How do backlinks help with your SEO?
In less competitive markets, most dental websites can achieve strong rankings without relying heavily on backlinks. Instead, focusing on consistent blogging and solid on-page SEO can effectively establish your online presence.
However, in highly competitive areas, building backlinks is crucial. Earning citations from other reputable sources positions you as an authority in your field, boosting your credibility and search rankings.
Here’s how to make that happen:
You’re likely familiar with platforms like Google My Business and Facebook, and perhaps even with lesser-known sites like BBB or Yelp. These websites not only list your dental or orthodontic practice details—such as your name, address, phone number, hours of operation, and directions—but also provide an opportunity to link back to your website. These links, known as backlinks, are a fundamental SEO strategy that any dental professional should expect from their SEO service.
However, there’s a more powerful type of backlink that can give you a significant competitive edge. This occurs when your website is linked as an authoritative source of information. When another website editorially cites your content as a reliable resource, Google takes notice.
The more prestigious the site that links to your content, the more Google perceives your practice as an authority on the topic. This boosts your credibility and can significantly improve your search engine rankings.
Creating content—whether it’s written, photography, or video—is a proven strategy to boost your SEO presence and attract potential patients. However, in highly competitive markets, even unique content may not be enough for Google to determine which dentist deserves the top ranking.
When Google notices that your well-crafted blog posts or web pages are being linked to by journalists, bloggers, and other content creators, it views your site more favourably. This preference is a result of earning valuable backlinks.
Why does backlinking matter?
Google’s algorithm, initially developed by its founders, is rooted in academia. In the academic world, the authority of studies, journals, and research papers is determined by how frequently they are “cited” by others. Google adopted this concept for its search engine, rewarding websites that are frequently “cited” or linked to by ranking them higher.
Over the years, Google’s algorithm has become more sophisticated in how it evaluates the importance of these links.
Your SEO provider should be able to help you determine if a lack of backlinks is holding back your rankings.
Earning external backlinks
It’s always better to play it safe when earning external links and citations, this is because spamming Google with links pointing to your website can be seen as ‘manipulative’ and can actually worsen your SEO in return.
Google has a few choices when it finds a link directing to your site. It can either:
- Count the link and include it in helping your website rank
- Ignore the link completely and not let it affect your rankings
- Penalise your website as it believes the link is manipulative
With this in mind, it’s best to speak to your marketing team to ensure that the links you’re building are high-quality and aren’t to the detriment of your online presence.
But, if you need help, give us a call! 01202 677277
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