Backlink

Google uses links to discover pages and as one signal of how relevant a page is. A link from a site with a real reason to mention you also brings actual people to you.

Search Console's own help gives a restaurant as the example: check whether food blogs and review sites mention you. For a local business, the same idea points to suppliers, partners, local associations and local press.

The Links report in Search Console shows a sample of the backlinks Google has found. It is the free way to see who links to you.

1. Open Search Console and click Links in the menu on the left.
2. Under External links, Top linking sites lists the sites that link to you most. Click MORE for the full table.
3. Top linked pages shows which of your pages other sites link to, and Top linking text shows the words they use.
4. Check that you recognise the sites. Google typically ignores links from known spam sites; the help page suggests asking for removal, and disavowing only as a last resort.

Google's spam policies call it link spam when links are created mainly to manipulate rankings. A paid placement, like a sponsored article, is allowed only if its link is marked rel=sponsored or rel=nofollow. Our guide to what SEO costs explains why a small budget shouldn't go on links. Examples of link spam:

• Buying or selling links, whether with money, goods, services or a free product in exchange for a post with a link.
• Excessive link exchanges: link to me and I'll link to you.
• Automated programs or services that create links to your site.
• Low quality directory or bookmark sites, and links spread through widgets or the footers of many sites.