buying backlinks good or bad

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What Is A Backlink [+ Why Do They Matter]? - Intergrowthâ„¢

A backlink is a link developed when one site links to another. Backlinks are likewise called "inbound links" or "inbound links." Backlinks are necessary to SEO. Tools: Inspect your backlinks with Link Explorer Backlinks are particularly important for SEO due to the fact that they represent a "vote of confidence" from one website to another. If numerous sites connect to the same web page or site, online search engine can presume that material deserves connecting to, and for that reason also worth emerging on a SERP. So, making these backlinks can have a positive result on a site's ranking position or search exposure. Making backlinks is a necessary part of off-site SEO. New websites or those broadening their keyword footprint may discover it tough to know where to start when it concerns connect structure. That's where competitive backlink research study comes in: By examining the backlink profile (the collection of pages and domains linking to a site) to a competitor that's currently ranking well for your target keywords, you can gain insight about the link structure that might have assisted them - seo. A backlink is merely a link from one site to another. a. Search engines like Google utilize backlink as a ranking signal since when one site links to another, it indicates they believe the content is noteworthy. High-quality backlinks can assist to increase a site's ranking position and presence in search engine outcomes (SEO).

What Are Backlinks & How To Build Links - Semrush

The most convenient method to consider backlinks would be as conversations amongst websites. John is a blog writer, and he composes an extremely intriguing short article about a sports event. Another blog writer, Samantha, links to John's article when sharing her point of view. Since she writes about the topic on her popular online magazine website, this creates a backlink to John's post. They don't pass any value from one website to another. Normally they aren't helpful in improving your search rank or presence. links are the type of backlink that everybody wants. Just remember that those coming from respected websites hold the most worth (in). This kind of backlink can help improve your search engine rankings. These links come from suspicious sites or are gotten by breaking the online search engine terms of service (is). This might cause Google to punish or perhaps de-index your website. Keep in mind, it's not about the quantity of backlinks, however rather the quality that makes the difference in ranking. Building backlinks to your website takes some time and effort. Compose guest posts on other blog sites and websites Contact influencers in your niche or market and inform them about a post on your website that they might want to connect to. Interview influencers in your industry and send them a link, no doubt they will connect back to your website - in.

How To Get Backlinks For Seo (5 Strategies For 2022!)

However, there are much faster and much better tools available. backlink. By using SEMrush, you can rapidly respond to all 3 of those important concerns and much more. SEMrush has two primary areas that deal specifically with backlinks. The first is the Backlink Analytics section which lets you study your competitors, and the second is the Backlink Audit location. Next, SEMrush's Backlink Audit tool checks every backlink and figure out those that are toxic. In this manner you can discover and disavow poisonous backlinks prior to Google penalizes your website. And among the finest features of SEMrush is it lets you email the poisonous site owner right from the user screen. what. Keeping an eye on your backlink profile will tell you a lot about the worth of your website and is an important part of your website's SEO method - backlink. We hope this guide assisted you learn what are backlinks, and how you can utilize them to grow your site. Backlinksalso understood as incoming links or external linksrefer to links on one website indicating another website. Browse engines, like Google or Bing, view backlinks as indications of quality content that has the support of other websites. Pages with more backlinks can rank higher on SERPs (online search engine results pages).

Backlink - Wikipedia

Backlinks are a vital component of SEO. in. Earning reliable backlinks is among the crucial signals that Google thinks about for ranking material. We might never ever know exactly what Google's ranking factors are, however here are a few recommended-best practices. But what makes a high-quality backlink? Trust is a big aspect. If you just have websites that Google considers spammy linking to your website, it's not likely to assist you much (in). Appeal is another consideration. Because Google views external links as votes of appeal for a website or web page, there is a strong connection in between sites with great deals of (quality) backlinks and higher rankings. This article includes a variety of backlinks right off the bat. It connects to a news post referencing production hold-ups, the Maserati website, the Grecale SUV landing page, and so on. Below is another example of backlinks on the Oculus "Where to Buy" page. The buttons connect to Microsoft, Walmart, and so on (a). Any link from someone else's site to yours is a backlink, however, as we've discussed, not all links are developed equivalent. Think of ityou would most likely rely on a suggestion from somebody you respect over someone you have actually never fulfilled. Google essentially does the exact same with links. This trust comes in the form of Page, Rank, among Google's algorithms that assesses the quality and quantity of backlinks indicating a page.

Backlink - Wikipedia

If your site gets backlinks from quality sites relevant to your industry, it's likely sending out strong signals to Google that your website is considered as an authority in your industry. As discussed, not all backlinks are the very same. Let's find out about the different types of backlinks your site can acquire: We have currently shared that links are like choose trusted resources, but what if you do not desire to vouch for a site but still need to link to it? Nofollow links use the attribute to inform Google and other search engines that they shouldn't pass trust (Page, Rank).

Backlink - Wikipedia

The rel=" sponsored" quality stops your website from being negatively affected by these links. So, if you're dealing with an affiliate, you must use the sponsored attribute for this backlink. A sponsored backlink looks like this:this is a sponsored link Another of the new link associates presented in 2019 were UGC (user-generated content) links. The characteristic informs Google that the link has actually been placed by a user and not the web designer - what is a backlink. A UGC backlink appears like this:this is a UGC linkUsers have the ability to post links in the comment areas of blogs or forums of some websites. backlinks in seo. If a website owner chooses, they can use the UGC characteristic so Google understands this is a link from a user. Utilizing the Backlink Audit tool, you can view the number of backlinks your website has, the referring domains of those backlinks, the toxicity of those websites, and more - search-engine optimization. The summary page gives you a summary of the necessary details. You can dive deeper into the reports in this tool to see your leading referring domains and view metrics associated with your backlinks, like Authority Score and Toxicity Rating.

What Is A Backlink? How To Get More Backlinks - Wpbeginner

Editorially placed links are basically links that you didn't request. Rather, a website will naturally link to a website as a resource to support their content. Google extremely values these links. This is since they are indicated to enhance a user's experience rather than control online search engine algorithms. This is an example of an editorially put link - seo backlinks. When it comes to search engine optimization, backlinks are spoken about a lot and are the focus of site owners all over. Why are backlinks essential? We'll dive into a few of the reasons that you need to care about incoming links to your site. Backlinks display that you are a relied on authority in your market and should have to rank at the top for essential search terms. Google's spiders (Googlebot) uses links to find brand-new pages on the web this is one of the primary ways content is discovered, crawled, and indexed (backlinks). One way to believe of links is how Google browses the web.

Backlinks Definition - Seo Glossary - Searchmetrics

Quality links from reliable and relied on sources assist you to rank higher as well as aid improve your dependability and trustworthiness as a service - backlinking. Think about it in this manner: let's say you are own a tech startup. There is a great chance not too many individuals understand about your service (yet). In the most simplistic kind, the purpose of links is to take web browsers from Page A to Page B, not just within one website however likewise in between different websites. While links are now utilized within Google's algorithm, the principle hasn't altered: exceptional links send out valuable traffic to your page. Google Search Console will give you an insight into what your link profile looks like, however it will not offer any details about your rivals. To start, head over to Google Search Console and log in. Utilizing the left-hand menu, browse toward the bottom of the menu and you'll find Links. backlink.

What Are Backlinks And How They Relate To Seo - Theedigital

You will be able to see insights into:: How numerous external links indicate your site.: The pages on your site with the most backlinks pointing to them.: The website which links to yours the most times - seo backlinks.: The most typical link anchor text used for external links. And since you already have a relationship with the site, it's less random and likely more productive than reaching out to website owners you don't understand. search-engine optimization. Many major media outlets utilize HARO to discover quotes and information about different niches. This can be a fairly low-effort method to get backlinks, as the sources are actively searching for someone to cite. Otherwise, it can come across as spammy and distrustful. Some examples of great guest posts might include joint research study or case studies. Here are some do's and do n'ts to follow if you desire to experiment with this method: Sending your organizations to niche-specific directoriesor citation structure is an useful local SEO method that can also develop links.

What Are Backlinks? And How To Build Them In 2021 - Backlinko

Semrush will send your business info to different directories and ensure that the information are consistent. If a website already willingly discusses your website, they may want to link to you too. You can utilize the Brand name Monitoring tool to discover unlinked brand name discusses and even get alerts when sites discuss you moving on. Make sure to support your findings with data so that your content is a trusted source. This action resembles the above, but you'll want to take the next step and pitch to specific publications - backlinking. You can use a tool like HARO, or a PR software application like Prowly (search engine optimization). Of the billions of pages online, Google and the other online search engine have actually taken on the huge task of trying to rank each page for the billions of searches performed every day. Over the last twenty years they have fine-tuned their algorithms to the point of comprehending the intent of the questions (even if it is just a one word inquiry), and providing us with the most pertinent outcomes (backlinks in seo).

What Are Backlinks? And How To Build Them In 2021 - Backlinko

They can index a page of content and determine the total subject of the details however do not constantly have a strong grasp of the nuances of language or context from the text. Beyond this, they certainly can't tell simply from reading it how accurate or reliable the page is. When one site discusses another site and creates a clickable link that takes you to it, this is thought about a backlink. It is not simply referencing the website or it's web address. It is the distinction between: and Ahrefs. com Even though the very first example displays a URL, the search engines do not register this as a backlink, whereas the word that has a link (frequently highlighted and in a different color), really is a backlink - backlink.

what is backlink

1. A backlink is an inbound link to a website
2. Backlinks are also called "inbound links" or "incoming links"
3. Backlinks are important for SEO because they are a ranking factor for search engines
4. Backlinks are created when one website links to another website
5. The more backlinks a website has, the more popular it is
6. Backlinks are also a good way to increase traffic to a website
7. A backlink from a high-quality website is more valuable than a backlink from a low-quality website
8. Backlinks can be created in a number of ways, such as through guest blogging, directory submission, or social media
9. If a website has a lot of backlinks, it may be penalized by Google
10. Backlinks should be built slowly and steadily to avoid penalties

what is a backlink in seo

1. A backlink is an inbound link to a website or web page.
2. The number of backlinks is one indicator of the popularity or importance of that site or page.
3. Backlinks are important for SEO because they are a factor in the algorithm that search engines use to rank websites.
4. A study by Moz found that the number of backlinks is one of the most important factors in ranking.
5. The study found that websites with more backlinks tend to rank higher in search engine results pages.
6. The quality of backlinks is also important. A study by Searchmetrics found that the quality of backlinks is a factor in ranking.
7. The study found that websites with high-quality backlinks tend to rank higher in search engine results pages.
8. Backlinks can be created through a variety of methods, including guest blogging, directory submission, and social media.
9. Creating high-quality backlinks can be difficult and time-consuming.

What Is A Backlink? How To Get More Backlinks - Wpbeginner

There are plenty of websites that break this idea down and provide lots of excellent insight, but for the functions of this conversation, it is simply beneficial to know the terminology and have a fundamental understanding. I am not saying the following is the order in which an online search engine evaluates a backlink, I just find it beneficial to describe it in this way so regarding make it a little easier to understand and remember. Does it have any importance to the target website? Is it generic, such as "go to site" or is the actual URL utilized to link? https://ahrefs - for seo. com When it comes to an image or other component connecting to the site, does it have a description in the alternative text? For circumstances, since an image does not have anchor text, alt text is used in its lack. seo strategy. Like the days in school, it is not feeling in one's bones the definition of a word, however whether you can use it in a sentence. conversion. Think of the algorithm working in reverse from there. Also, is it in the footer, sidebar or ideal there in the middle of the page material itself? Are the subject of the linking page and the target page similar? Does it make good sense that this page links to that a person? Does the linking page have other websites connecting to it developing its own authority? Having a site that links to yours that has authority from lots of other sites, particularly if those are likewise in your industry, supplies a backlink that carries a great deal of worth and communicates competence to yours - backlink profile.

The Importance Of Backlinks For Seo - Siteguru

As in so many industries, marketers can also overdo and abuse methods. Years ago, links were simple and they were all basically, equal in worth. Because of this it ended up being a matter of quantity and not quality. In an extremely short period of time, the race was on to build as lots of links online as possible. What those information are they have actually kept to themselves, as they frequently do. Search engine engineers have actually determined a great deal of methods that some online marketers try to outmaneuver algorithms and use simple, unnatural link building techniques to win their website that sought after very first position in the SERP's. What few individuals beyond the market understand is that the search engines have actually seen a lot and let us understand that we can be based on penalties for these practices. seo ranking. It probably would not be worth the danger of having your whole website removed from Bing! Richard Horvath is the creator of Thee, Digital, a Raleigh based award-winning web style and digital marketing firm - google. He takes pride in his group and the results that they provide to their clients. backlink profile.

What Is The Importance Of Backlinks For Seo? - Rivalmind

Subscribe to the blog site to receive updates about: Data-driven material marketing techniques Technical, Mobile & Local SEO finest practices Industry news and updates Research study and innovations Viewpoints revealed by Business owner contributors are their own. If you're brand-new to SEO or are just thinking about starting your really own site, you most likely have numerous questions. guest blogging. Among the most important most likely connects to backlinks. If you are going to lead a successful site, you merely require to understand what backlinks are. Let's begin with the very start. Backlinks are some of the vital elements of a webpage. To put it merely, whenever one site links to another site, that generates a backlink for the linked site. Backlinks are essential since they are thought about something like a vote of self-confidence by the algorithm.

The Importance Of Backlinks For Seo - Siteguru

Related: Backlinks are very important for SEO, which's why you ought to constantly aim to have as many backlinks from reliable sources as possible having numerous backlinks signals to Google that different websites consider you a decent partner (backlink strategy). That, in turn, implies that you have a high opportunity of scoring a better position in Google Browse outcomes, which naturally, implies more people will have the ability to see and visit your site - backlink checker. Of all, there are natural backlinks. Another website offers them out with no action on your part. Basically, the other website links to yours even if the owner or the author of an offered post believes your material is worth following. How do you generate natural backlinks? The service is simple: You simply need to make every effort to produce the highest quality site and material you can. webpage. You can, for example, guest blog on another website and utilize this celebration to promote your web page with a backlink as long as you have the owner's authorization. There are also the self-created links. As the name suggests, the only individual responsible for their creation is you. Naturally, this indicates that developing them will be no problem and will just take a few minutes.

What Is A Backlink? How To Get More Backlinks - Ahrefs

At the basic level, the more backlinks you produce, the better - backlink checker. However, as discussed, not all types of backlinks are of the exact same value (backlink checker). The self-created backlinks are certainly of lower significance than the ones you get naturally, however this is not the only method we categorize backlinks. There are numerous other problems you should take into consideration. Google has its methods of judging whether a given backlink relates to your website's subject, and give out suitable rankings. For instance, let's state we are a sweet factory, and our backlink originates from a sweet-shop then it will be ranked as excellent. However, if the backlink originates from a mortar factory, it would be ranked as really bad. The term "place" in this case does not describe a real, physical location. What does "link area" indicate? This ranking measures how "optimum" or "appropriate" the location where we positioned the backlink on our web page is. Normally, the more noticeable a backlink would be to a random user, the much better ball game (quality backlinks).

Why Are Backlinks Important? - Moz

Anchor text is likewise absolutely worth discussing - signal. Anchor text is just formed by the words that display the link within a given content. It may be used with any given link type, like incoming links and outbound links. The key to receiving a high anchor text ranking is composing it with significant attention to SEO standards. Usually, high-quality anchor text should be non-generic and pertinent to the topic (ways). Related: We shared the vital suggestions on what you should do to accomplish high-quality SEO backlinks, so let's take on all the things you must prevent. To start with, do not randomly buy a huge pack of backlinks! Contrary to what the sellers say, this is not an excellent idea. There's no need to rush; focus on creating premier and significant material and establishing relationships with appropriate authorities in your specific niche, and you'll gradually however surely grow your backlinks and SEO (way). Related: - guide.

Why Are Backlinks Important? - Moz

Finding out how backlinks work has actually ended up being rather of a challenge worldwide of SEO specialists, masters, and other "legendary creatures". Because of that, in this short article you are going to find out whatever about how backlinks work, what they are, and which ones you must try to find. And all of this without all the fancy marketing & SEO jargon (I guarantee ). Let's take this just one step at a time. Here's what we'll look at today: Firstly, we need to quickly specify what backlinks are (ways). From there, we can take a look at how they act and how they are developed - someone. Next on the list is distinguishing in between the different types of links and which ones you can gain from. Exciting, best? Let's go. A backlink consists of: The URL that is linked and you will be directed to when you click. This can be another both websites or any other online resource (e. g. a PDF file) The text you click which is called "anchor text". If the link is created on an image, the "alternative text" of the image is used as the anchor text (quantity).

What Are Backlinks And How They Relate To Seo - Theedigital

In this example, we'll take a look at among the backlinks our website has from I found this link using our Link Tool but you could also use any other backlink tool. tool. Here's what a backlink looks like on the page itself. And here's what it appears like in the code of the page: Now you can see that in the example above, the anchor text is "Ecommerce SEO". If backlinks are so simple and present everywhere, why are they valuable? To answer this, we need to see precisely how they work. Backlinks are like peer-reviews for websites. If a book is being pointed out lots of times by different relevant and authoritative sources, it is a sign that it contains important details. businesses. But how precisely is this system good? Why would someone link to another web page or resource? Consider this: Prized possession pages help the reader fix their issues faster, easier, and much better. And web designers desire their pages to be valuable - lot. By linking to good sources: Webmasters help their readers by pointing out valuable sources They also take advantage of the trust of the source they are refer to Deal their "stamp of approval" to the source they find important And therefore, the page they connect to advantages as well So, links from other sites are called backlinks - backlinks.

What Is A Backlink? Digital Marketing Terms Explained

Hyperlinks are a basic component when building a site. They are all over. Backlinks are particularly called 'backlinks' due to the fact that they connect back to your site from other sites. To put it simply, while both internal links and backlinks are structurally the same, they differ in the target site/ websites they connect to - google. And here is an example of that extremely same difference visualized: As you can see in the example above, the backlink created on website "A" explains towards web page "B". For websites "A", that link is an outgoing link because it goes out of their website. link. For web page "B", however, that link is an inbound link since it's being available in from another site. As you can see, the distinction in between incoming and outgoing links is technically the point of view. article. It matters whose viewpoint we're taking. Looking at the relationship between 2 sites, the connecting site has an outbound link and the linked site has an incoming link. The bottom line is, having both incoming and outbound links on a site is regular.

What Is A Backlink? Digital Marketing Terms Explained

The links that you're really interested in are inbound links since that indicates other websites are linking to you and passing their Page, Rank worth onto your site - another. With so lots of types of links and talks about "worth", is there really any advantage to having backlinks? Let's explore! The main factor is that backlinks inform online search engine your website contains valuable material. authority. Instead, it likewise judges whether the websites connecting to you are of high or poor quality. There are 2 most important aspects to look out for when getting links: Is it coming from a website with relevant material? Is it originating from an authoritative site? For now, simply bear in mind the reality that it is vital to prevent spammy and extremely unimportant links - resources. Worry not we'll look at how to protect yourself from those a little later. To comprehend why online search engine put such a huge concentrate on backlinks, and why it ought to comprise the majority of your effort in search engine marketing, envision a university library. There are numerous scientific books, however if there are fifty on the very same topic, how would you classify which one is the most pertinent? Hint: citations.

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What Are Backlinks And How Do They Work? - Seoclarity

If a book is getting mentioned sometimes by other unimportant (think e (order). g. vehicle engines vs family pet materials), we require to see the context, the "why" to appropriately evaluate whether there's an actual factor for that (designer). And this is precisely our objective. By understanding all of this, you will discover learn what links you ought to focus on. Let's explore that listed below - other. Both dofollow and nofollow links play an important function in how the internet works. Typically, you wish to link to a site since you discovered something fascinating there (anything). This way, you're informing Google you like what you see, and for that reason, this site should get risen in the search results page. (also called "follow") are the "original" type of links that pass value (also referred to as To understand why dofollow links work this method, envision that while writing a post for your customers you find a great source - visibility. It might be additional material, an evaluation of your item, a case study or anything else, even among your own pages - techniques.

What Is The Importance Of Backlinks For Seo? - Rivalmind

Naturally, Google would like to know what the purpose behind you linking to another source is. traits. That's since it remains in their benefit to please not just you as an organization however likewise the/ your end client. By doing this they will return and utilize the online search engine once again. Otherwise who will be using the platform, right? A dofollow link is a way of Google determining whether the page you're connecting to should have value and therefore should have to rank greater. website b. It will then prioritize it in search rankings. Therefore, your supreme goal is to get more dofollow links. But what do they appear like? Let's look at an example! Here's an example of a dofollow link we got from the website databox. com. The dofollow link positioned on their website is pointing towards one of our pages and looks like this: Here's a screenshot of what it looks like on the page and in the code - traits. In this case, databox discovered our contribution and the resource linked as important, which is why they decided that the link should have to be a dofollow. And as you can see in the example above, the keyword connected is our brand name which furthermore informs Google that it's a pertinent result.

Backlink - Wikipedia

This means that they were developed with the intent to connect to a site however NOT pass Page, Rank value to it. step. Due to the fact that of that, nofollow links didn't assist you rank higher in Google at least for a long time. In the past, Google used to deal with nofollow links as a "directive". State, you're covering something unfavorable that a particular business did. In these cases, utilizing the nofollow characteristic is an exceptional choice since it tells Google that you indicate a website however do NOT always suggest or trust it. asset. Now, here's an example of what a nofollow appears like where chron. The difference here originates from the rel="nofollow" characteristic. It tells search engines not to count this link in terms of ranking so they will not pass the worth (link juice). And here's a screenshot of what the nofollow link appears like on the page and in the code. When you compare the link from the example to a dofollow link, you can quickly see where the distinction is.

What Is A Backlink? How To Get More Backlinks - Ahrefs

And although the link is put contextually, is pertinent, and the page linked is on the specific same topic, some web designers selected to nofollow links. For some links there is a particular function to add a nofollow tag for example, affiliate links. In lots of other sites, this is done by default in the method the website is set up. In this case, webmasters are cautious of destroying their own track record with Google by connecting to sites that are not relied on. Any of the websites they link to can get obtained by another person and the content can be altered to spam - much. This could injure Chron too given that in Google's eyes they would be recommending unimportant and spammy sites. To better determine whether a link is excellent or bad for you, we made a contrast table in our backlink analysis post which you can use when analyzing each of your backlinks. backlink analytics. I recommend that you open and use that table each time you're examining your links till you get utilized to doing it yourself without the requirement for guidance.

What Are Backlinks? And How To Build Them In 2021 - Backlinko

com since one of our online marketers contributed to a post they wrote (editors). Hubspot itself is a very authoritative site. They rank for lots of posts in the exact same industry like us, and therefore the link is more pertinent in Google's eyes: The link itself is put really contextually and the user understands what to anticipate when they click on it. The page itself is not "thin" and has nearly 3000 words of material on it (btw, I used this tool to inspect the word count on the page). There are premium, contextual sites linking to Hubspot's article itself: - other. And there's a number of them: The link is also dofollow which suggests it passes full value: You can see that this link goes directly to our front page. It is necessary to keep in mind that you hardly ever get "perfect case scenarios" with your links. And in any case that is not the point of link structure (brands). You desire a natural and varied profile with some great links like the one above (account). To find out more about what makes a great (natural) backlink profile, read this area in our guide on reliable backlink analysis.

Backlink - Wikipedia

To offer you a better and more sensible concept, we'll take a look at an example of a random mid-sized business's link profile. The website is bloomandwild. com a flower shipment service in the UK. Here's how the distribution of their backlinks looks like: As you can see, about half of their links are not reliable ones. page authority.

There are many common backlink myths that circulate throughout the SEO community. Some believe that backlinks are no longer important, while others think that certain types of backlinks are more valuable than others. Here are some of the most common backlink myths: 1. Backlinks are no longer important This is one of the most common backlink myths. Many people believe that backlinks are no longer important, but this is simply not true.

There are many benefits of backlinks, but here are some of the most important ones: 1. Backlinks can help improve your search engine rankings. If you have backlinks from high-quality websites, your website will rank higher in search engine results pages (SERPs). This is because search engines view backlinks as votes of confidence in your website. The more backlinks you have, the more popular your website is, and the higher it will rank.

There are a number of ways to check if a site has backlinks. One way is to use a search engine such as Google. Type in the URL of the site you wish to check and then scroll down to the bottom of the page. If there are any backlinks listed, they will be displayed here. Another way to check for backlinks is to use a tool such as Majestic SEO.

A backlink is a link from one website to another. Backlinks are also called "inbound links" or "incoming links." Backlinks are important to SEO (search engine optimization) because they are a signal to search engines that a website is popular and authoritative.

There are many ways to get backlinks, but some are better than others. 1. Guest blogging - This is a great way to get high quality backlinks. Find blogs in your industry that accept guest posts and pitch them a topic that you think would be a good fit. If they accept your guest post, be sure to include 1-2 links back to your website in the author bio section.