Two concepts that often come up in conversations about SEO and online growth are backlinks and referring domains. In simple terms, backlinks are links from other websites that point to your site, while referring domains are the unique websites from which those backlinks originate.
We’ll explain the difference between these two and how together, they can help shape a more effective SEO strategy, ultimately driving organic traffic and building your brand’s authority.
What are Backlinks?
A backlink is a link placed on another website that leads back to your own web page. Think of it as a vote of confidence from another site. The more high-quality backlinks your website has, the more credible it is to search engines like Google. Not all backlinks are created equal, though. The quality of the link—whether it’s coming from a well-regarded website or one that lacks authority—affects how much weight it carries in boosting your site’s ranking.
High-quality backlinks serve several purposes:
- They signal to search engines that your content is valuable and relevant.
- They help drive referral traffic directly from the linking domains.
- They strengthen your domain’s authority, which is a key ranking factor.
What are Referring Domains?
A referring domain is a unique website that contains one or more backlinks pointing to your site. If you receive five backlinks from a single website, that counts as one referring domain. The diversity of referring domains is critical because search engines view links from various unique sources as a stronger signal of trustworthiness and relevance. Having multiple backlinks from the same site is still beneficial, but it doesn’t always hold as much weight as having backlinks from several different authoritative sites.
So why are referring domains important? The more unique referring domains linking to your site, the broader its visibility across the web. Search engines consider a large number of unique referring domains as a sign that your content is valued by different sources, which can positively influence your SEO ranking.
Backlinks vs. Referring Domains: Key Differences
While backlinks and referring domains both play a role in your SEO strategy, they aren’t the same thing. Here’s a closer look at some of the key differences:
- Volume vs. Diversity: Backlinks are about quantity—the more, the better, provided they’re from trustworthy sites. Referring domains focus on diversity—the more unique websites linking to you, the better.
- SEO Weight: A backlink from a unique referring domain is more valuable than multiple backlinks from the same domain. Search engines favor a wide range of unique sources when determining a site’s authority.
- Measurement: When evaluating your link-building efforts, tracking both backlinks and referring domains offers a fuller picture. You might have hundreds of backlinks but only a handful of referring domains. A balanced strategy looks at both metrics.
Why You Need Referring Domains and Backlinks
Both backlinks and referring domains should be part of your organic SEO solutions, but they play different roles. Backlinks, especially from high-authority sites, can increase your site’s search engine ranking and boost traffic. The diversity of referring domains signals that your website is trustworthy and credible across a range of platforms and industries, helping build domain authority.
Focusing solely on backlinks while ignoring referring domains could lead to a situation where you’re getting many links from a few domains, which might limit your SEO potential. Prioritizing both backlinks and a diverse set of referring domains ensures that you’re not just increasing link volume but also expanding your reach across the web.
Creating a Comprehensive Link-Building Strategy
A strong link-building strategy is not just about collecting as many backlinks as possible; it’s about building high-quality connections that provide lasting value. A successful approach incorporates both the quantity and quality of backlinks while also focusing on acquiring them from a wide range of high-quality referring domains.
Focus on Quality
The first step in a successful link-building strategy is prioritizing quality over quantity. Not all backlinks are created equal. A backlink from a well-respected, high-authority site will carry significantly more weight with search engines than multiple links from low-quality or irrelevant sites.
Aim for links from websites that:
- Have a high domain authority.
- Are related to your industry or niche.
- Are well-regarded by both search engines and users.
Diversify Your Sources
While quality is essential, diversity in referring domains is equally important. If all your backlinks are coming from just a few sites, search engines may not view your site as broadly relevant. The goal is to obtain inbound links from a variety of unique referring domains, which shows search engines that your content appeals to a wider audience and is recognized across different platforms.
To achieve diversity:
- Seek backlinks from different types of websites, such as blogs, news sites, forums, and industry publications.
- Engage in guest posting or collaborate with influencers to gain access to new audiences.
- Participate in partnerships or sponsorships where your business might naturally get mentioned and linked from authoritative sites.
Monitor and Adjust
Regularly monitoring your backlink profile is key to maintaining an effective link-building strategy. Over time, you may gain or lose backlinks, so it’s important to check which external links are still relevant and authoritative. Be sure to keep an eye out for spammy referring domains that may negatively affect your SEO.
Use SEO tools like Ahrefs, SEMrush, or Google Search Console to pull a referring domains report that will tell you:
- The number of backlinks and referring domains you’re gaining.
- The quality of those links.
- Whether there are any spammy or low-authority links that may be harming your SEO.
Balance Quality and Diversity
The ultimate goal of a successful link-building strategy is to achieve a balance between high-quality backlinks and a diverse set of referring domains. Simply chasing high numbers won’t benefit your SEO if those links are coming from the wrong sources, nor will it help if you’re getting links only from a few domains. Instead, aim for a strategy that combines both aspects—ensuring that you’re not just increasing the volume of links but also expanding your reach across a broad spectrum of reputable websites.
To balance your strategy:
- Avoid focusing solely on one metric, whether it’s the number of backlinks or the variety of referring domains. Both are important for long-term SEO success.
- Make sure your backlinks come from a mix of high-authority sites and smaller, niche-specific domains to build a well-rounded profile.
- Remember that a slow, steady accumulation of quality backlinks from diverse domains is better than a quick spike in low-quality links.
Incorporating Backlink Strategies into Organic SEO Solutions
Integrating a well-rounded backlink strategy into your overall organic SEO efforts is one of the most effective ways to enhance your business’s online presence. Especially for product-based businesses, it can significantly enhance your online presence and drive more sales.
Here are some tips for how to make backlinks a key part of your broader SEO efforts for your eCommerce site:
- Create Valuable Product and Category Pages: Well-optimized product and category pages should be the backbone of your eCommerce site. By offering detailed descriptions, customer reviews, and high-quality visuals, you create content that others are likely to link to. These backlinks pointing to key product pages can increase organic traffic and attract more potential customers.
- Partner with Influencers and Bloggers: Influencer marketing and collaborations with industry bloggers can be powerful for eCommerce sites. When influencers and bloggers share your products and link back to your site, those external links help drive traffic while also earning you valuable backlinks from high-authority referring domains.
- Leverage Content Marketing: In addition to product pages, consider creating blog content, guides, or how-tos related to your products. This type of content not only serves your customers but can also attract inbound links from other relevant sites. The more helpful and shareable your content is, the more diverse your link profile becomes, further improving your SEO.
- Target High-Authority Review Sites and Directories: Getting your products listed and reviewed on high-authority sites and directories can provide valuable backlinks that boost your site’s visibility. These backlinks from reputable sources increase trust and bring in more organic traffic, leading to higher conversions.
Link-building is a significant part of our SEO services for ecommerce sites, as it plays an important role in driving organic traffic and improving search engine rankings. A strong link profile not only boosts your site’s authority but also attracts potential customers who are ready to engage with your products.
Can you get multiple backlinks from one referring domain?
Yes, you can receive several backlinks from the same referring domain. While this can be beneficial, having backlinks from a variety of unique domains is generally more impactful for SEO.
How do you find authoritative referring domains?
Look for domains with a high domain authority, relevance to your industry, and a strong content history. Tools like Ahrefs or SEMrush can help identify these, and building relationships through outreach or content marketing can increase your chances to generate backlinks from them.
How do backlinks and referring domains affect search engine optimization?
Backlinks directly boost your site’s authority and search ranking by signaling the value of your content. Referring domains show search engines that your site is trusted by a variety of sources, which strengthens your credibility and improves SEO performance.
Can two referring domains link back to the same link?
Yes, two or more referring domains can link back to the same link on your web page. Having multiple unique referring domains linking to the same content signals to search engines that your content is valuable and trusted across different platforms, which is beneficial for SEO.
