[GTM glossary](/glossary.txt) Backlinks

Marketing

# Backlinks

Also known as: inbound links, backlink

In short

Backlinks are hyperlinks on other websites that point to a page on your site. Search engines use them as one signal of trust and relevance, so pages with good backlinks tend to rank better.

Quality matters more than quantity. A link from a respected industry publication that your buyers read is worth more than dozens of links from unrelated, low-quality sites.

## What makes a backlink valuable

* **Relevance:** The linking site covers a topic close to yours.
* **Authority:** The site is trusted and has its own good links.
* **Context:** The link sits naturally in editorial content, not in a footer or paid block.
* **Anchor text:** The clickable words describe the target page without being stuffed with keywords.

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## How B2B teams earn backlinks

### Original data and research

Publish findings from your own data, such as a survey of your customers. Others cite it, and you earn links naturally.

### Useful free resources

Templates, calculators, and glossaries get linked by people who need to point readers to something practical.

### Digital PR and guest content

Contribute expert commentary or articles to publications your buyers read, with a link back where it fits.

### Partnerships

Integration pages, customer stories, and co-marketing with partners often produce relevant links.

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## Practices to avoid

Buying links, trading links at scale, and using private blog networks go against search engine guidelines and can lead to lost rankings. Slow, relevant links are safer than fast, artificial ones.

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## How to track them

Use a link analysis tool or your search console report to see who links to you, which pages attract links, and which links appear or disappear. Review monthly and thank or follow up with good linkers.

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## Common mistakes

* **Counting links only:** Ten relevant links beat a hundred junk ones.
* **Linking only to the homepage:** Build links to the pages you want to rank.
* **Ignoring internal links:** Your own links also pass authority between pages.

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## Backlinks FAQs

**What are backlinks in SEO?**

Backlinks are links from other websites to your pages. Search engines treat them as endorsements, so relevant links from trusted sites help your pages rank higher, while spammy or unrelated links add little or can cause harm.

**How do you get backlinks for a B2B website?**

Publish original research, free tools and templates, and expert commentary that others want to cite. Add digital PR, guest articles on respected industry sites, and partner pages. Focus on relevant sites your buyers already read.

**Are all backlinks good for SEO?**

No. Links from relevant, trusted sites help, while paid, spammy, or unrelated links can be ignored or penalized. Search engines prefer links earned in editorial content, so prioritize quality and context over raw numbers.

**What is the difference between backlinks and internal links?**

Backlinks come from other websites and point to yours. Internal links connect pages within your own site. Both help search engines discover and understand pages, but backlinks carry outside endorsement while internal links guide structure.

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## More related phrases

* [Featured snippet (position zero)](/glossary/featured-snippet.txt)
* [Brand marketing](/glossary/brand-marketing.txt)
* [Brand strategy](/glossary/brand-strategy.txt)

## Similar phrases

* [SEO (SEO)](/glossary/seo.txt)  
SEO (search engine optimization) is the practice of improving a website so it earns more unpaid traffic from search engines such as Google.
* [Off-page SEO](/glossary/off-page-seo.txt)  
Off-page SEO covers actions taken outside your own website, mainly earning backlinks and mentions, that signal authority and trust to search engines.
* [Content marketing](/glossary/content-marketing.txt)  
Content marketing is the practice of creating and sharing useful content, such as articles, guides, and videos, to attract, educate, and convert a defined audience.
* [Programmatic SEO](/glossary/programmatic-seo.txt)  
Programmatic SEO creates many search-optimized pages from a template and structured data, targeting long-tail queries at a scale manual writing cannot match.
* [Nofollow link](/glossary/nofollow-link.txt)  
A nofollow link is a hyperlink tagged with rel="nofollow" to tell search engines not to treat it as an endorsement, commonly used for ads, user comments, and untrusted sources.