What Are Backlinks and Do You Actually Need Them?

# What Are Backlinks and Do You Actually Need Them?

If you've been looking into SEO for your business, you've probably heard someone mention backlinks. Maybe they've even suggested you need hundreds of them, or tried to sell you a package that promises to build them fast. Here's the honest truth: backlinks matter, but not in the way most people think, and they're definitely not something to chase blindly.

Let me break down what they are, why Google cares, and most importantly, whether you actually need to worry about them.

What's a backlink, then?

A backlink is simply a link from another website to yours. That's it.

Say you run a plumbing business in Manchester, and a local news site writes an article about the best plumbers in the city. They link to your website in that article. That's a backlink. Or if a satisfied customer mentions your business on their blog and links to you, that's another one.

The key thing: a backlink is essentially a vote of confidence. It says, "This website is worth recommending."

Google noticed this behaviour early on and thought: if websites are linking to you, people probably find you useful. So links became a ranking factor. Not the only one—Google now uses over 200 ranking signals—but a significant one.

Why does Google actually care?

Google's job is to show people the most useful, trustworthy results. When a reputable website links to yours, it suggests you're worth visiting.

Think of it like this: if you asked a friend for a recommendation for a plumber, and they said, "Use John—he fixed my heating in two hours and didn't overcharge," you'd probably trust that recommendation. A link works the same way in Google's eyes.

But here's the catch: not all links are created equal. A link from the BBC carries more weight than a link from a random forum. A link from a relevant, authoritative website in your industry is worth more than a link from a site about knitting.

Quality beats quantity. Massively.

The difference between good links and dodgy ones

This is crucial, so pay attention.

Good links (the ones that help):

• Links from relevant websites (another local business, an industry publication, a directory specific to your field)
• Links from established, trusted sites with actual traffic
• Links that are editorially placed (someone chose to link to you because they genuinely thought it was useful)
• Links from UK domains if you serve a UK audience (though this matters less than relevance)
• Links where the anchor text (the clickable words) makes sense—like linking "emergency plumber in Manchester" rather than "click here"

Bad links (the ones that hurt or waste your time):

• Links from link farms or link-selling services
• Links from sites that have nothing to do with your industry
• Private blog networks (PBNs) specifically created to sell links
• Hundreds of links from the same low-quality source
• Links where you've explicitly paid for the link and there's no disclosure
• Links from spammy directories that accept every submission
• Links from sites that themselves have been penalised by Google

If you buy a package promising 500 backlinks for £99, those links are almost certainly bad. Google has gotten very good at spotting artificial link schemes, and participating in them can actually harm your rankings, not help them.

Do local businesses really need backlinks?

Here's where I'm going to be direct: it depends on your business and how competitive your market is.

You might not need many if:

• You operate in a small, local area with low search volume
• Your competition isn't strong online
• You're a sole trader or very small business serving your immediate neighbourhood
• You already rank reasonably well for local searches

A plumber in a small Cotswolds village might get away with minimal backlinks because there's less competition, and Google's local search results prioritise proximity and relevance anyway.

Backlinks matter more if:

• You're in a competitive industry (solicitors, dentists, traders in major cities)
• You're trying to rank nationally or for high-volume search terms
• Your competitors already have a strong backlink profile
• You want to build authority in your field

A London electrician competing against 200 other electricians? Backlinks will definitely help. A plumber in a small town? Less crucial.

The honest answer: if you're starting out, a few good, relevant backlinks will help more than a dozen bad ones. But they're not the be-all and end-all of SEO, especially for very local services.

Where do legitimate backlinks actually come from?

If you're going to pursue backlinks, do it right. Here are realistic ways to get them without resorting to dodgy tactics:

Local directories and listings

Register on relevant UK directories: Google Business Profile (essential), Yell.com, Trustpilot, industry-specific directories. These give you backlinks, but more importantly, they give you local relevance. This matters more than general backlinks for most small businesses.

Trade associations and memberships

If you're a member of a trade body—say, the Federation of Master Builders or an accreditation scheme—list yourself on their site. You get a link and credibility.

Local partnerships

Partner with complementary local businesses. An electrician might mention a reliable plumber on their website. A personal trainer might recommend a nutritionist. If it's genuine, both businesses can benefit from the link.

Guest blogging or expert contributions

If you have genuine expertise, pitch to local news sites or industry publications. "I'm a local tax accountant and can explain the new tax changes for small businesses." A few publications might publish your thoughts and link back to your site.

Customer reviews and testimonial sites

When customers leave reviews on Google, Trustpilot, or industry-specific sites, these can indirectly lead to backlinks. More importantly, they build trust with both customers and Google.

Newsworthy content or announcements

Did you win an award? Sponsor a local event? Hire someone? Local news sites might write about it and link to you. You're not guaranteed a link, but if your news is genuinely interesting to your community, it's worth a shot.

Natural links from recommendations

This is the holy grail: someone links to you because they genuinely think you're great. It happens when you do good work and people talk about it. Can't force it, but it's the most valuable type of link you can get.

What should you actually do this week?

If you've taken nothing else from this, here's the action point:

1. Make sure your Google Business Profile is completely filled out. This is more valuable than hunting backlinks.

2. Get listed on 3–5 relevant directories for your industry (Yell, local business listings, trade-specific sites).

3. Ask one existing customer if they'd be willing to leave a review on Google or Trustpilot. Real reviews matter.

4. Stop worrying about buying backlinks. Seriously. It won't help and might harm you.

If you're operating in a competitive market and want to build a proper backlink strategy, that's where a more structured approach makes sense. We've helped plenty of small businesses get relevant links in the right way—it takes longer than buying links, but it actually works.

The bottom line: backlinks matter, but only good ones. For most small, local businesses, focusing on being genuinely findable and trustworthy locally will get you further than chasing links. Do the basics right first, then worry about backlinks if you're still not ranking where you want to be.