What Are External Backlinks? Why They Matter & Boost SEO Authority

Great content needs trust to rank. That trust is built through backlinks. So, what are external backlinks? Simply put, they are votes of confidence from other websites that tell Google you are a credible source.

We know your time is precious. At Postspack, we will get straight to the point. Learning to build these links is what separates visible content from the rest.

Table of Contents

External Backlinks: The Missing Piece in Your SEO Puzzle

Infographic explaining what external backlinks are and how they point from other websites to yours

In simple words, external backlinks are links that come from another website and point toward yours. If a marketing blog mentions your article and links to it, that’s an external backlink to you.

Unlike internal links (which connect pages within your own site), external backlinks come from outside domains — which is why they carry more authority.

Fact Check: Google’s Search Quality Rater Guidelines confirm that backlinks remain one of the strongest signals for expertise and trustworthiness — two major pillars of its E-E-A-T framework.

Forget the Hype: This 25-Year-Old SEO Strategy Still Drives 90% of Results

A single backlink from a trusted site can do more for your rankings than dozens of low-quality ones. Backlinks influence both ranking potential and brand credibility — especially when they come from domains in your own niche.

For instance, a backlink from HubSpot to a marketing blog is far more powerful than a random link from an unrelated directory. It’s about context, authority, and relevance.

Here’s the SEO truth most people ignore:

91% of web pages get zero traffic from Google — simply because they have no backlinks.
(Source: Ahrefs)

So, if you’re publishing content but not earning links, your work might never reach its full potential.

The Complete Breakdown of External Backlink Types

Different backlinks send different signals to search engines. Here’s a clear breakdown that professionals use when auditing or building backlinks.If you want to explore even more backlink categories, check this full list of all backlink types for deeper insights.

Type of Backlink	Passes SEO Value (Link Juice)	Typical Use Case	Best Practice for SEO	Example Scenario
Do-Follow Link	Yes	Editorial mentions, guest posts, PR citations	Get from authority sites in your niche	A Forbes article linking to your brand study
No-Follow Link	No (but adds credibility)	Blog comments, social posts, forums	Useful for traffic diversity	A Reddit thread linking to your tool
Sponsored Link	No	Paid collaborations or affiliate promotions	Use rel=”sponsored” for transparency	A paid review linking to your service
UGC (User Generated Content)	Limited	Comments, community posts, testimonials	Avoid spam; focus on relevance	A client comment linking to your blog
Editorial Link	High value	Natural links earned through reputation	Create link-worthy, data-backed content	Journalists referencing your report
Image or Infographic Link	Moderate	Visual marketing, infographic sharing	Use descriptive alt tags	A blogger embedding your infographic

Pro Insight: Google’s algorithm can now detect unnatural link patterns. A healthy backlink profile includes a balanced mix of do-follow, no-follow, image, and branded links — all from relevant sources.

How Search Engines Evaluate External Backlinks

Visual showing how search engines evaluate authority, relevance and placement of backlinks

When a search engine analyzes a backlink, it doesn’t just see a URL — it measures context. Here’s what actually happens under the hood:

Authority of the Linking Domain: A link from a high-authority website passes stronger trust.
Relevance: The topic of the linking page should match your niche.
Anchor Text: The clickable text should look natural and contextually relevant.
Link Placement: Links placed within the main content carry more weight than those in sidebars or footers.
Traffic Flow: Google’s systems detect whether the backlink drives real user engagement or is just artificially placed.

So, not all links are good links. A backlink from a topically irrelevant or spammy site can actually hurt your SEO instead of helping it.

Strategies to Earn Strong External Backlinks Naturally

Earning backlinks requires strategy, patience, and genuine value. Professionals use a mix of these advanced yet ethical methods:

1. Build Link-Worthy Assets

Publish content that others need to reference — such as research reports, data studies, or detailed comparison guides.

2. Outreach to Industry Sites

Identify relevant blogs or journalists in your niche. Send personalized pitches offering your resource as a value addition to their readers.

3. Use Digital PR Campaigns

When your brand makes news or releases new insights, promote it through press releases and news aggregators for high-authority links.

4. Guest Posting Done Right

Write guest posts for trusted publications with real editorial standards. Avoid spammy “guest blog” networks that Google ignores.

5. Reclaim Unlinked Mentions

Use tools like Ahrefs Alerts or Mention to find websites that mention your brand but didn’t link. Politely ask them to turn those mentions into links.

What Are External Backlinks vs. Internal Links — The SEO Balance

Here’s how internal and external backlinks complement each other in a strong SEO structure:

Link Type	Purpose	SEO Value	Example Use	Result
Internal Links	Connect pages within your own site	Builds structure & helps crawlers	Blog post → Service page	Better user navigation
External Backlinks	Links from other sites to yours	Builds authority & trust	HubSpot → Your content	Higher rankings & visibility

In simple terms: internal links keep your site connected; external backlinks keep it respected.

Common Myths About External Backlinks

Infographic showing common myths and facts about external backlinks.

Myth 1: More backlinks = higher ranking
Truth: Only relevant, high-quality backlinks matter. Dozens of spammy links can actually cause penalties.

Myth 2: No-follow links are useless
Truth: No-follow links can still bring referral traffic and brand exposure — they’re part of a natural profile.

Myth 3: You can automate backlink growth
Truth: Automation tools often create spam. Manual, relationship-based link building wins long-term.

What are external backlinks? Why do these links matter so much for my website’s traffic?

They’re like a referral from a trusted friend. Google sees them as a sign you’re an authority, which pushes you up in search results. Plus, you get direct clicks from people on the other site.

What’s a genuine way to get a backlink without begging?

Create a truly helpful resource, like a unique chart or a definitive guide. Then, find a blogger who would benefit from it and send a friendly email saying, “Hey, I built this and thought it would perfectly complement your article on [their topic].”

I hear “nofollow” links don’t count for SEO. Should I ignore them?

Absolutely not. While they don’t pass the same ranking power, they can still send a surge of real, interested visitors to your site. A click from a huge forum’s nofollow link is often more valuable than a dofollow link from a dead site.

Is it worth paying for a backlink package?

It’s a huge gamble. Google’s algorithms are designed to detect and penalize that. You could wake up one day to find your site has disappeared from search results. It’s not worth the risk.

How can I quickly see who is already linking to me?

The best free tool is Google Search Console.It gives you a direct list from Google itself. For a deeper analysis, paid tools like Ahrefs exist, but start with what’s free.

What exactly makes a backlink “toxic” or bad?

A link from a spammy, irrelevant website, like a casino site linking to your bakery blog or a site that’s clearly just a link farm. These links can hurt your site’s reputation with search engines.

Final Thoughts

You now understand what are external backlinks. They’re not just technical SEO stuff. They’re your digital reputation. Every link is another website telling the world they trust you.

This is how you build real authority. Create content that’s genuinely helpful. Connect with others in your field. The right links will follow.

We hope this Postpack guide was helpful. If you’re ready for more practical tips that actually work, our website is full of them. We’re here to help you grow.