A backlink is a link from another website to yours. Search engines use links to find pages and to judge how relevant and well regarded a page is, so links from real, relevant sites can help. Links that exist only to manipulate rankings can harm a site, not help it.
In short
Google's spam policies describe link spam as creating links primarily to manipulate rankings, including buying or selling links for ranking, excessive link exchanges and automated link creation. Paid links used for advertising or sponsorship are acceptable when marked with nofollow or sponsored. Source: Google Search Central, spam policies, read 9 November 2026.
Original data, useful guides and tools, local involvement such as sponsoring a team or joining a chamber of commerce, and real press coverage. These links arrive because the page is worth citing. They take time and cannot be bought safely.
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