A backlink is a link from one website to another. Search engines use backlinks as a ranking signal to encourage people to build connections between websites. Backlinks help you earn trust and authority with search engines.
If website A links to B, Google sees that as a vote of confidence for Website ‘B’. The more votes (backlinks) that Website B has, the more likely it’s to rank higher in the search results (SERPs).
But, not all backlinks are equal. A link from a high-quality website has more weight than a low-quality one.
Anchor text in backlinks
Search engines also look at the anchor text to determine what the page is about. So if you’re trying to rank for the keyword “kefir,” use anchor text that includes that keyword.