When optimizing a website, the same questions always arise. Ultimately, every page is written to be read. But to be readable, it must first be found.
For a website to be visible in search engines, it needs more than just good content. An often underestimated but crucial ranking factor is backlink building —that is, the number and quality of external links pointing to a website. Search engines like Google use backlinks to evaluate the relevance, trustworthiness, and authority of a page. Those who can build high-quality backlinks in a targeted manner not only increase visibility but also traffic and the chances of a good ranking in organic search results.
The central task is:
Ranking Factor Backlinks – What are the most important ranking factors in Google
There are several good articles on this topic online, including, of course, the annual Searchmetrics Ranking Signals and the very comprehensive ranking information from MOZ. A particularly fascinating piece of research, one I came across recently, is Brian Dean’s analysis, which analyzed 1 million search results to confirm the information from MOZ and Searchmetrics.
What’s striking about all these analyses is that backlinks continue to be one of the most powerful ranking factors. Pages that appear in the top results almost always have a naturally developed, thematically relevant link profile with many high-quality links. The more trustworthy, thematically relevant domains link to a page, the greater its authority in Google’s eyes.
A strong backlink isn’t just a link—it signals: “This page is worth recommending.” That’s precisely why building backlinks is so important. Anyone who wants to build backlinks today needs a clever strategy that focuses on quality over quantity. It’s no longer enough to simply collect as many external links as possible. What matters is how high-quality, thematically relevant, and naturally integrated these links are—and whether they come from reputable sources.
What is a high-quality backlink?
Not every backlink is equally valuable. A high-quality backlink comes from a thematically relevant, trustworthy source and is embedded in an appropriate context. Search engines like Google view these links as recommendations. The stronger and more authoritative the linking domain, the more relevance and authority are transferred to the target page.
The anchor text is also crucial: Well-chosen, natural link text provides search engines with clues about the topic of the target page. Position within the content also plays a role; a link from the main text is more valuable than one from the footer or a comment section.
Important: Google recognizes artificial patterns. Therefore, a naturally structured link profile with diverse link types, sources, and texts is always the goal.
Important ranking factors for website visibility
When you put all the information together, you get a clearer picture of which content ranks higher in Google’s search results.
1. Backlinks remain an extremely important Google ranking factor. The number of domains linking to a page determines the ranking significantly more than any other factor.
2. The link authority of a website (measured with Ahrefs Domain Rating or the LinkResearchTools) influences a higher ranking.
3. Content that is considered relevant to the topic (e.g., as measured by MarketMuse ) is rated higher than content that only covers a topic superficially. Blog articles that cover a single topic therefore have a higher chance of ranking in search results.
4. The connection between the search result and the resulting traffic to a website is an important signal.
5. Based on search results data from SEMRush, Xovi, and Conductor, it appears that longer content ranks higher in Google search results. The average word count of web pages ranked on the first page of Google search results is >1,800 words.
6. HTTPS pages are given priority on the first pages of Google results.
7. The use of microdata does not necessarily result in a better ranking, but in some industries, it provides added value through additional information.
8. Content with at least one image is better listed than content without images.
9. Keyword optimization in the title tag, or the title of a web page, has a small impact on rankings. Searchmetrics confirms a slight decline in this factor in their document. At the same time, keyword optimization of the H2 heading has become more important.
10. Website speed is a significant factor. Based on information from Alexa, fast-loading pages rank higher than slow ones.
11. Exact match between search and website, i.e., when the exact search phrase also appears on the target page, seems to have a strong influence on rankings.
12. Websites with low bounce rates have higher rankings. (Source: SimilarWeb, Cyrus Shepard (MOZ))
13. A video on the page is a positive ranking signal.
14. Using brands associated with the company helps improve rankings. Own brands strengthen the positioning.
Why backlinks are a crucial ranking factor for Google
Google uses over 200 signals to determine the ranking of websites – and backlinks have been among the most decisive factors for years. A backlink acts like a recommendation: Every time another site links to your website, Google considers it a trust signal. The higher the quality, the more relevant, and the more natural the link, the more authority your site gains in the eyes of the search engine.
It’s not just about the number of links, but above all about their quality. A link from a strong domain with high domain authority, such as a specialist website or well-known industry site, carries more weight than many small, irrelevant links. A balanced link profile that includes both organic and targeted backlinks will improve visibility in the long term and noticeably boost your ranking.
Combined with good content, thoughtful anchor text, and thematically relevant context, backlink building is one of the most effective SEO levers. Those who adhere to Google’s guidelines and rely on reputable link building instead of unnatural link sources protect themselves from penalties and invest in a long-term strategy with real added value.
The perfect anchor text: Strategic linking instead of over-optimizing
Backlink building isn’t just about the number and quality of links – the anchor text, the clickable text of a link, also plays a key role. It helps search engines understand what the linked page is about and, if used correctly, can specifically improve rankings for the desired keywords.
But be careful: If you always use the exact search term as link text, you risk penalties. Google quickly detects unnatural link building—especially purchased or over-optimized links. Therefore, a link profile should contain a variety of anchor texts:
- Exact Match (e.g., “backlink building”)
- Partial Match (“effective strategies for link building”)
- Branded (“Learn more at SEO agency Seybold”)
- Generic (“click here”, “go to website”)
A balanced mix signals that the linking is natural and thematically relevant. Local links or topic-specific mentions from trustworthy sources can also have a positive impact on the link profile.
Conclusion: If you want to build long-term visibility, you shouldn’t follow a cookie-cutter approach when it comes to anchor text. Targeted, variable use—aligned with your content strategy—ensures effective link building that appeals to Google and achieves real rankings.
Backlink building in practice: 10 effective strategies for 2025
Building high-quality backlinks requires more than just a few emails. Successful link building is based on relevance, strategy, and creativity. Here are some of the most effective methods currently available:
- Publish guest posts on thematically relevant blogs
- Conduct interviews with industry experts (and have them linked)
- Identify resource pages and offer appropriate content
- Create infographics, tools, or checklists as link magnets
- Use thematically relevant directories and portals
- Pick up industry news and enrich it with background knowledge
- Collaborations with local companies or events
- Submit testimonials or reviews for tools and services
- Analyze missing backlinks from competitors and exploit gaps
- Real value-added content that is linked organically
Important: Whether manually or using tools, your link profile should be built up in a targeted, thematically focused, and high-quality manner. Google recognizes patterns that indicate manipulation.
Negative SEO and unnatural link building
A good link profile can quickly lose value due to unnatural links—or even lead to a drop in ranking. Particularly problematic are toxic link sources, spam directories, or mass-purchased links with no relevance to the content.
How do you protect yourself?
- Use tools like Ahrefs or Google Search Console to analyze suspicious backlinks.
- If necessary, use the disavow feature to block malicious links.
- When building new backlinks, always pay attention to topic relevance, trustworthiness, and natural integration.
The foundation for a strong link profile is a consistent, high-quality building with a clear strategy. Anyone who wants to build backlinks should consider relevant sources when developing their strategy, consciously plan the use of nofollow links, keep an eye on their impact on rankings, and not neglect internal linking.
Conclusion: Backlink building with a strategy
This makes it very clear: links are essential, and content should demonstrate appropriate relevance. A slightly poorly on-page optimized page with top-notch content and good linking will rank better than a poorly researched article on a top-notch on-page optimized website with fewer links.
Therefore, backlinks compensate for weaker on-page factors if they are thematically relevant and come from authoritative sources. A page linked from a strong, high-quality link profile enjoys greater trust in Google’s eyes – even if its technical optimization isn’t perfect in every respect. The key is a combination of good content, meaningfully embedded keywords, and a well-thought-out backlink strategy.
Anyone who wants to build high-quality backlinks in the long term needs content that adds value to relevant websites, so they link naturally. At the same time, the development of the link profile should be controlled and targeted. A randomly assembled network is useless—in fact, it can even worsen your ranking. Only with a high-quality, topic-relevant linking structure is it possible to build authority—and thus achieve long-term SEO success.
Frequently Asked Questions
What factors make a high-quality backlink?
A high-quality backlink comes from a thematically relevant, trustworthy domain with strong authority.
The goal of link building in SEO: Why build backlinks?
Backlinks are like recommendations for Google. The more high-quality and relevant domains link to your website, the higher Google will rank your content. The goal of link building is to increase visibility, ranking, and organic traffic by building trustworthy links.
Does building backlinks still make sense?
Yes – backlink building remains a key SEO factor. Despite numerous Google updates, naturally grown, high-quality backlinks continue to be among the most important signals of relevance, authority, and trust. However, it’s important to focus on quality over quantity.
What is meant by domain authority?
Domain Authority (DA) is a metric (e.g., from Moz) that assesses the trustworthiness and strength of a website based on factors such as the number and quality of inbound links. The higher a domain’s DA, the greater the impact of a backlink from that site on your ranking.
What influence do backlinks have on ranking?
Backlinks are a crucial ranking factor. They show Google that your content is recommendable and trustworthy. A site with good content and a high-quality link profile has a significantly better chance of ranking high—especially in highly competitive subject areas.
When are the first successes of backlinks visible?
This depends on the domain strength, the competitive environment, and the type of backlinks. The first effects usually become apparent after a few weeks to months. Backlinks don’t work immediately, but they have a strong long-term impact on rankings, traffic, and visibility.
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