Backlinks remain important and are often beneficial for your search engine optimization. However, there are different types of backlinks, and some can even have a negative impact on your site.
9.1 Backlink types
(Screenshot ahrefs.com)
9.1.1 Backlink types: positive/reputable
Links from authority sites such as wikipedia.org or spiegel.de
Links from blogs, especially when they are thematically relevant
Links from forums, particularly when they align with the topic
Links from reputable directories such as gelbeseiten.de, 11880.com, etc.
Links from social media websites such as facebook.com or twitter.com
Links from business partners, but avoid “swapping” too often
9.1.2 Backlink types: negative/dubious
Purchased links
Links from 18+ websites
Links from spam websites
9.2 What is a good backlink?
You can’t always estimate 100% accurately how search engines evaluate a backlink. However, there are criteria that you can use to better assess a link or website. The following questions will help you:
9.2.1 Questions about evaluating backlinks
(Screenshot ahrefs.com)
Is the link from a reputable site?
Examples of non-reputable sites have already been mentioned. Links should only be actively placed on reputable sites.
Is the link from a thematically related site?
It is generally advantageous if the link comes from a site with a similar topic.
How strong is the backlink profile of the linking website?
This can be measured using tools (see Tool Tip “Backlink Checker”).
Is it a DoFollow link?
A DoFollow attribute indicates that search engines should follow an external link on a website. This is usually the default setting on websites.
However, website owners can use a nofollow attribute to tell search engines not to follow a link, effectively devaluing it. This often occurs on large websites where users can add links themselves, such as social media platforms, forums, etc.
DoFollow links are generally more recommended.
How does the site rank on Google & Co.?
A site you want a link from should also perform well in search engine rankings. Tools for measuring rankings are available (see Tool Tip “Sistrix Index”).
Is it an exclusive content link?
If a site does not link to many other sites, a single link is generally more valuable than one from sites that link to thousands of others.
Links from the content area (e.g., a blog post) often indicate exclusivity and are harder to obtain.
Do the target page’s main keywords appear in the anchor text?
For example, if I have a category page for “Spanish courses in Bremen,” it is generally beneficial for these words to be linked on another website, pointing directly to the relevant subpage.
However, unlike internal linking, care must be taken not to overdo this, as search engines might interpret it as an attempt at manipulation.
Good backlinks, unfortunately, don’t fall from the sky. However, with a good backlink strategy, you can do a lot to acquire high-quality links.
Create engaging content (articles, graphics, etc.) that encourages other website owners to link to your site naturally (the ideal approach).
Write guest articles
Use newspapers or trade magazines to position yourself as an expert for guest articles. You could also be mentioned as an expert, or the publication might feature a founder story, etc.
Give or conduct interviews.
Write comments on blogs and similar platforms, including links where possible.
Obtain backlinks from local sources (e.g., clubs, city websites, etc.).
Register your business in reputable free directories (see list below).
As always with SEO, you can make mistakes when building backlinks and you shouldn’t take extreme measures.
Below you will find some of the most common mistakes when building backlinks.
High percentage of identical anchor texts (e.g., always “Dentist Dortmund” as anchor text). Especially if the main keywords of a page are repeatedly linked, this can lead to penalties.
Many links from irrelevant or non-reputable websites.
Unnatural link mix (e.g., only links from forums or no “nofollow” links at all).
Buying links (can work out, but it can also backfire).
Unnatural link velocity (e.g., acquiring 200 links in one week and then no new backlinks for months).
