Professional search engine marketers should know how to manage backlinks because a well-designed SEO backlink management strategy helps to keep link profiles clean and builds a website's authority.


By acquiring top-notch backlinks from authoritative and reputed domains with high organic traffic, you can build a natural and healthy backlink profile that improves search engine rankings and accelerates content visibility.

backlink profile


Similarly, poor backlink management leads to the accumulation of low-quality and spammy backlinks to your domain link profile, leading to a potential loss of organic traffic and site reputation.


"Just because there are links on a page doesn’t mean it’s necessarily good."


- John Mueller, Search Advocate at Google


Hence, proper backlink management is crucial to eliminating poor-quality backlinks, avoiding Google penalties, and maintaining a quality link portfolio.


What is Backlink Management?


Backlink management is the process of evaluating and maintaining a domain's inbound link profile to ensure its reputation grows over time.


Productive backlink management focuses on acquiring high-quality backlinks from authoritative and relevant websites, while also ensuring a diverse anchor text profile and natural link growth.


Effective and Google-friendly backlink management includes the following activities:


  • High-quality backlinks acquisition
  • Disavowing harmful backlinks
  • Analyzing competitor backlinks 
  • Tracking backlink metrics like DA, DR, spam score, etc
  • Outreach and relationship building
  • Helpful content creation for link building
  • Managing anchor text distribution
  • Regular backlink audits


With a systematic approach to efficient SEO backlink management, you can strategically leverage links to drive sustainable business growth and enhance organic presence.


Why Manage Your Backlink Profile?


Backlink management is important to ensure your domain’s external link portfolio is strong, non-spammy, and well-structured.


Here are the top reasons to regularly monitor your inbound links to maintain a positive reputation and strength for your domain:

Improve Your Search Engine Rankings

High-quality and natural backlinks from reputed and high-traffic domains help to improve your organic search engine rankings.


"Getting backlinks from multiple different sites appears to be important for SEO. We found the number of domains linking to a page had a correlation with rankings."


- Brian Dean, Founder at Backlinko


96% of websites ranking in Google's top 10 positions have over 1,000 backlinks from unique domains.


A study published in Search Engine Land analyzed 1,113 unique websites across 200 commercial intent keyword phrases, finding that only 0.3% of the top 10 ranked websites had fewer than 100 backlinks, and none had 50 links or less.


This would agree with the study Backlinko did a few years ago about the relationship between Google ranking and the total number of links a page has.

referring domains and rankings


Therefore, despite Google's claims that links are no longer among the top three ranking signals, the data shows a clear correlation between the number of backlinks and high search rankings.


Hence, you should always acquire links from high-end domains for a relevant and natural link profile with balanced anchor text.

Get Rid of Bad Backlinks

Unwanted backlinks come from low-quality or irrelevant websites. You might not know your domain has links from spammy sites unless you do a proper backlink analysis.


Poor quality links can damage your site's search organic engine rankings. These links come from spammy websites, comment sections, or websites with over-optimized anchor texts.


To mitigate their negative impact, identify and remove or disavow these backlinks.


You can contact web admins to request link removal or use Google's disavow tool for a comprehensive cleanup.

google disavow tool

Establish Site Authority

Backlink management offers insights into the quality and quantity of inbound links pointing to your website.


By evaluating the source, relevance, rankings, content quality, and authority of inbound links, you can measure their impact on search engine rankings and organic traffic.


Hence, by leveraging these insights, you can develop a targeted link building strategy to strengthen your website's credibility.

Enhance Brand Visibility

Backlink monitoring provides insights into your website's digital footprint and influence.


You can identify top link opportunities to build natural links with relevant anchor text, thereby passing link juice and improving Trust and Citation Flow.


With an enhanced reputation, your website could begin to rank for your targeted keywords, thereby raising your brand visibility in organic SERPs.

Gain More Potential Customers

Intelligent backlink management increases the chances of acquiring relevant customers for your business.


Sites with a natural and high-quality backlink portfolio have excellent chances of ranking faster and higher for searches that potential customers use to find their business.


Over time, with an improved domain reputation, you can continue to acquire new customers for your business.

Stay Safe from Link Penalties

Proper backlink management helps you avoid link penalties from search engines like Google, which can severely impact your rankings if you have too many low-quality or spammy backlinks.


Some popular Google link penalties include several kinds of link spam, such as paid links that pass ranking strength, private blog networks (PBNs) used for manipulative link building, links from low-quality or irrelevant sites, and excessive reciprocal linking.

google and paid links


These practices violate Google's webmaster guidelines, risking penalties that can significantly harm your website's search engine rankings and visibility.


Following organic, high-quality link building strategies is crucial to maintaining a positive SEO profile and avoiding these brand reputation-damaging penalties.

Beat Your Organic Competitors

A detailed link audit and assessment can help you beat your competitors because it allows you to determine their referring domains, link relevance, link velocity, follow vs. nofollow, and lost and broken links.


By understanding which sites are linking to your competitors and the quality of those links, you can strategically refine your backlink building strategy to outperform competitors in search engine rankings.

Keep Your Website's Rankings and Traffic Safe during Search Engine Algorithm Updates

Sites experience ranking changes during algorithm updates primarily due to search engines refining their criteria for ranking pages. For instance, in the below screenshot you can see the total number of major changes Google made to its search algorithm during the year 2022 to 2023.

google updates


Regularly auditing your backlinks allows you to identify and disavow harmful or toxic links, ensuring your site remains stable even during algorithm changes.


Optimizing your link profile also helps maintain and strengthen your site's credibility and visibility in search results over the long term.


Backlink Management Tips and Tactics


By strategically managing your backlinks, you can grow your organic traffic, increase organic positions, and build a powerful brand presence.


Here are some must-know backlink management tips to improve your backlink profile:

Claim Unlinked Mentions

When any other domain mentions your brand name in its content but does not link to it, that’s an unlinked mention.


You can use tools like Google Alerts to monitor instances where your brand is mentioned without a backlink.


Set up Google alerts for your brand name or related keywords to receive notifications of new mentions.

google alerts


Once identified, prioritize these mentions based on relevance and domain authority. Reach out to the website owners or editors directly, emphasizing the value of adding a link to your site to enhance their content.


Follow up as needed to maximize your chances of securing valuable backlinks and improving your SEO efforts.

Reclaim Lost Links

When links to your site break or are removed, it diminishes SEO efforts and credibility.


Reclaiming these links helps you regain lost link value, enhance your external backlink portfolio, and raise your overall domain authority score.


You can use tools like the SEOptimer backlink checker to see the complete domain link history and identify changes to your backlink profile with the number of links lost over time.

backlink research tool


Once you identify your lost backlinks, contact site owners to update links. This will ensure your site maintains its SEO integrity and benefits from improved search rankings over time.

Fix Broken Links

Fixing broken links is one of the key aspects of successful backlink management.


Broken links undermine your SEO efforts by disrupting the flow of "link juice" and diminishing the value of your backlink profile.


You can find broken links using Google Webmaster Tools to help maintain link juice flow. When you find broken links, you can correct them by fixing typos, recreating deleted pages, using 301 redirects, or removing non-essential links.


By proactively fixing broken links, you can ensure that your site remains trustworthy, improves its SEO performance, and maintains a good backlink portfolio.

Disavow Low-Quality Backlinks

In SEO, low-quality, toxic, or spammy links refer to links originating from dubious sources that can harm a website's search engine rankings.


Such unwanted links typically come from link farms, irrelevant directories, or sites with low domain authority. They are often accompanied by anchor text that is overly optimized or unrelated to the target page's content.


They lack contextual relevance and are usually obtained through manipulative practices rather than organic link building efforts.


These backlinks may also include links from websites with a high spam score, which contribute little to the website's authority and potentially trigger penalties from search engines if not disavowed or removed promptly. 


Proper backlinks management involves identifying and disavowing low-quality backlinks to maintain a healthy link profile and avoid detrimental impacts on SEO performance.


First, try to remove the problematic links; if that fails, disavow them using the disavow links tool with caution, as misuse can harm your site's performance.


Create a text file listing the URLs or domains to disavow, ensuring it meets Google's format requirements, then upload it via the disavow links tool.


Regularly reviewing and resubmitting this list can help maintain your site's link profile.

Build Relationships for Effective Backlink Management

Building relationships is a key to effective link management.


"If you want to grow your business, grow your network, meet incredible people, and maybe get a few links that actually matter then you need to invest in relationships first. Full stop. No negotiation there."


- John Doherty, Founder at Credo


Effective backlink management involves proactive strategies like collaborating on content with industry partners to expand reach and authority.


You should stand out in inboxes with a relationship-focused approach that goes beyond traditional outreach.


Crafting a winning pitch involves finding common ground with your audience and maintaining a human touch throughout your interactions.


Building genuine relationships beyond simple link exchanges fosters long-term partnerships.


These approaches collectively strengthen your backlink profile and improve organic search performance.

Monitor Backlinks Regularly

Tracking your inbound links regularly is vital for maintaining a strong SEO strategy.


Link reviewing lets you assess the authority and context of your backlinks, identify any changes in your backlink profile, and take action on issues like 404 and low-value links.


By staying proactive in inbound link monitoring, you can optimize your link acquisition efforts, track the impact of backlinks on your site's performance, and stay ahead in competitive SEO landscapes.


SEOptimer's backlink monitoring tool provides robust features for tracking and managing backlinks effectively.

backlink monitoring


With its intuitive interface and comprehensive dashboard, you can visualize new and lost links over the past year and essential metrics for backlinks and domains.


You also receive regular email summaries to stay updated on backlink changes, ensuring you never miss an opportunity or a potential threat.

Monitor Your Competitor’s Backlinks

Monitoring your organic rival’s backlinks is important for gaining insights and maintaining a competitive edge in SEO.


By tracking their backlink profile, you can identify new link opportunities and trends relevant to your strategy. For example, you can find the domains linked to your competitor’s site in the past year.


Moreover, you can filter domains according to specific criteria, such as following links and having a non-branded anchor text.


With these insights you can reverse-engineere your most successful competitor's links to try and replicate what they've been doing.


You can also use SEOptimer's backlink monitoring feature to analyze your competitor backlinks, understand their impact on rankings, and adapt your SEO efforts to stay ahead in your industry.


SEO Tools for Backlink Management


Here are the top backlink analysis software to keep your link profile healthy:

Google Search Console

google search console


The Google Search Console Links report shows internal and external link data. You can view the top linked pages and domains and analyze the anchor text used in these links.


You can also analyze the quality and relevance of backlinks, identifying issues like questionable or poor-quality links.


You can also use the tool to manage your disavow file, instructing Google to ignore certain links that may be harming your site's SEO.

SEOptimer Backlink Checker Tool

As mentioned, SEOptimer’s Backlink Checker Tool is powerful software that checks your site’s backlink metrics.


backlink checker tool


You can enter your site or your competitor’s URL to instantly access in-depth insights into all the backlinks pointing to that specific page or domain.


This tool lets you track essential domain metrics such as domain and page strength, total backlinks, referring domains, and more to give you a clear snapshot of your link profile's health.


It’s ideal for conducting detailed link audits to reveal new link building opportunities, identify low-quality backlinks, and track changes over time.

Google Alerts

Google Alerts is an invaluable tool for monitoring mentions in real-time and tracking potential new backlinks.


You have the flexibility to customize alerts for specific URLs or keywords, specifying language, region, frequency (such as daily or weekly), and delivery options for timely leads.


It can notify you of new mentions across the web, allowing you to assess and capitalize on new linking opportunities.

SEOptimer Backlink Monitoring Tool

backlink monitoring

Our Backlink Monitoring Tool allows you to actively monitor changes in your backlink profile over time.


You can set up weekly or monthly email alerts updating you on newly acquired or lost backlinks, ensuring you stay updated on the performance of your link acquisition efforts.

add email alerts


The tool also offers data on the varieties of links your competitors are obtaining, empowering you to reverse engineer their SEO link building strategy and uphold a competitive advantage within your niche.


Additionally, the tool can be used to identify and address negative SEO attacks by monitoring for unwanted or harmful backlinks.




You should know how to manage your backlinks because proper backlink management is crucial for SEO practitioners aiming to boost website authority, enhance search engine visibility, and drive organic traffic.


By closely tracking backlinks with tools like SEOptimer’s Backlink Monitoring software, you can analyze key metrics such as domain strength, total backlinks, and referring domains, gaining valuable insights into their competitive landscape.


Understanding the link profile's attributes, such as follow status, anchor text diversity, and geographic distribution, allows for strategic optimization and effective link building campaigns.


Full-scale backlink management ensures sustained improvements in search engine rankings, amplifies online presence and establishes digital authority in competitive markets.