Another main counterpart of SEO is content marketing, which will naturally build backlinks to your website, growing its keyword profile. Backlinks are the links you find on websites which direct the user to an external website for further reading, relevant information, or reference point. Most Backlinks are made primarily through content marketing and relationships built with other websites with the goal to add value to the page user.
In terms of backlinks, SEO aims to produce content that first (1) benefits the reader of content on an external website and to secondly, (2) drive this traffic back to your website through a backlink for the reader to find out more information about your business and its products.
Backlinks affect search engine rankings because these backlinks are crawled, and over time, if you have a quality backlink profile pointing towards your website, your website will be seen by Google as an authoritative source of information and ranks your website higher across more keywords.
Backlinks aren’t restricted to only content marketing, backlinks can include business directories, social platforms/directories, blogging websites and document/video sharing platforms which are also great ways for new clients to find you and to promote your business.