Backlinks are incoming links to a website or web page. The number of backlinks is an indication of the popularity or importance of that website or page. In basic link terminology, a backlink is any link received by a web node (web page, directory, website, or top level domain) from another web node (Björneborn and Ingwersen, 2004). Backlinks are also known as incoming links, inbound links, inlinks, and inward links.
Search engines often use the number of backlinks that a website has as one of the factors for determining that website's search engine ranking. For example, Google's PageRank algorithm uses backlinks to help determine a site's rank (the Google Toolbar can be used to view the PageRank of a web page). Therefore, websites often employ various techniques (called search engine optimization) to increase the number of backlinks pointing to their website.
Due to the abuse of using paid links to improve search engine marketing, Google partially updated their Page Rank Tool to pin against paid links providers and the forward link of sites. This action resulted in a significant decrease in Page Rank of many websites worldwide. However although many believe that Google penalizes people for having unrelated backlinks to their sites, this has never been confirmed.
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