Skip Navigation


Backlinks (web gold)

Author: JLB

Published On: January 12, 2015

Links are the roads that connect sites to each other, across the Net highway. Links move traffic through a site. Links move traffic from one site to another.

Most people understand the general way a link works — you click it and you’re taken to a new page (or another part of the same page). Sometimes that new page is on your domain and sometimes it’s on someone else’s domain.

If you’re a website owner, you should care about links… and there is a special type of link that matters a little bit more than the rest… it’s called a backlink. What is a backlink? It’s a link that comes from another site to yours. An inbound link (or incoming link).

Why are they so important? Because search engines use the number of backlinks to a particular website to help determine its importance (backlinks are part of a search engine’s overall tally to try to determine popularity, relevance, importance, etc.). The more backlinks, the more “relevant” a website.

But more relevant for what? A lot of folks miss this part of the backlink equation. The text in which the link appears (aka “anchor text”) is very important. In other words, the words that comprise the hyperlink matter. For example, someone might link to a website by having the website URL text be the link (i.e. Or, someone might link to a website by using the company’s name (i.e. JLB, LLC). Those are very basic ways of linking.

So back to the question above… the more links, the more relevant a site… but relevant for what? For the content on the site. Folks click on a link because they are looking for information. If a link to a web page uses keywords or descriptive phrases relating to content on the site being linked to (stay with me), then the link itself is determined to have greater weight. Greater than if the link is “just” a URL or a company name. Make sense?

So, the more descriptive and accurate the words in the link, the more weight the search engines will give to the site being linked to. The key, of course, is that the link words actually pertain to content on the web page being linked to. So, the higher the correlation between the text in the link and the text on the page being linked to, the stronger the link and the more weight the search engine results page (serp) receives. (example: web design … or graphic design … or copywriting). For more about SERPs, click here.

If you want to get a general sense of what pages link to your website, you can go to Google and type It’s definitely not a flawless or comprehensive view by any means, but it should give you a sense of what’s out there, linking to your site. If you want a more detailed accounting, then consult with a professional SEO consultant (like JLB). Or, if you’re the DIY type, you can check out Google’s “starter guide.” (sweet diggitty!)

It’s remarkable working with the team that treats your business they would their own with drive, innovation, humility and a shared love of bringing great things to the wonderful Franklin & Nashville community.


RED DOG WINE & SPIRITS – Nashville Web Design


“In the search of looking high and low for a Ecommerce website design firm, we came across JLB. They are now like a part of our family and strive to do all they can to take our sales and growth to a whole new level. We recommend JLB to everyone we come across looking for a solution to their website needs.”


Chad, BOWADX – Franklin TN Web Design

“JLB has been the driving force  that has launched our company into the media spotlight, gaining us publicity through a broad cross-section of business related media including new apps and interactive activity for our clients. We are moving forward with our second web design with JLB and will continue to make them part of our team.”


John, The Perch – Brentwood TN Web Design

“I started with JLB when they first opened fifteen years ago, when they redesigned a website for me.  They are my go-to company for anything to do with web sites. These guys are professional, talented, creative and an energetic team. I will always go to JLB first for my web design work. Thanks JLB.”


Phyllis, Carneros Winery – Nashville TN Web Design

We were having problems with our online brand and digital marketing. JLB was great. Worked through it with us, created an amazing presence and business is great. The staff at JLB is fantastic too. Friendly and always there for you.


Life Line Repairs – Nashville TN Web Design

I and all of us at Sports & Entertainment Nashville TN have been thrilled with the website you guys did for us, and especially the professional service and communication you guys have shown.


Sports and Entertainment – Nashville Web Design

We interviewed several web design firms, but found that JLB’s talented team was the most creative, innovative, and professional. Choosing JLB has been a great decision! We are fortunate to have JLB be a part of the BMC Metalwork’s future as we continue to enhance our business.


Jimmy, BMC – Franklin TN Web Design

“There were a number of website design companies in Nashville that would have done an adequate job for our company. The difference was that JLB wanted to be our partner and has been for 11 years. STAR Physical Therapy has been blessed to have them as a teammate.”


Regg Swanson, STAR – Franklin TN Web Design