How can you generate backlinks successfully?

Backlinks are links that lead from one website to another. These references help users navigate the internet and reach additional websites with just a single click. This article explains how to build strong, compliant backlinks and what to keep in mind when doing so.

What are the different types of backlinks?

A backlink consists of a target URL and the element that links to it. In the case of a text link, a specific word or phrase—known as the anchor text—is hyperlinked and directs users to the linked website. Images or graphics can also serve as links. Both types of backlinks are important for search engine optimisation and can positively influence rankings.

A much greater influence on ranking comes from the distinction between dofollow and nofollow backlinks. These two forms differ technically by an attribute in the HTML code that affects Google’s evaluation and ranking. The following table explains the exact impact and how and when to use dofollow and nofollow backlinks:

Google also distinguishes between two attributes for specific link types. They improve transparency and help prevent potential penalties.

What factors influence the quality of backlinks?

Google evaluates a page’s link popularity using the PageRank algorithm. In the early days of search engine optimisation, the guiding principle was that the more links pointed to a website, the more relevant it was considered. Site operators took advantage of this focus on quantity by generating large numbers of backlinks through so-called link farms. Google responded with several updates to its algorithm. Today, backlink evaluation is much more sophisticated and also considers link quality.

Google improved its backlink analysis by diversifying ranking factors. However, the most widely used search engine does not reveal how heavily individual factors are weighted. When building backlinks, it is therefore advisable to take all ranking factors into account and focus on natural link building. The following overview highlights the most important ranking factors and explains how they influence rankings:

Common mistakes in link building

Generating backlinks is one of the online marketing basics for companies and a key part of off-page search engine optimisation. For lasting success, it’s important to avoid practices that Google devalues, as they can result in lower rankings for your website. The following section outlines the most frequent backlink-building mistakes.

Selecting websites

One of the most common mistakes occurs when selecting the websites where backlinks are placed. As a rule, you should avoid the following types of sites:

• Websites that have no topical relevance to your own content
• Websites that appear manipulative and contain an unusually high number of links, which Google may classify as a link farm
• Websites that sell backlinks or exist solely to create backlinks
• Websites without real added value, a clear topical focus, or articles of no more than 400 words

Engaging in reciprocal link exchanges

Companies often support each other through networking, partnerships, or other forms of collaboration. When building backlinks, they may also agree to link to one another’s websites. However, Google explicitly warns against excessive reciprocal linking in its Webmaster Guidelines and may penalise this practice, even if both sites individually have high authority and cover similar topics.

Optimising anchor texts poorly

Ideally, anchor texts should be meaningful and include the main keyword of the linked page or other relevant terms. However, repeatedly using the same anchor text every time you link to a website can lead to penalties from Google. Vary your anchor texts as much as possible and combine the keyword with other suitable wording. A natural mix of brand, navigational, and keyword-based anchor texts is recommended.

You have only limited control over anchor texts used on external websites that link to your website. Nevertheless, it can be worthwhile to contact other webmasters and request more suitable anchor texts.

Building backlinks from non-indexed pages

Backlinks from pages that are not indexed by Google, for example those marked with a noindex tag, have little or no impact on rankings. Since they do not appear in search results, Google gives them less weight. If a page has been removed from the index due to a violation of the Webmaster Guidelines, placing a backlink there is risky and should be avoided.

Building unnatural backlinks

Google’s algorithm evaluates not only each backlink individually but also the overall set of links pointing to a website. This broader view helps determine whether a link profile has developed naturally or whether there are clear signs that many backlinks were created deliberately by the site operator.

A natural link profile also includes a certain proportion of nofollow backlinks. If almost all links pointing to a page are dofollow, Google may treat this as suspicious. For the same reason, backlinks should be built gradually over time. It is also important that linking websites are varied and not limited to a single type of source, such as only forums or only web directories.

Three effective ways to build backlinks

There are many ways to build backlinks, and it’s up to you to choose the approaches that suit your website best. Keep in mind that quality matters more than quantity and avoid practices that could result in Google penalties. The following sections introduce the most common methods for generating backlinks.

Create backlinks yourself

Web directories allow you to create backlinks that point to your own website. Although these submitted links carry relatively little weight in Google’s evaluation, they can be an easy way to establish a small number of backlinks at the beginning. Relevance is important here as well, so whenever possible, choose directories related to your industry. Local directories can be especially valuable for location-based search results.

Another option for higher-quality links is forum participation. The challenge is that experienced moderators often recognise and remove obvious promotional links. To build backlinks successfully in forums, you should stay active beyond posting links and participate like a regular community member.

Create backlinks with strong content

To earn organically generated backlinks, you need to create content that is specifically designed for this purpose. These pieces are known as linkable assets. Particularly effective formats include interactive content such as innovative tools, useful resources, curated lists, graphics, contests, or engaging articles. Infographics require more effort to produce, but because of their high value, they are especially likely to attract links from other websites.

Ideally, other site operators will share and link to your content without being prompted. In practice, however, mentions are not always accompanied by an active link. It is therefore advisable to regularly search for references to your content or brand and ask the respective website owners to add a backlink. During this process, you can also review existing backlinks to ensure they are accurate and use appropriate anchor texts. If necessary, reach out to webmasters directly to request adjustments.

Create backlinks with guest posts

Guest posts are an effective way to build backlinks while also increasing brand awareness. Based on key backlink quality criteria, choose suitable websites for guest posting. First, check whether the sites are thematically relevant to your topic, even when dealing with high-quality blogs. Also review the existing outbound links and consider whether they add value and lead to reputable pages.

How can AI support backlink building?

With artificial intelligence, backlink strategies can be executed more efficiently and with greater precision. Modern tools analyse competitors, identify high-quality link opportunities, and prioritise them based on relevance, authority, and topical fit. AI can also reveal content gaps on competing websites that you can address with targeted articles, studies, or visualisations, which supports natural backlink growth. It also makes outreach more efficient and more personalised by generating tailored emails, suggesting suitable anchor texts, and refining tone, timing, and subject lines.

AI reduces research time, improves success rates, and makes it easier to scale backlink-building efforts. However, it does not replace genuine relationship building with website operators or strong editorial quality. Creating valuable content that publishers willingly link to remains essential.