In the ever-evolving digital landscape, search engine optimization (SEO) remains the bedrock of visibility, traffic, and conversion. Among the multifaceted techniques involved in SEO, one crucial pillar stands tall — link building, often referred to as the heart of off-page SEO. In recent updates to a top-rated SEO course, experts shed light on the fundamentals and best practices of link building, highlighting how backlinks can elevate a site’s authority and visibility on Google.
What Is a Backlink?
A backlink, in simple terms, is a hyperlink from one website to another. If Website A links to Website B, then Website B receives a backlink, and Website A gives an external link. These links act as digital endorsements, or “votes of confidence,” indicating to search engines that the content on the linked page is credible, useful, and trustworthy.
According to SEO experts, backlinks significantly influence Google’s ranking algorithm. A 2017 ranking factors test revealed that the number of referring domains (i.e., the number of unique websites linking back to a page) was the fifth most important ranking factor, closely followed by the total number of backlinks. This affirms one truth: backlinks are a powerful SEO currency — when used correctly.
However, it’s not just about quantity. Quality matters. Low-quality or spammy backlinks can harm rather than help a website’s ranking. Therefore, effective link building requires a strategic approach, starting with understanding anchor text.
Understanding Anchor Text and Its Role in SEO
Anchor text is the clickable text within a hyperlink — often styled in blue and underlined. But beyond aesthetics, anchor text plays a vital role in communicating the context of the linked page to search engines.
For example, if a blog post about web design includes a link with the anchor text “web design agency,” Google interprets that the linked page is likely relevant to that keyword. This helps enhance the page’s ranking for that specific term.
There are five main types of anchor texts, each with distinct purposes and risks:
1. Exact Match: The anchor text matches the target keyword precisely (e.g., “web design agency”). This is powerful but risky, as overuse can trigger Google’s spam filters.
2. Partial Match: Includes part of the target keyword (e.g., “design agency for your new business”). These are more natural and safer.
3. Branded Anchors: Uses the brand name as the clickable text (e.g., “Made Simple Media”). These are safe and boost brand visibility.
4. Naked URLs: The URL itself is used as anchor text (e.g., www.obahsylva.com).
5. Miscellaneous Anchors: Generic phrases like “click here” or “read more.” These are neutral but lack keyword relevance.
SEO specialists caution against sticking to one type of anchor. Instead, a natural variation of all types is recommended to avoid penalties and maintain a balanced backlink profile.
What Pages Should You Build Backlinks To?
Another frequent question in the world of SEO is: Which pages should I build backlinks to?
The answer is both simple and strategic: build backlinks to any page you want to rank on Google. This includes homepage, product pages, and — often overlooked — blog posts.
While high-intent pages such as product or service landing pages tend to be the focus of backlink campaigns, blog posts offer valuable information that helps build trust, authority, and engagement. Focusing only on buyer-intent pages may appear unnatural to search engines and limit your site’s overall growth.
Pages like “About Us” or “Contact” rarely need backlinks. But content-rich pages, guides, or tools designed to educate or entertain should be supported with a robust backlink strategy.
Do-Follow vs. No-Follow: The Link Juice Dilemma
Not all backlinks are created equal. Not all backlinks even count toward your SEO performance. This brings us to the difference between do-follow and no-follow links.
• Do-Follow Links are standard hyperlinks that allow link equity (commonly called “link juice”) to pass from one website to another. These are the golden tickets of SEO.
• No-Follow Links, on the other hand, include an HTML attribute that instructs search engines not to count the link in SEO calculations. They were introduced by Google to combat spam but are now commonly used in blog comments, forums, or sponsored content.
While no-follow links don’t pass link juice, they can still drive referral traffic and add to a site’s visibility. However, for pure SEO benefits, do-follow backlinks are essential.
For site owners eager to identify whether a link is do-follow or no-follow, there are browser extensions like the one used on Backlinko.com which easily highlight the nature of each link — helping you strategize better.
Read Also: 3 Kings That Rule Every Website: How to harness URL, SEO title, page title for viral Google rankings
Best Practices for Link Building in 2025
SEO experts shared a series of tried-and-tested methods for building high-quality do-follow backlinks:
• Guest Posting: Writing valuable content for another website in exchange for a backlink.
• Skyscraper Technique: Find top-performing content in your niche, create something better, and reach out to those who linked to the original.
• Broken Link Building: Finding dead links on other sites and suggesting your relevant page as a replacement.
In addition, tools like SEMrush, Ahrefs, and Moz can help you track backlinks, analyze competitor strategies, and audit your link profile.
For example, a case study on yogamatters.com revealed that the site had over 15,800 backlinks from 1,900 unique domains, proving the impact a diverse and well-structured backlink portfolio can have on a website’s ranking.
Link Building Is Still King
In 2025, despite the rise of AI and new Google updates, link-building remains one of the most impactful SEO strategies. A good backlink profile not only boosts search rankings but also enhances credibility, brand authority, and organic reach.
However, it’s not about acquiring links at all costs. Quality, relevance, and natural diversity in anchor text and link types are key. The golden rule? Focus on value-based content and ensure your backlinks come from reputable, contextually relevant websites.
As SEO trends evolve, link building continues to be an essential ingredient in the digital success recipe. For businesses aiming to dominate search engine results, mastering the art and science of backlinks is non-negotiable.
Keyword: How link building supercharges website’s SEO
Keyword syn : What is a backlink, How to build backlinks, Types of anchor text, Do-follow vs no-follow backlinks, Link building for SEO
