Backlinks, also known as incoming links, inbound links, inlinks, and inward links, are incoming links to a website or web page. In basic link terminology, a backlink is any link received by a web node (web page, directory, website, or top level domain) from another web node.
Inbound links were originally important (before the emergence of search engines) as a primary means of web navigation; today, their significance lies in search engine optimization (SEO). The number of backlinks is one indication of the popularity or importance of that website or page (for example, this is one of the factors considered by Google to determine the PageRank of a webpage). Outside of SEO, the backlinks of a webpage may be of significant personal, cultural or semantic interest: they indicate who is paying attention to that page.
Search engines 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. Google's description of its PageRank system, for instance, notes that "Google interprets a link from page A to page B as a vote, by page A, for page B." Knowledge of this form of search engine rankings has fueled a portion of the SEO industry commonly termed linkspam, where a company attempts to place as many inbound links as possible to their site regardless of the context of the originating site.
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 linkbaiting, require quite a bit of planning and marketing to work. Some websites stumble upon "linkbaiting" naturally; the sites that are the first with a tidbit of 'breaking news' about a celebrity are good examples of that. When "linkbait" happens, many websites will link to the 'baiting' website because there is information there that is of extreme interest to a large number of people.
There are several factors that determine the value of a backlink. Backlinks from authoritative sites on a given topic are highly valuable. If both sites have content geared toward the keyword topic, the backlink is considered relevant and believed to have strong influence on the search engine rankings of the web page granted the backlink. 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. Anchor text is the descriptive labeling of the hyperlink as it appears on a web page. Search engine bots (i.e., spiders, crawlers, etc.) examine the anchor text to evaluate how relevant it is to the content on a webpage. Anchor text and webpage content congruency are highly weighted in search engine results page (SERP) rankings of a webpage with respect to any given keyword query by a search engine user.