The WordPress backlink and its impact on search engine optimization (SEO)
The backlink is a feature historically present in WordPress, allowing bloggers and site managers to notify another site when they mention its content.
In this article, we’ll explore in depth what a backlink is, how it works and how it impacts the SEO of a WordPress site.
What is a backlink?
A trackback is an automatic notification system between blogs. It is designed to enable blog authors to inform each other when they quote each other.
When site A mentions an article on site B by inserting a link to it, a backlink is generated and appears in the comments of the article on site B. This process is designed to encourage interaction and discussion between the different websites.
How backlinks work in WordPress
WordPress uses a system of backlinks based on the following principles:
- When an author creates an article and includes a link to another external article, WordPress tries to send a notification to the target URL.
- If the other site also uses a backlink system and accepts it, a mention will appear in the comments of the target article.
- This includes an extract of the content and a link to the original article.
- The administrator of the target site can choose to approve or reject the backlink.
The difference between backlinks and pings (Pingbacks)
Backlinks and pingbacks are often confused, although they are different:
- backlinks require manual intervention by the user (manual addition of the target article’s backlink to the source article),
- pingbacks are handled automatically by WordPress when a link is inserted,
- and pingbacks don’t contain text excerpts from the source article, unlike backlinks.
Impact of backlinks on SEO
Improved internal and external networking
Internal and external links are essential for a website’s SEO. Backlinks enable :
- create connections between relevant articles,
- increase content visibility by multiplying access points,
- encourage traffic between different websites.
Obtaining backlinks
Backlinks are a crucial factor in SEO.
Backlinks facilitate their acquisition by providing natural links to one’s own site. A backlink validated by an external site acts as a recommendation, reinforcing the authority of the original site.
Google takes the quality and quantity of backlinks into account when assessing a page’s authority. Backlinks contribute to this ecosystem, provided they come from relevant, quality sites.
Increased traffic
A visible backlink in the comments of a popular site can generate traffic to your own site. By attracting visitors interested in your subject, you increase the number of sessions and reduce the bounce rate.
Examples of trackback use
Blog
A food blog mentions a recipe on another site. The backlink establishes a direct link between the two pieces of content, enriching the user experience.
SEO Search Engine Optimization
A press relations agency uses a backlink to link its blog post to a study published on Agence France Presse (AFP). This action improves its search engine ranking.
Backlink problems and solutions
Backlink spam
Many spammers exploit backlinks by publishing links to poor-quality sites. To limit this problem, we recommend :
- activate comment moderation to approve backlinks before publication,
- use extensions like Akismet to filter spam,
- disable backlinks if spam becomes unmanageable.
Low-quality feedback
If your site receives backlinks from unreliable sources, it can harm your SEO. To control this :
- check backlinks via Google Search Console,
- disavow harmful links with Google’s disavow tool.
Duplicate contents
Some sites abuse backlinks to retrieve content automatically. To avoid this :
- use canonical tags to indicate the content’s original URL,
- set up backlink tracking and block abusive sites.
Should backlinks be activated in 2025?
With the evolution of Google’s algorithms and the rise of spam, the relevance of backlinks is debatable.
However, if you run a quality blog and want to encourage interaction with other sites, backlinks can be interesting. Just make sure you :
- control and moderate incoming feedback,
- encourage natural backlinks from real collaborations,
- use anti-spam extensions to maintain comment quality.
Conclusion
WordPress backlinks have interesting SEO potential when properly managed.
They can be used to strengthen external links, obtain backlinks and increase traffic. However, they are also subject to abuse, particularly when it comes to spam. Their use must therefore be strategic and controlled to derive maximum benefit without negatively impacting your site’s SEO.