Backlink Types
Backlink types are the different ways a link from one website to another is classified, such as by how it was earned, where it appears, or which HTML attribute it uses.
Key takeaways
- Backlink types are defined by attribute (dofollow, nofollow, sponsored, UGC), acquisition method (editorial, guest post, directory, etc.), and placement (in-content, sidebar, footer).
- Editorial links are the strongest because they are earned naturally and pass authority.
- Always label paid links with rel="sponsored" and user-generated content with rel="ugc" to comply with Google's guidelines.
- Avoid link schemes: PBNs, unlabeled paid links, and excessive reciprocal exchanges can lead to manual penalties.
- Use a backlink audit tool to classify your existing links and disavow toxic ones.
Understanding backlink types helps you prioritize safe, high-value links and avoid penalties.
Example: How Backlink Types Affect a Real Campaign
Imagine you run a fitness blog and want to improve your rankings for "best running shoes."
- Editorial link: A major sports magazine mentions your review naturally in an article. This is a dofollow link that passes authority and drives referral traffic.
- Guest post link: You write a post for a running forum with a link back to your guide. This is also dofollow, but less authoritative than an editorial link.
- Directory link: You submit your site to a free fitness directory. This is usually nofollow and low-value, but can help with discovery.
- Sponsored link: You pay a shoe review site for a link. You must label it rel="sponsored" to comply with Google's guidelines.
- UGC link: A user comments on a blog with a link to your site. This is rel="ugc" and passes no authority, but may bring traffic.
In this scenario, the editorial link is the most valuable for rankings, while the sponsored and UGC links serve different purposes (compliance and traffic).
Quick Start: Identify and Prioritize Backlink Types
- Audit your current backlinks using a tool like Semrush or Ahrefs.
- Classify each link by attribute: dofollow, nofollow, sponsored, UGC.
- Classify by acquisition method: editorial, guest post, directory, etc.
- Assess relevance and context: Is the linking page topically related? Is the link placed naturally in the content?
- Prioritize editorial and dofollow links from authoritative, relevant sites.
- Disavow or remove links from spammy directories, PBNs, or unlabeled paid placements.
How to Judge a Backlink Type's Value
- Attribute: Dofollow links pass authority; nofollow, sponsored, and UGC do not.
- Acquisition method: Editorial links are highest value; guest posts and HARO links are moderate; directories and comments are low.
- Relevance: Links from topically related sites are more valuable than unrelated ones.
- Placement: Links within the main body of content are stronger than those in sidebars, footers, or author bios.
- Link profile diversity: A healthy profile includes a mix of dofollow and nofollow, various acquisition methods, and natural anchor text distribution.
Common Mistakes with Backlink Types
- Treating every backlink type as equally valuable instead of prioritizing editorial, relevant, contextually placed links.
- Using link schemes such as PBNs, paid placements without proper labeling, or excessive reciprocal exchanges.
- Ignoring link attributes and assuming all backlinks pass ranking value the same way.
- Overvaluing low-quality directory, comment, or social profile links that may have little SEO impact.
Next step
FAQ
What is the difference between dofollow and nofollow backlinks?
Are sponsored backlinks bad for SEO?
Sponsored backlinks are not inherently bad, but they must be labeled with rel="sponsored" to comply with Google's guidelines. Unlabeled paid links are considered link schemes and can lead to penalties.
Related topics
Sources
- Google Search Central — Primary source for Google's link and spam policies, including how Google treats link attributes and manipulative link schemes.
- Google Search Central - Link spam policies — Best source for risky backlink types such as paid links, link exchanges, and other manipulative practices.
- Google Search Central - Qualify outbound links — Explains rel attributes like sponsored, nofollow, and UGC, which are central to backlink type classification.
- Google Search Central - Link best practices — Useful for editorial standards and safe acquisition patterns in link building.
- Semrush — Clear practitioner-friendly overview of common backlink categories and attributes.
Reviewed by Lucía Marín, Founding editor.