Backlinks have been a crucial part of search engine optimization (SEO) for over two decades. Ever since Google's PageRank algorithm helped make Google the most popular search engine, backlinks have played an integral role in determining search rankings.
But with Google's algorithms evolving over the years and an increased focus on user experience, some have wondered whether backlinks still have the same SEO value in 2024 as they did 10 or 20 years ago.
The short answer is yes – backlinks are still enormously important for SEO success in 2024 and beyond. But how and why you build backlinks matters more than ever.
In this comprehensive guide, we'll explore whether backlinks still matter today, why they are so valuable, and link building strategies that deliver maximum SEO value.
Do Backlinks Still Impact Rankings in 2024?
Numerous studies have confirmed that earning high-quality backlinks remains one of the most important ranking factors today.
Back in 2012, Search Engine Journal found a 0.68 correlation between domains linking to a site and Google organic traffic. This means there is a strong positive relationship between backlinks and rankings.
More recently in 2019, Ahrefs analyzed over 11 million keywords and found that backlinks remain the strongest ranking factor. Pages with more backlinks consistently outranked pages with fewer backlinks.
Ahrefs' study showed a strong correlation between backlinks and higher rankings
SEMrush reached similar conclusions in 2020 after analyzing 934 million keywords. They found positive correlations between higher rankings and:
- Total backlinks
- Referring domains
- Domain rating of referring domains
Clearly, backlinks continue to be a primary ranking factor in 2024. But it goes beyond the volume of backlinks. The quality and relevance of your backlinks also matters, which we'll explore more below.
First, let's look at why backlinks remain so important for SEO.
Why Do Backlinks Matter for SEO?
Backlinks serve several important purposes that help inform Google's ranking algorithm:
1. Discover New Pages
Google discovers billions of new and updated web pages through backlinks. Whenever website A links to website B, Google's web crawlers follow that link to discover new content.
Backlinks essentially tell Google:
"Hey, this new content exists and is worth checking out!"
Receiving backlinks enables Google to find and index your content so it's available for ranking.
2. Gauge Popularity and Relevance
The number of sites linking to a page can indicate its popularity and authority on a given topic.
If hundreds of dentistry websites link to a dental content resource, it's a sign that page offers useful and authoritative information about dentistry.
Backlinks also reveal what pages are relevant for specific searches. Google analyzes anchor text within backlinks to understand the context of linked pages.
For example, if many sites link to Page A with the text "best basketball shoes", it's a signal that Page A is relevant for "best basketball shoes" searches.
3. Help Assess Quality
Who links to a website can signal its overall quality.
For example, a page linked from authoritative websites like Wikipedia, WebMD, and Harvard is likely high quality.
Conversely, a page linked exclusively from sketchy spam sites probably lacks expertise or value.
Analyzing backlink profiles allows Google to gauge the expertise and trustworthiness of different pages. Sites linked from trusted sources tend to rank higher in results.
4. Identify Spam Sites
Backlinks also help Google identify and penalize spam sites engaging in manipulative link building tactics.
If a website suddenly earns thousands of sketchy links from unrelated sites, Google may devalue those links and even manually penalize the site. This combats spam and protects search relevancy.
So in summary, backlinks serve as votes of popularity, indicators of quality, signals of relevance, and even spam detectors. That's why they remain fundamental to Google's search algorithms.
The Rich Get Richer in SEO
You may have heard the phrase "the rich get richer" applied to backlink building. This means that sites that already rank well and have lots of backlinks tend to accumulate links faster than less authoritative sites.
Does data support this notion that top ranking and authoritative sites attract links more easily? Absolutely.
Backlinko analyzed over 1 million Google search results and found:
- The #1 ranking page has 3.8X more backlinks on average than pages ranking #2 through #10
- 75% of pages with no backlinks received zero organic traffic
This suggests the top competition has substantially more links, enabling them to outrank other pages. Once you earn the #1 position, it becomes easier to acquire even more links and cement your domination.
Higher ranking pages have significantly more backlinks on average (Source: Backlinko)
Ahrefs discovered a similar snowball effect with backlinks. They found:
- Pages ranking #1-3 have 30% more backlinks on average vs. pages ranking #4-10
- The #1 page has 34% more links than #2 and #3
- The #10 page has just 72% as many backlinks as the #1 page
So once again, we see the rich get richer dynamics at play – the top results attract substantially more backlinks, fueling a self-perpetuating cycle.
SEMrush's data confirms this trend as well. They found:
- Higher ranking pages have more referring domains
- The #1 position receives 6x more links than spots #5-10
- Fast link growth corresponds with rapid leaps in rankings
The data is clear – top ranking pages accumulate backlinks faster, which allows them to pull away from lower competition. If you can break into the top 3 for valuable keywords, your backlink and ranking velocity will pick up.
Higher ranking pages have more backlinks and tend to acquire links faster (Source: SEMrush)
Now let's examine some proven backlink building strategies you can use while keeping current SEO best practices in mind.
Backlink Building Strategy #1: Create Linkworthy Assets
Gone are the days when you could build easy backlinks en masse through low-quality directory submissions, blog commenting, forum profiles, and other scalable but spammy tactics.
Google's algorithm has evolved to identify and discount these types of artificial links. The most effective modern link building focuses on earning high-quality editorial links through insightful, useful content and resources.
Brian Dean of Backlinko puts it this way:
"Instead of building links to commercial pages (like your services page), first build links to super high-quality, non-commercial pages (like blog posts and tools)."
He calls these "linkable assets", which are pages specifically designed to attract editorial links, like:
- Ultimate guides
- Research studies
- Tools/calculators
- Data visualizations
- Interviews with influencers
- Curated resources
The goal is creating truly unique, engaging resources that people naturally want to reference and recommend to others.
Once you build links to these pages, they pass equity and authority to your site which benefits your commercial pages like services and product pages.
For example, an SEO agency could create an expansive guide to SEO link building covering every strategy in detail. This becomes a go-to reference on the subject that earns links from other websites. These backlinks don't link directly to the agency's services, but still enhance their overall domain authority.
To generate ideas for linkworthy assets, leverage tools like:
- BuzzSumo to analyze the most shared content in your industry
- Reddit to uncover popular discussions and questions
- Quora to identify frequently asked questions
- Google Keyword Planner to find topics with high search volume
- ChatGPT to brainstorm intelligent asset ideas for your business
Let's see ChatGPT in action to get asset ideas for a fictional sandblasting equipment company:
Here are some ideas for free tools, resources, or assets that could attract backlinks for a company that sells sandblasting equipment:
- Sandblasting Equipment Buying Guide – A comprehensive guide to help customers understand what to look for when purchasing sandblasting equipment. Could cover types of equipment, features, how to choose the right one, brands, prices, etc.
- Sandblasting Media Guide – Explains the different types of abrasive blasting media, from sand to glass bead to aluminum oxide. Compares their properties, applications, pros and cons.
- Sandblasting Calculator – Allows users to input surface area and sandblasting parameters to estimate how much media they will need for a job. Provides general abrasive blasting cost estimates.
- Sandblasting Technique Articles – In-depth articles teaching proper technique for setting up, preparing surfaces, blasting, cleaning up, etc. Aim to be the top resource.
- Sandblasting Equipment Comparison Tool – Allows side-by-side comparisons of popular sandblasting machine models across brands based on specs, price, ratings, and reviews.
- Sandblasting Safety Checklist – Simple shareable resource with a checklist of proper protective gear and safety precautions for blasting. Could attract links from safety sites.
- Sandblasting for Beginners eBook – Free short ebook for people new to sandblasting covering the basics of equipment, surface prep, safety, techniques, abrasive media, troubleshooting, etc.
The goal is creating 10x content – resources that provide far more value than what already exists. This attracts natural links without requiring extensive outreach.
Once you build assets that appeal to both potential customers and publishers, backlinks will accumulate over time.
Backlink Building Strategy #2: Use the RELEVANCY Method
One of the most important lessons in modern link building is to prioritize RELEVANCY above all else.
The days of spammy paid links, low-quality directories, and exchanging links with any willing site are over. Google's algorithm can detect many manipulative links and discount them accordingly.
Focus only on earning links from websites where your content provides real value for their audience. The relevance of the linking site with respect to your niche and content is now the #1 factor.
Nathan Gotch created the RELEVANCY Pyramid to visualize this concept:
The RELEVANCY Pyramid for strategic link building (Source: Nathan Gotch)
Here are the steps to follow:
1. Identify your top keywords and pages – Determine the terms and pages you want to rank for. These will be your primary link building targets.
2. Find the most relevant link opportunities – Use a tool like SEMrush to see what sites rank for your keywords. Sites already ranking are perfect prospects. You can also search Reddit, Quora, forums, etc. to find relevant sites.
3. Work your way down the pyramid – Earn links from the most relevant sites first. Once those are tapped out, move down to broader/less relevant sites.
Let's see an example for a fictional beef jerky company.
First, identify core keywords like "beef jerky", "jerky recipes", "jerky brands".
Next, go into SEMrush and pull up the top ranking domains for those keywords. They might include:
- www.thespruceeats.com
- www.allrecipes.com
- www.menshealth.com
- www.everydayhealth.com
- www.cookinglight.com
These food, recipe, and health websites naturally align with jerky content, so they sit at the top of the pyramid as highly relevant prospects.
You can further expand your prospect list by searching related terms on Reddit. For example, searches for "jerky" and "keto" reveal these subreddits as targets:
- r/jerky
- r/keto
- r/ketorecipes
- r/meat
- r/hiking
Don't forget broad terms like "cooking", "food" and "health" as well.
The goal is building the most relevant link profile possible. Over time, you'll gradually work down the pyramid as needed.
Backlink Building Strategy #3: Guestographics
Guestographics have become a go-to content format for earning high authority backlinks.
Guestographics combine compelling data visualization with expert commentary from an industry thought leader.
The data itself attracts links because people trust stats. The contributor's commentary provides unique insights and perspective.
This powerful 1-2 punch makes guestographics highly linkworthy.
For example, Backlinko created this detailed guestographic looking at website traffic studies:
To start earning links with guestographics:
- Find reputable studies/data – Look for interesting datasets from trustworthy sources like government agencies, universities, research firms, etc.
- Create compelling data visualizations – Turn the data into clean graphs, charts, and tables using tools like Visme, Canva, or Adobe Illustrator.
- Recruit relevant experts – Reach out to thought leaders in your niche to provide commentary contextualizing the data.
- Distribute as guest posts – Pitch the finished piece to both general and industry-specific publications related to the data topic.
- Promote on social media – Share your guestographic on LinkedIn and Twitter to further extend its reach.
The work involved creates a high barrier to entry, meaning less competition. But the links you generate tend to be very authoritative.
Backlink Building Strategy #4: Interview/Roundup Posts
Interviewing leaders and experts in your niche is a proven link building tactic. You attract backlinks from:
- The interviewee themself
- Brands featured in the interview
- Related sites that find the content valuable
Start by making a list of the influencers and brands you'd like to partner with. These could include authors, bloggers, journalists, executives, researchers, investors – anyone with authority related to your niche.
Reach out and request an interview, offering to publish it on your blog or as a guest post. Flattery goes a long way here – emphasize how much value their insights will provide.
Some types of interviews that work extremely well:
- CEO/Founder interviews – Discuss their career journey, lessons learned, future plans for their company.
- Expert Q&As – Have them share little-known insights related to your niche.
- Case studies/success stories – Highlight a brand's achievements.
- Trend analysis – Get perspectives on where your industry/niche is headed.
- Product demos – Walk through features and value props of a new tool/software.
You can also interview multiple experts at once for a roundup-style article, such as "7 Email Marketing Experts Share Their Top Tips for Better Email Engagement."
Compile the interviews into long-form posts exceeding 2,000 words. Publish on your blog and consider pitching to relevant third-party sites as well.
Then reach back out to all experts interviewed and request that they share with their audiences. Even a 20-30% link success rate can result in high-value links.
Backlink Building Strategy #5: Link Reclamation
Link reclamation is the process of earning links from sites that already linked to a competing page on similar topics.
It's essentially outreach where you say:
"Hey, we noticed you linked to this relevant page on Topic X. We actually have a much more in-depth article/resource on this same topic that your audience would love. Would you consider linking to us instead?"
This is extremely effective for stealing backlinks directly from competitors.
Start by identifying competitors earning high volumes of links for key terms and topics you want to rank for.
Use a tool like SEMrush to analyze their top linking domains. Make a list of the sites still actively linking to your competitors.
Then create a superior piece of content around the same subject and reach out to those sites. Demonstrate how your version provides much more value.
The pitch email could be as simple as:
Subject: Link to our updated [topic] guide?
Hi [name],
Our team noticed you previously linked to [competitor URL] for your guide on [topic].
We just published a brand new, 10,000+ word updated guide on [topic] that provides far more detail, data, and actionable tips:[Your new URL]
Would you be open to updating your link to point to our expanded new guide instead, so your readers can access the most thorough resource?
Please let me know if that works for you. Thanks in advance!
Best,
[Your name]
Keep emails short, personalized, and focused on benefiting their audience rather than yourself. Be persistent following up but also gracious if they decline.
Over time, this strategy can allow you to siphon links away from competitors by offering superior content.
Backlink Building Strategy #6: Broken Link Building
Broken link building seeks out 404 dead links on high authority sites and offers them relevant replacement content.
Start by identifying reputable sites related to your niche. Use a tool like Ahrefs to scan for 404 errors.
You can also search using site:example.com -site:www.example.com to uncover their subdomains. Check each subdomain for broken links.
Once you find an expired link, check Archive.org to see the original content. Replicate or improve upon it and then reach out with your updated version.
For example:
Subject: Fixed broken link on [topic]
Hi there,
I noticed you have a broken link on your page: [URL of their page with dead link]
It looks like the topic was related to [ summarize topic]. I actually just published a brand new guide covering this topic in much more detail:[Your working URL]
Would you be open to linking to my guide as a replacement for your broken link, so your visitors can still access this great information?
Please let me know if this works for you. Have a great day!
Best,
[Your name]
This works particularly well with links that previously pointed to valuable evergreen content. Site owners are often happy to swap in working links so users aren't hitting dead ends.
Backlink Building Strategy #7: Competitor Backlink Analysis
Analyzing competitors' most linked-to content can reveal smart link building opportunities.
Start by identifying competitors earning lots of backlinks from quality sites.
Plug their domain into a tool like Ahrefs or SEMrush. Sort their top content by total links or referring domains.
Look for their most linked-to articles and resources – their "link magnets".
Now reverse engineer these pages:
- What types of content attracted all these links? E.g. ultimate guides, case studies, data studies
- What elements make the content so sharable? E.g. controversial headline, actionable tips
- Who linked to the competitor page? What sites might also link to similar content?
- How can you create something 10x better on the same topic?
Essentially, study their link magnets then systematically replicate or improve on what worked so well for them.
Most competitors stick with the same recycled content formats. By analyzing their winning backlink generators, you can ride on their coattails then outdo them.
Link Building Mistakes to Avoid
Learning what not to do is just as crucial as proper link building strategies. Avoid these common mistakes:
Buying Links
Buying links almost always ends badly. At best, Google recognizes these artificial links provide no SEO value. At worst, manual penalties tank your rankings. Focus only on earning links naturally.
Too Much Outreach, Too Fast
Building links slowly and steadily looks natural to Google. Sudden spikes in links raise flags. Take it slow. There are no shortcuts.
Prioritizing Speed Over Relevance
Don't blast thousands of automated emails seeking any link possible. The majority of links should come from sites relevant to yours.
Manipulative Tactics
Techniques like link exchanges, link schemes, private blog networks, etc. will likely trigger Google penalties. Avoid shortcuts and trickery.
Linking to Commercial Pages
Pointing links directly at service or sales-pitch pages looks spammy. Funnel equity through non-commercial content instead.
Neglecting Existing Links
Monitor backlinks routinely for any that become toxic. Disavow bad links to protect your reputation.
Conclusion – Backlinks Remain Vital for SEO
In 2024 and beyond, backlinks are still enormously influential for Google rankings according to the latest algorithm research. But link building tactics must evolve to earn editorial links naturally.
Focus on creating truly unique, linkworthy assets that stand out from your competitors. Pitch them to the most relevant publishers possible. Monitor backlinks routinely. And avoid manipulative shortcuts.
By mastering the modern best practices covered here, your high-quality backlink profile will continue driving SEO success for years to come. Just remember – slow and steady wins the race when it comes to links. There are no quick hacks.
Now get out there and start attracting more backlinks the right way!