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In the SEO sector, backlinks play an essential role in the success of a website.
In this article, I'll show you how to recognize good backlinks and which tools can help you do so.
5 Key Takeaways
1. Quality over quantity:
High-quality backlinks can be more effective than many low-quality backlinks.
2. Relevance is crucial:
Backlinks should thematically match the respective website.
The higher the thematic relevance, the higher the quality of the backlink.
3. Trust and authority:
The linking page should be trustworthy and authoritarian.
If a website is neither trustworthy nor authoritarian, it does not send a positive signal to search engines.
4. Backlink position:
It can make a difference where the link is placed.
Because a well-placed link on the homepage is more visible than a link on one of many sub-pages.
5. Diversity in the link profile:
A diverse backlink profile is stronger and more natural.
The more natural the backlink profile, the greater the trust of search engines towards the respective website.
Practical checklist (including tools) for the backlink check
Good backlinks depend on various factors.
To make these factors understandable, we have created a checklist including tools for the backlink check.
In the following section, I will explain each point step by step:
1. Where was the backlink inserted on the website?
Placing backlinks on a website is an important aspect.
The location where a backlink is placed on a website can have a significant impact on how search engines rate that link and how valuable it is.
Home vs. subpages
Backlinks that are placed directly on the homepage of a website are often considered particularly valuable.
This is because the homepage, i.e. the start page, is usually the page with the highest traffic and the strongest authority within a domain.
A link from the homepage is therefore usually rated by search engines as a strong recommendation signal.
It is also more likely that more visitors will see and click on the link, which can generate additional traffic, which in turn is also seen as a positive signal by search engines.
A backlink that is placed on a subpage, on the other hand, is worth significantly less.
Within a domain, subpages have lower authority, which they can inherit.
In addition, links on sub-pages are simply seen less frequently by website visitors and therefore generate less traffic to the target page.
Links to sub-pages are therefore rated less highly by the search engine.
footer links
Backlinks that are placed in the footer of a website are often rated differently by search engines, depending on various factors.
While footer links appear on every page of the website and therefore have frequent visibility, they tend to have less weight from an SEO perspective due to their ubiquitous presence.
However, footer links, if they are thematically relevant and placed in context, can also convey good value.
Many web design agencies, for example, place a backlink in their clients' footer (e.g. Designed by Agency X).
Furthermore, helpful links in the footer can generally contribute to a better user experience.
Link placement context
Regardless of the specific page on which a backlink is placed, the context of the link placement plays a decisive role.
A link that is placed in the middle of a page's main content is often considered more relevant and natural than a link that is isolated or placed together with numerous other links.
Therefore, make sure that the backlinks are placed in running text whenever possible, surrounded by thematically appropriate content.
2. Ratio of outgoing vs. inbound backlinks
When evaluating a backlink, many SEO experts as well as lenders only look at the domain rating (DR), which provides information about the authority of a domain.
Although the DR provides a good clue, from my experience, the ratio of outbound to inbound backlinks on a website is just as relevant when evaluating backlinks.
This metric is critical because it provides information about how much link juice a website can pass on to a single domain.
Imagine a renowned online library with a domain rating (DR) of 65, consisting of 10,000 incoming links, setting a backlink to your website.
If this online library has already provided links to 200,000 other websites, the link juice that is transferred to your website, in simple terms, would only amount to two hundred thousandth of the total link strength.
However, if the same online library with a DR of 65 would only link to your site (and no other domains), your link would receive the full link juice from that website (assuming there are no internal links).
3. Authority of the linking website
In addition to the factors I've already mentioned, the authority of a linking website is of course still a decisive factor in backlink evaluation.
Authority has a direct effect on the rating of the linked website by, in a certain way, representing a “recommendation” for the linked site.
The authority of a website can be measured by various metrics, two of the most well-known of which are Domain Rating (DR) by Ahrefs And the Domain Authority (DA) by Moz are.
These metrics provide an estimate of how well a website could perform in search engines based on the quality and quantity of its inbound links.
Ahrefs' Domain Rating (DR) assesses a domain's authority based on the number and quality of its backlinks. It is a numeric value between 0 and 100, with higher values indicating stronger authority or greater trustworthiness.
Moz's Domain Authority (DA) works in a similar way, it also ranges on a scale of 0 to 100 and is based on various factors, including link numbers and link quality.
However, the evaluation of metrics, in particular those such as domain rating (DR), must always be considered in context. It is essential to understand that such rating scales may vary depending on geographical location, industry, or other specific factors.
It would be too simplistic to assume that a particular rating, such as a DR of 60+, is considered excellent in every context. On the other hand, a DR of 1 to 39 may appear sub-optimal in some contexts, but these figures alone do not provide the full picture.
For example, a website with a DR of 40 could actually be a leader in a specific niche or industry because it has a higher rating compared to its direct competitors.
In such a scenario, it would be inappropriate to regard the DR of 40 as merely “mediocre” when in fact it is an indicator of market leadership within that specific segment.
It is therefore crucial to consider the respective context and adjust the rating scale accordingly.
In addition, both for the domain rating from Ahrefs and for the domain authority from Moz, it is significantly easier to raise lower values than to increase higher values even further.
Imagine you own a website with a DR of 10.
This website has easier conditions to increase its score by +10 to a DR of 20 than a website that already has a DR of 60 and wants to increase it by +10 to 70.
There are also some limitations and points of criticism for both metrics:
Not used by search engines
It's important to note that neither DR nor DA are used by search engines like Google.
This means that search engines such as Google do not consider them as a ranking factor, but are simply proxies, as Google regards the authority of a website.
Incomplete
In my opinion, both the domain rating and the domain authority do not take into account all factors that are decisive for the authority of a page.
For example, these metrics do not provide any information about organic traffic, domain age, brand recognition, or the thematic relevance of a domain.
Manipulable
There are ways to artificially increase such metrics by buying backlinks or other black hat SEO tactics.
For example, buying mass spam links can increase the domain rating, even if this has a de facto negative influence on a domain's authority.
Therefore, in my opinion, you should not rely exclusively on the domain rating or domain authority.
In summary, I see both metrics as useful tools that provide me with insights into the potential authority of a website. However, it's important to think of these as part of a larger set of SEO metrics and not as sole measures of authority.
How do search engines determine authority?
The concept of authority comes from various search engine algorithms, of which Google's PageRank is the best known.
PageRank, developed at the end of the 1990s, is the best-known method for weighting and evaluating websites.
He analyses how trustworthy and credible a website is on the global network by taking into account factors such as the quality and quantity of incoming links, the content produced and the structure of the website itself.
How does the PageRank algorithm work?
The aim of the algorithm is to find out on which websites a user who randomly clicks on the links over a very long period of time is most likely to stay.
The PageRank algorithm works through a sequence of steps:
1. It creates a matrix that describes the links between the websites
2. A vector is then defined that has as many entries as the matrix columns
3. This vector is then multiplied by the matrix
4. Step 3 is repeated with the resulting vector until no more changes occur in the result vector.
Has it been a while since you started studying vector geometry in school?
No problem, here the concept is presented in the most accessible way possible using Florian Dalwigks YouTube video demonstrates:
Imagine that we are in a “microinternet” that consists of just four websites Facebook, YouTube, Amazon and Netflix.
The four websites link to each other as follows:
The table shows once again in more detail which of the four websites has which incoming or outgoing links:
If you assume that each of these websites can give a full point — i.e. 100% (1.0) — through a link to another, and this point is split up when one website links to more than one other, you can transfer the link structure shown above into a matrix.
For example, when Amazon links to Facebook and Netflix, each website is assigned half a point (0.5).
The resulting matrix looks as follows:
Since the Internet in this example consists of only 4 websites, we can easily assume that each website has a 25% (0.25) probability that it will be visited.
If the 25% probability of a visit is now multiplied by our matrix of links shown above, the result is a new result vector for the 4 websites.
By multiplying the respective result vector multiple times, it is possible to calculate which of the, in our case, four pages has been visited the longest.
Multiplications are carried out until the values in the result vector stabilize, i.e. they no longer change.
According to this logic of the page ranks algorithm, in our example, YouTube has the highest probability of a visit, followed by Netflix, Facebook and Amazon.
In this example, particular attention should be paid to the fact that Netflix is ranked higher than Facebook, even though both are linked from two links.
The decisive factor here is that a highly rated link from #1 ranked YouTube points to Netflix, which gives Netflix's PageRank a significant boost.
This example can also be related to the real Internet and shows the immense influence that large, authoritative websites such as YouTube have on the ranking of other websites.
This is the reason why websites linked from such large sites are often at the top of Google search results.
At the end of the day, this algorithm, albeit in a much more complex form, is being applied to the entire Internet.
4. Thematic relevance of the backlink
The thematic relevance of a backlink plays an indispensable role in the quality and effectiveness of a linking strategy.
This is about how close the content overlaps between the linking and the linked page.
Ideally, the linking content should be clearly related to the content of the linked website.
A thematically relevant backlink sends a strong signal to the search engine that the respective website represents an authority in a specific subject area.
This not only strengthens the credibility of their own website from the point of view of Google & Co., but also promotes a positive user experience by directing users to further, relevant information through the link.
In addition, the thematic relevance of backlinks can help you position a website in a specific niche or industry.
For example, if you work in the area of “web design” and regularly receive backlinks from reputable websites in the web design industry, this can increase the likelihood that your site will be better positioned for search engine relevant queries from this area.
However, it is also crucial to understand that generating thematically relevant backlinks should be authentic and natural.
Manipulative techniques to generate links can be recognized and punished by search engines.
Therefore, creating high-quality content that naturally wants to be linked should always be at the center of every SEO and backlink strategy.
In order to support the development of thematically relevant backlinks, for example, a content strategy can be developed that not only focuses on your own content, but also the creation of content that is worth linking for site operators from their own industry or niche.
This could be, for example, studies, infographics, or other content that offers high added value and is interesting enough for other site operators to make it available to their own users.
This creates backlinks that represent real added value both for search engine optimization and for user experience.
5. Trustworthiness of the linking domain (spam score)
The trustworthiness of a linking domain, often reflected by the spam score, is also a decisive element for evaluating the quality and reliability of backlinks.
A higher spam score typically indicates potential risks or a history of spam practices in the respective domain.
This in turn can have negative effects on the search engine optimization (SEO) and online reputation management of the website linked to it.
The spam score is presented on a scale of 0 to 17, with 0 being interpreted as the lowest risk and 17 as the highest risk.
Domains with a high spam score can be harmful to your Google rankings if they link to your website, as these pages are considered less trustworthy.
Various online tools can be used to check the spam score of a website, such as Spam Score Domain Checker.
This tool analyses the trustworthiness and security of a domain by evaluating various SEO and web presence parameters.
In addition to verifying trustworthiness, the tool can also help identify potential security problems or manipulation attempts, such as the use of black hat SEO techniques.
Black hat SEO techniques are SEO techniques that attempt to manipulate the Google algorithm using illegal means.
More information on permitted and unauthorised SEO techniques can be found at Google Search Essential Guidelines.
It is wise to keep an eye on the spam score not only from a search engine optimization perspective, but also from an online reputation management perspective.
Safe and trustworthy link building should always be based on clean and honest methods to achieve successful results both in the short and long term.
When checking backlinks, it is therefore essential not only to consider their number and relevance, but also to consider the seriousness and trustworthiness of the linking pages.
This ensures that your backlink profile is not only strong, but also clean and sustainable.
6. Is it a DoFollow backlink?
A DoFollow backlink that links to your website and enables interactions or comments on your website helps significantly improve search engine optimization (SEO).
This type of link signals to search engines that the linking webmaster supports the page and that search engines should consider this link when calculating the PageRank.
In contrast, NoFollow links tell the search engine that they should not track a link and should not consider it when calculating the rank.
It is essential to maintain a balanced mix of dofollow and nofollow links to build a natural-looking backlink profile.
Too many dofollow links can be considered an attempt to manipulate the page and may result in punishment by the search engine.
To verify the nature of a backlink, whether DoFollow or NoFollow, and to conduct a comprehensive analysis of your backlink profile, I recommend using professional SEO tools.
One of the leading tools in this area comes from Ahrefs.
With Ahrefs Backlink Checker You can check the backlink profile of your domain and your competitors free of charge and thus derive valuable insights.
The tool allows you to assess the strength and authority of your backlink profile and compare this with the competition. You can also identify competitors' backlinks that could also be relevant to you.
Ahrefs also provides information about the anchor texts used, the total number of backlinks, the domain rating (DR) and the URL rating (UR).
7. Which anchor text was chosen?
In my opinion, the importance of anchor text cannot be overstated.
The anchor text, also known as link text, is the visible, clickable word.
This small detail is of great importance because the anchor text provides both the reader and the search engines with important information about the content of the linked page.
A carefully selected anchor text should be able to provide relevance and added value to both the users of your website and the search engine.
If an anchor text is selected, it should therefore be thematically relevant to the linked page.
This means that if, for example, a web design blog uses a technical term as anchor text to link to an explanatory page, then it fits well together thematically.
The selection of suitable anchor text is therefore not only beneficial for increasing the click-through rate (CTR) by arousing interest or curiosity in the reader, but also for improving the ranking in the search engines.
This is because search engines regard anchor texts as a factor in understanding and categorizing the content of a website.
A relevant and accurate anchor text therefore helps to emphasize the credibility and relevance of a linked page.
Types of anchor texts
There are many different types of anchor texts.
It is advisable to use different types.
Only by using different types can overoptimization be prevented, which is in line with search engine guidelines.
8. Keyword rankings of the linking website
Keywords are an indicator of a website's visibility, authority, and even credibility in a specific subject area.
The ranking for specific keywords, particularly those with high search queries and relevance in industries, can influence the amount and quality of traffic a website receives.
In my opinion, however, not only keywords should be used to evaluate a backlink, but also targeted visibility metrics.
The visibility index from Sistrix (SI) and the online value index from XOVI (OVI) are particularly noteworthy.
Both metrics reflect the “estimated visibility” of a domain.
Backlinks from websites with distinctive visibility metrics, in particular high SI or OVI scores, have a significantly stronger influence on Google rankings.
That's why it's wise to pay attention to both keywords and key visibility metrics when assessing the value and importance of a backlink.
Keyword rankings related to backlinks
The keyword rankings of the linking website have a multi-dimensional influence on the value that a backlink adds to a website.
First, a website that ranks high in search engines for relevant and competitive keywords is automatically considered an authoritarian and expert source.
A backlink from such a source can be considered stronger and more valuable because it implies some kind of recommendation.
For example, when a website that ranks high for important keywords related to “web design” links to another web design website, search engines interpret this link as a sign of trust.
The assumption here is that a website with good rankings for relevant keywords carefully selects who it links to in order to maintain its own credibility and user value.
Second, there is the traffic aspect.
Websites that rank for popular keywords typically attract significant volumes of organic traffic.
Organic traffic refers to the number of visitors who come from specific search results.
A backlink from such a website, which ranks high for popular keywords, therefore has advantages on the one hand through increased transfer of link juice, but on the other hand also because such a backlink has the opportunity to transfer higher traffic.
Users who search for relevant information on the linking website can therefore navigate through the backlink and thus end up on the linked website as referral traffic.
Referral traffic refers to visits to one's own website that are made via links on another website.
However, not all backlinks from websites with high keyword rankings are valuable per se.
Factors such as thematic relevance, link placement and link context must be equally weighted in order to assess the actual value of a backlink.
9. Backlink analysis tools
In order to be able to analyze the factors mentioned earlier, I recommend using various SEO tools.
I will present my favorites in more detail in the following sections:
Ahrefs
As already briefly mentioned, Ahrefs has established itself as an indispensable SEO tool that helps us SEO specialists optimize our online presence.
Ahrefs claims to have the largest backlink database (next to Google) and thus enables a detailed analysis of a website's backlink profile, which is essential for developing effective link building strategies.
The tool also makes keyword research easier by identifying relevant keywords and providing valuable metrics such as search volume.
These insights are essential for developing targeted content and SEO strategies that are relevant to both users and search engines.
Ahrefs also offers the ability to track the ranking of websites for specific keywords while constantly keeping an eye on SEO performance.
For example, I can react quickly to changes in search result placements.
Another advantage is Ahrefs' ability to decipher competitors' SEO tactics through so-called competitive analysis.
This knowledge makes it possible to refine your own strategies and gain a stronger position in the digital space.
Ahrefs' site audit tool offers another advantage.
It enables comprehensive website analyses and helps to identify and fix both technical and on-page SEO problems.
In short, Ahrefs, with its wide range of features, is a treasure for anyone involved in digital marketing and SEO in particular.
Similarweb
Thanks to its extensive database and versatile analysis tools, Similarweb allows you to gain profound insights into web traffic and user behavior.
Compared to Ahrefs, Similarweb focuses even more on the competitive analysis of competing websites.
The tool allows users to explore traffic sources, audience behavior, and engagement metrics from competitors.
This information is invaluable for identifying market trends, adapting your own strategies, and discovering potential business opportunities.
Another useful and additional feature of Similarweb is the ability to divide traffic from websites into different channels.
This allows you to see exactly whether visitors come to the website primarily through paid ads, organic search, social media, or other sources.
These insights make it possible to refine your own marketing strategies and direct investments into the channels that generate the most traffic.
Similarweb also helps you identify new, relevant keywords and find influencers, for example, who have an impact in your own industry.
These findings can then in turn be used to make marketing campaigns more effective and strengthen the online presence.
Keyword rankings
The tool is intended to help track and analyze the rank of certain keywords in the search results pages (SERPs) of search engines such as Google.
Ahrefs also offers this feature, but keyword rankings update their databases faster and you get more accurate insights into the current rankings of your own website and the competition.
An additional, central aspect of keyword rankings is the ability to track the development of keyword positions over time.
The tool usually provides visual representations of SERP placements, making trends, improvements, or deteriorations visible at a glance.
This makes it possible to react promptly to changes in search engine rankings and adapt strategies accordingly.
Another feature of keyword ranking tools is the ability to analyze the performance of keywords across different geographic locations and device types.
These regional and device-specific insights are particularly valuable for companies that want to focus on local markets or optimize their website for mobile devices.
In addition, keyword ranking tools often also provide insights into competitors' keyword strategies.
By understanding which keywords your competitors are ranking for, you can adjust your own strategy accordingly and possibly identify new, profitable keywords that have been overlooked so far.
SEMrush
In addition to Ahrefs, SEMrush is probably the most well-known all-rounder SEO tool.
It allows you to effectively analyze and optimize your online presence.
SEMrush offers features such as in-depth keyword and competition analyses.
It also provides insights into competitors' SEO and paid strategies and provides data to make well-founded strategic decisions.
In addition, SEMrush offers on-page SEO analyses and technical audits.
This makes it possible to sustainably improve websites and increase their performance.
The extensive reporting functions also offer the option of creating personalized and detailed reports to transparently present the success of online marketing strategies.
Compared to Ahrefs, which focuses primarily on SEO performance, SEMrush can also be used for PPC advertising.
My conclusion
In conclusion, it is clear that a high-quality backlink is influenced by a variety of factors.
This includes not only the location of its placement on the website and the ratio of outgoing to incoming backlinks, but also the authority and trustworthiness of the linking domain.
The thematic relevance, the choice of anchor text and the question of whether it is a DoFollow backlink are also essential.
In addition, there is the importance of the keyword ranking of the linking website.
It is crucial to consider all of these points, as a company's backlink profile significantly influences ranking factors in search engines such as Google.
The following graphic once again illustrates for you the parameters mentioned, which can be used to identify a high-quality backlink:
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