For decades, backlinks have been an integral part of website optimization for search engines. In fact, the process of following links to web pages was one of the things that propelled Google becoming a search engine giant. Since then, backlinks have become a staple in digital marketing practices that thousands of businesses all over the world are now using to promote their brand. But what exactly are backlinks, and how does Google evaluate which of them are considered good backlinks? Read on and find out the answer.

What Are Backlinks?

Backlinks, also known as “inbound links,” are links from one website to a page on another website. They serve as an important ranking factor for search engines. To put it simply, Google and other major search engines consider backlinks as “votes” for a specific page. Those web pages with a high number of backlinks tend to have high organic search engine rankings.

Why Are Backlinks Important?

For every website that features a link going straight to your own website, you get a “vote” from them. These votes practically tell Google that “this content is valuable, credible, and useful.” Following that logic, if you have a ton of websites sending you these “votes,” then you’re more likely to rank high in search engine results pages (SERP). But aside from just receiving votes, backlinks actually offer a plethora of benefits for your website:

  • Improved Organic Ranking – High-quality backlinks can dramatically improve your site’s organic rankings. Those votes you get from other sites slowly propel you to the top of the SERPs.
  • Referral Traffic – One good way to earn more organic traffic on your website is to have news aggregation, third-party reviews, and other online sources link back to your site. This happens when an online user reads a post on any of those sites and decides to click on the link that leads to your website.
  • Faster Indexing – Indexing is Google analyzes the content on your website as soon as it discovers it. Through backlinks, you make it easier for Google to discover your website and speed up the discovery and indexing process.
  • Improved Site Authority – Backlinks also serve as a vote of confidence, especially if it’s from a reputable and authoritative website. Those votes can significantly impact your SERP ranking, which could prove beneficial to your lead generation efforts.
  • Increased Link Juice – Those votes you receive carry an intangible value that could be passed from one page to another site. That value is called a link juice. If an authority site links back to you, then a fragment of their link juice gets passed on to you as well. 
  • Stronger Network – For any business, building a network of contacts and industry professionals is crucial for its success. Link building is actually one of the best ways to expand your network and strengthen your relationship with those contacts. There’s a chance that people following those connections in your network could also follow you. The more webmasters discover your site and find your content informative and value-adding, the higher chances of building solid followers.


As digital marketing constantly evolves, link building will remain to be extremely important to the digital environment. With the amount of online content increasing by the minute, link building will help push your brand and website higher than your competition.

Rapid Boost Marketing is an Edmonton-based digital marketing agency with a passion for building brands and making businesses stand out. From lead generation to API and integrations, our services are custom-tailored to meet the needs of our clients. For all your digital marketing needs, contact the Rapid Boost Marketing team today!