Backlink

A backlink, also called an inbound link or incoming link, is created when one website links to another. Search engines like Google treat backlinks as votes of confidence -- when a reputable site links to your content, it signals that your page is valuable and trustworthy. The quantity and quality of backlinks pointing to a page are among the strongest ranking signals in Google's algorithm.

Not all backlinks carry equal weight. A link from a high-authority site like a major news outlet or established industry publication passes significantly more value than a link from a low-quality or spammy website. This concept is often referred to as "link equity" or "link juice." The relevance of the linking site also matters -- a backlink from a site in your industry is generally more valuable than one from an unrelated niche.

Building high-quality backlinks requires a strategic approach. Common tactics include creating link-worthy content such as original research and data studies, digital PR outreach, guest posting on authoritative publications, and broken link building. It is important to avoid manipulative link schemes, as Google penalizes sites that engage in unnatural link building practices.