors in the search results requires having a superior backlink profile.
By building a set of high-quality backlinks, organisations can gain a competitive advantage in their industry vertical.
Conclusion
Building a strong backlink profile is essential in boosting a website’s search engine rankings, driving traffic, and establish authority within an industry.
However, effective backlink strategies require time, expertise, and a deep understanding of SEO best practices. This is where Blue Train Marketing can help.
As SEO specialists, we know how to create tailored strategies that not only improve backlink profiles but elevate an SEO approach. Whether it’s through outreach, guest posts, or niche directories, our team works to secure high-quality, relevant backlinks that bring lasting results.
Let Blue Train Marketing help unlock your full SEO potential – contact us today.
