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Getting backlinks (also known as external links), to your website from other sites is still one of the most effective ways to improve search engine rankings. But not all backlinks are valued equally. A handful of high-quality backlinks can significantly improve your SEO progress. At the same time, dozens of low-quality links can make little difference, or even have a negative effect if they’re considered spammy. The Three Levels of Backlinks In Google’s eyes, there are three levels of backlinks: low-quality, medium-quality, and high-quality. Strictly speaking, Google classifies low-quality backlinks as webspam. These are backlinks which have been created in a fake way to game the system, and they’re against Google’s guidelines. Medium-quality links offer value and are easier to attain than high-quality links. High-quality links provide the most value but are harder to achieve because often, the editorial standards are much higher. The Three Core Elements of High-Quality Backlinks What makes a high-quality backlink is subjective. Nobody knows for sure how search engines measure them, but most SEOs agree on three core elements.

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1: Natural Backlinks should be natural and where the website owner chooses to link to your site because it provides value to their readers and NOT because you paid them to do so or tried to manipulate them in another way. This natural approach is an example of ‘earning’ a backlink. This differs from unnatural backlinks where the intent is usually to fool search engines into believing that a website has a better reputation than it really does. If Google believes a backlink is unnatural or spammy, Google may at first ignore it, and for repeat offences, punish the site and demote them in its search engine results. 2: Reputable In addition to being natural, backlinks should be reputable. Modern search engines look for social proof in how credible webpages are. Google has its dedicated PageRank algorithm which measures the importance and reputation of webpages. Here’s Google definition: PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites. So, the higher the number and, more importantly, the higher quality of backlinks a webpage gets, the higher its chance of ranking for competitive keywords. Google used to provide a metric for PageRank, and this calculated a rough estimate of the reputation of a webpage. Google stopped this because spammers were using it as a currency to buy backlinks which is against Google’s guidelines. So, think of PageRank as an algorithm or concept and not as a metric. The Rel Link Attribute Now, while we talk about search engine reputation, I want to cover the ‘rel attribute’, and this can be added to an HTML link. By default, regular HTML links don’t have the rel attribute, and this means that search engines can pass PageRank, from one page to another. However, HTML links that contain values in the rel attribute often don’t pass search engine reputation, or at least not the full amount possible. These include the ‘sponsored’ rel attribute, the ‘ugc’ (user-generated content) rel attribute, and the ‘nofollow’ rel attribute. For a long time, only the ‘nofollow’ rel attribute existed, and to help illustrate this, let’s look at this helpful image from Moz com: Previously, the nofollow attribute also covered user-generated content and sponsored links. By adding a nofollow attribute to a link, you were instructing search engines not to pass any search engine reputation, which is what supplies the ranking power to the page. Nofollowed links were also NOT used for crawling or indexing. However, after a Google update, Google added ‘sponsored’ and ‘ugc’ rel attributes to the existing ‘nofollow’ attribute. And Google said all three may now be used as a hint for crawling, indexing and ranking. That said, I suspect the ‘nofollow’ and ‘sponsored’ attributes (for the most part) won’t help with search engine rankings, and the jury is still out on whether ‘ugc’ links, (e.g. blog or forum comments) will either. So, how do you check if a link has a rel attribute? In Google Chrome, you can right-click on a link and click ‘Inspect’. This will reveal the HTML and whether there is a rel attribute or not. It’s safe to say; you’re better to have backlinks without the rel attribute. And that’s because they’re more likely to pass search engine reputation and sometimes these types of backlinks are referred to as ’dofollow’ links. Metrics That Mimic PageRank Moz has a Page Authority or PA score, which is described as a prediction of how well a specific page will rank on the search engine result pages (SERPs). You can access the PA metric when using Moz’s Link Explorer tool. Similarly, Ahrefs has a URL Rating or UR score. And it’s described as a measure of the strength of a target URL’s backlink profile and the likelihood that the URL will rank high in Google. You can access the UR metric when using Ahrefs’ Backlink Checker. Both are similar metrics and mimic PageRank. They are measured on a logarithmic scale from 1 to 100, with higher scores corresponding to a greater ability to rank. So, backlinks with a higher PageRank score and ones without a ‘rel attribute’ will pass more reputation and increase a page’s ability to rank. While Google no longer provides a PageRank metric, Moz and Ahrefs are free metrics that you can use to mimic its 
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