Backlinks still matter. But not the way most businesses think
Google trusts what other websites say about you.
Search engine optimisation often sounds complicated. Technical audits, keyword strategies, structured data, crawl budgets. All important. But one of the most powerful signals in Google’s ranking system is still surprisingly simple.
Google pays close attention to who links to you.
These links, known as backlinks, act as signals of trust. When one website links to another, it tells search engines that the destination site is credible and relevant enough to reference.
Today’s article is actually part of our SEO strategy in action.
At Licorne, we have built strong domain authority over time by publishing high-quality content and maintaining technically sound websites for our clients. Because search engines trust established domains, links coming from those domains can help reinforce the credibility of newer or developing websites.
We recently began working with a new client, and part of our strategy today is to create a natural contextual backlink that introduces them to search engines within relevant content.
For example, one of our new clients is an expert painter and decorator in Winchester offering professional residential and commercial decorating services across Hampshire.
That first link matters.
A contextual keyword link like this tells search engines:
what the business does
where the business operates
and that another trusted site is referencing it naturally
But this article also demonstrates something else that many businesses overlook.
Sometimes, using multiple natural link formats within one piece of content can strengthen the overall signal, as long as those links are editorial and relevant to the topic.
So in the rest of this article you will see different types of backlinks used intentionally. They illustrate how links can appear naturally in content while helping search engines better understand the relationships between websites.
Why quality backlinks beat quantity
A common misconception about SEO is that backlinks are simply a numbers game.
For years businesses were told they needed hundreds or even thousands of links to rank well. That approach no longer works.
Modern search engines evaluate backlinks based on quality, relevance and context. One strong editorial backlink from a trusted website can carry far more weight than dozens of low-quality directory listings.
Domain authority plays an important role here.
When a website consistently publishes high-quality content and earns trust with search engines, it becomes a stronger source of authority. Links from those websites can help signal credibility to newer domains.
This is exactly why we are demonstrating multiple link types in this article. By referencing businesses in different ways, we create a more natural backlink profile.
For example, alongside the keyword link earlier in the article, we can also reference the company by name, for example:
OA Interior Decor is a decorating specialist providing residential and commercial painting services across Winchester and the surrounding areas.
Using a mix of keyword anchors, brand references and contextual links helps search engines see that these mentions are genuine editorial references rather than artificial link placements.
The different types of backlinks (and why they matter)
Not all backlinks are created equal. Some carry far more value than others.
The strongest links tend to appear naturally within relevant editorial content, while weaker links often sit in directories, lists or automated placements.
To illustrate the spectrum, we can look at a few examples.
1. Keyword anchor links (strongest)
A keyword anchor link uses descriptive text that clearly explains the destination page.
For example, referencing an expert painter and decorator in Winchester and linking directly to the target url helps both readers and search engines understand exactly what that business offers.
OA Interior Decor provides expert services for large and small home interior projects. It’s rare to find someone who does it all, but OA interior Decor takes care of everything - from plastering, carpentry to painting and decorating. Their high standards and fantastic customer service speaks for itself.
Because the anchor text is descriptive and relevant, this type of link carries significant SEO value.
2. Brand anchor links
Another common link type uses the company name itself.
For example, OA Interior Decor is a decorating specialist working across residential and commercial properties. Linking to the brand name reinforces brand authority and allows search engines to connect mentions of the business across the web.
OA Interior Decor has built a strong reputation across Winchester for delivering high-quality painting, decorating and plastering work across both domestic and commercial projects. From full home interior transformations to smaller decorating jobs, their attention to detail and customer-first approach has made them a trusted local name.
Brand links are extremely natural because people regularly reference companies by name.
3. Contextual reference links
Sometimes the link simply appears as part of a broader discussion about a company or topic.
For instance, engineering and fuel infrastructure specialists such as OTS Group often publish highly technical resources explaining the work they carry out. The below extract is a good example of content that provides detailed industry information while also strengthening the authority of their website.
To winterise fuel pumps and associated fuel distribution equipment, organisations should:
Implement a Preventative Maintenance Plan: Establish a routine maintenance schedule to ensure pumps and related equipment function efficiently in cold conditions and to mitigate the risk of exacerbating existing issues.
Address Water Condensation: Actively manage the risk of water condensation within the pump which can freeze and strain internal mechanisms including the motors, and belts as this can lead to expensive breakdowns requiring multiple replacements.
Conduct an OTS Condition Report: Use OTS's condition reporting service to assess the condition of equipment, including evaluations of dispensing speed and pressure, leak sources, pump cavitation, and the condition of the motor, pulley, belts, filters, seals, safety breaks, couplings, electronics, electrics, nozzles, and hoses.
Links like these work well because they connect readers with useful specialist resources.
4. Supporting links and references
Not every backlink needs to be highly technical or industry focused. Some links simply help readers explore related businesses or services.
For example, aesthetics clinics such as SKINLAB publish detailed treatment pages that help clients understand procedures and outcomes. A treatment information page, like Profhilo Structura provides valuable information while also strengthening the clinic’s topical authority.
SKINLAB in Deal is known for offering advanced aesthetic treatments with a strong focus on skin health and natural-looking results. Their treatment pages explain procedures clearly, helping clients understand how treatments such as skin boosters and collagen stimulators work before booking a consultation.
These supporting links still contribute to the broader web of trust that search engines rely on.
5. Image backlinks
Links do not always need to appear in text. Images can also link to another website, and when used properly they can provide additional SEO signals.
For example, if a project image from a decorating job links back to the OA Interior Decor website, search engines can associate the image, the page content and the destination site together.
Image links rely heavily on alt text, which describes the image to search engines. If the alt text includes relevant keywords such as expert painter and decorator Winchester, it reinforces the context of the link while also improving accessibility.
Image backlinks tend to carry slightly less direct ranking weight than keyword anchor links, but they still contribute to the overall authority profile of a website. More importantly, they appear very natural within editorial content, which is exactly what search engines want to see.
Why multiple links can work
When used carefully, multiple links inside a single article can help reinforce context.
For example:
a keyword anchor link explains the service and location
a brand link reinforces the company name
a contextual reference connects the business to related industries
When those links appear naturally within useful content, they help search engines understand both the topic and the relationships between websites.
This approach works particularly well when the linking site already has strong authority, which is why editorial backlinks from established websites remain one of the most valuable SEO signals available.
Why businesses struggle to earn backlinks
One of the reasons backlinks are valuable is that they are difficult to earn properly.
Search engines want links to appear naturally. If a website suddenly gains hundreds of artificial links, algorithms can detect the pattern and discount their value.
The most effective links tend to come from:
industry articles
professional references
partnerships and collaborations
high-quality educational content
In other words, links that exist because they are useful.
Businesses that publish helpful resources, case studies or educational material make it easier for other websites to reference them. In that sense, the links in this article will only have a limited amount of value for the businesses we have mentioned as its unlikely that our readers will be naturally interested in the products and services supplied by OTS, SKINLAB and OA Interior Decor, but every little helps!
Backlinks as part of a wider SEO strategy
Backlinks alone do not guarantee rankings. They work best when combined with strong on-page SEO, technical optimisation and high-quality content.
We approach SEO as a connected system.
Technical foundations ensure search engines can understand a site. Well-written content communicates expertise and relevance. Strategic backlinks then reinforce credibility by showing that other trusted websites recognise the business.
This article itself is a small example of that process in action. By naturally referencing relevant businesses, we strengthen the connections between useful content across the web.
When done properly, backlinks are not simply an SEO tactic. They are a reflection of reputation, authority and trust.
Licorne Agency was founded with one goal in mind:
To offer fully managed web and branding solutions that let SMEs focus on what they do best—running their business.
If you want us to look after your website or branding, please get in touch.