In SEO, two terms are often used interchangeably but mean very different things: link building and backlinks. If you’re treating them as the same, you’re missing a critical distinction that affects how you plan and execute your SEO strategy.
This article breaks down what each term means, how they connect, and why the difference matters.
What Are Backlinks?
Backlinks are hyperlinks from one website to another. If a blog or website links to your page, that is considered a backlink to your domain. These links signal trust, authority, and relevance to search engines.
Backlinks can be categorized into:
- DoFollow links, which pass ranking authority to your site
- NoFollow links, which don’t pass SEO value directly but still support visibility and referral traffic
A backlink is something you earn or receive, not something you directly create or control.
What Is Link Building?
Link building is the process of acquiring backlinks. It involves planning, outreach, and execution. Link building is a proactive, strategic approach to earning links that boost your website’s authority and rankings.
Effective link building methods include:
- Guest posting on niche-relevant sites
- Digital PR to earn media coverage
- Replacing broken links with your content
- Outreach through HARO or journalist networks
- Creating highly linkable content assets
In short, link building is the work you do. Backlinks are the outcome of that work.
Key Differences Between Link Building and Backlinks
Here is a simple comparison:
| Aspect | Link Building | Backlinks |
|---|---|---|
| What it is | The process of acquiring links | The actual hyperlink from another domain |
| Control | You manage the outreach and content | You rely on others to link back |
| Purpose | To improve authority and visibility | To influence rankings and traffic |
| Involves | Strategy, content, outreach | External domains and editorial mentions |
| Measurable Outcome | Outreach emails, placements, efforts | Quantity and quality of acquired links |
Why the Difference Matters
Understanding the distinction helps in three key ways:
- SEO Reporting Clarity
When tracking performance, you need to separate the actions you took from the results you achieved. Link building is the input. Backlinks are the output. - Strategic Focus
Many site owners look for backlinks without planning how to earn them. A focused link building strategy ensures your efforts are efficient and scalable. - Client Communication
For SEOs working with clients or teams, using these terms accurately builds trust and avoids confusion. It positions you as a knowledgeable professional, not someone chasing vanity metrics.
Can You Get Backlinks Without Link Building?
Yes, but not consistently. Backlinks can happen naturally when:
- Your content ranks and gets discovered
- Influencers or websites reference your work
- Journalists mention your site in news stories
This is called passive link acquisition. While valuable, it’s unpredictable. For most businesses, active link building is necessary to drive steady SEO growth.
Link Building and Backlinks in Practice
Think of it this way. Link building is the campaign. Backlinks are the results.
If you’ve earned 50 high-authority backlinks in three months, it likely happened because of a well-structured link building effort: content creation, outreach, follow-ups, and relationship building.
Without the process, the outcome doesn’t exist.
Final Thoughts
Backlinks are essential for ranking. Link building is how you earn them. These terms are connected but not interchangeable.
If your SEO strategy is focused only on counting backlinks without refining your link building efforts, you’re likely missing long-term opportunities.
Focus on the process, build value, and earn links that matter. That’s the foundation of sustainable SEO.
