How Important Are Backlinks To SEO? It Depends.

How Important Are Backlinks To SEO? Yes, it depends.

In this detailed case study, we explore the actual impact of backlinks on search engine rankings and visibility on Google. The conventional wisdom in SEO circles suggests that more backlinks equate to higher rankings, but is this really the case.

The Challenge

Consider a scenario where your website has seen a consistent decline in both the number of referring domains and backlinks over the past year. This trend poses a fundamental question: Do the number and quality of backlinks significantly impact your site’s SEO performance?

Does it matter?

This Ahrefs graph above shows the referring domains or websites that linked to a page on the client’s website (could have given them one backlink or a number of it).

Some SEO specialists when they see this would rather focus on getting backlinks for your site and charge you greatly. It’s reasonable because backlinks are definitely hard to acquire and requires extra effort to get. But, the truth is, a quality backlink (could be one or two) would be a great investment rather than getting a thousand of it for a fraction of the price.

Now this brings us to this dilemma.
(1) How can we say that the backlinks acquired are of good quality? And,
(2) is it all that there is and needed for SEO to work?

Let’s get back to these later in this case study

The Solution

I first audited on this website last Feb 2024 and what I proposed was content creation, keyword realignment on the pages and monthly on-page and technical optimizations for the website.

You might be wondering why I did not include off-page optimizations. Below is the reason why

The Result

Results are below, and this also shows the reason why, keyword realignment, keyword-guided content creation and relevant on page and technical SEO optimizations were recommended more than just going for off page SEO (or acquiring backlinks)

As you can see even though the website had a number of backlinks for years, it did not drive the website to gain keywords and help it show up on Google Searches. While we cannot discard the importance of backlinks, it should be a second level strategy after consistently ranking on Google Search.

As an SEO specialist working for 4 years now, I know that while backlinks are important, content should be the first priority since content is like the backbone that amplify the effect of the backlinks.

THROUGH THIS CASE STUDY, ONCE AGAIN, WE PROVED THAT QUALITY CONTENT IS A GREAT DRIVER OF TRAFFIC AND ONLINE VISIBILITY THAN BACKLINKS.

The lessons from this case study are clear: while backlinks are still a vital part of SEO, they shouldn’t overshadow the importance of content. Adopting a content-first strategy not only amplifies the benefits of backlinks but also builds a strong foundation for sustained SEO success and better user engagement.

Why Prioritizing Content Over Backlinks Makes Sense

Content as the Foundation: Think of content as the bedrock upon which all SEO strategies stand. Without content that’s informative, engaging, and valuable, even the most robust backlinks will only get you so far. Search engines love content that meets what users are looking for, as it leads to better user engagement and higher rankings.

Content Draws Natural Backlinks: Great content pulls in backlinks effortlessly. When your site offers real value and credibility, other sites are naturally inclined to link to you. By focusing on crafting high-quality content, you’re more likely to engage in organic link-building. This kind of natural linking is not only more sustainable but also less likely to get you in trouble with search engines compared to forced link-building strategies.

Ensuring Long-term SEO Health: Google and other search engines are continually refining their algorithms to favor relevant and high-quality content. If your site consistently offers fresh and engaging content, it’s more equipped to handle changes in SEO algorithms and maintain or even boost its ranking.

Boosting User Experience and Engagement: Content directly impacts how visitors interact with your site. High-quality content keeps them around longer, lowers the rate at which they leave (bounce rate), and increases the likelihood of them taking the action you want (conversion rate). These are all crucial factors that search engines take into account when ranking sites.

So let’s circle back.

How important are backlinks to SEO?

It depends on whether you already have ranking content. Without content content/pages, getting more backlinks can only give you a small push to show up for the keywords you are targeting.

But if you already have ranking content and up to beating up the others ranking above your content, then you need quality backlinks.

But what are considered as quality backlinks?

Quality backlinks are vital for effective SEO as they improve a website’s search rankings and enhance its credibility.

Essential characteristics of quality backlinks include: a high domain authority, relevance to the website’s niche, contextual integration within content, and “dofollow” attributes which allow for the passing of link equity. Additionally, valuable backlinks should come from websites with significant traffic, use relevant anchor text, and originate from trustworthy and diverse domains with low spam scores.

The process of acquiring such backlinks typically involves creating compelling content that naturally attracts these links, alongside targeted outreach and public relations efforts. This strategic approach ensures the backlinks not only boost SEO but also contribute to the website’s long-term online authority and trustworthiness.

Frequently Asked Questions