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Backlink Profile Fundamentals: Building a Strong Foundation for SEO Triumph


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In 2024, getting your DA/DR metrics isn’t as simple as purchasing dozens of links and calling it a day. On the contrary, Google looks at sites’ backlinks much more holistically than before, focusing on the entire backlink profile instead. 

This has confused many SEOs and startup founders, particularly in the SaaS niche, resulting in them pondering the intricacies of backlink profile management. So, with that in mind, today’s blog will tackle the ins and outs of backlink profiles, how to build a healthy one, and what you need to maintain it. 

What is a Backlink Profile?

A backlink profile consists of all the inbound links that lead to your website from other sites. Apart from the obvious benefit of being a source of traffic, these links also serve as digital endorsements, letting search engines like Google know that your site is relevant, authoritative and trustworthy.

Having a strong backlink profile is crucial for maintaining a high level of online visibility—but it goes far beyond simply having a lot of inbound links. Don’t get us wrong—quantity is a factor, but one must also consider quality, relevance, and the overall composition of a backlink profile.

Components of Backlink Profiles

Let’s take a closer look at what makes up a backlink profile before proceeding.

Inbound links, or links from other websites to yours, are crucial as they are seen by search engines as a vote of confidence. The quality of the site linking to you greatly influences the value of each backlink—in other words, one high authority backlink is much more valuable than five low quality backlinks.

Outbound links, which are links from your site to others, don’t directly impact your backlink profile—however, they still play a role in a holistic SEO strategy. Making sure that you put in place a competent, well-thought-out outbound link strategy adds to the credibility and user experience of your site by linking to authoritative, relevant sources. 

Then there are internal links, which connect different pages within your website. These are vital for navigation, distributing page authority, and aiding search engines in crawling your site.

External and internal links

Another key aspect is the diversity and relevance of anchor text, which is the clickable text in hyperlinks. Anchor text diversity suggests a natural and varied SEO link profile to search engines. 

Equally important is the relevance of this text to the content it’s linked with and your overall site theme since this helps search engines understand your site’s niche, potentially improving rankings for targeted keywords.

To summarize, a well-managed backlink profile that balances high-quality inbound links, strategic outbound links, and effective internal linking, complemented by diverse and relevant anchor texts, is fundamental to enhancing your SEO efforts and improving your website’s position in search results.

Backlink Metrics

Now that we’ve covered the ins and outs of a single backlink, we can tackle the many ways we differentiate them. Obviously, just establishing a link between two domains isn’t enough. To boost your ranking in SERPs, you have to focus on the following when running link building campaigns: 

  • Domain authority (DA) / Domain rating (DR): Metrics provided by SEO tools like Moz and Ahrefs that estimate a website’s domain’s overall strength and trustworthiness. A higher score suggests a greater ability to rank well in search engine results.
  • Page authority (PA) / URL rating (UR): These predict how well a specific page will rank in search engine results, focusing on the quality and quantity of backlinks pointing to that page, similar to DA/DR but at the page level.
  • Link equity or “link juice“: Describes the value or authority passed from one link to another. Reputable sites with high DA/DR and relevance can transfer more equity, positively affecting the recipient site’s search ranking.
  • Anchor text relevance: Critical for SEO, the relevance of the anchor text in a backlink impacts the effectiveness of the link, although a complete lack of partially matching anchors can result in a Google penalty.
  • DoFollow (DF) vs. No-Follow (NF): Distinguishes whether a link passes SEO value to the target site. “Follow” links influence rankings, whereas “no-follow” links, while not directly contributing to SEO, may drive traffic.
  • Referring Domains: Counts the unique domains linking to your website. A broad spectrum of authoritative referring domains generally benefits SEO more than numerous links from a limited number of domains.
  • Link Placement: Affects a link’s value based on its location on a page, such as within main content, footers, or sidebars, with those embedded within the main content being deemed more valuable.
  • Traffic: Measures the amount of traffic a backlink directs to your site, serving as an indicator of the link’s quality and relevance to its audience, though not a direct SEO metric.

Auditing a Strong Backlink Profile

While creating a strong backlink profile is a critical aspect of SEO strategy, the job isn’t ever truly done—maintaning that profile’s quality is equally essential. To achieve this, one must regularly use SEO tools to audit their backlink profile and perform a backlink profile check. 

Popular backlink profile tools like Ahrefs, SEMrush, and Moz’s Link Explorer all help offer comprehensive insights to check backlink profile. 

When performing a backlink audit, make sure to pay careful attention to the domain authority or DA of referring sites, the number of backlinks, the types of backlinks, such as dofollow or nofollow, and the placement of these backlinks on the referring pages.

Good vs Bad Backlinks

The quality of backlinks is more important than quantity. High-quality backlinks come from reputable and authoritative websites and are relevant to your content, and they can significantly improve your SEO rankings. 

Identifying and acquiring high-quality backlinks involves looking for reputable sources within your niche. Participating in industry forums, guest blogging, and creating high-value content are effective ways to attract these backlinks. 

In terms of concrete metrics, good backlinks come from domains with high DA/DR, a decent amount of traffic, and that are as close as possible with regard to the niches and topics covered to your own website.

Good Backlinks vs. Bad Backlinks

On the other hand, bad backlinks, often from spammy or irrelevant sites, can harm your website’s SEO performance, as Google is increasingly penalizing such practices.

Bad or toxic backlinks can be disavowed using tools provided by search engines—the process involves submitting a list of these links and asking them not to consider these links when assessing your website.

Diverse Backlink Sources

Diversifying the sources of your backlinks is another key to a strong backlink profile, and it’s beneficial to have backlinks from a variety of domains with different levels of DA. 

The relevance of the content on these linking sites to your own content is also important to keep in mind. This diversity signals to search engines that your website is recognized by different authoritative sources across the web.

Strategies for acquiring diverse backlinks include reaching out to various domains related to your niche, engaging in cross-industry collaborations, and creating content that naturally attracts links from a range of sources.

Diverse Types of Backlinks

Search engines like Google favor a natural mix of backlink types—there are two primary types of backlinks: dofollow and nofollow. 

Dofollow backlinks are crucial as they pass on link juice and are a strong signal of endorsement to search engines. Nofollow backlinks, while not passing on link equity, are still important as they contribute to a natural and diverse SEO link profile.

Nofollow and dofollow backlinks

Focusing on acquiring a mix of these backlink types is essential, although DF links directly affect your DA/DR rating. The reason is that NF-ing links is normal, and Google considers an abundance of DF links overly suspicious. 

However, that’s just the tip of the iceberg, as there are several other types of backlinks, such as:

  • Sponsored backlinks are explicitly paid for and should be marked with a rel=”sponsored” attribute to indicate to search engines that the link was created as part of an advertisement or sponsorship. They do not influence search engine rankings in the traditional sense but can enhance visibility and traffic from the target audience.
  • UGC (User Generated Content) backlinks come from user interactions such as comments and forum posts and should be tagged with a rel=”ugc” attribute. These links indicate that the content wasn’t created by the site’s owner and offer a way for search engines to differentiate between user-generated content and the publisher’s content.
  • Internal backlinks are links that go from one page on a domain to a different page on the same domain. They are used for navigation purposes, to improve the site structure, and to distribute page authority and ranking power throughout the site.
  • External backlinks, also known as inbound links or incoming links, are links from one website to a page on another website. They are highly valuable for SEO as they signal to search engines that other websites endorse your content, which can improve a site’s standing and visibility in search engine results pages (SERPs).
  • Anchor text backlinks use specific keywords or phrases as the clickable text in a hyperlink. The anchor text used is important for SEO because it provides context to search engines about the content of the linked page, which can help improve its relevance and ranking for those keywords.
  • Image backlinks occur when an image is linked from one site to another, using the image as the link. The alt attribute of the image becomes the anchor text, providing an SEO benefit if it includes relevant keywords, and can also drive traffic if the image is appealing and relevant to the audience.

Link Building for Healthy Backlink Profile

Link building involves acquiring high quality backlinks from other websites to your own. It helps drive traffic while also boosting your site’s authority in the eyes of search engines. 

We’ve already discussed how a strong backlink profile is diverse in terms of link types and sources—and link building is no different. To implement a successful strategy, there are a couple of key approaches that should be considered.

Natural Link Earning

Natural link earning is a passive approach to acquiring backlinks when compared to some of the more active tactics that fall under the category of link building. It relies on the creation of high-quality, valuable content that naturally encourages other websites to link to your site. 

Site SEO

To excel in natural link earning, focus on producing content like original data reports, in-depth research, insightful infographics, and compelling case studies. Such content has a higher likelihood of being organically shared and linked to by other websites, educators, and industry leaders. 

One of the primary benefits of this approach is that, once implemented, it is quite sustainable—high quality content keeps on earning you backlinks without requiring any additional effort or expenditure.

Outreach Link Building

Outreach in link building is a proactive approach where you contact other website owners, bloggers, or influencers to generate backlinks to your site. It involves identifying potential outreach prospects whose audience aligns with your content and crafting engaging, personalized messages to them. 

SEO Outreach

These messages should articulate the value of your content and why it would be beneficial for their audience. The key to successful outreach is to be clear, concise, and respectful, offering something of value rather than just asking for a favor.

PR Link Building

Digital PR link building focuses on leveraging media outlets and online publications to distribute your content and backlinks. It’s about creating newsworthy stories or content that online publications would want to cover and share. 

The quality of the PR content is vital, and it needs to be engaging, informative, and relevant to catch the attention of journalists and publishers. By getting your content and backlinks distributed through digital PR, you can reach a wider audience, enhance your brand’s visibility, and improve your backlink profile.

Build a Healthy Backlink Profile

Understanding and cultivating a healthy SEO backlink profile is not just a facet of modern SEO; it’s a cornerstone. It plays a crucial role in how search engines assess and rank your website, directly impacting your online visibility and traffic. 

It’s about more than just accumulating links; it’s about fostering the right kind of links. This approach ensures that your website not only climbs up in search rankings but also maintains a strong position against the ever-evolving algorithms of search engines.

It’s a tall order—from identifying opportunities for natural link earning, conducting effective outreach, leveraging digital PR, and monitoring performance amidst the ever-changing tides of SEO best practices. However, it’s well worth the effort.


Contrary to popular belief, the secret to proper backlink management in 2024 is making sure that, even though planned, your link building efforts seem organic to Google’s algorithms. This means obtaining (and ultimately earning) links from a variety of different sources, with DF/NF backlinks both crucial to your overall SEO health. 

If you want to put all of this into action, but don’t know where to start, book a call with our sales team, and let’s start deciphering your backlink enigmas. 

Frequently Asked Questions (FAQ)

What is the significance of backlink profiles in SEO?

Backlink profiles are a crucial component in SEO as they significantly influence a website’s search engine ranking. Each backlink serves as a vote of confidence from one site to another, indicating to search engines the credibility, authority, and relevance of your content. 

How to build high-quality backlinks?

Building high-quality backlinks involves a strategic approach focused on creating valuable, relevant content that naturally attracts links. Guest blogging, participating in industry forums, and creating shareable content such as infographics or original research reports are effective tactics. 

What tools can I use to analyze my backlink profile?

Several backlink profile tools are available to analyze your backlink profile, each offering unique features to assess various aspects of your backlinks. Popular options include Ahrefs, SEMrush, and Moz’s Link Explorer. 

How do I disavow toxic backlinks?

To disavow toxic or spammy backlinks, you first need to identify them using SEO tools like Google’s Search Console. Once identified, you can create a disavow file, which is a list of these links, and submit it to Google using the Google Disavow Tool. This process tells Google to ignore these links when assessing your site. 

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Sia Mohajer

Get acquainted with Sia Mohajer, the brain behind some of BlueTree's most successful link-building campaigns. Read, learn, and grow.

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