Page Contents
- 1 Backlinks Can Lead To Referral Visits
- 2 Audience Discovery Usually Happens Earlier Than Rank Improvement
- 3 Related Posts
- 4 Why Are Backlinks Important for SEO?
- 5 How Backlinks Improve Search Engine Rankings
- 6 Why Do High Authority Backlinks Matter More?
- 7 Rankings and Traffic Are Two Different Outcomes
- 8 Visibility Is Broader Than Search Result Pages
- 9 Some Backlinks Are Mostly Traffic Generators
- 10 Search Visibility Can Lead To Traffic Generation
- 11 Backlinks Belong To a Broad System of Online Discoverability
- 12 Ranking Is Only One Part of the Picture
The problem is that backlinks bring both traffic and rankings to a website. Backlinks are usually considered a ranking signal. However, they can also directly make content and websites known to the public.
The confusion comes because we think only about the search visibility aspect of backlinks. Even if a backlink doesn’t improve rankings, there is still a possibility that people will click it and visit the website.
So, backlinks perform two different functions: generating traffic and contributing to search visibility.
Backlinks Can Lead To Referral Visits
The most obvious function of backlinks is traffic generation. When readers find a link in an article, on a resource page, in a publication, or within a discussion, some of them will click it and visit the destination.
Here, a backlink acts as a traffic generator, not a ranking signal.
How many referral visits will be generated depends on the website. A backlink on an authoritative publication may generate substantial traffic, while others may generate only a few visits.
The main point here is that there is no need for ranking improvement to bring this kind of traffic.
Audience Discovery Usually Happens Earlier Than Rank Improvement
Most site owners think about backlinks as a way to achieve some ranking gain in the future.
However, sometimes backlinks can help people discover your content well before any ranking effect becomes visible.
A reader can encounter a useful guide, an industry study, a product or service, a company website, or expert resources thanks to a backlink placed on another website.
These backlinks make the audience aware of the destination, even if it was not found through search results.
This audience discovery function works independently of ranking performance.
Rankings and Traffic Are Two Different Outcomes
This issue is confusing because people usually perceive traffic and rankings as the same thing.
These two outcomes are connected, but they are not identical.
Ranking improvement appears because of signals that help search engines evaluate a page.
Traffic comes from users who click the link.
Backlinks can theoretically provide ranking improvements without much referral traffic, generate referral traffic without ranking improvements, or bring both ranking improvements and referral traffic at the same time.
Sometimes, these effects intersect, but they are not interchangeable.
Visibility Is Broader Than Search Result Pages
Also, backlinks increase visibility in ways that cannot be measured through rankings alone.
Every backlink makes it possible to reach a new audience.
The mention of a site in an industry blog, educational resource, professional publication, or community website makes people aware of the destination.
This visibility is broader than search result pages.
Backlinks can lead to brand awareness, audience growth, content discovery, and future engagement.
Even if there are no ranking changes.
Some Backlinks Are Mostly Traffic Generators
Not every backlink provides the same amount of search visibility.
However, some links still have value because they consistently generate traffic.
For instance, a link from a relevant industry resource can become a constant source of referral traffic.
Here, the value comes from traffic generation rather than ranking improvements.
The backlink connects two different audiences.
Search Visibility Can Lead To Traffic Generation
Traffic and rankings are two different outcomes of backlink usage. However, they can complement each other.
If a backlink improves the ranking of a page, it can lead to more organic traffic in the future, and the same link may continue generating referral visits.
So, a backlink can provide two different advantages: direct audience discovery and visibility in search.
The two functions are different, but they can complement each other.
Backlinks Belong To a Broad System of Online Discoverability
Backlinks play an important role in the system of online discoverability.
Search engines use links to understand how the web is connected. Users click links to find the information they need. Publishers use links to make their content easier to discover. Readers use links to learn more about a topic.
Since backlinks exist in all these contexts simultaneously, they are important not only for rankings.
Links can improve the visibility of a page for search engines, users, or both.
Ranking Is Only One Part of the Picture
Backlinks are associated with rankings because this topic is popular in SEO.
However, backlinks also serve as a direct audience discovery mechanism and a traffic generator.
When we look at backlinks only through the lens of ranking benefits, we miss a huge part of their functionality. Links can increase search visibility, make content visible to new audiences, and generate traffic simultaneously.
So, the answer is not rankings or traffic.
Backlinks can provide both outcomes despite the different mechanisms involved.
