Big Reputation: A Beginner's Guide to Backlinks

Our websites, like us, don't exist in a vacuum. They live in this big interconnected system of sites and search engines that all talk to each other... the world wide web (you may have heard of it).

We’re talking big reputation…

And to get your website to stand out in that system, it's not enough to just work on your own site. You also need to build trust and reputation out there in the wider web. Other sites vouching for you, pointing people your way, telling search engines "hey, this one's worth paying attention to."

That's off-page optimisation. And today we're talking about one of its biggest players: backlinks.

What is a Backlink?

You know the word "back"? And "link"?

A backlink is simply a link from one website back to yours. That's it.

Think of them as shoutouts. When your site gets lots of shoutouts from reputable sources, search engines start thinking "hmmm... this site must be legit?" And they bump you up in the rankings.

Easy, right? Well... not quite. But it is possible. Let's break it down.

Not All Backlinks are Created Equal

You're walking to the park on a bright Tuesday afternoon when a complete stranger hands you a brochure and says "this market has the best oysters in the state."… Do you believe them?

Now imagine you're watching a video featuring your favourite Michelin star seafood chef. She recommends a fish market that has the best oysters in the country…Are you more convinced?

Who recommends something matters. And Google works the same way. When a website gets a backlink, a few things come under consideration:

Authority

Does the chef have credibility, or is she a cullinary student who hasn't built her reputation yet?

In SEO terms: Sites like .edu.au and .gov.au carry more authority than brand new or spammy sites. (That doesn't mean .com sites can't be effective though... they absolutely can.)

Relevance

If it was a personal stylist recommending oysters instead of the chef, would it hold the same weight?

In SEO terms: If you sell shoes and your site gets referenced on a blog for tech bros... it's not going to move the needle the same way.

Natural Placement

Imagine the chef's video played out like this:

Host: "I had the best oysters last weekend." Chef: "Oh, you want the best oysters? Fresh affordable best oysters Sydney seafood restaurant, top quality oysters only at Best Oysters By the Bay. Call them on 1800 000 000. They have the best oysters, trust me!"

Versus:

Host: "I had the best oysters last weekend." Chef: "Oh, nice! Where did you have them?" Host: "A little spot by the coast. Super fresh." Chef: "That's the key... nothing beats oysters straight from the source. If you're into that, you should check out Oysters By The Bay. They work with local farms, so you're always getting the freshest selection."

When we feel sold to, the ask feels cheap. And often doesn't convert.

In SEO terms: A natural backlink fits seamlessly into a piece of content like a real recommendation, not a sales pitch. It doesn't overuse keywords, and it reads like a genuine, relevant link.

Here are two examples for Eleanor Shoes, my made-up shoe company (I know, very creative naming). I've bolded where the link would go:

❌ "Running shoes are important. Buy best affordable running shoes comfort lightweight best price now for your next race."

✅ "A great pair of running shoes can make all the difference in comfort and performance. If you're looking for durable, high-performance options, Eleanor Shoes has a solid selection designed for serious runners."

How Do Backlinks Look?

Text

The most common. You hyperlink a word or phrase within a sentence, like how I've linked to another blog here.

Image

Click on an image and it takes you somewhere. Like if you clicked on a photo of Kelly Rowland texting via Excel you’ll be directed to the music video that started this meme (if you're born after 2000 and want a bit of millennial lore... check out the music video)

Naked Link

The link is just... there. Exposed. No fancy text or images over the top. What you see is what you get: https://tserasarchive.taylorswift.com/reputation

(Had to. The title practically demanded it.)

Button

Similar to image links but with a clear call to action. They're noticeable, customisable, and designed to be clicked.

The End Game

When you're a wee little business just starting out, you'll often be actively asking people to link to you. Reaching out, building relationships, making the case for why your content is worth referencing.

But eventually... the goal is that you become the incredible best-oysters-in-the-country that you were born to be. And you know what happens then? The chef references you without even being asked.

How do you get there? Well... that's a blog for another time.

P.S. If someone offers you a backlink in exchange for "just a small fee"... run. That's the SEO equivalent of buying a Rolex from a guy in a trench coat 😬😬😬