Backlinks are the backbone of SEO. They're one of the most important ranking factors, and understanding them is crucial when evaluating expired domains. But not all backlinks are created equal—some can boost your rankings, while others can hurt them. Let me break down everything you need to know about backlinks and how they impact domain value.
What Are Backlinks and Why Do They Matter?
A backlink is simply a link from one website to another. When Site A links to Site B, that's a backlink for Site B. Search engines like Google use backlinks as votes of confidence—the more quality backlinks you have, the more trustworthy and authoritative your site appears.
The SEO Value
Backlinks pass "link equity" or "link juice" to your domain. This equity helps with:
- Ranking higher in search results
- Building domain authority over time
- Increasing organic traffic
- Establishing topical authority in your niche
When you acquire an expired domain, you're essentially buying its accumulated backlink equity.
Types of Backlinks
Dofollow vs. Nofollow
Dofollow Links: Pass link equity to your site. These are the valuable ones for SEO.
Nofollow Links: Don't pass link equity (technically). However, they still have value:
- Show natural link patterns
- Can drive traffic
- Google may still consider them (algorithm is evolving)
Natural Profile: A healthy backlink profile has a mix of both—typically 70-80% dofollow, 20-30% nofollow.
Editorial vs. Non-Editorial
Editorial Links: Links placed naturally in content by editors/writers. These are gold.
Non-Editorial Links: Links in footers, sidebars, author bios, etc. Still valuable but less so.
Best Practice: Look for domains with mostly editorial links—they're more natural and valuable.
What Makes a Quality Backlink?
1. Authority of the Linking Domain
A backlink from a high-authority site is worth more than one from a low-authority site.
High Authority Indicators:
- Domain Authority (DA) 30+
- Domain Rating (DR) 30+
- High traffic
- Established, trusted brand
- .edu or .gov domains (government/education)
Example: A link from Harvard.edu (DA 95) is worth infinitely more than a link from a random blog (DA 5).
2. Relevance
Backlinks from relevant sites in your niche are more valuable than links from unrelated sites.
Why Relevance Matters:
- Shows topical authority
- More likely to drive qualified traffic
- Search engines value contextual relevance
- Better user experience signals
Example: A fitness domain with backlinks from health and wellness sites is more valuable than one with links from random, unrelated sites.
3. Link Placement
Where the link appears on the page matters.
Best Placements:
- In main content (body text)
- Early in the article
- Contextually relevant placement
- Natural anchor text
Less Valuable:
- Footer links
- Sidebar widgets
- Comment sections
- Link pages/directories
4. Anchor Text
The clickable text of a link (anchor text) matters for SEO.
Natural Anchor Text:
- Brand name
- Generic phrases ("click here", "read more")
- Partial match keywords
- Natural variations
Unnatural/Spammy:
- Exact match keyword spam
- Over-optimized anchor text
- Repetitive patterns
- All links with same anchor text
Healthy Profile: Mix of brand, generic, and keyword-rich anchor text.
5. Link Context
The content surrounding the link provides context.
Good Context:
- Relevant surrounding content
- Natural mentions
- Editorial context
- Helpful to readers
Poor Context:
- Unrelated content
- Spammy context
- Obvious paid placement
- Low-quality content
Evaluating Backlink Profiles
What to Look For
1. Diversity
- Links from many different domains (not just 1-2 sites)
- Various types of sites (blogs, news, directories, etc.)
- Different anchor texts
- Mix of dofollow/nofollow
2. Quality Over Quantity
- 100 quality links > 10,000 spam links
- Focus on authority and relevance
- Natural link patterns
3. Growth Pattern
- Steady, natural growth over time
- No sudden spikes (red flag for spam)
- Consistent acquisition
4. Relevance
- Links from sites in your niche
- Contextually appropriate
- Makes sense for your domain
Red Flags to Avoid
1. Spam Links
- Links from obvious spam sites
- Adult or gambling site links (unless that's your niche)
- Link farms or PBNs
- Low-quality directories
2. Toxic Links
- Links from penalized sites
- Links from sites with malware
- Links from sites with manual penalties
- Links from deindexed sites
3. Unnatural Patterns
- All exact match anchor text
- Sudden link spikes
- Links from unrelated niches
- Obvious paid links
4. Over-Optimization
- Too many keyword-rich anchors
- Repetitive anchor text
- Unnatural link placement
- Obvious SEO manipulation
Tools for Backlink Analysis
Free Tools
1. Google Search Console
- Shows links Google knows about
- Free but limited data
- Good for your own domains
2. Moz Link Explorer (Free Tier)
- Basic backlink data
- Limited queries
- Good starting point
3. Ahrefs Free Backlink Checker
- Limited but useful
- Shows top backlinks
- Good for quick checks
Paid Tools (Worth It)
1. Ahrefs
- Most comprehensive backlink database
- Best for detailed analysis
- Historical data
- Cost: $99+/month
2. SEMrush
- Good backlink data
- Competitor analysis
- Domain comparison
- Cost: $119+/month
3. Moz Pro
- Domain authority metrics
- Link analysis
- Good for beginners
- Cost: $99+/month
4. Majestic
- Historical backlink data
- Trust Flow and Citation Flow
- Good for expired domains
- Cost: $49+/month
How Backlinks Impact Expired Domain Value
High-Value Backlink Profiles
Domains with these characteristics command premium prices:
- .edu/.gov backlinks: Government and education links are gold
- High-authority referring domains: DA 30+ linking sites
- Relevant niche links: Contextually appropriate
- Editorial links: Natural, in-content links
- Diverse profile: Many different sources
- Natural growth: Steady, organic acquisition
Low-Value Backlink Profiles
These domains should be avoided or heavily discounted:
- Spam links: Obvious low-quality sources
- Toxic links: From penalized or malicious sites
- Unnatural patterns: Obvious manipulation
- Irrelevant links: From completely unrelated niches
- Over-optimization: Too many exact match anchors
Real-World Examples
Example 1: Premium Backlink Profile
Domain: TechReview.com (hypothetical)
Backlink Profile:
- 200 referring domains
- 50% from tech blogs (DA 20-40)
- 10 .edu links from universities
- 5 links from major tech news sites
- Natural anchor text mix
- Steady growth over 5 years
- All editorial, contextual links
Value: High—this is a premium profile worth significant investment.
Example 2: Questionable Backlink Profile
Domain: BestDeals123.com (hypothetical)
Backlink Profile:
- 5,000 referring domains
- 90% from low-quality directories (DA 1-5)
- 500 links from obvious PBNs
- All exact match anchor text ("best deals", "cheap prices")
- Sudden spike 2 years ago (red flag)
- Links from unrelated niches
Value: Low—despite high numbers, quality is poor. Avoid or heavily discount.
Building on Existing Backlinks
When you acquire an expired domain with backlinks:
1. Preserve Existing Links
- Don't immediately change content (can lose links)
- Maintain similar content theme
- Keep domain structure similar (if possible)
2. Build New Quality Links
- Create linkable assets
- Reach out for new backlinks
- Build relationships in your niche
- Create shareable content
3. Monitor Your Profile
- Track new backlinks
- Disavow toxic links if needed
- Monitor for spam attacks
- Maintain link quality
The Bottom Line
Backlinks are the currency of SEO, and understanding them is essential when evaluating expired domains. Remember:
- Quality over quantity: 100 good links beat 10,000 spam links
- Relevance matters: Links from your niche are more valuable
- Natural is best: Editorial, contextual links perform better
- Diversity counts: Links from many sources look more natural
- History matters: Steady, organic growth is a good sign
When evaluating expired domains, don't just look at backlink numbers. Dig into the quality, relevance, and naturalness of the backlink profile. A domain with moderate numbers but high-quality, relevant links is often a better investment than one with high numbers but poor-quality links.
The best expired domains have backlink profiles that tell a story of natural, organic growth from relevant, authoritative sources. These are the domains that will truly boost your SEO efforts.
Ready to find expired domains with premium backlink profiles? ExpiredDomainsGenie analyzes backlink quality, relevance, and authority to help you find domains with the exact link profiles you need for your SEO strategy.
