Micron Document
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</style><table class="sidebar nomobile nowraplinks hlist"><tbody><tr><td class="sidebar-pretitle">Part of a series on</td></tr><tr><th class="sidebar-title-with-pretitle"><a href="Online_advertising" title="Online advertising">Internet marketing</a></th></tr><tr><td class="sidebar-content">
<ul><li><a href="Search_engine_optimization" title="Search engine optimization">Search engine optimization</a></li>
<li><a href="Local_search_engine_optimisation" title="Local search engine optimisation">Local search engine optimisation</a></li>
<li><a href="Social_media_marketing" title="Social media marketing">Social media marketing</a></li>
<li><a href="Email_marketing" title="Email marketing">Email marketing</a></li>
<li><a href="Referral_marketing" title="Referral marketing">Referral marketing</a></li>
<li><a href="Content_marketing" title="Content marketing">Content marketing</a></li>
<li><a href="Native_advertising" title="Native advertising">Native advertising</a></li></ul></td>
</tr><tr><th class="sidebar-heading" style="background:#ddddff;">
<a href="Search_engine_marketing" title="Search engine marketing">Search engine marketing</a></th></tr><tr><td class="sidebar-content">
<ul><li><a href="Pay-per-click" title="Pay-per-click">Pay-per-click</a></li>
<li><a href="Cost_per_impression" title="Cost per impression">Cost per impression</a></li>
<li><a href="Search_analytics" title="Search analytics">Search analytics</a></li>
<li><a href="Web_analytics" title="Web analytics">Web analytics</a></li></ul></td>
</tr><tr><th class="sidebar-heading" style="background:#ddddff;">
<a href="Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></th></tr><tr><td class="sidebar-content">
<ul><li><a href="Ad_blocking" title="Ad blocking">Ad blocking</a></li>
<li><a href="Contextual_advertising" title="Contextual advertising">Contextual advertising</a></li>
<li><a href="Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li>
<li><a href="Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li></ul></td>
</tr><tr><th class="sidebar-heading" style="background:#ddddff;">
<a href="Affiliate_marketing" title="Affiliate marketing">Affiliate marketing</a></th></tr><tr><td class="sidebar-content">
<ul><li><a href="Cost_per_action" title="Cost per action">Cost per action</a></li>
<li><a href="Revenue_sharing" title="Revenue sharing">Revenue sharing</a></li></ul></td>
</tr><tr><th class="sidebar-heading" style="background:#ddddff;">
Misc</th></tr><tr><td class="sidebar-content">
<ul><li><a href="Keyword_density" title="Keyword density">Keyword density</a></li>
<li><a href="Keyword_research" title="Keyword research">Keyword research</a></li>
<li><a href="PageRank" title="PageRank">PageRank</a></li>
<li><a href="WordPress" title="WordPress">WordPress CMS</a></li></ul></td>
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<p>From the point of view of a given web resource (<a href="Referent" title="Referent">referent</a>), a <b>backlink</b> is a regular hyperlink on another web resource (the <a href="Referrer" class="mw-redirect" title="Referrer">referrer</a>) that points to the referent.<sup id="cite_ref-ASIST_1-0" class="reference"><a href="#cite_note-ASIST-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> A <i>web resource</i> may be (for example) a <a href="Website" title="Website">website</a>, <a href="Web_page" title="Web page">web page</a>, or <a href="Web_directory" title="Web directory">web directory</a>.<sup id="cite_ref-ASIST_1-1" class="reference"><a href="#cite_note-ASIST-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup>
</p><p>A backlink is a <a href="Reference" title="Reference">reference</a> comparable to a <a href="Citation" title="Citation">citation</a>.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> The quantity, quality, and relevance of backlinks for a <a href="Web_page" title="Web page">web page</a> are among the factors that search engines like <a href="Google" title="Google">Google</a> evaluate in order to estimate how important the page is.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Lingras_Akerkar_4-0" class="reference"><a href="#cite_note-Lingras_Akerkar-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> <a href="PageRank" title="PageRank">PageRank</a> calculates the score for each web page based on how all the web pages are connected among themselves, and is one of the variables that <a href="Google_Search" title="Google Search">Google Search</a> uses to determine how high a web page should go in <a href="Search_engine_results_page" title="Search engine results page">search results</a>.<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> This <a href="Weighting" class="mw-redirect" title="Weighting">weighting</a> of backlinks is analogous to <a href="Citation_analysis" title="Citation analysis">citation analysis</a> of books, <a href="Scholarly_paper" class="mw-redirect" title="Scholarly paper">scholarly papers</a>, and <a href="Academic_journal" title="Academic journal">academic journals</a>.<sup id="cite_ref-ASIST_1-2" class="reference"><a href="#cite_note-ASIST-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Lingras_Akerkar_4-1" class="reference"><a href="#cite_note-Lingras_Akerkar-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> A Topical PageRank has been researched and implemented as well, which gives more weight to backlinks coming from the page of a same topic as a target page.<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup>
</p><p>Some other words for <i>backlink</i> are <b>incoming link</b>, <b>inbound link</b>, <b>inlink</b>, <b>inward link</b>, and <b>citation</b>.<sup id="cite_ref-ASIST_1-3" class="reference"><a href="#cite_note-ASIST-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup>
</p>
<div class="mw-heading mw-heading2"><h2 id="Backlinks_and_search_engines">Backlinks and search engines</h2></div>
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</style><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="Link_building" title="Link building">Link building</a></div>
<p><a href="Search_engine" title="Search engine">Search engines</a> often use the number of backlinks that a website has as one of the most important factors for determining that website's search engine ranking, popularity and importance.<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> <a href="Google" title="Google">Google</a>'s description of its <a href="PageRank" title="PageRank">PageRank</a> system (January 1998), for instance, noted that "<a href="Google" title="Google">Google</a> interprets a link from page A to page B as a vote, by page A, for page B."<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> Knowledge of this form of search engine rankings has fueled a portion of the <a href="Search_engine_optimization" title="Search engine optimization">search engine optimization</a> (SEO) industry commonly termed <a href="Linkspam" class="mw-redirect" title="Linkspam">linkspam</a>, where a company attempts to place as many inbound links as possible to their site regardless of the context of the originating site.<sup id="cite_ref-ent_9-0" class="reference"><a href="#cite_note-ent-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> In January 2017, Google launched <a href="Google_Penguin" title="Google Penguin">Penguin 4</a> update which devalued such link spam practices.<sup id="cite_ref-ent_9-1" class="reference"><a href="#cite_note-ent-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup>
</p><p>The significance of search engine rankings is high, and it is regarded as a crucial parameter in online business and the <a href="Conversion_marketing" title="Conversion marketing">conversion rate</a> of visitors to any website, particularly when it comes to <a href="Online_shopping" title="Online shopping">online shopping</a>.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> Blog commenting, guest blogging, article submission, <a href="Press_release" title="Press release">press release</a> distribution, social media engagements, and forum posting can be used to increase backlinks.
</p><p>Websites often employ SEO techniques to increase the number of backlinks pointing to their website. Some methods are free for use by everyone whereas some methods, like <a href="Link_bait" class="mw-redirect" title="Link bait">linkbaiting</a>, require quite a bit of planning and marketing to work.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> There are also paid techniques to increase the number of backlinks to a target site. For example, private <a href="Blog_network" class="mw-redirect" title="Blog network">blog networks</a> can be used to purchase backlinks. It has been estimated that the average cost of buying a link in 2019 was $291.55 and $391.55, when marketing blogs were excluded from the calculation.<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup>
</p><p>There are several factors that determine the value of a backlink. Backlinks from <a href="Domain_authority" title="Domain authority">authoritative</a> sites on a given topic are highly valuable. If both sites and pages have content geared toward the topic, the backlink is considered relevant and believed to have strong influence on the search engine rankings of the <a href="Webpage" class="mw-redirect" title="Webpage">web page</a> granted the backlink.<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> A backlink represents a favorable 'editorial vote' for the receiving webpage from another granting webpage. Another important factor is the anchor text of the backlink. <a href="Anchor_text" title="Anchor text">Anchor text</a> is the descriptive labeling of the hyperlink as it appears on a <a href="Web_page" title="Web page">web page</a>.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> Search engine bots (i.e., spiders, crawlers, etc.) examine the anchor text to evaluate how relevant it is to the content on a webpage. Backlinks can be generated by submissions, such as directory submissions, forum submission, <a href="Social_bookmarking" title="Social bookmarking">social bookmarking</a>, business listing, blog submissions, etc. Anchor text and webpage content congruency are highly weighted in <a href="Search_engine_results_page" title="Search engine results page">search engine results page</a> (SERP) rankings of a webpage with respect to any given keyword query by a search engine user.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup>
</p><p>Changes to the algorithms that produce search engine rankings can place a heightened focus on relevance to a particular topic. While some backlinks might be from sources containing highly valuable metrics, they could also be unrelated to the consumer's query or interest.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> An example of this would be a link from a popular shoe blog (with valuable metrics) to a site selling vintage pencil sharpeners. While the link appears valuable, it provides little to the consumer in terms of relevance.
</p>
<div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2></div>
<ul><li><a href="Link_farm" title="Link farm">Link farms</a></li>
<li><a href="Linkback" title="Linkback">Linkback</a></li>
<li><a href="Link_building" title="Link building">Methods of website linking</a></li>
<li><a href="Internal_links" class="mw-redirect" title="Internal links">Internal links</a></li>
<li><a href="PageRank" title="PageRank">PageRank</a></li>
<li><a href="Search_engine_optimization" title="Search engine optimization">Search engine optimization</a></li>
<li><a href="Search_engine_results_page" title="Search engine results page">Search engine results page</a></li>
<li><a href="Trackback" title="Trackback">Trackback</a></li>
<li><a href="Search_engine_optimization_metrics" title="Search engine optimization metrics">Search engine optimization metrics</a></li>
<li><a href="Website_audit" title="Website audit">Website audit</a></li></ul>
<div class="mw-heading mw-heading2"><h2 id="References">References</h2></div>
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