Backlink

A hyperlink from one website pointing to another — a core signal in Google's ranking algorithm.

A backlink (also called an inbound link or external link) is a hyperlink from one website that points to a page on a different website. Backlinks are one of the most important ranking factors in Google's algorithm. A link from a credible, authoritative website signals to Google that the linked-to page is trustworthy and worth ranking.

Not all backlinks are equal. Links from high-authority, topically relevant domains carry much more weight than links from low-quality or spammy sites. A single link from a major industry publication or a university may be worth more than hundreds of links from low-quality directories.

Google evaluates backlinks based on: the domain authority of the linking site, the topical relevance of the linking page to the linked-to page, the anchor text used in the link, whether the link is dofollow or nofollow, and the editorial context (a natural in-content link vs. a paid placement).

Building a strong backlink profile is central to competitive SEO. For B2B companies, earning high-quality backlinks typically requires creating genuinely valuable resources — original data, tools, or definitive guides — that other sites want to reference.