Backlinks in SEO improve your rankings because they view the quality and quantity of the links as authoritativeness and votes of confidence from other websites. Therefore, the more backlinks your website has, the higher it can rank for search terms. While this isn't always the case, it can increase your page rankings for relevant search terms. But of course, there are many other factors to consider, like on-page SEO and page speed.
Backlink building also makes it easier to find your website online, improving your visibility. Search engines find content to crawl by viewing pages they've already crawled, revisiting the most popular pages. When you begin backlinking, search engines may discover your content easier.
Additionally, backlinking may provide you with more website visitors through referral traffic. Individuals who read a popular website may click on your backlinks, bringing them to a relevant page to find more information about a particular topic.
Backlinks can also boost your domain authority. While domain authority isn't a Google ranking factor, many SEO tools use this metric to help identify ways to improve your strategy by comparing you to the competition. Ultimately, the higher your domain authority, the more likely you will earn top spots on SERPs. Therefore, even though domain authority isn't a ranking factor, using it to measure your improvement can help you determine if your efforts are improving your rankings.
Backlinks also increase brand awareness online. Companies should never stop investing in brand awareness campaigns because they must always attract new customers by highlighting new products and services. By earning backlinks from authoritative websites that get thousands of monthly visitors, you can increase your brand awareness by reaching the other website's visitors.
Backlinking is fairly easy, but it takes time and strategy. However, you do not need to be an SEO expert to build backlinks for your website.
Are there disadvantages of backlinking in marketing?
While backlinking is necessary if you want your website pages to rank in search engines, backlink building can become disastrous if done wrong. Google and other search engines have specific guidelines for how websites can earn backlinks. Collecting backlinks that go against Google's rules can affect your entire SEO strategy, causing your rankings to decrease.
Too much backlink building is considered spammy to search engines. Because many years ago, marketers took advantage of how easy it was to purchase backlinks for their website, search engines have cracked down on spammy backlinks. However, getting too many backlinks too quickly can make search engines think you're engaging in SEO black hat tactics. These backlinks, known as toxic backlinks, may all have the same anchor text or come from websites with low trust scores.
Additionally, even though SEO backlinks are an important ranking factor, they're not the only ranking factor. Spending too much time building backlinks and not enough developing quality content for your website that satisfies user intent and utilizes keywords prevents your web pages from ranking for their target keywords.