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Google Backlinks Guidelines: The Ultimate Backlink Building Guide for SEO

Updated: Apr 18, 2023

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Google's Backlinks guidelines have been a hot topic in the SEO community for years. The search engine has been constantly changing its algorithm to make it harder for website owners to manipulate their way to the top of the SERPs. One of the most recent victims of Google's algorithm update is backlinks.

Backlinks are no longer as valuable as they once were, but they're still an important ranking factor. In this post, we'll take a deep dive into Google's backlink guidelines and what they mean for your SEO strategy.

How does Google look at links?

Google looks at backlinks as "votes of confidence" for the website receiving them. Backlinks are seen as an important ranking factor and can help a website rank higher in search engine results. Google uses web crawlers to check how pages are connected to backlinks, and if the backlinks are relevant and connected, it can lead to a higher ranking.

However, Google has introduced an update called Google Penguin which is aimed at penalizing websites with low-quality or manipulative links. Therefore, it's important to focus on getting quality backlinks from relevant websites in order to maximize your search engine rankings.

What is Google's new link policy?

Google has recently changed the rules for link building, introducing two new types of links and stricter requirements for link exchanges. The new policy states that buying or selling links, participating in link schemes, or exchanging links excessively are all prohibited and can lead to a website being penalized. Additionally, automated link building and requiring a link as part of a contract or terms of service are also not allowed. All paid links must be marked with the “rel=sponsored” tag, and links gained through sponsored content, product reviews, or other similar promotions are allowed as long as they are properly labeled as such.

This new policy affects SEO in several ways. Most notably, link building is no longer an effective way to boost a website’s ranking since any links gained through prohibited means will not pass PageRank. This puts the emphasis on creating good quality content that will earn organic links from authoritative websites. Furthermore, the sponsored link tag will make it easier for search engines to distinguish between paid links and organic ones, ensuring that websites are not taking shortcuts to higher rankings.

What are the benefits of having Google backlinks?

Backlinks illustration

1. They increase the authority of your website

Having Google backlinks can significantly increase the authority of a website in the eyes of search engines. When multiple websites link to the same web page or site, Google considers that content worthy of ranking higher on its search engine results page (SERP). This higher ranking leads to more organic traffic interacting with the website, which can result in more sales and leads. Additionally, having backlinks from high-authority websites can give a website more credibility in the eyes of Google, which increases its chances of ranking higher.

Gaining backlinks from social media platforms, such as Twitter and Facebook, can give the website more visibility and thus more organic traffic. Ultimately, having Google backlinks can not only increase a website's authority but also boost its sales and leads.

2. They increase the visibility of your website

Google backlinks increase the visibility of a website by helping it rank higher in search engine results pages (SERPs). This is due to the fact that search engine algorithms consider backlinks as a key factor in determining the relevance and authority of a website. Since websites with higher relevance and authority tend to rank higher in SERPs, having a high number of quality backlinks can boost a website's SERP position and, in turn, its visibility.

Backlinks can help create brand awareness and reach potential customers in other ways, such as through social media, blogs, images, and more. All of these activities increase the visibility of a website, leading to more organic traffic and higher sales and leads.

3. They help potential customers find your website easily

Google backlinks can help potential customers easily find your website by boosting your search engine rankings. When a website has a high number of quality backlinks, it is more likely to be ranked higher on Google, increasing its visibility and reach. This will result in more organic traffic to the website, thus leading to more leads and sales.

Backlinks from highly visited websites can also lead to an increase in referral traffic. By placing links to your website in front of people who are interested in your services and products, you can reach out to new potential customers.

Building links to your website is essential for improving the visibility of your website and increasing your customer base.

4. They help create a more user-friendly website

Google backlinks are a key factor in creating a more user-friendly website. Backlinks are the backbone of any successful SEO campaign and are essential for ensuring that a website gains traction, increases visibility and ranking, and ultimately drives organic traffic. By creating quality backlinks, websites can become more authoritative in the eyes of search engines and therefore rank higher on Google’s SERPs.

This, in turn, increases the chances of users finding the website more easily, as the higher ranking means it is more likely to appear among the first few results on the page. In addition, backlinks help to create a better user experience, as website owners can use the guidelines provided by search engine providers to ensure the website is compliant and optimized for search engines. Ultimately, the combination of higher SERP rankings and improved user experience helps to create a website that is more user-friendly and leads to more sales and leads.

5. They help to establish an authoritative presence for your website

Google backlinks are essential when it comes to establishing an authoritative presence on the web. By having a number of other websites linking back to yours, search engines will recognize the content as being relevant, accurate, and of high quality. This, in turn, can lead to higher rankings in the SERPs and increase organic traffic.

Having links from reputable and reputable websites can help to build a brand and establish you as an authority in your niche. Content creation is one way to do this, as it allows you to showcase your expertise and knowledge to potential customers. Link building can also help, as it can demonstrate to other sites that you are more knowledgeable than your competitors and that you are worth linking to.

A combination of both can help to create an authoritative presence on the web and drive more organic traffic.

6. They help to build a loyal following

Having Google backlinks can help to build a loyal following by increasing visibility, authority, and trust. When other authoritative websites link to your content, it signals to potential customers that you are an expert in your field. This can lead to increased organic search engine rankings, more shares on social media, and increased traffic to your website.

Having more backlinks will help to build a more engaged audience since more people will be able to find and share your content. This can lead to more loyal customers who are more likely to engage with your brand and make purchases. Ultimately, by increasing visibility, authority, and trust through Google backlinks, you can effectively build a loyal following.

7. They help to improve search engine rankings

Having Google backlinks can significantly improve search engine rankings as they are seen as an indication of quality and relevance by search engines. Backlinks from trusted websites act as a confirmation to search engines that the website has authority on the topic, and hence should be ranked higher.

Advancements in Google's algorithm now consider the quality of these backlinks more heavily than the quantity. This means that the links should be from reputable sites with high domain authority. Quality backlinks from authoritative websites can result in improved ranking on SERPs, increased organic traffic, and better conversions and leads which can result in higher sales and revenue.

Tips on how to build backlinks with Pagerank for SEO also known as Link Building

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1. Create high-quality content for high-quality backlinks and avoid spam contents

Creating high-quality content is essential for acquiring high-quality backlinks and avoiding spam content. Google encourages publishers to produce unique and useful content that provides real value to users, therefore, backlinks coming from websites with spun or copied articles will be devalued. It is important to check the content of every website that you plan to buy links from and avoid sites that have poor-quality content, unnatural links, and spammy links. Additionally, authors should list their details to ensure quality content.

To capture the attention of other publishers and build high-quality backlinks, comprehensive and in-depth resources should be published on the blog. Linkable content is one of the best ways to get links without paying, and it involves finding popular informational topics and creating high-quality content. Other websites are likely to link to them, and some of these links will happen naturally and others may be acquired through outreach.

When creating content, look for visual assets such as infographics, charts, diagrams, original research and data, online tools and calculators, and in-depth guides and tutorials. Paid links are against Google's webmaster guidelines, and the best way to earn links is by creating content that people want to link to.

When evaluating the backlink-building activity, consider the quantity, quality, and relevancy of the links. Digital PR and inbound marketing services can help raise online visibility, and it is important to remember to avoid link schemes and mark any links that have been acquired as part of a paid promotion as "rel=sponsored".

2. Link to other relevant websites

Backlinking to other relevant websites is an important part of any successful SEO strategy. To ensure that your backlinks are as effective as possible, it is important to consider the relevancy of the website you are linking to, as well as its domain authority, spam score, and whether it is a backlink virgin.

The first step is to create a list of potential backlink partners that are closely related to your niche and have a low spam score. It is also important to avoid big hubs that also monetize articles and backlinks from external sources.

Once you have identified potential partners, you can then reach out to them and ask for a link. This is called link outreach. Be sure to provide a detailed explanation of why a link to your site would be beneficial to their readers.

Finally, be aware that even if you follow all the rules, there is still a chance you could be penalized by Google, so it is important to take all the necessary precautions.

3. Connect on social media

Connecting on social media can help in building backlinks in a variety of ways. Firstly, many social media platforms, such as Facebook and Twitter, allow for profile links that can be used to point to websites or blogs. Secondly, links can be included in posts on social media platforms, which gives websites and pages an additional opportunity to gain visibility. Google has not indicated that social media links play any role in linking factors for search engine rankings, but they can still be beneficial in terms of solidifying an online presence and building trust.

Social bookmarking sites are also useful for building backlinks. While links from these sites may not have any effect on search engine rankings, they can still be useful for engaging with relevant communities, sharing content, and improving brand visibility. Additionally, content creation is a great way to build backlinks, as it gives companies a chance to show off their expertise, become well-known in their industry, and attract organic traffic.

4. Use relevant keywords in your content

Using relevant keywords in SEO content is an important factor when it comes to link building for Google ranking. Google's algorithm looks at keywords but also looks to see if other prominent websites link or refer to the content. This means that it is important to strive to get links from websites that are relevant to yours in order to receive an impact on your rankings.

For example, if your website is about SEO consulting and you receive a link from an authoritative site about yoga, that is great, but it may not be as beneficial as receiving a link from an authoritative site about SEO, consulting, or marketing.

Quality backlinks from trusted websites tell search engines that your site is relevant and can help your website rank higher on SERP. Therefore, it is important to try and create natural backlinks with different variations of the keywords in order to avoid building an unnatural backlink profile.

Additionally, Google can quickly pick up on keyword stuffing, so it is important to use 5-10 natural keywords rather than just a few.

5. Partner with influencers. Develop Blog Networks

Partnering with influential people in your space and relevant communities can be an effective way to build backlinks with Pagerank for SEO. By creating connections with key influencers in your industry, you can build genuine relationships that can lead to increased trust, improved visibility, and more organic traffic.

Additionally, having high-quality backlinks from other authoritative websites provide Google with endorsements of the pages being linked to, which can lead to better SERP positions.

If you take the time to create a sound strategy and thoughtfully build backlinks, you can maximize gains and reduce risk. Link building through outreach efforts can also help create long-term relationships with influencers, even if a link is not generated via the outreach.

These relationships and endorsements are more valuable than a simple thumbs-up and can help in achieving better rankings with Google.

6. Host webinars

Hosting webinars can be a powerful tool to help build backlinks and increase your website's page rank in SEO. Through webinars, you can build valuable relationships with authoritative publications, streamline your link-building process, and earn quality backlinks from relevant sources.

For example, you can use services like Help a Reporter Out (HARO) to connect with writers in need of expert sources. By responding to their queries, you can build backlinks from major media outlets such as The New York Times, The Wall Street Journal, and Business Insider.

You can also become a source for link roundups. By searching for keywords like “link roundup” and “best of,” you can find websites that link out to outstanding content every week or month. If you have content pieces worth getting a link from, you can reach out to them.

You can also build backlinks by creating epic content. By conducting studies and gathering data on your industry, you can make sure that your content is up-to-date and of high value. This will make it much more likely for people to link to you when they cite your data.

Overall, webinars can be a great way to increase your site’s page rank and build backlinks. By connecting with authoritative publications and creating valuable content, you can build relationships and increase your online visibility.

7. Write guest blogs

Writing guest blogs can be an effective way to build backlinks with Pagerank for SEO. Offering a quality piece of content in exchange for an opportunity to link to one's website, can be a useful tool to boost visibility, credibility, and authority. When done well, guest blogging can also offer a reliable source of natural links from other websites. To make the most of this strategy, it is important to start small, start with smaller blogs, and build up a portfolio of published content before pitching to the top blogs in one's niche. It is also important to make sure the content is valuable and genuinely helpful to the readers of the blog.

Writing articles with the intent of achieving large-scale link-building efforts with low-quality writing goes against Google's guidelines and can result in a penalty.

8. Use link-building tools for your link-building outreach

Using link-building tools can help streamline link-building outreach by providing access to data that would otherwise be difficult to find. These tools make it easy to search for potential link prospects, track link progress, and monitor existing links. They can provide insight into the SEO metrics of potential links and help identify link opportunities.

By using link-building tools, businesses can save time and more effectively find and secure backlinks for their content, increasing their chances of achieving higher search engine rankings.

9. Optimize your website by doing an On-Page Technical SEO Website Audit

Optimizing your website through an on-page technical SEO website audit can significantly help you rank better on Google. By making sure that your website is technically sound and that all technical issues are addressed before beginning any SEO activities, you can make sure that the benefits of link building are not diminished. Additionally, by creating optimized content and creating a solid foundation, you can help your website achieve better rankings and gain more organic traffic.

10. Follow Google Search Central guidelines

The Google Search Central guidelines for building backlinks with page rank for SEO should be followed closely in order to maximize the benefits of SEO. Firstly, it is important to research relevant keywords and use them in the content on your website. This helps search engine crawlers to discover your website more easily. Secondly, it is important to avoid using automatically generated texts as well as websites with little or no content. Also, link exchange and link purchase should be avoided as these are seen as spam by search engines. Cloaking, hidden text, and hidden links should also be avoided.

Doorways and plagiarism should be avoided and affiliate sites should provide added value for users. Furthermore, avoid the use of irrelevant keywords on target sites and fraud websites with malware, phishing software, or sites that infect the devices of users with viruses. Also, avoid the abusive inclusion of markup for the generation of rich snippets. Finally, when building backlinks with page rank, it is important to get links from websites that are trusted and have a high page rank. This will help your website rank higher in search engine results.


A person using a macbook with Google opened on his browser using Google Chrome.

Building backlinks is an important part of any SEO strategy. By following Google's backlink guidelines, you can ensure that your website is properly optimized for search engines and that your backlinks are high quality. This will help you to improve your website's search engine rankings and bring in more traffic.

We, at Slaterock Automation, observes strictly Google's guidelines in terms of our SEO services. Reach out to us and we will do our best to help you with anything related to your SEO and other digital marketing strategies.


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Founded by William Mingione and managed by Dominick Galauran.

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Slaterock Automation is a Digital Marketing Agency focused on bringing the power of Ai to small and medium-sized businesses throughout the United States and Canada. "We utilize Ai for businesses through functional web design, Ai SEO, and business process automation."


Slaterock Automation is a Certified Wix Partner, Certified Semrush Partner, and Certified Google Partner.  Slaterock has served over 100 Wix clients and currently manages over 25 active SEO and PPC campaigns.

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