Getting your website to rank higher isn’t just about keywords or content. One of the biggest factors behind strong rankings is inbound links, also called backlinks. These are links from other websites pointing to yours, and to search engines, they act like trust signals.
But here’s the real challenge:
Where do you find your inbound links? And more importantly, how do you get better ones?
Let’s break it down in a simple, practical way.
What Are Inbound Links and Why They Matter
Inbound links are hyperlinks from another website that lead to your site.
Think of them as recommendations. When credible websites link to your content, search engines see your site as trustworthy and valuable.
Strong inbound links help you:
- Improve search rankings
- Increase domain authority
- Drive referral traffic
- Build brand credibility
- Get discovered faster online
Important:
Internal links (links within your own site) help with navigation, but external inbound links are what boost your SEO authority.
Types of Inbound Links You Should Know
Not all backlinks work the same way.
1. Dofollow Links
These pass SEO value (link equity) to your website.
They directly help improve rankings and authority.
2. Nofollow Links
These don’t pass SEO value, but they still matter.
They can bring traffic, build visibility, and create a natural backlink profile.
Tip: A healthy backlink profile includes a mix of both.
How to Find Inbound Links to Your Website
Before building new links, you need to know who is already linking to you.
1. Check Google Search Console (Free & Essential)
Start here if you want reliable data straight from Google.
Steps:
- Open Google Search Console
- Select your website property
- Go to Links in the left menu
- Check:
- Top linked pages
- Top linking sites
- Top anchor text
- Top linked pages
You can also export the data for analysis.
This gives you a quick overview of:
- Which pages are attracting links
- Which websites are linking to you
- Where your authority is coming from
Use Advanced Backlink Tools for Deeper Insights
If you want detailed analysis, competitor research, and link opportunities, advanced tools are worth it.
SEMrush
Great for:
- Backlink analytics
- Toxic link detection
- Anchor text distribution
- Competitor backlink gaps
Just enter your domain and open the Backlink Analytics section.
Ahrefs
One of the most powerful backlink tools.
You can see:
- Total backlinks and referring domains
- Link quality and authority
- New and lost backlinks
- Competitor link sources
Check the Backlink Profile to understand where your strongest links come from.
Moz Link Explorer
Moz provides:
- Domain Authority (DA)
- Linking domains
- Anchor text insights
- Spam score
You can also filter results to see one link per domain for cleaner analysis.
How to Build Better Inbound Links (That Actually Help SEO)
Finding links is step one. The real growth comes from improving your backlink profile.
1. Fix Broken Backlinks
Sometimes websites link to pages that no longer exist.
Why this matters:
- Users hit a 404 page
- You lose link value
Use SEO tools to find broken backlinks and:
- Redirect the page (301 redirect), or
- Ask the site owner to update the link
This is one of the easiest ways to recover lost authority.
2. Create Content Worth Linking To
The best backlinks come naturally when your content is useful.
Focus on:
- In-depth guides
- Original research or data
- How-to articles
- Industry resources
- Case studies
If your content solves real problems, other websites will reference it.
3. Improve Your Website Experience
Even great content won’t attract links if your site feels outdated or slow.
Make sure your site:
- Loads quickly
- Looks clean and professional
- Works well on mobile
- Is easy to navigate
A strong user experience increases trust and encourages people to link to your content.
4. Study Competitor Backlinks
This is a powerful strategy.
Use tools like Ahrefs or SEMrush to:
- Find websites linking to competitors
- Identify guest posting opportunities
- Discover directories, blogs, or resources in your niche
If they linked to your competitor, they may link to you too.
Best Practices for a Strong Backlink Profile
- Focus on quality over quantity
- Avoid spammy or paid link schemes
- Aim for links from relevant, authoritative websites
- Keep your backlink profile natural and diverse
- Monitor new and lost links regularly
Search engines reward websites that earn links naturally.
Final Thoughts
Inbound links play a major role in your website’s growth. They build trust, improve rankings, and bring in targeted traffic.
Start by:
- Checking your current backlinks
- Fixing broken or lost links
- Creating valuable content
- Finding new link opportunities
Over time, a strong backlink profile can turn your website into a trusted authority in your industry.
If you focus on earning the right links instead of chasing quick wins, your rankings and visibility will grow steadily.
