What Are External Backlinks? Learn How to Build Them Effectively

Understanding External Backlinks

Introduction

External backlinks are links from one website to another. They are one of the top factors that influence search engine optimization (SEO). A study by Backlinko reveals that the number of domains linking to a page strongly correlates with higher Google rankings. If two pages have similar content quality, the one with more high-quality backlinks will likely rank higher. This blog explores the role of external backlinks in SEO, their characteristics, and strategies for acquiring and managing them.

What Are External Backlinks?

Definition of External Backlinks

External backlinks are hyperlinks from one domain to another. For example, if a travel blog links to a tour operator’s site, that link is an external backlink.

Types of External Backlinks

• Dofollow Links: These links pass authority, improving the ranking power of the linked site. For instance, a dofollow link from Forbes to a small business’s site can significantly enhance SEO.
• Nofollow Links: These links do not pass authority but still bring traffic. A nofollow link from Twitter may not directly impact SEO but can generate visits and engagement.

Practical Tip

Use tools like Ahrefs or SEMrush to analyze whether a linking website is providing dofollow or nofollow links. Prioritize outreach to secure dofollow links while maintaining a natural mix of both types.

Importance of External Backlinks in SEO

Enhancing Domain Authority

Backlinks from high-authority domains signal trust to search engines. For example, a link from Harvard.edu carries more weight than a link from a low-traffic blog. Research shows that pages in the top 3 positions on Google tend to have significantly higher domain authority.

Improving Search Engine Rankings

Studies indicate that the top-ranking pages on Google have 3.8 times more backlinks than lower-ranking pages. Backlinks act as a "vote of confidence," helping search engines identify valuable content.

Driving Referral Traffic

External backlinks also serve as pathways for potential customers. For instance, if a popular food blog links to your recipe site, visitors from the blog may explore your content, boosting engagement and conversions.

Building Industry Relationships

Acquiring backlinks often involves collaborations, such as guest blogging or interviews. These interactions strengthen professional networks and open doors for future opportunities.

Differentiating External and Internal Links

Internal Links

Internal links connect different pages within the same domain. They help users navigate your site and distribute link equity across pages. For example, linking your homepage to a product page improves discoverability.

External Links

External links connect your website to other domains, signaling relevance and credibility. For example, citing a credible source like Mayo Clinic in a health-related blog post improves reader trust.

SEO Implications

Internal links enhance user experience by guiding navigation. External links show search engines that your content is relevant and connected to authoritative sources, making it more trustworthy.

Characteristics of High-Quality External Backlinks

Characteristics of High-Quality External Backlinks

Source Authority

Websites with high domain authority (DA) provide stronger signals of trust and reliability to search engines. A backlink from CNN (DA 95) contributes significantly more SEO value compared to one from a personal blog with a DA of 20. Search engines prioritize authoritative sites, making such backlinks more impactful for improving rankings.

A study by Ahrefs found that 91% of pages with high rankings on Google had at least one backlink from a domain with a DA of 70 or higher. For instance, if your business focuses on eco-friendly cleaning products and receives a backlink from World Wildlife Fund (DA 92), search engines perceive your website as credible and relevant to environmental topics, improving its ranking potential.

To leverage source authority effectively, use tools like Moz, Ahrefs, or SEMrush to analyze potential linking domains. Prioritize outreach to websites with a DA score above 50, focusing on securing backlinks from trusted sources in your niche.

Relevance

The relevance of a linking website to your industry amplifies the value of backlinks. For instance, a fitness blog linking to a workout gear e-commerce site offers greater SEO value than a technology news website linking to the same site. Search engines prioritize topical alignment between linking sites and your content to ensure users receive contextually appropriate information.

Studies by Moz The Correlation Between Authoritative Links and Ranking reveal that backlinks from relevant domains improve rankings more effectively than those from unrelated sites. For example, if your website is a baking blog, a backlink from Allrecipes enhances your authority in the food niche. Conversely, a backlink from a tech forum would carry minimal SEO value due to its irrelevance.

To maximize relevance, aim for backlinks from sites within your industry or closely related fields. If you specialize in sustainable fashion, focus on links from green lifestyle blogs, fashion magazines, or eco-friendly marketplaces to reinforce your niche authority.

Anchor Text

Anchor text, the clickable text in a hyperlink, communicates the content of the linked page to search engines. Descriptive anchor text like “Best Hiking Boots for 2024” is far more effective and SEO-friendly than generic phrases like “Click Here” or “Read More.”

Backlinko’s research shows that 30% of top-ranking pages have optimized but natural-looking anchor text in their backlinks. For example, if your page targets the keyword “organic skincare products,” a backlink with anchor text like “top organic skincare products” strengthens your ranking potential for that term. On the other hand, vague or generic anchors dilute keyword relevance, reducing SEO impact.

To optimize anchor text effectively, avoid over-optimization, as repeatedly using the same keyword-rich anchor text across multiple backlinks can trigger penalties from search engines. Maintain a natural mix of branded, generic, and keyword-rich anchor texts to balance optimization with authenticity.

Link Placement

The placement of a backlink on a page significantly affects its value. Links embedded within the main body content are more impactful than those placed in sidebars, footers, or author bio sections. Search engines prioritize contextually relevant links in the main content because they appear intentional and carry more value for users.

Search Engine Journal reports that links in main content are clicked 47% more often than links in less prominent areas, such as sidebars or footers. For example, consider two scenarios: a link to your “Healthy Meal Prep Ideas” article embedded within a blog post on a popular nutrition site versus the same link placed in the footer under “Related Resources.” The first placement is far more likely to attract clicks and improve rankings.

When conducting outreach, aim to earn links naturally integrated within relevant articles or blog posts. Suggest specific pages or sections where your content aligns with the linking site’s existing topics to increase the likelihood of prominent placement.

Practical Tip

Aim for natural anchor text distribution. Avoid using identical keywords repeatedly, as this can trigger penalties from search engines.

Strategies for Acquiring External Backlinks

Content Creation

• High-Quality Articles: Write long-form content that solves specific problems. A detailed guide like “How to Choose the Right Running Shoes” can attract backlinks from fitness blogs.
• Infographics: Infographics are 3 times more likely to be shared than plain text content. Create visually appealing designs with actionable data.
• Original Research: Publish industry reports or unique studies. For example, a survey on "Remote Work Trends" can attract backlinks from business websites.

Guest Blogging

Write articles for reputable websites in your niche. Ensure the content provides value and includes a contextual backlink to your site. For instance, a guest post on a marketing blog might link back to your “SEO Tools” guide.

Outreach and Networking

• Identify bloggers, journalists, or industry influencers who can link to your content.
• Use tools like Hunter.io to find contact information and send personalized pitches.

Utilizing Social Media

• Share your content on platforms like LinkedIn and Twitter to increase visibility.
• Engage with your audience to encourage sharing and backlinking.

Monitoring and Managing External Backlinks

Using SEO Tools

• BacklinkMonitor.com: Monitors the status of backlinks and identifies broken links in real time.
• Google Search Console: Provides a free way to see which sites are linking to yours.

Regular Backlink Audits

Conduct audits to identify toxic backlinks from spammy websites. Use Google’s Disavow Tool to neutralize harmful links that could lower your site’s authority.

Maintaining Link Quality

Focus on securing backlinks from reputable and relevant sources. Avoid buying links or participating in link schemes, as this can lead to penalties.

Practical Tip

Schedule monthly backlink audits to maintain a healthy link profile and catch any negative SEO attempts early.

Common Misconceptions About External Backlinks

Myth: Quantity Over Quality

Some believe more backlinks always improve rankings. However, a few high-quality links from authoritative sources can outperform hundreds of low-quality links.

Myth: Nofollow Links Are Useless

Nofollow links still drive traffic and diversify your link profile. For example, a nofollow link from Reddit may bring significant referral traffic.

Myth: All Backlinks Are Beneficial

Not all backlinks help SEO. Links from unrelated or spammy sites can harm rankings. Regularly audit your backlinks to ensure they meet quality standards.

Conclusion

External backlinks are critical for SEO, driving both authority and traffic. High-quality backlinks enhance domain authority, improve rankings, and bring referral visitors. To succeed, focus on creating valuable content, engaging in ethical link-building practices, and using tools to monitor your backlink profile. Regular audits and consistent outreach will help you maintain a strong backlink strategy that contributes to long-term growth.