A backlink is a link from another website to yours. Links help people discover your pages, help Google find and understand them, and act as a signal that others find your content worth referencing. Ahrefs’ study of about 14 billion pages found that 96.55% get no traffic from Google at all, and a lack of backlinks was one of the main reasons it identified.
But link building is also where most SEO spam lives. In this guide I’ll explain how links actually work, nine safe ways to earn them as a small site, and the practices Google’s spam policies say to avoid. I’ve based it on Google’s own Search Central documentation, so you can build links without putting your site at risk.
How much do backlinks really matter?
They matter, but they’re not everything. Google’s SEO Starter Guide says most new pages it finds are discovered through links, and that PageRank, which uses links, is one of many signals. It also says there’s “much more to Google Search than just links.”
My practical view:
- Content comes first. A page with nothing useful to offer won’t earn links, and links won’t save it.
- Quality beats quantity. One link from a respected site in your field is worth more than dozens from random directories.
- Relevance matters. A link from a local business association or an industry blog is more natural than one from an unrelated site.
Links also help your visibility in AI search. Whitespark’s 2026 local ranking factors survey found that mentions of your business on other websites ranked among the top factors for AI search visibility.
Key terms in plain English
| Term | Meaning |
|---|---|
| Backlink | A link from another site to yours |
| Referring domain | A unique website linking to you (10 links from one site = 1 referring domain) |
| Anchor text | The clickable words in a link |
| Follow link | A normal link that can pass ranking signals |
| nofollow / sponsored / ugc | Link attributes that tell Google not to count the link as an endorsement |
| Internal link | A link between pages on your own site |
What Google says not to do
Google’s spam policies call this link spam: links created mainly to manipulate rankings. Examples Google lists include:
- buying or selling links that pass ranking credit, including swapping goods, services or free products for links
- excessive link exchanges (“link to me and I’ll link to you”)
- automated programs or services that create links to your site
- sponsored articles or guest posts with keyword-rich links that aren’t marked as paid
- low-quality directory or bookmark sites
- keyword-rich links hidden in widgets, footers or templates distributed across many sites
- forum comments and signatures stuffed with keyword links
Paid links aren’t banned outright. Google says advertising and sponsorship links are fine when marked with rel="sponsored" (preferred) or rel="nofollow". The problem is paying for links that pretend to be editorial.
If someone offers you “100 high-DA backlinks for $50”, walk away. At best they’re worthless; at worst they can get your site’s links ignored or trigger a manual action.
9 safe ways to earn backlinks
1. Create content worth linking to
The most reliable links come from pages people want to cite:
- original data or surveys (even a small survey of your customers)
- in-depth guides that answer a topic better than anything else
- free tools, templates and calculators
- clear explanations of something confusing in your industry
Before you write, check what’s already ranking and ask: what would make mine the one people link to? My guide to keyword research for beginners helps you find topics people search for.
2. Get listed where your customers look
Legitimate directories and profiles aren’t link spam. Get listed on:
- your Google Business Profile and other major map and business listings
- industry associations and professional bodies
- your local chamber of commerce
- trusted industry directories (not “submit to 500 directories” services)
Many of these links are nofollow. That’s fine: they still send visitors, build trust and help with local SEO.
3. Use your existing relationships
You probably already know people who could link to you:
- suppliers and partners who list their stockists or partners
- clients who might feature you as a case study
- events you sponsor or speak at
- your local community, schools, charities and clubs
Ask politely and make it easy. If a supplier lists retailers, ask to be included.
4. Reclaim unlinked mentions
People may already mention your business, product or name without linking. Search for your brand name in Google (or use a mention-tracking tool), find mentions with no link, and send a short friendly email asking them to add one. This has a high success rate because they already like you.
5. Broken link building
Find pages in your niche that link to a resource that no longer works (a 404 page). If you have a page that covers the same topic, let the site owner know about the broken link and suggest yours as a replacement. You’re doing them a favour, which makes this one of the most welcome forms of outreach.
6. Digital PR and expert quotes
Journalists and bloggers need sources. You can:
- respond to journalist requests on expert-sourcing platforms
- share genuinely newsworthy data or stories with local and industry media
- offer expert comment on topics in your field
I’d focus on one or two niches where you have real expertise, since vague answers rarely get picked up.
7. Guest posting, done properly
Writing for other sites is fine when the aim is to reach their audience with useful content. It becomes link spam when it’s done mainly for keyword-rich links. Pick relevant, well-run sites, write something genuinely helpful, and keep your author bio link natural (usually your brand name or homepage).
8. Build relationships, not just links
Comment thoughtfully on industry blogs, share others’ work, and help people in communities like LinkedIn groups or Reddit. Over time, people link to sources they know and trust. It’s slow, but it compounds.
9. Strengthen your internal links
Internal links are fully in your control. Link from your strongest pages to the ones you want to rank, using clear, descriptive anchor text. My on-page SEO checklist covers how.
How to write an outreach email that gets replies
- Personalise it. Use their name and mention a specific page.
- Lead with value for them: a broken link, an updated statistic, a resource their readers would use.
- Keep it short. Four or five sentences.
- Don’t demand specific anchor text or a follow link.
- Follow up once, then move on.
A simple example:
Hi Priya, I was reading your guide to starting a bakery and noticed the link to the food licence checklist now goes to a 404 page. I’ve put together an updated checklist here: [link]. Feel free to use it if it’s helpful for your readers. Either way, thanks for a great guide.
How to track your backlinks
- Google Search Console › Links shows your top linking sites and most-linked pages for free. See my Search Console tutorial.
- Paid tools such as Ahrefs, Semrush or Moz show more detail and let you see competitors’ links.
- Focus on new referring domains per month and whether linked pages gain rankings, not on vanity metrics.
Do you need to disavow links?
Usually not. Google generally ignores low-quality spammy links on its own. The disavow tool in Search Console is meant for cases where you’ve built or bought unnatural links, or have a manual action. If you’re not in that situation, I’d leave it alone.
Frequently asked questions
How many backlinks do I need to rank? There’s no fixed number. It depends on how competitive the topic is. Look at the pages ranking for your keyword, see how many referring domains they have, and aim to earn links of similar quality over time.
Are nofollow links worthless? No. They can send real visitors and build awareness, and Google treats nofollow as a hint rather than a strict rule.
How long does link building take? It’s an ongoing process. Expect a few months before new links show in rankings, and keep publishing link-worthy content.
Should I buy backlinks? No. Buying links that pass ranking credit breaks Google’s spam policies. Paid placements are fine only when marked as sponsored, and those won’t help rankings directly.
Related guides on WebTechHelp
- Technical SEO audit checklist
- How to create content for search engines and readers
- Local SEO: a beginner’s guide
- How to create quality content that ranks
Sources
- Google Search Central: Spam policies for Google web search
- Google Search Central: Qualify your outbound links to Google
- Google Search Central: SEO Starter Guide
- Ahrefs: 96.55% of content gets no traffic from Google
- Whitespark: Local Search Ranking Factors 2026
