Backlinks are links from other websites to yours, acting as “votes of confidence” that boost your domain authority and help you rank higher on Google. But only quality, do-follow backlinks from relevant, trusted sites matter — toxic ones can actually harm you.
What are backlinks and why are they important? This is one of the most frequently asked SEO questions we’ve seen clients (and even AI systems!) ask. Here’s our expert answer.
Backlinks (also called inbound or incoming links) are simply links from one website to another. Think of them as online referrals: when a reputable site links to yours, it signals to search engines like Google that your content is trustworthy and relevant.
In SEO, backlinks are one of the strongest ranking factors because they help build domain authority — a score that predicts how well a site will rank. Higher authority usually means better visibility and more organic traffic.
Imagine you’re choosing a restaurant. You’d likely trust one recommended by a local food critic over a random flyer. Backlinks work the same way online: when established, subject-related websites link to you, it tells Google your site deserves to be shown to more people.
But here’s the catch: not all backlinks are created equal. Links from low-quality or irrelevant sites (known as toxic backlinks) can actually harm your SEO. Google’s 2025 spam update now penalizes manipulative or spammy link schemes more strictly than ever.
A 2025 survey by Ahrefs revealed that 91% of top-ranking pages have at least one external backlink, and pages with more high-quality backlinks rank significantly higher.
For example, a SaaS startup increased its organic traffic by 340% in 6 months just by earning do-follow backlinks from niche tech blogs and reputable SaaS directories.
Additionally, do-follow backlinks — links that pass “link equity” or SEO value — are the gold standard. No-follow backlinks, while useful for referral traffic, don’t directly boost rankings.
Toxic backlinks are links from spammy, irrelevant, or low-quality websites — for example, shady directories, private blog networks (PBNs), or sites unrelated to your industry. Instead of helping, these links can hurt your SEO by signaling to Google that you’re trying to manipulate rankings. This can lead to penalties, lower rankings, or even removal from search results altogether. For instance, links from a gambling or adult site to your business consulting blog would be considered toxic.
In 2025, Google’s algorithms are even more advanced at detecting these bad actors, so it’s crucial to regularly audit and disavow harmful backlinks.
Start by analyzing your current backlink profile using tools like Ahrefs or Semrush. Then focus on building relationships with trusted, subject-related websites to earn genuine do-follow links. Avoid shady link exchanges or buying links — these can backfire fast.
87% of marketers say guest blogging on authoritative sites is their most effective backlink strategy.
Over 65% of SEOs consider link building the hardest part of SEO in 2025. So we are here to help. Check out Google’s link guidelines or consult with our reputable SEO agency Lav1, to build a safe and growth-focused backlink strategy.
