How To Rank by the Rules (Whitehat Backlinks)

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Backlinks (also known as "incoming web links", "incoming web links" or "one way links") are web links from one website to a page on another website. Google and many other major search engines take "survey" backlinks into account for a given page. Pages with a variety of backlinks often tend to rank high in the internet search engine.

What are backlinks?

  1. For example, here is a web link from Forbes to my website.
  2. Since this web link points directly to a page on my website, it is a "backlink".
  3. forbes backlink.

Why are backlinks important?

Backlinks are basically ballot papers from various other internet sites. Each of these cards tells search engines that: “This content is also helpful, trustworthy, and helpful.”

Why are backlinks important? - Moz A backlink is a link created when one website links to another. Backlinks are also called "inbound links" or "incoming links." Backlinks are important to SEO.

So, the more "votes" you get, the higher your site will rank in Google and other online search engines.

Number of backlinks

The use of web links in a search engine algorithm is nothing new. In fact, backlinks formed the basis of Google's initial algorithm (called "PageRank").

page rank quote

  1. Even though Google has made hundreds of adjustments to its formula since then, backlinks are still a key ranking signal.
  2. For example, an industry study we conducted found that web links remain Google's key ranking signal.

Complete external links

In addition, Google has confirmed that backlinks are still one of its three most important positioning variables in Internet search engines | Look at the classification variables.

White Hat SEO: How to rank by rules

With 67% of digital marketers citing search engine optimization (SEO) as the most efficient content marketing tactic they have implemented in the past year, having an effective SEO strategy is critical to their overall digital marketing plans.

There are two common methods of SEO: white hat and black hat techniques. White hat SEO is attributed to practices that increase a website's search rankings on the search engine results page (SERP) without deviating from Google's guidelines. On the other hand, Black hat SEO is related to finding and exploiting vulnerabilities within the Google algorithm. Although they both have the same goal in mind, there are some key differences that you'll want to understand, especially since some black hat SEO techniques may run the risk of getting a penalty from Google.

White Hat SEO

In this guide, we will discuss what distinguishes white hat from black hat SEO strategies. We will also cover the basics of effective white hat SEO techniques and how they can improve key ranking factors.

What is white hat SEO?

White hat SEO is a term used to refer to search engine optimization strategies that operate within the rules and expectations of search engines and researchers. It means applying techniques to improve a website's search engine ranking without relying on tricks to undermine the search engine algorithm.

White hat's search engine optimization strategies focus on providing readers with high-quality, relevant content that improves user experience rather than using undesirable methods, such as duplicate content that is optimized only for search engines.

White Hat vs Black Hat SEO: What's the difference?

Whether they engage in white hat or black hat strategies, content marketers want the same thing - to boost their ranking on Google. Why do SEO strategists demand that the Google algorithm be happy? Being ranked high in Google means reaching 86% of Internet users around the world.

To better understand white hat SEO, it might make sense to examine black hat SEO and understand their main differences, such as:

White hat SEO produces high-quality content that matches the intent of the user, while black hat strategies create low-quality, repetitive, or heavily stereotyped content.

The white hat strategy involves using well-labeled images with thoughtful alt text, while the black hat uses dated SEO practices, such as keyword stuffing and invisible text.

White hat SEO uses keyword research naturally on the page. In contrast, Black hat SEO takes a target keyword and overuses it in headers, meta tags, or unnatural anchor text across a piece of content.

White hat content complies with search engine guidelines and builds links by guest posting and original link building strategies, while black hat strategy is link buying.

Black hat SEO doesn't have to be seen as a malicious SEO service because looking closely, some of the strategies are the same. It's just that black hat strategies create and produce content specifically for search engines rather than people - a practice often referred to as "anonymity". However, it is still best to stay away from such practices and build your site's authority using long-term and sustainable strategies.

Why is White Hat SEO important?

White hat SEO is important because without it, your search engine results will be messy. Without rules to direct the Internet, website owners will rely on outdated SEO techniques to rank on search pages. Users will have to search a lot of unrelated sites to find what they are looking for.

White hat SEO is important because it benefits everyone. Google makes sure that its algorithms only rank great content that captures the user's intent for each keyword search because it encourages millions of internet users to use the search engine. Site owners also benefit because they can raise their ranking without resorting to dishonest methods. Finally, users benefit because they can easily find what they are looking for through organic search.

What are some white hat search engine optimization strategies?

Build your business and your website's reputation on solid ground. White hat strategies may take time, but they lead to long-term results. Here are some white hat SEO strategies that you should implement.

Provide valuable content

86% of marketing teams use blog posts as their primary builder. The content is still king. Therefore, do not produce content for search engines. Create content for people looking for information.

You will also need your content to be relevant and authoritative for others to use as a reference.

To get a quick look at the overall search engine presence of your website in terms of organic traffic and number of backlinks, use the Domain Overview Tool.

We also provide powerful keyword research tools to ensure that your content includes primary and secondary keywords that are relevant to users' search queries.

Satisfy the user's intent

Satisfying user intent is Google's number one goal, so you should also target it as a website owner. User intent is the intent of a person when typing a search query into a search engine. For example, if they wrote "keto pasta recipes," the results would be expected to show them keto-approved pasta recipes.

Common types of user intent are information, commercial, navigational, and transactional. If someone visits a clothing website, it is safe to say they are looking to buy, and that will be classified as commercial and transactional. If someone searches for “how to grow mushrooms”, they will look for information.

Some of the strategies that should be used to satisfy the user's intent include:

  • Know your audience and what they are looking for.
  • Optimizing your content for specific keywords.
  • Format your content for scrapers - use subheadings and leave plenty of white space.
  • Use of videos and photos.

Make your website mobile friendly

In 2019, 52.2% of worldwide traffic used mobile phones to access the Internet. This means that if your website is not optimized to be viewed on a smartphone, you lose potential leads. Your visitors won't stay on your website if they can't navigate your site.

Type your URL into the Google Mobile Testing Tool's search box. You will get an answer about whether your website can be viewed on mobile phones. You will also receive a screenshot of what your pages will look like on the phone screen with a list of recommendations for improvement.

Should you always use White Hat SEO?

The answer to this question depends largely on your goal, the industry and niche you work in. We understand that some industries themselves are black hat, so their tactics are part of the business model. In order to remain competitive in those markets, you will likely have to use some black hat strategies mixed with white hat strategies, which some refer to as the “grey hat strategy.”

However, there is also the risk of being penalized or affected by a Google algorithm change, which can have devastating results if you are building a legitimate business and website. That's why we recommend you to build your web presence using white hat tactics for long-term profitability and longevity.

Make White Hat SEO techniques work for you

As part of your content marketing strategy to grow Google search traffic and improve ranking signals, you need SEO techniques. White hat SEO strategies, in particular, are an effective way to improve your rankings without worrying about being penalized. Playing by the rules can be time consuming and slow to show results, but it's still your best bet in building a reliable and lasting online presence.

SEMrush offers a variety of SEO tools to analyze the health of your website. We can provide you with a list of issues that make it easy to see where your site is struggling. From guest posts to short meta descriptions, there are multiple ways to improve your SEO efforts to help increase your bottom line.

What are the different types of backlinks?

8 Different types of backlinks you need to know about

  • Guest Blogging Backlinks.
  • Editorial Backlinks.
  • Relationship-based Backlinks.
  • Acknowledgment Backlinks.
  • Free Tool Backlinks.
  • Badge Backlinks.
  • Comment Backlinks.
  • Press Release Backlinks.

What types of backlinks are memberships?

  • Not all backlinks are created equivalent.
  • Bottom line, if you want to rank higher in the SERPs, focus on quality backlinks.


A single high-quality backlink can be much more powerful than 1,000 low-grade backlinks.

In the end, high-quality backlinks tend to share the same essential characteristics.

Feature #1: They come from trusted and authoritative internet sites

Surely you'll get links from Harvard instead... or from a random individual's site?

  • Turns out Google really feels the same way.

This concept is known as "Domain Authority". Basically, the more authority a website has, the more authority you can convey to your site (using a link).

  • domain authority

For example, here is a link I got from TechCrunch.

  • Techcrunch Backlinks

According to Semrush, TechCrunch is an extremely trustworthy domain.

Because that web link originates from an authority site, Google places a lot of importance on it. In fact, I discovered an increase in organic traffic from my internet search engine right after TechCrunch connected with me.

Are these web links hard to come by? Definitely.

They're worth it? Absolutely.

Quality #2 – They include your target keyword in the link anchor text

As a suggestion, the support message is the visible text component of a link.

What are anchor links?

In general, you want your links to have anchor text that includes your target keywords.

In fact, current industry research found a relationship between keyword-rich supporting text and higher rankings for those keywords.

Keyword rich anchor text

Currently, a brief warning:

You don't want to go overboard with the keyword-rich support message. In fact, Google has a filter in its algorithm called "Google Penguin".

Google Penguin filters sites that use black hat web link building techniques. And it also concentrates especially on websites that build links with specific suit anchor text.

Attribute #3: The site (and also the web page) you link to is related to the topic of your website

When a website links to an additional website, Google wants to see that the two websites are related.

This makes sense if you consider:

Imagine that you have just published an article about running a marathon.

In that situation, Google will no doubt put MUCH more weight on web links from sites related to marathons, running, fitness compared to sites about angling, unicycles, and e-marketing.

Contextual backlinks

Attribute #4: The link is a "Dofollow" link

Google and other careless online search engines relate to the attached "nofollow" tag.

nofollow links

(Simply put, nofollow web links are not counted in online search engine ranking algorithms.)

Fortunately, most web links online are "dofollow" web links.

Also, most web links that have the nofollow tag are not that beneficial to begin with. For example, web links from these resources often tend to be nofollow:

  • blog site comments
  • Press release
  • paid promotions

However, these links are not very valuable for SEO, so it is not a big deal if they are not followed.

Feature #5: The web link is from a domain name that hasn't been connected to you before

Suppose you get a link from Site A.


Well, let State Website A link you once again. One more time. One more time.

Are the second, third, and fourth web links as powerful as the first?


In the end, web links from the same website have diminishing returns.

Ranking Power

Or put another way:

It is usually much better to get 100 weblinks from 100 different websites than 1000 weblinks from the same website.

In fact, our search engine ranking connection research found that the variety of sites linking to you (not the full variety of backlinks) correlates with Google positions more than any other variable.

Number of referring domains

Now that you've seen what types of backlinks are the most helpful for your Google ranking, it's time for me to show you exactly how to start building them.

Better practices

Develop bindable properties

If you want people to link to your website, you need something on your site that is worth linking to.

(Also known as "Linkable Assets").