Have you ever entered a circle of friends right in the middle of a story? You probably gathered random phrases thrown around or overheared only the punchline to an otherwise hilarious story, making you feel super out of the loop. On the other hand, being in the right place at the right time and hearing a full story from start to finish makes a lot more sense — and frankly, it’s a lot more enjoyable.
In these instances, context is key. To fully get the most out of almost any experience, story or thought process, knowing information beforehand and having context clues minimizes confusion and boosts your interaction.
It’s the same for backlinks. Yes, backlinks have been important for SEO for a while now. However, what used to be focused on sheer number is now more centered on valuable, well-placed citations. These are called contextual backlinks — or linking to your website in a blog or landing page that’s surrounded by relevant copy explaining where the link is pointing. So, rather than blindly clicking on links and hoping it takes you to the right spot, you have a pretty good idea of what you’ll see.
Why do these types of links matter, and how do they drive better SEO outcomes? We’re answering these questions and more in this guide.
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What Are Contextual Backlinks?
Contextual backlinks are hyperlinks to a webpage embedded in relevant content on another webpage, naturally fitting with the listed copy and providing further information on the topic. There are three types of contextual backlinks based on the connection between the page linked and the linking site:
- Internal links: Internal links connect different pages within the same website, like this blog pointing to another Brafton blog for additional information.
- Inbound links: Links from external websites to your website’s page, highlighting your brand as an authoritative, trusted source.
- Outbound links: Links that point readers from your website to external websites, like when citing a fact from a research page or guiding someone to a video on YouTube.
These types of hyperlinks are invaluable for SEO because search engines like Google see them as sources of validation for the content you’re sharing, but in a much more natural, organic form than other linking strategies. Using all three contextual backlinks helps you build a stronger link profile, which enhances website authority and credibility within your industry. In fact, Backlinko found that the first result in Google has an average of 3.8x more backlinks than positions 2–10.
On top of increased dominance in your space, creating a strong network of links can ensure you see an improved search engine ranking over time. Rather than a one-time burst of attention from a successful blog, you’ll slowly and surely sustain that growth in the years to come.
Contextual Backlinks vs Non-Contextual Backlinks
Unlike relevant links that are embedded in related text on authoritative websites, non-contextual backlinks are inserted in a separate section or tab. This could include places like sidebars, footers, directories or author bios where they’re less valuable to search engines — and therefore, less valuable for your SEO efforts.
What Sets Contextual Backlinks Apart?
Just like a lot of facets of digital marketing, you have a lot of options when it comes to linking your content. What makes contextual linking especially important? Here are the three main reasons:
Relevance
To end up at the top of SERPs, you have to provide high-quality content for readers. How is your website deemed worthy of this title? One way is through its relevance to the queries people are searching for. Contextual backlinks improve relevance because they’re always related to the content on the page, helping readers gain a deeper understanding of the topic.
Placement
Unlike non-contextual backlinks that you might have to dig around for, contextual backlinks are always right where you need them. Surrounded by relevant copy to the webpage the link goes to, the placement of these resources is what makes them so useful. You never have to wonder if you’re going to be clicking on a helpful link — the anchor text and surrounding copy should provide all the clues necessary to know exactly what you’re getting into.
User Experience
Contextual linking improves the reader’s experience because it’s placed in areas where it directly enhances the subject they’re reading about. For instance, if you came to this blog to learn about contextual backlinks, but still want to dive deeper into this subject, we’ll ensure you have plenty of options by hyperlinking several useful internal resources in the sections that make the most sense. This keeps you engaged with our content and helps you acquire the answers to your questions in a more streamlined way.
Best Contextual Link Building Strategies
We’ve established that contextual link building is crucial for long-term SEO success, but how can you achieve this? Let’s dive into some strategies that can get you on the right path:
Link Building Through Keyword Research
Good contextual links don’t just appear out of thin air — it takes keyword research to find clickable, high-intent phrases. Instead of chasing high-volume terms, look for keywords that indicate informational value, unique expertise or link-worthiness. Assess the link intent, not just the search volume. For example, keywords tied to evergreen content or ones that competitors rank for with lots of referring domains. Businesses often take a similar approach when evaluating top app development companies, focusing on long-term value and proven expertise rather than surface-level metrics.
Anchor Text Optimization
Anchor text stands out to readers, inviting them to click and explore other pages. This makes it a powerful tool for SEO. Because strong link building requires relevant anchor text and contextual clues, discovering the most popular and valuable keywords to use as clickable text in a hyperlink is critical. You want to rank for certain keywords without overutilizing that specific phrase.
So, in addition to linking to a main keyword, find related phrases to use as secondary anchor texts. Varying your keywords and anchor text helps you rank for both primary and secondary terms while ensuring the surrounding copy clearly tells readers what to expect from each link.
Combining Contextual Links With Content Marketing
Contextual link building is an incredibly useful content marketing technique when done strategically. Rather than randomly selecting different topics to cover for your blog, conduct a topic cluster analysis, finding a group of keywords that work together and build off of one another. That way, you can create a web of interlinked blog posts that boost traffic and better inform readers on broader subject matter.
This blog is an example of this technique. We discovered readers want to learn more about linking for SEO. So, we created various niche blogs that join forces, collectively explaining the topic.
Monitoring and Improving Your Backlink Profile Over Time
Your contextual backlink profile isn’t a set-and-forget commodity. Monitor your contextual backlinks over time, consistently tracking new and lost links, analyzing their quality and getting rid of harmful ones. You can do this manually, but using tools like Ahrefs, Semrush, Moz Link Explorer and Google Search Console provides detailed reports on domain authority, link strength and anchor text.
Outside of these strategies, here are some quick tips that will serve you well:
- Craft link-worthy content (original data, expert insights, in-depth guides).
- Use guest posting strategically and where it makes sense.
- Conduct manual outreach for niche edits.
- Utilize platforms like HARO.
- Build industry relationships.
- Leverage broken link building.
- Avoid paid or spammy tactics that will only lead to less trust in your brand.
Why Contextual Backlinks Are an SEO Secret Weapon
SEO is the main superhero in the marketing industry, but contextual backlinks are one of its sidekicks. Here’s what makes these types of hyperlinks so useful for search engine optimization:
Improved Keyword Rankings
Contextual backlinks help search engines better understand the relevance of your page to specific search queries. By linking from content that uses your target keywords, they send stronger relevance signals. Over time, this can push your page higher in SERPs and grow organic traffic. The more high-quality backlinks you earn, the more competitive you become for valuable keyword positions.
Better Domain Authority
When reputable websites link to your pages, they pass on a portion of their authority, boosting your site’s credibility. This increased domain authority can improve rankings for multiple pages on your site, not just the one being linked. Over time, this creates a compounding effect on your overall SEO performance.
Higher Trust Signals From Google
Google sees contextual backlinks as a sign that your site is trustworthy and valuable for readers. These links act like digital recommendations, giving your site more legitimacy in the eyes of search engines. The more high-quality sources that point to you, the stronger your trust profile becomes. This trust can also protect your site from ranking drops during algorithm updates.
Enhanced Content Relevance
Because contextual backlinks are surrounded by related text, they help search engines connect your content to a specific topic or niche. This makes your page more relevant for targeted search terms. Relevance boosts the likelihood that your content will appear in search results for the right audience. Ultimately, that leads to better engagement, longer on-page time and more conversions.
Improve Your Contextual Link Building Like a Pro
Rather than fill your pages with tons of crummy or spammy links, focus on quality and relevance, creating a contextual backlinks profile that serves you for years to come. Your search rankings performance and SEO strategy will thank you.
