Content revised 20 October 2026.
A backlink is a link from another website to one of your pages. It can help people discover your content, but counting links alone doesn't tell you how well a website is doing.
Think about the person using the link
A publisher may link to your sizing guide because it helps readers compare a product. A supplier may link to your business as an authorised contact. Those situations provide useful context. A link dropped into an unrelated page simply to influence rankings serves a different purpose.
Backlinks and internal links have different starting points
A backlink comes from another site. An internal link connects pages within your own site. Both should make the destination clear. You can improve your internal navigation directly, while an external publisher decides whether to reference your work.
What makes a reference useful?
- The surrounding content explains why the destination matters.
- The target page answers the question and works for the visitor.
- The relationship is represented honestly, including paid promotion where relevant.
- The reference sends people to the right current URL rather than an outdated page.
Avoid a link-count-only plan
A package promising a large number of backlinks says little without the actual sources and method. Ask how placements are chosen and what the reader gains from them. Relevant content, a technically sound website and legitimate promotion belong in the same conversation. No particular number of links guarantees a ranking position.
Official guidance: Google’s link guidance.