Why backlinks are the foundation of SEO

Introduction: why revisit link building fundamentals?

In an ever-changing SEO landscape—where algorithm updates and emerging technologies (AI, generative search, etc.) dominate the conversation—it’s crucial to not overlook the historical foundations of organic visibility.
Among these, backlinks remain a central element, often underestimated or misused.

This article takes you back to the core principles of link building, while introducing modern strategic approaches, from anchor text management to PBNs and PR campaigns, helping you sustainably strengthen your organic presence.

Backlinks: a legacy of PageRank still going strong

Backlinks emerged with the launch of Google in 1998, introducing the revolutionary PageRank algorithm. This system assigned each web page an authority score based on the number and quality of incoming links.

The more a site received links from credible and thematically relevant sources, the more its PageRank score increased, boosting its rankings in search results.

⚠️ While Google no longer discloses PageRank scores publicly, the core principle remains deeply embedded in its ranking algorithms.

Backlinks are still one of Google’s most powerful ranking signals, alongside content quality and user experience.

Not all backlinks are created equal

Getting a link doesn’t automatically mean an SEO boost. Several key factors determine its value:

• Thematic relevance of the source site
• Its authority (Trust Flow, Domain Rating, etc.)
• The exact page where the link appears
• The quality and diversity of the anchor text

Anchor text should be balanced between exact match, branded, naked URLs, and generic anchors to maintain a natural-looking link profile.

Tiered backlinks: building a consistent link ecosystem

Effective link building doesn’t stop at getting links directly to your target pages. It’s also strategic to reinforce your backlinks.

This is the idea behind Tier 2 links: links pointing to the pages that link to you, helping boost their authority and indirectly benefiting your site by amplifying PageRank flow.

In summary:

• Tier 1 links → link directly to your site
• Tier 2 links → point to your Tier 1 backlinks
• Tier 3 links (optional) → strengthen Tier 2 pages

This cascade-style architecture, when done right, can significantly impact your rankings.

Link acquisition: from free methods to premium tactics

There are several strategies to acquire backlinks:

✅ Ninjalinking: free link building

Some methods allow you to earn backlinks at no cost. That’s the principle behind ninjalinking, which involves inserting links into open platforms (forums, directories, blog comments, etc.).

While they have less impact, these links are useful as a foundation layer or to diversify your backlink profile.

💼 PR campaigns: powerful but costly

At the other end of the spectrum, you can earn premium links via SEO-driven press relations. These backlinks come from high-authority media sites and help with both SEO performance and brand visibility.

🧠 PBNs: the technical SEO secret weapon

Advanced SEOs often build PBNs (Private Blog Networks), i.e., controlled networks of themed sites that allow for highly strategic backlink placement.

This advanced tactic requires:

• strong writing and SEO obfuscation skills,
• solid technical infrastructure,
• tight monitoring to avoid penalties.

Backlinks: the cornerstone of any SEO strategy

Link building isn’t an isolated tactic—it should be fully integrated into your overall SEO strategy, working in synergy with:

• On-page semantics
• Internal linking
• Site architecture
• And of course, high-quality editorial content

At Stiv.Media, we design custom link building campaigns based on:

• In-house content writing for top quality
• Careful selection of publishing spots
• Multi-tier approach (T1, T2)
• Continuous SEO monitoring

🎯 Take action

Need to boost your SEO authority with a powerful, measurable link strategy aligned with your business goals?