Types of Backlinks for Link Building: The Good, the Bad & the Risky

The page ranking #1 on Google has 3.8 times more backlinks than the others. 

That is not a small gap. It is a big reason why some pages get traffic while others stay barren.

Backlinks matter, Especially after the recent Google algorithm updates. 

But not all links are good. Some help you rank. Some do nothing. And some can hurt your site for the long run. If you are building links without knowing which ones to focus on, you could be wasting time and money – or worse, inviting penalties. 

In this blog, we will break down the good, the bad, and the risky backlink types – so you can build the kind of links that actually help.

What are Backlinks?

Backlinks (also known as inbound links or incoming links) are links from one website to another.

It does two things:

• If Website A links ➡️ Website B, then Website B has a backlink from Website A.
• They are important for SEO (Search Engine Optimization) because search engines like Google view backlinks as a signal of trust and authority.
• The more high-quality backlinks a page has, the more likely it is to rank higher in search engine results.
• But more importantly, it helps search engines understand that your page might be useful or trustworthy.

Like: If Forbes.com links to your blog post, that link is a backlink for your blog.

Google uses backlinks as a sign of credibility. If trusted websites are linking to you – it usually means your content has value. That’s why backlinks are still one of the strongest factors in search rankings.

What is Link Building?

Link building is the process of actively trying to get backlinks from other websites to your own.

It includes strategies like:

• Guest posting (writing articles for other sites with links back to your own)
• Broken link building (finding and replacing broken links with your own relevant content)
• Outreach (contacting site owners to suggest linking to your content)
• Content marketing (creating valuable content that others naturally want to link to)

Goal of link building: Improve your site’s authority and search engine rankings by earning more high-quality backlinks.

But link building isn’t just about collecting random links. It’s about earning links from the right sources — websites that are trustworthy, relevant to your niche, and already performing well in search results. These are the kinds of links that actually move the needle.

When a reputable site links to your content, it signals to Google that your page is valuable. The more of these high-quality, trusted links you earn, the better your chances of ranking higher in search engine results.

What Makes a Backlink Valuable?

Not all backlinks are created equal. Some can significantly boost your site’s SEO, while others may actually harm your rankings or reputation.

So, what defines a high-quality backlink? Let’s break it down:

1. Relevance – The backlink should come from a site that is related to your topic or industry.

For example: If you run a fitness blog, a link from a health site is far more useful than one from a random tech directory.

2. Authority of the linking site – A backlink from a site with strong authority (like HubSpot or Forbes) carries more weight than one from a small, low-traffic blog. 

3. Dofollow vs nofollow

• Dofollow links pass “link juice,” which contributes to your page’s search engine rankings.
• Nofollow links, on the other hand, tell search engines not to pass ranking value but they can still drive traffic and build brand awareness.

4. Anchor text – This is the clickable text in a hyperlink. When it includes a relevant keyword or clearly describes the linked page’s topic, it helps Google understand the context and relevance of the link.

5. Link placement – Where the link appears also matters. A link in the middle of a helpful blog post is more valuable than one buried in a sidebar or footer. 

Context matters. A backlink embedded naturally within the main content of a blog post is more valuable than one placed in a sidebar, footer, or author bio.

6. Traffic – If the linking site gets real visitors and ranks for relevant keywords – that is a good sign. Backlinks from high-traffic websites can bring referral visits.

7. How natural it looks – Google can tell if a backlink looks spammy or unnatural. A link that is clearly paid for or placed out of context might do more harm than good. 

The 4 Primary Types of Backlinks

To grow your site’s visibility in search – it is important to understand the different types of backlinks. Each one plays a unique role in how Google sees your content. Some pass authority. Others are just for reference. Knowing how they work helps you build a stronger link profile. Here are the four main types of backlinks…

1. Dofollow backlinks

Dofollow backlinks are the most valuable for SEO. These links pass authority (often called “link juice”) from the linking page to yours. Google sees them as votes of confidence. The more quality dofollow links you get – the more likely your content is to rank higher.

Example - <a href="https://yourwebsite.com">Read this guide</a>

There is no special tag. All links are dofollow by default unless told otherwise.

2. Nofollow backlinks

Nofollow backlinks tell search engines not to pass any authority to the linked page. These links don’t boost rankings directly – but they can still drive traffic and build brand visibility.

They are useful when linking to sources you don’t want to endorse, like affiliate links or untrusted sites.

Example: <a href="https://yourwebsite.com" rel="nofollow">Check this out</a>

3. Sponsored backlinks

Sponsored backlinks are used when a link has been paid for – like in a brand deal, ad, or sponsored post. Google wants these clearly marked to avoid manipulative link building.

Not tagging paid links correctly can lead to penalties or a drop in rankings.

Example: <a href="https://yourwebsite.com" rel="sponsored">Visit our sponsor</a>

4. UGC (user-generated content) backlinks

UGC links come from user-submitted content like blog comments, forums, or community discussions. These should be tagged properly so search engines know the content wasn’t published by the site owner.

Example: <a href="https://yourwebsite.com" rel="ugc">Here’s my blog</a>

UGC links don’t pass much authority but can still be useful for brand discovery or referral traffic when used naturally.

Types of Backlinks for Link Building

Backlinks are not just about being dofollow or nofollow. They also differ based on how they are built and where they come from. Some are trusted by Google and can boost your rankings. Others might have little effect. And a few can even harm your site. 

To make things easier, we have grouped them into three clear categories – the good, the neutral, and the bad and risky. 

A. White Hat Backlink Types That Improve SEO (The Good)

Let’s begin with the “good” type of backlinks. These links follow Google’s guidelines and are earned through genuine value. They are safe and help boost your authority over time.

Guest post links

Guest post links come from writing articles for other websites in your industry. You offer valuable content to their audience – and in return, you usually get one or two links back to your own site. 

These links often appear in the author bio or naturally within the post. To make them count, publish on websites that have real traffic and good authority. Avoid guest post farms or sites that exist just to sell backlinks – those are risky and don’t work long-term.

Editorial backlinks

Editorial links are added naturally by other websites when they find your content useful. You don’t ask for these – they happen because your page offers something worth referencing. These are some of the best backlinks you can get. 

They often come from blogs, news sites, or industry resources. You can increase your chances of earning them by publishing original research or unique insights that others want to cite.

Niche edits (contextual links)

Niche edits are links placed inside existing content on a website.

For example: Someone might add a link to your article inside a blog post that is already published and ranking. This works best when the link fits naturally and adds value. It should not feel forced. 

Good niche edits come from relevant pages with real readers. Avoid buying mass edits on random blogs. If it looks like spam – Google will treat it that way.

HARO / expert quotes

HARO (Help A Reporter Out) connects journalists with experts. When you reply to a journalist’s query and they use your quote – you usually get a backlink in the published article. These backlinks often come from big websites like news outlets or business blogs. 

The key is responding quickly with helpful, relevant insights. You don’t need to be a well-known expert to start. Just offer value, and be consistent.

Acknowledgement backlinks

These come when a website mentions your business as a supporter, sponsor, or speaker. For example – if you take part in an event or donate to a cause, the organizer may thank you on their site with a link.

These links often appear on homepages or event pages – which means they come from strong URLs. They are great for building local trust and show that your brand is active in the community.

Business profile links

When you create a profile on platforms like Google Business, Yelp, Clutch, or industry directories – you usually get a link to your website. These are called business profile links. They are especially useful for local SEO and help customers find you. 

Even if some of them are nofollow – they still add credibility. Just make sure your business name, address, and website match across all listings. Inconsistent details can confuse Google.

Badge backlinks

Badge links happen when you give another website a badge to display.

For example: If you name them a top partner or verified seller, they may publish that badge on their site and link back to you. This builds trust and gets you a backlink.  But don’t overdo it. If Google sees the same badge linking to you from too many unrelated sites – it can start to look manipulative. Only use badges for genuine recognition.

Webinar links

If you host or speak in a webinar – the event is usually promoted on other websites. These promotions, recap pages, or slides often include a backlink to your site. Webinar links are strong because they are based on expertise and engagement. 

They also help you get in front of the right audience. To make the most of it – collaborate with known names in your field and share the event on social platforms or community pages.

Podcast/interview backlinks

Being a guest on a podcast or interview gives you a chance to earn a link in the show notes or guest profile. These backlinks are valuable because they are tied to your personal or brand authority. 

If the podcast ranks well or has loyal listeners, the link has even more value. To get featured – pitch yourself with a strong topic or story. Be helpful in the interview, and you will build both a backlink and audience trust.

Resource page links

Some websites have pages that list useful resources on a certain topic. If your content is strong – like a tool, checklist, or guide – you can ask to be added. These links are powerful when placed on trusted domains like .edu sites, NGOs, or well-established blogs. 

Focus on creating content that fills a gap or offers something unique. Then reach out to the site owner and explain why your link belongs there. Keep it simple and respectful.

Image / infographic links

If you design original images or infographics – other websites might use them and link back to you as the source. These links can drive both SEO value and referral traffic. Always include a clear source link in the image embed code. 

Also, use tools like Google Reverse Image Search to find people using your graphics without credit – and ask them to add your link. This is a passive but powerful way to build links over time.

Social media & Web 2.0 links (legit platforms)

Links from platforms like LinkedIn, Medium, YouTube, and Twitter will not always help your SEO directly – but they still matter. These links bring traffic + support branding + help people discover your content.

You can also repurpose blog posts into Medium articles or LinkedIn posts and include backlinks to your site. Just stick to well-known, real platforms. Don’t waste time on free blog sites created only for SEO – they are often ignored by Google.

B. Medium-Quality Backlink Types (The Neutral)

These backlinks are not necessarily harmful – but they don’t carry much SEO value either. Google mostly ignores them. Still, they can bring traffic + brand exposure + link diversity – if used carefully. Let’s look at the most common types in this group.

Forum links

Forum links come from online communities like Reddit, Quora, or niche-specific discussion boards. You can include your website link when answering questions or contributing to discussions. These links are usually nofollow and don’t boost rankings directly. 

But if your reply is helpful – it might bring visitors to your site. The key is to add value – don’t drop links just to promote yourself. Spamming forums with links can get your profile banned and doesn’t help your SEO.

Blog comments

Comment backlinks appear when you leave a reply on a blog post and include your website URL. Most of these links are nofollow by default. That means they don’t pass SEO authority – but they can still drive some referral traffic if the blog gets real readers. 

Commenting on high-quality blogs in your niche can help you stay visible in the community. But avoid generic comments like “Great post” – they get flagged as spam and add no value.

Directory submissions

Submitting your website to online directories like Yellow Pages or niche-specific listings can give you a backlink. These links can help with local visibility – especially if the directory is trusted and relevant.

However, many directories are outdated or spammy. Avoid those. Stick to platforms that are well-known + have real traffic + are used by your target audience. And don’t rely on directories alone – Google doesn’t value them much for rankings.

Press release links

When you publish a press release and distribute it through newswire platforms – you may get backlinks from media sites. But most of these links are nofollow and don’t carry strong SEO weight. Still, press releases can bring brand awareness and referral traffic. 

Use them when you have real news to share – not just to build links. Avoid mass distribution on low-quality PR sites. Focus on getting featured by journalists rather than chasing dozens of weak links.

Unlinked brand mentions

Sometimes, websites mention your brand name but don’t include a link. These are called unlinked brand mentions. They don’t directly help your SEO – but they are still useful. Google may use them as signals of trust. 

Plus, they are a great opportunity – if someone already talked about you – they might be open to linking. You can reach out politely and ask if they would be willing to add your website link. It is a low-effort way to turn a mention into a real backlink.

Footer links (non-sitewide)

Some websites include small links to partners, designers, or sponsors in their footers. These are often seen on one or two pages – not across the entire site. These non-sitewide footer links don’t pass much SEO value – but they are usually harmless. 

Just be cautious – if the site looks spammy or completely unrelated to your niche – the link might do more harm than good. Use them sparingly and only when they make sense for the user.

C. Black Hat Backlink Types to Avoid (The Bad + Risky)

Some backlinks can do real damage to your SEO. These links often come from shortcuts or shady tactics that go against Google’s rules. They may give you a temporary boost – but they usually lead to penalties or even deindexing. These are the types of backlinks you should avoid at all costs.

Paid links on low-quality sites

Buying backlinks might sound tempting – but if you are getting them from low-quality websites, it is a big red flag. These sites usually have thin content + no real audience + exist only to sell links. 

Google’s spam systems can spot these patterns quickly. If you are caught – your rankings could drop overnight. Paying for links is always risky – but it is even worse when the site looks spammy or irrelevant to your niche. It is better to invest in real content or PR instead.

Sitewide footer or sidebar links

These are links placed in the footer or sidebar of every page on a website. In the past, they were common between partner sites or clients and agencies. Today, Google sees them as over-optimized – especially if the anchor text is stuffed with keywords. 

If you must use a footer link (like “Website by XYZ”), make sure it is natural + branded + ideally nofollow. Avoid putting keyword-rich links in global site elements unless there is a strong reason.

Link farms / PBNs (private blog networks)

Link farms and PBNs are groups of websites created just to link to each other or to one “main” site. The goal is to pass authority and manipulate rankings. But Google is very good at detecting these networks. 

Once flagged, your site can lose all the link value – or worse, get hit with a manual penalty. These networks often have reused content, identical link patterns, or fake authors. If you are not sure whether a site is part of a PBN – it is better to stay away.

Auto-generated blog links

Some tools claim they can build backlinks by automatically creating blog posts or spinning content on hundreds of sites. These tools generate low-quality + unreadable articles with links stuffed inside.

Google considers these links pure spam. They don’t bring traffic, they don’t build authority, and they leave a bad footprint. Even if it is automated and fast – it is not worth the long-term damage. Avoid any tool or service that promises hundreds of links for cheap – it is usually this.

Spammy Web 2.0 networks 

Creating free blogs on platforms like Blogspot, Wix, or Tumblr and stuffing them with links is an old trick that no longer works. Especially when done at scale using automation. Google has caught on. 

If a Web 2.0 site has no original content and no real traffic – and only exists to link out, Google will likely ignore it or treat it as spam. If you want to use these platforms – focus on real content, build an actual audience, and stay away from automation tools.

How to Build the Right Mix of Backlinks

Not all backlinks are equal. To grow your site safely and steadily – you need a smart mix of different link types that actually help.

• Focus on quality over quantity – A few links from trusted + high-authority sites are better than hundreds from weak or unrelated sources.
• Earn links through helpful content – Publish guides, tools, or data others want to reference. This brings in natural editorial backlinks over time.
• Use guest posts and niche edits carefully – Only publish on relevant + real sites with engaged audiences. Avoid low-quality blogs or link networks.
• Build branded links from profiles and directories – Claim your listings on platforms like Google Business, Clutch, or industry directories. These help with local SEO and trust signals.
• Support diversity with UGC and social platforms – Mix in some nofollow or UGC links from forums, social, and Web 2.0 – but don’t rely on them for rankings.
• Avoid risky shortcuts – Stay away from PBNs, paid links from bad sites, or spammy automation tools. The short-term gain is not worth the long-term risk.
• Track what is working – Use tools to monitor new and lost backlinks. Check if they’re helping with rankings or just bloating your profile.

How to Track + Monitor + Grow Your Backlinks

Once you have started building backlinks, the real work begins – keeping track of them + making sure they are helping your rankings + finding new growth opportunities. Here’s how to do it right…

• Start with a baseline – Use tools like Google Search Console, Ahrefs or Link Publishers to check how many backlinks and referring domains you currently have. Track which pages they point to.
• Monitor new and lost backlinks regularly – Backlinks change all the time. Keep an eye on which ones you gain or lose each week. If you lose a good link – reach out and try to get it back.
• Watch out for toxic backlinks – Not all links help. Some can harm your site. Use tools like SEMrush or Moz to flag spammy backlinks. Disavow them if needed.
• Look at anchor text and link placement – Are your links using natural, relevant anchor text? Are they placed in useful content? This affects how much SEO value they pass.
• Focus on what is working – If guest posts, expert quotes, or resource pages are bringing in quality links and rankings – double down on those strategies.
• Use Link Publishers to scale safely – Link Publishers is a reliable platform where you can find quality backlink opportunities from real websites. Whether you are after guest posts, niche edits, or editorial links – we help you grow without the spam risk. Every site is vetted – so you are not wasting money or time on bad links.
• Keep it steady and consistent – Don’t build 100 links in a week and then stop. Google prefers steady + organic growth. Keep publishing, keep earning, and track your progress month by month.

Final Tips – Building Backlinks That Actually Work

Backlinks still matter. But building the right ones takes time + effort + smart decisions. If you have made it this far – you already know the difference between helpful links and harmful ones. Before we wrap up – here are a few simple but important tips to guide your backlink strategy.

• Focus on quality
• Only get links from relevant websites
• Don’t chase spammy or automated backlinks
• Use a mix of link types – editorial, guest post, profile, and niche edits.
• Make sure your anchor text sounds natural
• Avoid overusing exact match keywords in links
• Keep an eye on new and lost backlinks
• Clean up toxic links if they show up
• Don’t build links too fast

If you want help finding safe + high-quality backlinks from trusted websites – our team at Link Publishers can help. Our platform connects you with real sites across different industries – offering white hat backlink types. We also offer content writing services to help you get links more easily. It is a smarter + safer way to grow your SEO. 

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