What's the Big Deal with Backlinks?
- Michelle Tansey
- Apr 11
- 3 min read
(...and 4 reasons why it's so important for your website)
Backlinks. It’s one of those SEO buzzwords you hear all the time - tossed into conversations about algorithms, rankings, and content strategies. But is it really that important? In short: yes. Backlinking isn’t just a nice-to-have. It’s one of the most impactful SEO levers you can pull.
Let’s unpack why it matters so much, in a way that doesn’t require a degree in IT or caffeine-fueled all-nighters.
1. Backlinks Are Harder to Fake - So Google Trusts Them
Search engines are constantly trying to figure out who to trust. While anyone can optimise their meta descriptions or compress their images, backlinks are a bit of a different beast. Why? Because they rely on someone else choosing to link to you.
That kind of real-world trust is hard to fake.
When credible websites link to yours, it sends a clear message to Google: "This site knows its stuff." It’s like getting a recommendation letter from someone well-respected in your industry. Search engines take notice. It’s a sign you’re not just screaming into the void - you’re offering something people actually value.
2. Keywords Are Common; Links Move the Needle
Most businesses today know the basics of SEO: sprinkle in some keywords, make your site mobile-friendly, and keep your page load times zippy. These are good practices, but they’re also table stakes. Everyone’s doing them (or they should be).
What really separates top-ranking websites is their backlink profile. Google itself admitted during its antitrust trial that it looks to links - and specifically, their authority and relevance - to help determine what your site is about. If you’re a finance site and all your links come from HR blogs, you’re sending mixed signals.
Relevant links from authoritative, on-topic sites are what move you from page two to the top of page one. It’s not just about being visible. It’s about being validated.
3. Great Link Profiles Start with Audience Understanding
There was a time when you could game the system with shady link schemes. Not anymore. Earning great backlinks today means creating content that truly resonates - not just with your audience, but also with the people who influence them.
It’s not just about checking off "search intent" boxes. It’s about diving deeper into what matters to your industry, your community, and the broader conversation happening around your niche.
The most linkable content is the stuff that starts conversations, answers burning questions, or offers something truly useful. When your content genuinely connects, links follow naturally. That’s how you build a link profile that Google loves.
4. Link Building Is Part of Your Brand Strategy
Let’s get something straight: link building isn’t just an SEO tactic. It’s a reflection of your brand.
Every link to your site tells a story about how others perceive your expertise and value. Are you a trusted voice in your industry? Are you doing something innovative? Are you showing up in places where your audience hangs out?
This is why digital PR is on the rise. It doesn’t just earn links - it builds awareness, sparks conversations, and puts your brand in front of the right people. It also sends brand signals to search engines and AI models, helping them understand who you are and why you matter.
A successful link building strategy doesn’t live in isolation. It’s part of a broader effort to build a strong, recognisable, and trustworthy brand.
TL;DR: Why Backlinking Deserves Your Attention
Backlinks are one of the few trust signals that can’t be easily faked.
They give you a serious edge beyond the basic SEO checklist.
They reward real, meaningful content that resonates.
They reflect your brand visibility and industry relevance.
In a world where everyone is optimising their websites to the nth degree, backlinks are what separate the good from the great. So yes, backlinking is a big deal. Not just for your rankings, but for your reputation, reach, and long-term success online.
Bottom line? Don’t treat backlinking like an afterthought. Treat it like the power move it is. Need some help? Get in touch.
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