Backlinks can be sorted three ways: by the attribute on the link (followed, nofollow, sponsored or UGC), by where on the page the link sits (inside the content, or in a footer, sidebar or bio), and by the source (an editorial mention, a guest post, a directory, a forum and so on). The most valuable type is a followed link inside the content of a relevant page that people actually read. The least valuable are links you can add yourself in seconds.
This guide covers all three, then ranks 14 types of backlinks by SEO value. For the basics, see what backlinks are.
The short version
- By attribute: followed links pass ranking value; nofollow, sponsored and UGC links are hints Google usually doesn't count for rankings.
- By placement: a link inside the body of an article beats the same link in a footer, sidebar or author bio.
- By source: editorial mentions, roundups and digital PR top the list. Comment, forum and profile links sit at the bottom.
- 48.6% of SEO professionals rate digital PR the most effective link building tactic (Editorial.Link, 518 SEOs).
- The average link insertion costs $225 and the average guest post $459 (2026 price analysis of 52,671 sites).
Types of backlinks by link attribute
The rel attribute in a link's HTML tells search engines how to treat it.
| Type | HTML | Passes ranking value? | Where you see it |
|---|---|---|---|
| Followed ("dofollow") | <a href="..."> | Yes | Links inside articles, resource pages, editorial mentions |
| Nofollow | rel="nofollow" | Usually not | Links a site doesn't want to vouch for, many news sites by default |
| Sponsored | rel="sponsored" | Usually not | Ads, sponsorships, affiliate links |
| UGC | rel="ugc" | Usually not | Comments, forum posts, community pages |
"Dofollow" isn't a real attribute. It means a link with none of the other values, which is the default. Since 2019, Google has treated nofollow, sponsored and UGC as hints rather than strict rules, so it may count some of them. On the open web, the HTTP Archive found nofollow on 32.3% of pages and sponsored and ugc on 0.5% each.
Nofollow links still send visitors and count as brand mentions, and a natural link profile has plenty of them.
Types of backlinks by placement
Where a link sits on the page changes what it is worth, even on the same site:
- Contextual (in-content) links sit in a paragraph of the main article, surrounded by text on the same topic. These pass the most value and get clicked most.
- Author bio links appear in the "about the author" box of a guest post. Useful, but weaker than a link in the body.
- Sidebar and footer links repeat on every page of a site. Google discounts sitewide links heavily, and paid sitewide links are a classic spam pattern.
- Image links pass value through the image's alt text instead of anchor text.
- Navigation and resource list links sit in menus or link lists. Their value depends on how curated the list is.
14 types of backlinks by source, ranked
From most to least valuable for a typical site. Value depends on the specific site and page, so treat the order as a rule of thumb.
1. Editorial mentions
A writer links to your page because it helps their article: they cite your data, your guide or your product as an example. These are the links Google's systems were built to reward. You earn them by publishing something worth citing, then making sure the right writers see it.
2. "Best of" roundups and comparisons
Your product listed in an article such as "best accounting software for freelancers." Roundups rank for buying searches and are a favorite source for AI answers, so a good position sends buyers, ranking value and AI visibility at once.
3. Digital PR links
A journalist quotes your research, your expert or your story. News sites carry high authority, though some add nofollow by default. 48.6% of SEO professionals rate digital PR the most effective tactic, according to Editorial.Link's survey of 518 SEOs.
4. Original data and research citations
Links from pages that cite statistics you published. Once a data page ranks, writers find it and link to it without being asked, which makes it one of the few link sources that grows on its own.
5. Free tool and resource links
Calculators, templates, checkers and generators earn links from people who recommend them. They take effort to build but keep earning links for years.
6. Partner, supplier and integration links
Pages that list who a business works with: integration directories, stockist lists, partner pages, customer logos. Highly relevant and usually easy to get, because the relationship already exists.
7. Guest posts
An article you write for another site, with a link back. Value depends entirely on the host: a relevant site with readers is worth it; a "write for us" site that publishes anything is not. The average bought guest post costs $459, according to the price data on our link building statistics page.
8. Contextual placements in new articles
A new article written for a host blog's readers, with your link inside the content. This is how Outrank's backlink marketplace works: full articles on blogs at DR 30+ with around 100 Google clicks a month, verified in Search Console. Value depends on relevance and on the host's traffic.
9. Link insertions (niche edits)
Your link added to an article that already exists and is indexed. Fast, because the page already has authority, but quality varies widely. The average costs $225. Avoid insertions into old posts on unrelated topics.
10. Resource page links
A "useful tools" or "further reading" page that links to helpful sites. Good when the list is curated and maintained; weak when it holds hundreds of links.
11. Broken link replacements
You find a dead link on someone's page and offer your page as the replacement. The resulting link is contextual and editorial, but it takes research and outreach to get.
12. Directory and business listings
Business directories, review sites, app marketplaces and industry listings. Low ranking value on their own, but a few relevant ones are a sensible foundation, especially for local businesses. Skip generic directories that list anything.
13. Profile and social links
Links from your profiles on social networks, communities and platforms. Usually nofollow. They help people and search engines connect your brand to your site, not much more.
14. Forum and blog comment links
Links you post yourself in comments, forum threads or signatures. Usually nofollow or UGC, easy to overdo, and associated with spam when done at scale. Worth it only when you are answering a real question and the link genuinely helps.
Types of backlinks to avoid
These carry risk under Google's link spam policy:
- Private blog network (PBN) links. Sites built only to link out, often on expired domains.
- Link farms and link lists. Pages that exist only to hold links.
- Paid sitewide links. Footer or sidebar links on every page of a site.
- Automated links. Programs that post links in comments, forums or profiles in bulk.
- Excessive link exchanges. "Link to me and I'll link to you" done at scale, with no relevance.
- Keyword-stuffed anchors. The same exact-match keyword anchor on many links.
Most of these are ignored by Google rather than penalized, so the bigger cost is usually the money and time spent on them.
Which types of backlinks should you build?
Match the type to your site:
| Site | Best types to start with |
|---|---|
| New website | Partner and supplier links, a few relevant directories, guest posts |
| Local business | Local directories, partners, sponsorships, local news |
| SaaS | Integration pages, "best of" roundups, original data |
| Online store | Gift guides, product roundups, supplier and stockist pages |
| Publisher or blog | Original data, free tools, digital PR |
How to get backlinks covers the sources for each kind of site, and how to build backlinks has the step-by-step tactics.
FAQ
What are the main types of backlinks?
By attribute: followed, nofollow, sponsored and UGC. By placement: contextual, bio, sidebar, footer and image links. By source: editorial mentions, roundups, digital PR, guest posts, partner pages, directories, profiles and forum or comment links, among others.
Which type of backlink is best for SEO?
A followed, contextual link from a relevant page with real traffic, usually an editorial mention, a "best of" roundup or a digital PR citation.
What is the difference between dofollow and nofollow backlinks?
A followed link has no rel attribute and can pass ranking value. A nofollow link has rel="nofollow", which tells Google not to associate your site with the page; Google treats it as a hint and usually doesn't count it for rankings.
Are directory backlinks still worth it?
A few relevant ones are, especially for local businesses: they help people and search engines confirm your business details. Mass submissions to generic directories add little.
What are contextual backlinks?
Links placed inside the body of an article, surrounded by text about the same topic. They pass more value and get more clicks than links in sidebars, footers or bios.
What types of backlinks should I avoid?
PBN links, link farms, paid sitewide links, automated comment or forum links, large-scale link exchanges and links with the same exact-match anchor over and over.
