Backlinks play an important role in search engine optimization. Chiefly, a backlink occurs when another website links to a page on your site. Generally, many search engines such as Google, Bing, and Yahoo! count backlinks as references or referrals from one website to another. However, there are several factors that determine the value of a backlink.
Firstly, backlinks from an authoritative source on a given topic are highly valuable. If both sites have content geared toward the same keyword or keyword phrases, the backlink is considered relevant. Therefore, it’s believed to have a strong influence on the search engine rankings of the web site receiving the link.
Backlinks also need to be natural. Due to some bad practices in gaining backlinks, such as purchasing or selling backlinks or using a link exchange network, some search engines may end up penalizing your site. Similarly, the quality of links is far more important than the quantity.
In brief, the anchor text in a backlink is one-way search engines determine the quality of the inbound link. Basically, anchor text is the descriptive wording containing the hyperlink to your website. Search engines examine the anchor text to determine how relevant the keyword or keyphrase in the anchor text is to both the originating web page content, as well as the page they are linking to.
Generally, backlinks help in boosting your search engine results ranking because they are a way of telling search engines that others vouch for your content. Therefore, Followed backlinks from trustworthy, authoritative websites are considered the most desirable backlinks while no-follow links and links from potentially spammy sites are typically viewed as less desirable or even unwanted. That said, the increase in traffic to your website from a no-follow link on a highly authoritative website can still give your brand a much-needed boost.
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