A backlink is simply a link from one website to another. Google's SEO Starter Guide explains that Google finds most new pages through links from pages it already knows, and it also notes that links are only one of many signals used in ranking.
The Simplest Possible Definition
If Website A includes a clickable link pointing to Website B, that link is a backlink for Website B. It's called "back" because from Website B's perspective, visitors and trust are flowing back toward it from somewhere else.
Every link on the web is a backlink to whatever it points to; the term just describes the same link from the receiving site's point of view rather than the site that placed it.
Why Backlinks Matter for SEO
Links do two jobs. They help search engines discover your pages in the first place, and they act as a signal that other sites consider your content worth pointing readers toward. Google is clear that links are not the only ranking signal, but for competitive searches they remain an important one.
This works like a personal recommendation, which carries more weight than a business describing itself as trustworthy. A backlink is essentially one website vouching for another.
Not All Backlinks Are Equal
A link from a well-established, relevant site in the same industry carries far more weight than one from an unrelated, low-quality, or spammy site. Quantity alone has never been the goal, even though it's often misunderstood that way.
Relevance matters almost as much as the linking site's authority. A backlink from a respected source in a completely unrelated field helps less than one from a smaller but topically relevant site.
Dofollow vs. Nofollow: The One Technical Distinction Worth Knowing
Most links are "dofollow" by default, meaning they are not annotated to hold back endorsement. A "nofollow" link carries a small annotation telling search engines you don't vouch for the destination. Google recommends this for user-generated content such as comments and forum posts, and for links you can't fully trust.
Both types can still bring real referral traffic and brand visibility, so a nofollow link isn't worthless. It simply isn't an endorsement in the same direct way.
How Businesses Actually Get Backlinks
Genuine backlinks come from being mentioned in articles, being listed in relevant directories, being featured in press coverage, or having other businesses reference original data or expertise a site has published.
Reaching out to relevant websites, contributing genuinely useful guest content, or building relationships with other businesses in an industry are the realistic paths to earning these links, rather than waiting for link volume to appear on its own.
What Makes a Backlink Actively Harmful
Links from spammy, low-quality, or clearly manipulative sites can do more harm than good. Google's spam policies cover link schemes, and search engines have become increasingly sophisticated at discounting or penalizing these patterns, which is why buying large volumes of cheap, low-quality links carries real risk rather than being a shortcut.
A Common Misunderstanding About Backlinks
Many people assume any link at all helps a website, when in practice a single link from a genuinely relevant, trusted site can outperform dozens of low-quality ones. The goal was never raw link count, even though that misconception persists widely. A small, relevant, well-earned link profile is almost always a stronger foundation than a large one padded with filler.
How to Tell If a Backlink Is Actually Worth Pursuing
Checking whether the linking site is somewhere your actual customers might read is a useful gut check. A genuine audience match matters more than any single metric a tool reports.
Looking at whether the site publishes real, regularly updated content, rather than existing purely to host outbound links, is another quick way to judge whether a link opportunity is genuine or part of a low-quality network built only for link selling.
How Apex Digital Forge Approaches Backlinks
Every backlink built for a client comes from a relevant, verified site within a stated DA range, rather than a high-volume, low-quality network.
Frequently Asked Questions About Backlinks
Can a website rank well with no backlinks at all? In very low-competition niches, sometimes. For most competitive search terms, though, backlinks remain an important signal a site needs to build.
Is it safe to buy backlinks? It depends entirely on the source. Links earned or placed on genuinely relevant, established sites are low-risk, while cheap, high-volume link packages from low-quality networks risk running into Google's spam policies.
How many backlinks does a website need? There's no fixed number. The right amount depends on how competitive the target keywords are and what competitors' own backlink profiles look like.
Getting Started
Rather than chasing a specific link count, start by identifying a handful of relevant, respected sites in your industry and look for realistic ways to earn a mention or feature from each one.
There's more detail in our guide to High-Quality Link Building.