The SEO (search engine optimization) of your website presence is today economically de facto highly relevant. Your (potential) customers, as soon as they register a problem or need that can possibly be solved with your services, are also on the lookout for appropriate solutions, primarily via one of the major search engines - especially via Google. The possibilities or requirements for improving the visibility within the ranking of the search engines are extremely diverse and must be considered as holistically as possible for maximum success. Backlinks and the corresponding link building are indeed still among the top three of the most important factors for the (Google) search engine ranking: This was even confirmed by the - otherwise quite information-shy - search engine leader itself in 2016. For all those who want to operate successfully with their website on the web, there is no way around the generation or the favoring of the emergence of backlinks. However, in order to be able to use corresponding processes really expediently, it must first be clear what backlinks are in the first place and how link building SEO works technically. This undoubtedly highly important prerequisite is, however, not given in many places. If you are also wondering why backlinks have such great importance in the search engine (Google) ranking factors, how link building works and which backlink types there are in principle, this article offers the right answers for you.

What exactly are backlinks and what makes them?

Backlinks are also called inbound links, external links, inbound links, backlinks or simply links - but the facts behind them are always the same:

The link building of a website can be beneficial with regard to the ranking factors of the (google) search engines, but can also have negative effects. The importance that your website receives through the link profile is the so-called linkjuice.

Since the early days of Google, backlinks have been regarded as trust signals that strongly influence the qualitative evaluation of pages. The PageRank calculation, which serves as the basis for Google's search algorithm, analyses - in simplified terms - how backlinks between different pages on the web perform and derives from this how trustworthy the link building of certain websites are. This is still the case today - internally, a PageRank calculation is still carried out. However, this is far more differentiated and ultimately more powerful than the method originally defined in the PageRank patent.

What types of backlinks are there and how do they affect page ranking?

The fact that not all backlinks are the same was already made clear in the previous section. A qualitative link building on your company website should be built according to Google SEO relevant aspects with the following possible backlink types and their specific characteristics.


How can you check your own backlink profile?

There can be several reasons why you should analyze a backlink profile. Filtering out and devaluing toxic backlinks is the most obvious concern. But the intention here can also be an optimal distribution of the link juice received within your own website construct, the simple erudition of pages that deserve a push of backlinks or the optimisation for obtaining them, or a competitor evaluation to see how many backlinks are necessary for competitiveness or from which sources they should come. Basically, you have two options to check backlinks of a website: the Google Search Console or a backlink check from a third-party provider. Via the Google Search Console you can get data on your organic traffic and the overall performance of your website. After logging in, you will find the menu item "Links" in the sidebar and there, under "External links", the total number of your backlinks. Furthermore, you can view various reports - most linked pages, most linking pages, most linking text. From these, factually very SEO helpful insights can be drawn for your own backlinks and link building. For example, if you want to perform a backlink analysis to spot your competitors' strategies and sources, you'll need a third-party tool. This gives you the opportunity to examine foreign domains with regard to the topic relevance of existing backlinks, the quality of anchor texts, the use of rel attributes and other factors. Very interesting are the options to compare the authorities of one's own backlinks with those of the competitors as well as the possibility, which is certainly given with some tools, to automatically get additional potentially very beneficial backlink sources shown at home and abroad.

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Our support around the topic of search engine marketing

  • Analysis of how you perform from the perspective of the search engine and what reputation your pages have.

For holistic and successful online marketing, we are also happy to take care of the following topics:

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