If the internet were one big map, the links would be the roads. Pink, purple and orange lines with little route numbers on them. Connecting towns and cities, leading you to most every location you might want to visit. Links are how we travel from search engines to websites. It’s how we jump between pages …

Your social media profiles give friends, acquaintances and creepy internet strangers an idea of who you are. Likewise, your backlink profile gives Google an idea of what your site is all about. The main difference? Backlink profiles aren’t quite so simple and tidy. A backlink profile isn’t just a few pithy statements about likes and interests. …