SEO Backlink Myths

Written By Cara Bunda

You know how people love to say, “Just get more backlinks, and your rankings will soar”? Yeah, let’s talk about why that’s not the whole story.

If you’ve ever taken an SEO quiz—or sat through a mind-numbing digital marketing webinar—you’ve probably heard variations of the following question:

Which of the following is not correct?

  • The more webpages that cite a webpage, the more popular the search engines consider that page to be.

  • If a page has a number of backlinks from pages with a similar topic, these backlinks are seen as expert endorsements.

  • Since anchor text is used for many backlinks, anchor text has increased in importance over time.

  • Search engines want to see evidence that a page's backlinks are the result of various webmasters independently endorsing the page.

So, which one doesn’t hold up? Let’s break it down.

1. "The more webpages that cite a webpage, the more popular the search engines consider that page to be."

✅ Correct—but with a major caveat.

Back in the early days of SEO, Google’s PageRank algorithm treated backlinks like votes. The more a page was cited (linked to), the more valuable it appeared in the eyes of search engines.

And while Google’s algorithm has gotten way more sophisticated, this idea still holds some truth today—just not as simplistically as it once did.

Why This Was (and Still Is) Somewhat True

Search engines do consider backlinks a sign of authority and popularity. Think of it like word-of-mouth marketing: if a ton of people are talking about a particular product, it’s probably worth checking out.

But here’s where things get more nuanced. Not all backlinks are created equal.

Quality > Quantity

Let’s say a brand-new website gets 10,000 backlinks overnight from low-quality blogs, spam directories, and random comment sections. Does Google suddenly boost it to the first page? Absolutely not.

Now, let’s say another site gets 10 backlinks—but they’re from Harvard Business Review, Forbes, and The New York Times. That site will see a major boost.

Why? Because search engines care more about who is linking to you than how many links you have.

Relevance Matters, Too

Another key factor is contextual relevance. If you’re a tech startup and you’re getting backlinks from authoritative tech websites, that’s a great signal. But if your backlinks are coming from a pet grooming blog, it’s not going to help much (and might even look suspicious).

The Bottom Line

  • More backlinks can help—but only if they’re high-quality, authoritative, and relevant.

  • A handful of strong links from trusted sources beats thousands of weak links.

  • Google is smart enough to ignore (or penalize) spammy, irrelevant backlinks.

So while this statement is technically correct, it’s an oversimplification of how backlinks actually work in 2025.

2. "If a page has a number of backlinks from pages with a similar topic, these backlinks are seen as expert endorsements."

✅ Correct—and one of the most important SEO principles today.

If quality beats quantity, then topical relevance is what makes those quality backlinks even stronger.

Why Relevant Backlinks Matter

Think of backlinks like professional recommendations.

  • If you’re a marketing agency, and MarketingProfs, Neil Patel, and HubSpot link to you, search engines see this as a strong endorsement—industry experts vouching for your credibility.

  • But if you’re a marketing agency, and all your backlinks come from random recipe blogs and fitness websites, it’s not going to carry the same weight.

Google and other search engines use semantic analysis to determine the relevance of a backlink. The closer the linking site’s topic is to yours, the more valuable that backlink becomes.

Topical Authority & Expert Endorsements

The idea of "expert endorsements" in backlinks is closely tied to Google’s E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness).

If a page has a number of backlinks from topically relevant, authoritative sources, Google sees it as a sign that:

  • The page is trusted within its niche.

  • The content is useful and valuable to the industry.

  • The site has subject matter authority.

This is why guest posting, PR-driven backlinks, and niche partnerships are so powerful in SEO. It’s not just about getting links—it’s about getting links from the right places.

The Bottom Line

  • Relevance is everything in modern SEO.

  • A backlink from a respected, related site carries far more weight than an unrelated one.

  • Google sees topically relevant backlinks as a strong sign of authority.

This statement is 100% correct—and if you’re focusing on backlink building, this is where your efforts should go.

3. "Since anchor text is used for many backlinks, anchor text has increased in importance over time."

🚨 Not correct—at least, not in the way you think.

Anchor text (the clickable text in a hyperlink) used to be one of the most powerful SEO signals. In the early days, if you wanted to rank for "best SEO agency," all you had to do was get hundreds of backlinks with that exact anchor text.

Then, Google caught on.

Why Anchor Text No Longer Holds as Much Weight

Search engines realized that people were manipulating anchor text to game rankings. To crack down on this, Google introduced the Penguin algorithm update (2012), which specifically penalized over-optimized anchor text.

Now, if Google sees too many backlinks with the exact same keyword-rich anchor text, it looks unnatural and manipulative—and it can actually hurt your rankings instead of helping them.

The Shift to Natural Anchor Text

Modern SEO focuses on diverse, organic-looking link profiles. Instead of repeating the same keyword-rich anchor text over and over, natural backlinks should include a mix of:

  • Branded anchor text (BrighterNarrative)

  • Partial-match anchor text (marketing strategy insights)

  • Generic text (click here, this article)

The Bottom Line

  • Anchor text still matters—but over-optimization is a red flag.

  • Search engines now prioritize content and surrounding context over just anchor text alone.

  • If your backlink profile looks unnatural, Google will penalize it.

This statement is incorrect because anchor text hasn’t increased in importance—it’s actually become less of a direct ranking factor over time.

4. "Search engines want to see evidence that a page’s backlinks are the result of various webmasters independently endorsing the page."

✅ Absolutely true.

Search engines hate artificial link-building schemes.

If Google detects that a website’s backlinks are coming from a controlled network, link farms, or paid directories, it devalues those links or even penalizes the site.

What Does a Natural Backlink Profile Look Like?

  • Diverse sources—Backlinks should come from different sites, not just the same handful of domains.

  • Different anchor text—A natural profile includes a variety of anchor text types, not just keyword-stuffed phrases.

  • Gradual growth—An organic backlink profile grows over time; sudden spikes in backlinks look suspicious.

Why Independent Endorsements Matter

Think of backlinks like customer reviews. If every five-star review for a restaurant is coming from the owner’s family, it’s not exactly credible.

Google looks for signals that backlinks are coming from real webmasters and real content creators who genuinely value the page.

The Bottom Line

  • Search engines reward natural, diverse, and independently earned backlinks.

  • Paid or manipulated link-building schemes will only hurt rankings.

  • Authenticity and credibility are key to sustainable SEO success.

This statement is 100% correct—Google wants to see genuine endorsements, not manufactured links.

Final Answer: Which Statement is Incorrect?

👉 #3 (“Since anchor text is used for many backlinks, anchor text has increased in importance over time.”)

While anchor text does play a role in SEO, its importance hasn’t increased over time—in fact, over-optimized anchor text can now hurt your rankings. Google is wary of unnatural link profiles, and excessive keyword-heavy anchor text can trigger spam signals.

A natural-looking backlink profile includes a mix of:

  • Branded anchor text (BrighterNarrative)

  • Partial-match anchor text (marketing strategy insights)

  • Generic text (click here, this article)

So no, anchor text hasn’t increased in importance—it’s just evolved.

Want to build a content strategy that attracts real, high-quality backlinks and boosts your brand’s visibility? Let’s talk.

FAQs: SEO Backlinks & Search Engine Rankings

  • Backlinks act as votes of confidence for your website. When authoritative sites link to your page, it signals to search engines that your content is trustworthy, valuable, and worth ranking.

    However, not all backlinks are created equal. A handful of high-quality, relevant backlinks will always outperform thousands of low-quality, spammy links.

    With AI-driven search changing how content is ranked, backlinks are no longer the sole factor driving SEO success. Search engines are evolving—learn how AI is shifting backlinking strategies in 2025.

  • Yes—if they come from low-quality or irrelevant sources.

    Google’s algorithm is designed to detect unnatural link-building patterns, such as:
    ❌ Buying backlinks from shady SEO services
    ❌ Getting links from spam directories and comment sections
    ❌ Sudden spikes in backlinks from random sites

    If your site’s backlinks look manipulated, Google may penalize or devalue them, tanking your rankings.

  • A good backlink has three key qualities:

    • Authority – It comes from a high-quality, reputable website.

    • Relevance – It’s from a site in your industry or a related topic.

    • Context – It’s naturally embedded in high-value content (not just stuck in a footer or directory).

    A backlink from Forbes, HubSpot, or Harvard Business Review is worth way more than a link from a random low-traffic blog.

  • Anchor text helps search engines understand what a linked page is about. But over-optimized anchor text (too many backlinks with the same keyword-heavy phrasing) can look spammy and trigger penalties.

    A healthy link profile includes a mix of:

    • Branded anchor text (Newtown Digital)

    • Partial-match anchor text (SEO strategy insights)

    • Generic text (click here, this article)

    Diversity is key—Google looks for natural linking patterns, not forced keyword stuffing.

    • Diversity matters – Backlinks from a variety of sources signal natural, widespread credibility.

    • Authority matters more – A handful of high-quality backlinks from trusted sources (e.g., industry-leading websites) carry far more weight than a hundred low-quality links.

    A strong, diverse, and authoritative backlink profile is the ultimate goal.

  • Yes—but only in low-competition niches.

    For competitive industries, backlinks are one of the strongest ranking factors. If your competitors have hundreds of authoritative links and you have none, it’s an uphill battle.

    That said, other SEO factors—like strong content, good site structure, and optimized internal linking—can still help you rank without backlinks.

  • Google uses advanced algorithms to analyze backlink patterns. If your backlinks:

    ❌ Come from only a few domains
    ❌ Have identical anchor text over and over
    ❌ Show a sudden unnatural spike

    …it’s a red flag.

    Search engines prefer gradual, organic link growth from a variety of sources.

    • Create shareable, high-value content – Original research, case studies, and in-depth guides attract natural links.

    • Pitch guest posts – Writing for industry publications gets your content in front of the right audience while earning credible backlinks.

    • Leverage digital PR – Getting featured in news outlets, expert roundups, and podcasts can lead to authoritative links.

    • Build real relationships – Networking with industry leaders can result in earned links over time.

    For businesses in regulated industries, even when backlinks are natural, legal teams often play a role in vetting external link partnerships and SEO strategies. Learn how legal oversight is impacting marketing teams.

  • Technically, yes—but they don’t carry the same weight.

    Most social media links are nofollow, meaning they don’t pass direct SEO value. However, they increase visibility, which can lead to organic backlinks from blogs, news sites, and other high-quality sources.

    Social media won’t replace backlinks, but it’s a powerful way to amplify content that attracts them.

  • ❌ Buying backlinks – Google is smart enough to detect paid link schemes, and getting caught can tank your rankings.
    ❌ Relying on spammy directories – Submitting your site to 1,000 low-quality directories won’t help.
    ❌ Over-optimizing anchor text – Too many keyword-heavy backlinks look unnatural and can trigger penalties.

    The best approach? Build backlinks strategically, not aggressively.

Disclaimer

The brands mentioned in this article are the property of their respective owners. Any references to specific companies, websites, or trademarks are for educational and informational purposes only and do not imply any affiliation, sponsorship, or endorsement. This content is intended to provide insights into SEO best practices and should not be construed as professional advice tailored to any specific business or entity.

Cara Bunda
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