What inbound links are and why they matter
An inbound link (also called a backlink) is a link on another website that points to your site. When someone clicks that link, they land on your page. Search engines treat inbound links as a signal that your content is worth reading — the more links pointing to you from reputable sites, the more likely search engines are to show your pages in results.
Checking your inbound links tells you which websites are sending traffic your way, whether those links are helping or hurting your visibility, and where you might be missing opportunities. A link from a well-known local business directory helps more than a link from a spam site. Knowing the difference matters.
Key Takeaways
- Google Search Console shows you inbound links directly from Google's index, and it is free if you own the website.
- Ahrefs, SEMrush, and Moz are paid tools that show more links than Google does, including some Google has not indexed yet.
- A link from a site with high authority (like a local news outlet or industry publication) helps your search ranking more than a link from an unknown blog.
- Broken links — links that point to pages you have deleted or moved — show up in these tools and should be fixed or redirected.
- You can find new linking opportunities by seeing which sites link to your competitors.
Using Google Search Console to see your inbound links
Google Search Console is the most direct source because it shows links Google itself has found and indexed. If you have not set it up yet, go to search.google.com/search-console, sign in with the Google account that manages your website, and add your site. Google will ask you to verify ownership — usually by uploading a file or adding a code snippet to your site's header.
Once verified, click Links in the left menu. You will see three sections: "Top linking sites" (which domains send you the most links), "Top linked pages" (which of your own pages receive the most inbound links), and "Top linking text" (the actual words people use in links to you). Click any domain name to see exactly which pages on that site link to you.
Google Search Console only shows links Google has discovered and deemed legitimate. It will not show every inbound link on the internet — some links are too new, some are on sites Google does not crawl regularly, and some are on sites Google considers low-quality. This is actually useful: the links shown here are the ones that matter for your search ranking.
Finding more links with paid tools
If you want a fuller picture, paid tools like Ahrefs, SEMrush, and Moz crawl the web independently and find links Google has not indexed yet. They also show you links from sites Google considers lower-quality, which can help you spot spam or unwanted associations.
Ahrefs and SEMrush both offer free limited versions. With Ahrefs, go to ahrefs.com, enter your domain in the search box, and click Backlinks. You will see a list of inbound links sorted by the authority of the linking site. SEMrush works similarly: enter your domain at semrush.com and navigate to the Backlink Analytics report. Moz's free tool is at moz.com/link-research.
These tools charge monthly for full access, but the free versions show enough to identify your major linking sources and spot obvious problems. If you run a small business or personal site, Google Search Console alone is usually sufficient.
Understanding link quality and authority
Not all inbound links help equally. A link from a site with high domain authority — a score that reflects how trustworthy and established a site is — helps your ranking far more than a link from a brand-new blog. Tools like Ahrefs, SEMrush, and Moz assign authority scores to every domain (Ahrefs calls it Domain Rating, SEMrush calls it Authority Score, Moz calls it Domain Authority).
A link from a local news outlet, industry publication, or established business directory carries real weight. A link from a site full of spam or unrelated content can actually hurt you. If you see inbound links from sites that seem irrelevant or low-quality, you can disavow them — tell Google to ignore them — through Search Console. Click Disavow links in the left menu and upload a text file listing the domains you want to ignore.
Look for patterns in your inbound links. If most of your links come from one or two sites, you are relying too heavily on a single source. If you notice links from sites in completely different industries, that can signal spam. Healthy link profiles are diverse and come from relevant, established sources.
Spotting and fixing broken inbound links
Sometimes a website links to a page on your site that no longer exists. When someone clicks that link, they land on a 404 error page. You can find these broken inbound links in Google Search Console by looking at the Coverage report — it shows pages on your site that have errors, including pages that receive inbound links but return errors.
When you find a broken inbound link, you have two options. The first is to recreate or restore the page it points to. The second is to set up a redirect — a rule that sends visitors from the old page to a new, similar page on your site. If you deleted a page about "summer sales" and now have a page about "seasonal promotions," you can redirect the old URL to the new one. Most website platforms (WordPress, Wix, Squarespace) have built-in redirect tools in their settings.
If you cannot fix the broken link yourself, you can contact the website that links to you and ask them to update the link. Most webmasters are willing to fix a broken link if you point it out politely.
Finding linking opportunities by studying competitors
If you want to know where to pursue new inbound links, look at where your competitors are getting theirs. In Ahrefs or SEMrush, enter a competitor's domain instead of your own and browse their backlink report. You will see which sites link to them. Many of those sites may be willing to link to you too, especially if your content is relevant and better than what they currently link to.
Look for patterns: Are there local business directories linking to competitors? Industry publications? Trade associations? Once you identify these sources, you can reach out with a pitch. A local business directory is more likely to add you if you fill out their submission form completely and include accurate, detailed information about your business.
You can also search for "link roundups" or "resource pages" in your industry. These are pages that collect links to useful sites. If you have content that fits, contact the page owner and suggest your link. This approach works better than cold outreach because you are offering something specific they can evaluate.
Monitoring your inbound links over time
Set a reminder to check your inbound links monthly or quarterly. Google Search Console will notify you of major changes — a sudden drop in links or a spike in links from suspicious sources — but regular checks help you spot trends. Are you gaining links steadily? Are old links disappearing? Are new competitors getting links you are not?
If you publish content regularly, you should see your inbound links grow over time. If they are flat or declining, it may mean your content is not reaching the right audience, or you are not promoting it to sites that might link to you. If you see a sudden drop, a linking site may have gone offline or removed your link.
Keep a straightforward spreadsheet of your top linking sources. Note the date you first saw each link, the authority of the linking site, and whether the link is still active. Over months and years, this record shows you which types of content and outreach generate the most valuable links.
Frequently Asked Questions
Can I see inbound links if I do not own the website?
You can see some inbound links using free tools like Ahrefs or SEMrush without owning the site — just enter the domain name. However, you will not have access to Google Search Console data unless you verify ownership. The free tool data is still useful for research or competitive analysis.
What does it mean if I have no inbound links?
If your site is brand new, having no inbound links is normal. Search engines take time to discover and index new sites. If your site has been live for months and still has no links, it may mean your content is not reaching the right audience, or you have not promoted it to sites that might link to you. Start by reaching out to local directories, industry publications, and relevant resource pages.
Should I buy inbound links?
No. Buying links violates Google's guidelines and can result in search ranking penalties. Google's algorithms are designed to detect paid links, especially when they come from unrelated sites or low-quality sources. Focus on creating content worth linking to and reaching out to relevant sites that might link naturally.
How long does it take for a new inbound link to show up in search results?
Google can discover and index a new link within days, but it may take weeks or months for that link to noticeably affect your search ranking. The impact also depends on the authority of the linking site — a link from an established site helps faster than a link from a brand-new blog.
What is the difference between a dofollow and nofollow link?
A dofollow link passes authority to your site and helps your search ranking. A nofollow link tells search engines not to count it toward your ranking. You cannot see the difference in most free tools, but it does not matter much — even nofollow links bring traffic and visibility. Focus on getting links from relevant, reputable sources regardless of the type.