But given all the updates to Google’s algorithm, what role do backlinks play in SEO today? In this article, we’ll cover the topic from top to bottom, from getting and managing quality backlinks to practical tips on building a safe, strategic link profile.
What are backlinks?
Backlinks (also called inbound or incoming links) are links leading from one website to another. When it’s your site getting linked to, congrats! You’ve got a backlink.
Why are backlinks important?
Backlinks signal to search engines that other sites find your content valuable. When high-quality websites link to your pages, you’re perceived as more authoritative and your search ranking improves. This increases your visibility, attracting more readers and potential customers.
In short, strong backlinks build your site’s credibility and are key to a successful, sustainable SEO strategy.
Do backlinks still work for SEO in 2025?
With all the disruptions Google updates have caused, the big question is whether backlinks are still important. The answer? Yes, but your approach needs to become more strategic. In 2025, it’s not about collecting as many links as possible or buying them in bulk; it’s about building quality connections. Exchanging links with reputable sites that align with your content strengthens your backlink profile and boosts your site’s authority.
Still on the fence? According to a study by Backlinko, which analyzed 11.8 million Google search results, sites with solid backlink profiles consistently outperform those with weaker ones.
Focusing on quality and relevance can give you a serious advantage in search rankings and help your content reach a wider audience.
What makes a backlink good for SEO?
In today’s SEO, a good backlink is about quality, relevance, and trustworthiness. Here’s what to look for:
- Authority: Google now places a higher value on the credibility of the linking site, rather than strictly on third-party metrics like Domain Authority (DA). Backlinks from well-regarded sources – regardless of DA – can improve your rankings by boosting the perceived reliability of your content.
- Relevance: Links from sites with similar audiences or niches provide significantly more value. When a backlink connects two related sources, it appears more natural to Google and enhances users’ experience by directing them toward relevant content.
- Link quality: SEO is getting more sophisticated, with quality overtaking quantity. Links from low-quality, irrelevant, or spammy sources can now lead to penalties. Focus on getting ones from reputable sites that provide value to users and search engines.
- Anchor text: The clickable or anchor text should naturally describe what it links to. Aim for variety while remaining relevant: a diverse mix of anchor texts helps search engines understand your content better and improves your SEO impact.
- Placement: Links within the main content (not in footers or sidebars) are more valuable, as they look more intentional and natural.
- Follow vs. nofollow: “Dofollow” links have an impact on SEO, helping boost rankings, while “nofollow” links don’t – but they still contribute to a natural backlink profile (and can bring traffic). A healthy mix of both looks more organic.
Every backlink should offer real value and be aimed both at strengthening your site’s SEO and helping readers.
Which types of link exchanges still work today
Given that quality is at least as important as quantity, you need to be discerning when setting up link exchanges. Several methods still work when done naturally and strategically:
- Guest post swaps: Writing guest posts for other sites lets you share valuable content while earning a quality backlink or two.
- Niche-specific exchanges: Partner with sites in the same industry or niche to keep links contextually relevant.
- Broken link building: Find broken links on other websites and suggest your content as a replacement. This win-win approach helps webmasters fix a broken link and earns you a backlink.
- Collaborative content: Joint projects like webinars, interviews, or co-authored articles allow organic link exchanges. Both sites benefit from exposure to each other’s audiences, building trust and relevance.
- Link swaps (reciprocal and three-way): A reciprocal link swap is a straightforward exchange between two sites, while a three-way link swap involves three, where each links to another in a circular pattern. Both methods can diversify backlinks when links are relevant and valuable.
Want to learn more? Well, as chance would have it, we’ve got an article on that.
Where to find quality backlinks
Research is critical to finding reliable platforms for building quality backlinks. Here are a few trusted methods:
- SEO forums and communities: Platforms like Moz Community and SEO Chat are valuable spaces for SEO professionals to connect and evaluate each other’s sites for potential exchanges. These communities help create long-term partnerships and help ensure link quality.
- Facebook groups: Join niche-specific groups, such as Travel Collabs and Link Swaps – Women Travel Bloggers, where bloggers often share guest-post or shout-out opportunities. These groups can also be great for finding link exchanges within your field.
- Link-building services: Platforms like HARO connect journalists and bloggers with people who want to receive backlinks from otherwise impossible sources. For example, with HARO, you can generate backlinks from sites like Business Insider, Forbes, The Guardian, The New York Times, Huffington Post, and many more.
- Direct outreach (email): Contact sites with similar audiences and show how a link exchange could benefit them by appealing to their readers.
- Discord and Slack: Messaging platforms like Discord and Slack can facilitate collaborations with experienced bloggers. Be sure to vet partners to ensure link quality and avoid spammy connections.
Used correctly, all of these methods can land you safe, high-quality backlinks..
How to find and manage backlinks
So, you’ve created some content and gotten some backlinks – now you need to keep an eye on them.
Monitoring your backlinks helps you see who’s linking to you, spot low-quality links that could hurt your SEO, and plan ways to get more high-quality ones. This is crucial to make sure your link profile supports your growth.
Best tools for finding backlinks
Here are several services that tell you who’s linking to your site:
| Tool | Description | Pros | Cons | Pricing |
| Google Search Console | Provides insights into your site’s performance, including a list of sites linking back to you. Use the “Links” section to view top linking sites and popular pages. | – Free to use- Easy integration with other Google tools- Reliable data from the beast itself | – Limited data on link quality- Focused mainly on Google’s search ecosystem | Free |
| Bing Webmaster Tools | Helps you monitor backlinks with its “Inbound Links” feature, which shows external sites linking to your content. | – Free to use – User-friendly interface | – Limited to Bing search data | Free |
| Ahrefs | Comprehensive backlink data with metrics like domain rating and anchor text. Includes keyword research, content discovery, and technical audits for complete SEO management. | – Largest backlink index- Detailed competitor insights- User-friendly interface | – Expensive for small businesses- Limited reports on lower-tier plans | Starts at $129/month (Lite). Annual plans offer two months free. 7-day trial for $7. |
| Semrush | Tracks backlink types and anchor text and provides toxicity scores. Includes competitor analysis, keyword tracking, and site audits, making it a complete SEO solution. | – Advanced backlink monitoring- Competitor comparison- Comprehensive SEO tools | – Complicated for beginners- Premium features are costly | Starts at $129.95/month (monthly) or $117.33/month (annual). |
Want to know more? Check out this article:
How to manage backlinks
Once you’ve identified your backlinks, the last step (which never ends!) is managing them strategically to enhance your site’s SEO performance. Here’s how:
- Assess link quality: Prioritize links from high-authority sites and those with relevant content, as they boost SEO and appear natural to search engines.
Disavow harmful links
Links from spammy or irrelevant sites can harm your SEO by making you appear less credible to search engines. Having too many low-quality links signals manipulative practices, which can lead to lower rankings.
Build relationships with high-quality linkers
Engage with sites that link to you by sharing their content or connecting for future collaborations. Building good relationships can lead to good links in the future.
Track link growth and impact
Use one of the tools in the table above to monitor how backlinks affect your site’s traffic and rankings. This helps you see which links bring the most value and informs your future link-building strategy.
Analyze referral traffic
Backlinks can also drive direct traffic to your site. Identify which links bring the most visitors and consider focusing future content and outreach on similar audiences to keep that traffic flowing.
Check out this article to learn more about keeping your backlink profile healthy:
FAQ: Why are backlinks important?
How many backlinks do I need?
No set number of backlinks is required to rank higher – it all depends on factors like your niche, the level of competition, and link quality. In highly competitive industries, top-ranking pages might have hundreds or thousands of backlinks. But in less competitive niches, a few well-placed, high-quality links can go a long way. Focus on gaining relevant, authoritative backlinks rather than chasing a specific number. Remember, quality over quantity!
How can I determine how good a backlink is?
Look at these factors to determine a link’s quality: relevance, authority, link placement (main text is better than sidebar), anchor text (aim for relevance and variety), link type, spam score, and traffic metrics.
Can having too many backlinks harm my search ranking?
Yes, if those links are low-quality or appear unnatural. Excessive backlinks from spammy, irrelevant, or low-authority sites may look like manipulative behavior, leading to penalties.
Focus on acquiring relevant, high-quality backlinks at a steady, natural pace rather than “gotta catch ‘em all.”. Quality backlinks build credibility and support long-term SEO growth.