Authority guide
How backlinks actually work
Links remain among the strongest ranking signals and attract more nonsense than any other part of SEO. Here is the part that holds up.
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A link is a recommendation Google can count
The original idea is simple: if many independent sites link to a page, it is probably worth reading. That logic still underpins how authority flows, with a great deal of refinement on top.
The refinement is mostly about which links count. Links from sites that exist to sell links count for nothing or worse. Links from real editorial sources count for a great deal.
Referring domains, not link count
One thousand links from ten sites is a far weaker signal than one hundred links from one hundred sites. Count distinct domains, because that is closer to what the metric is trying to measure.
Relevance and placement
A link from a site about your subject is worth more than one from an unrelated site with a higher authority score. A link inside the body of an article is worth more than one in a footer, a sidebar or an author bio.
What carries real risk
Bought links, private blog networks, link exchange schemes and sites that exist only to publish guest posts. Google's stated position is that gains from spammy links are withdrawn, not merely discounted, which means the site can end up worse off than before.
The risk sits on your domain permanently and is inherited by whoever owns it next. That is the practical argument against it, quite apart from the ethical one.
What works and is slow
Publishing something worth citing, particularly original data. Partnerships and supplier relationships. Industry bodies and genuine local involvement. Being quoted as a source.
None of it scales neatly, which is precisely why it keeps working.
Common questions
How many backlinks do I need?
The wrong question. Look at how many referring domains point to the pages currently ranking for your target search, and treat that as the bar. It differs enormously by topic.
Can bad links hurt my site?
Links you built can. Links competitors point at you almost never do, because Google largely ignores obvious spam. Over-using the disavow tool does more damage than most negative SEO.
Where to next
If you would rather have someone do this than read about it, the commercial page for this work is Link building services.
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