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How to use backlinks from an SEO perspective to increase organic traffic to your site

By 21 September 2023No Comments

Search engine optimization (SEO) is, together with advertising, one of the two crucial strategies for growing a website's traffic. Unlike the latter, however, SEO is able to generate value for the site that lasts over time. 

Among the various SEO techniques, the effective use of backlinks plays a vital role in increasing the visibility of your site on search engines like Google. In this article, we'll explore what a backlink is, why they are important for SEO, and how you can use them to grow your website's organic traffic.

What is a Backlink?

A backlink, also known as an inbound link or return link, is a hyperlink from an external website to your site. In simpler terms, when website A places a link pointing to your website B, it creates a backlink to your site. These links are considered votes of confidence by other websites in yours. 

To find out more about what they are and how I can help your site, please refer to this article. Here we rather want to try to understand how these backlinks are created and how to recognize valid backlinks from invalid ones. 

Yes, because backlinks can be of different types, but there are two main categories: quality backlinks and low-value ones. Quality backlinks come from websites that are authoritative, reliable and relevant to your industry. For example, if you have a cooking website and get a backlink from a famous chef or a renowned cooking magazine, it is considered a high-quality backlink.

On the contrary, low-value backlinks come from websites that are little-known, unreliable or not relevant to your sector. For example, getting a backlink from a computer gaming site to a fashion website might be considered a low-value backlink.

Why Are Backlinks Important for SEO?

THE backlinks they are in all respects part of the SEO strategy and actively contribute to both the quantity and quality of incoming traffic to your site. It therefore goes without saying that quality backlinks are useful to your site, while low-quality ones are downright harmful. 

Low-value backlinks are negatively evaluated by search engines, which penalize your site by reducing its visibility andauthority. The reason for this downgrade is the negative impact on user experience that incoming links can have. A low-quality backlink can in fact lead to irrelevant and even harmful websites and tends to increase the bounce rate and reduce the time spent on the site. Two decidedly negative factors that can damage your site. 

Conversely, when authoritative websites link to your site, they pass on some of their own authority to your site. This can improve your position in search results. Backlinks from relevant websites can also lead direct traffic to your site. People who follow these links are often interested in the content you offer.

Search engines use backlinks to determine the relevance of your site to certain keywords. The more relevant backlinks you have, the more likely your site will rank higher for related searches. Finally, if your competitors have significantly more quality backlinks, they are likely to rank better in search results. Getting better backlinks can help you overcome them. But how are they obtained?

How to Use Backlinks to Increase Organic Traffic

Now that we've learned the importance of backlinks, let's see how to use them effectively to increase your website's organic traffic. The first rule to get quality backlinks is create high-quality content and relevant to your target audience. Referral websites tend to link to interesting and informative content. Make sure your articles, guides or resources are original and useful. 

The second step is to Identify websites relevant to your industry or niche. Look for opportunities to collaborate or exchange backlinks with these sites. You can offer your expertise or write content hosted on their site in exchange for a backlink to yours.

Another very effective strategy for obtaining quality inbound links is the so-called “guest posting”. It's about writing high-quality articles for other websites in your industry and including a link to your website in the author section. Make sure you follow the guidelines of the site you are contributing to and provide valuable content to readers.

In the meantime, you should still always use backlink tracking tools to keep track of the links pointing to your site. These tools allow you to identify new backlinks, monitor link quality, and spot any toxic links that could be hurting your SEO. Cleaning up harmful links is a necessary practice to keep your site authoritative.

Non-linkable mentions, also called “brand mentions,” are also important for SEO. Search for your brand or website name on the Internet and contact websites that mention you but don't link to your site. Kindly ask them to turn those mentions into backlinks.

Finally, it's good to remember that social media platforms like Facebook, Twitter, and LinkedIn can also be used to share your content and gain backlinks. Share your articles and resources on social platforms and encourage your audience to share your content further. If your budget allows it, also consider the possibility of collaborate with influencers in your industry. Influencers can promote your content and website, leading to quality backlinks and increasing your visibility.

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