SSD-0013 · Status: stable · Version 1.0 · Reviewed 12 November 2026 · Wikidata Q373952
Definition
A backlink is a hyperlink from one website to another, which search engines treat as one of several signals that the destination is worth considering.
反向連結是指從一個網站指向另一個網站的超連結，搜尋引擎把它視為「目標頁值得考慮」的其中一種訊號。
In practice
Not all links count equally, and many do not count at all: links marked nofollow or sponsored, links from pages that are themselves unindexed, and links repeated site-wide in widgets or footers carry little or no weight. What tends to matter is the relevance of the linking page, whether the link sits editorially inside content, and whether the linking site is itself trusted. Because links are the most gameable signal in search, they are also the most policed: undisclosed paid links and large-scale link schemes are treated as violations rather than tactics. Modern practice looks closer to digital PR than to “link building”.
並非所有連結都同等計算，很多甚至完全不計算：標記為 nofollow 或 sponsored 的連結、來自本身未被索引頁面的連結、由小工具或頁尾全站重複產生的連結，權重極低甚至為零。真正要緊的是：連結頁的相關性、連結是否編輯性地放在內容之中、以及連結來源網站本身是否受信任。因為連結是搜尋中最容易被操控的訊號，它也是被監管得最嚴的：未披露的付費連結與大規模連結方案會被視為違規，而不是策略。現代做法更接近數位公關，而不是「建立連結」。
What it is not
- Not a vote count. One relevant editorial link can outweigh hundreds of directory listings.
- Not something you can buy safely. Undisclosed paid links violate search engine policy regardless of quality.
- Not the same as a mention. An unlinked brand mention has reputational value, but it is not a link signal.
Status
Stable as a concept. The practice around it has changed substantially: quantity-driven acquisition is now a liability, and the durable version of the work is being worth citing.
Identity
- Wikidata: Q373952 — backlinks
- English aliases: inbound link; incoming link; link
- 中文正名：反向連結（香港、台灣）；中國大陸作「反向链接」
- Related mechanism: Q184316 — PageRank
Related terms
Sources
- Google Search Central, link spam policies, developers.google.com/search/docs/essentials/spam-policies (accessed 12 November 2026).
- Wikidata, item Q373952 “backlinks” (accessed 12 November 2026).