If you’ve ever Googled “how to improve my website SEO”, you’ve probably come across the word backlinks somewhere and wondered what's that?

It sounds a bit technical. Maybe a bit intimidating.

But in reality, backlinks are quite simple to understand and they do matter so are worth thinking about...

This post will explain:

• What a backlink actually is
• Why Google cares about them
• What the “opposite” of a backlink is
• What links from your website to someone else’s are called
• And how small businesses can realistically start getting them

What Is a Backlink?

A backlink is simply a link from someone else’s website to yours.

For example:

• A local blog links to your shop
• A wedding supplier links to your florist website
• A podcast show notes page links to your business
• A directory includes your website

That link pointing back to your website is called a backlink.

Think of it as a vote of confidence, each link is a little cheer for you and your website.

Why Backlinks Matter for SEO

Search engines like Google use backlinks as one of the main ways to decide how trustworthy and relevant your website is.

When another website links to yours, Google sees that as a signal that:

• Your website is real
• Your content is useful to people
• Other people trust you

The more high-quality, relevant websites that link to you, the stronger that signal becomes.

It’s not just about quantity. It’s about quality.  One link from a respected, relevant website is worth far more than ten links from random, low-quality sites.

Imagine you’re choosing a restaurant - If one friend recommends it, you might consider it.  If ten friends recommend it, you’re much more likely to book.

Backlinks work in a similar way. They act as recommendations across the internet.

What Is the Opposite of a Backlink?

The opposite of a backlink is an internal link.

An internal link is when you link from one page on your own website to another page on your own website.

For example:

• Linking from your homepage to your services page
• Linking from a blog post to your contact page
• Linking from one blog post to another

Internal links help Google understand the structure of your website and which pages are important.

They are absolutely important. But they are not the same as backlinks.

Backlinks come from other websites.  Internal links stay within your own website. You need both.

What Are Links From Your Website to Someone Else’s?

When you link from your website to another website, this is called an external link or an outbound link.

For example:

• Linking to a supplier you recommend
• Referencing a useful article
• Linking to a podcast you’ve appeared on
• Citing a relevant industry body

Outbound links are not harmful to your SEO when used properly. In fact, they can be positive and also lend an air of confidence and expertise to your site.

Linking to relevant, high-quality websites shows search engines that your content is connected to real and trustworthy sources.  It also improves user experience. If you reference something helpful, it makes sense to link to it.

What you want to avoid is linking to spammy, irrelevant or low-quality websites. That can weaken trust signals.

So yes, outbound links are important but they should be relevant and high quality.

Are Backlinks the Most Important SEO Factor?

Not really.

Good SEO also depends on:

• Clear page titles and descriptions
• Useful content
• Fast loading speed
• Mobile-friendly design
• Clear site structure

But backlinks are one of the strongest signals that your site is credible. If two websites are similar in quality and content, the one with stronger backlinks will often rank higher.

How Small Businesses Can Get Backlinks (Realistically)

This is where people often get stuck so it's good to have a bit of a strategy.

You don’t need to pay for strange link schemes. In fact, you definitely shouldn’t. Google is very good at spotting unnatural links and no one wants to find out that you're being spammy, it's an instant turn-off.

Instead, focus on legitimate, relationship-based backlinks.

Here are practical ways to start.

1. Local Directories

Make sure you are listed on:

• Local business directories
• Chamber of Commerce sites
• Community websites
• Relevant industry directories

These links are simple but valuable, especially for local SEO.

2. Collaborations

If you collaborate with:

• Photographers
• Venues
• Designers
• Other suppliers

Ask to be credited with a link when they feature your work.

For example:
“Website by HR Digital Design” linking to your site.

3. Podcasts and Guest Features

If you’re interviewed on a podcast or featured in a blog, ask for your website to be included in the show notes or article.

This is a strong, natural backlink.

4. Testimonials

Offer testimonials to businesses you genuinely use.

Often they will publish your testimonial on their site with a link back to yours.

5. Useful Blog Content

If you publish genuinely helpful blog posts, other businesses may reference them naturally.

This is slower, but it builds long-term authority.

What to Avoid

Avoid:

• Buying backlinks
• Paying for “guaranteed SEO links”
• Spammy link directories
• Irrelevant overseas listings

Google cares about relevance and authenticity.

How Many Backlinks Do You Need?

There isn’t a magic number but for small UK businesses, especially local service providers, even a handful of strong, relevant backlinks can make a noticeable difference.

SEO is not about gaming the system. It’s about steadily building trust signals over time.

Final Thoughts

Backlinks are not mysterious, they are simply other websites pointing to your website.

They matter because they signal trust and relevance to search engines.

If you focus on:

• Building real relationships
• Getting listed in the right places
• Creating helpful content
• And linking properly within your own site

You will naturally strengthen your SEO.

Hope that helps you understand a bit more about backlinks - have a think and see how you can make them work for you and if you've got any questions just get in touch!