Check your backlinks using free tools

A backlink is another website's link pointing to yours. Search engines use backlinks as a signal that your site is worth visiting — the more sites that link to you, the more authority search engines assign to your pages. You can see which sites link to yours using free tools without needing special software or technical knowledge.

The easiest starting point is Google Search Console, which is free and built by Google itself. If you have already set up Search Console for your site (which you should do if you want search engines to find you), go to the "Links" section on the left menu. Google shows you the sites linking to you, which of your pages they link to, and how many times each site links to you. This data comes directly from Google's own index, so it is the most reliable source for what Google itself sees.

If you have not set up Search Console yet, go to search.google.com/search-console, sign in with your Google account, and follow the steps to verify that you own your site. Verification usually takes a few minutes and involves adding a small piece of code to your site or uploading a file to your server.

Key Takeaways

  • Google Search Console shows you backlinks that Google itself has found, which is the most important source because Google is what drives most search traffic.
  • Free tools like Ahrefs Free Backlink Checker and Ubersuggest show you backlinks that paid tools have discovered, which may include links Google has not indexed yet.
  • Backlinks from sites with high authority (sites that themselves rank well in search) matter more than backlinks from small or new sites.
  • A backlink with anchor text that describes your page — like a link saying "best practices for website speed" instead of "click here" — sends a stronger signal to search engines.

Use free third-party backlink checkers for a broader view

Google Search Console shows you what Google has found, but other search engines and backlink databases may have discovered links that Google has not indexed yet. Free backlink checkers let you see a wider picture without paying for a subscription.

Ahrefs Free Backlink Checker (ahrefs.com/backlink-checker) shows you up to 100 backlinks to your site. Enter your domain name and it displays the linking site, the page on your site being linked to, and the anchor text (the words someone clicks on). Ahrefs updates this data regularly, so you may see links here before they appear in Google Search Console.

Ubersuggest (ubersuggest.com) also offers a free backlink report. Enter your domain and it shows backlinks, the authority score of the linking site, and traffic estimates. The free version is limited but gives you enough to spot your major backlinks and see which sites are sending you the most link power.

Neither of these tools is as complete as paid versions, but for a small business or personal site, the free tier shows you the backlinks that matter most — the ones from established sites that actually drive traffic or signal authority to search engines.

Understand which backlinks matter most

Not all backlinks are equal. A link from a major news site or industry authority carries far more weight than a link from a brand-new blog with no readers. Search engines measure this using domain authority or domain rating — a score that reflects how much authority a site has built up over time.

When you look at your backlinks, pay attention to the authority score of the linking site. A single link from a site with an authority score of 60 or higher is worth more than ten links from sites with scores below 20. The linking site's relevance also matters: a link from a site about your topic is more valuable than a link from an unrelated site, even if the unrelated site has higher authority.

Anchor text — the clickable words in a link — also signals to search engines what your page is about. If multiple sites link to your page using anchor text like "web design tips" or "how to optimize images", search engines learn that your page is about those topics. Links with generic anchor text like "click here" or "website" send a weaker signal.

Monitor new backlinks over time

Backlinks change as other sites add, remove, or update their content. Checking your backlinks once is useful, but tracking them over time tells you whether your site is gaining authority or losing it.

Google Search Console updates its backlink data regularly, so check back every few weeks to see if new links have appeared. If you notice a sudden drop in backlinks, it may mean a site that linked to you has gone offline, removed the link, or changed its domain. A sudden increase in backlinks is usually good news — it means other sites have discovered your content and found it worth linking to.

Set a reminder to check your backlinks monthly. This takes only a few minutes but helps you spot trends: Are you getting more links from high-authority sites? Are links coming from relevant sites in your industry, or from unrelated sources? Are you losing links that used to send you traffic? These patterns tell you whether your content strategy is working and whether you should adjust how you promote your site.

Reach out to sites that link to you

Once you know which sites link to you, you can build relationships with those sites and potentially get more links from them. Sites that already link to you have already decided your content is worth sharing, so they are good candidates for future collaboration.

Look for sites linking to you that are in your industry or serve your audience. If a site links to one of your pages, visit that site and see what they write about. If their content aligns with yours, you might pitch them a new article, offer to write a guest post, or suggest a collaboration. Even if they do not link to you again, you may find a new audience or partnership.

Thank sites that link to you when you notice them. A straightforward message saying "I saw you linked to my article on [topic] — thank you, and I enjoyed your piece on [their topic]" can start a conversation. People who link to your work are already interested in what you do, so they are more likely to engage with you than a random site.

Disavow low-quality or spammy backlinks

Most backlinks help your site, but some can hurt it. If a site with a bad reputation links to you — for example, a site full of spam, malware, or content that violates Google's policies — that link can drag down your authority instead of boosting it.

Google Search Console includes a "Disavow links" tool that lets you tell Google to ignore certain backlinks when calculating your site's authority. You would use this if you notice many links from spammy sites that you did not ask for and cannot get removed. Before disavowing links, try contacting the linking site and asking them to remove the link. Only use the disavow tool if removal is not possible.

For most small sites, spammy backlinks are not a major problem. Google is good at ignoring low-quality links on its own. But if you notice a sudden spike in links from suspicious sites, check Google Search Console to see if they are being counted. If they are, and if they are numerous, the disavow tool can help protect your site's reputation.

Frequently Asked Questions

Why does Google Search Console show fewer backlinks than other tools?

Google Search Console shows only the backlinks that Google has found and indexed. Other tools may have discovered links that Google has not yet processed, or links on sites that Google does not crawl regularly. Google's data is the most important because it reflects what actually affects your search ranking, but other tools can show you emerging links before Google catches up.

If a site links to me without permission, should I ask them to remove it?

Most of the time, no. Unsolicited links are normal and expected on the web. Unless the linking site is clearly spammy or the link is misleading (for example, linking to you in a negative context), you should leave it alone. Asking for removal can come across as hostile and wastes both your time and theirs.

Can I pay someone to create backlinks to my site?

You can, but Google penalizes sites that buy links or trade links purely for ranking purposes. If you pay for a link, it should be disclosed as an advertisement, and the link should come from a relevant, high-quality site. The safest approach is to create content worth linking to and let backlinks happen naturally.

How long does it take for a new backlink to show up in search results?

Google can discover and index a new backlink within days, but it may take weeks for that link to affect your search ranking. Search engines need time to process the link, evaluate the linking site's authority, and recalculate your page's ranking. Do not expect when ready results from a single new backlink.

What is a good number of backlinks to have?

There is no magic number. A site with 50 high-quality backlinks from authoritative sites will rank better than a site with 500 backlinks from low-quality sources. Focus on the quality and relevance of your backlinks, not the quantity. One link from a major industry publication is worth more than dozens of links from small, unrelated blogs.