How it works
When another site links to one of your pages, that link is a backlink for you. To the other site it is simply an outgoing link.
Search engines use backlinks in two ways. The first is as a path. Crawlers follow links, so a backlink can help with crawling and with getting a new page found. The second is as a signal. A link from a relevant, trusted site suggests that your page is worth reading.
Not all backlinks count equally. One link from a respected site in your field can matter more than many links from sites that have nothing to do with your topic. Quality and relevance matter more than count. The anchor text of the link also gives search engines a clue about what your page covers.
An example
Say you run a small bakery site and publish a clear guide to storing bread. A local food blog mentions the guide and links to it. That is one backlink. It is relevant because both sites are about food, and it was earned because the guide was useful.
A link from a directory that lists thousands of unrelated sites is also a backlink, but it carries little or no value.
Why it matters
- Backlinks help search engines discover your pages.
- Links from relevant sites are one of the signals Google uses when it ranks pages.
- A good backlink also sends real visitors.
How to check yours
- Open Google Search Console and go to the Links report.
- Look at the top linking sites to see who links to you.
- Look at the top linked pages to see which of your pages attract links.
- Make sure those pages are in good shape. Start with the free audit, then connect each one to the rest of your site with an internal link or two.