How to Use the Links Report in Google Search Console: Understand Who’s Linking to You and Why It Matters
- Dr Shubhangi Gupta
- 1 day ago
- 5 min read
Introduction: Backlinks are like votes. But do they really help you win?
When we talk about SEO, backlinks are similar to recommendations. The more good websites that support you, the better your chances of getting a higher rank on Google.
But here is the thing: not all links are the same.
Some can help improve your SEO.
Others may hurt you.
That’s where the Links Report in Google Search will help.
It tells you:
Who is connecting to your website
What content is getting those connections
How your site links to itself
In short, it shows you how search engines and the web view the authority and structure of your site.
Where to Find the Links Report in Google Search Console?
Log into Google Search Console. Go to the menu on the left and click on “Links.” You will see a dashboard with two important sections:
External Links
Internal Links
Breakdown: What the Links Report Tells You
Let’s unpack the details in both areas:
1. External Links (Backlinks from Other Websites)
These are the links that lead to your site from other sources. They are very valuable for SEO if they are real.
Under External Links, you’ll see:
✅ Top Linked Pages
Which of your pages have got the most backlinks? This helps you see what content is working. You can then use that in other places.
✅ Top Linking Sites
This shows the websites that link to you the most. It can help you:
Find influencers or publishers that mention your content.
Look for spammy or low-quality websites.
✅ Top Linking Text (Anchor Text)
The clickable words used in those links outside your site matter. If everyone is using plain text like "click here," you are losing important SEO value.
💡 Pro Tip: Using anchor text with specific keywords helps your SEO more than unclear links.
Importance of External backlinks
External backlinks are crucial for SEO and website credibility. Here’s why they matter:
Improved Search Rankings: Search engines like Google consider backlinks as "votes of confidence." Websites with high-quality backlinks tend to rank higher in search results.
Referral Traffic: Backlinks drive visitors from other sites to yours, increasing engagement and potential conversions.
Brand Authority & Trust: When reputable websites link to your content, it enhances your credibility and trustworthiness.
Faster Indexing: Search engines use backlinks to discover and index new pages more efficiently.
Competitive Edge: Websites with strong backlink profiles often outperform competitors in search visibility.
2. Internal Links
This shows how well you connect your own content. A good internal linking plan helps:
Users find their way around your site better
Google looks at and lists your pages faster
Share power from top pages to others
Here, you’ll see:
Top internally linked pages – these are the pages you link to the most from your own content.
💡 If you can't find an important page here, you might need to link to it more often.
Importance of Internal Links in SEO
Internal links play a crucial role in SEO and website usability. Here’s why they matter:
Improved Navigation: They help users easily move between pages, enhancing their experience.
SEO Benefits: Search engines use internal links to discover and index content, improving rankings.
Link Equity Distribution: They spread ranking power across your site, boosting less visible pages.
Increased Engagement: Visitors stay longer when they find relevant content through internal links.
Content Hierarchy: They establish relationships between pages, helping search engines understand your site structure.
Outbound Links
Outbound links, also known as external links, are hyperlinks that direct users from own website to another. They are the opposite of external backlinks, which point from other websites to our site.
Why Are Outbound Links Important?
Credibility & Trust: Linking to authoritative sources enhances your content’s reliability.
SEO Context: Search engines use outbound links to understand your content’s relevance.
User Experience: They provide additional information and resources for readers.
E-E-A-T Signals: Google values content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), and outbound links contribute to this.
How to Use Link Data to Improve SEO
Now that you have the data, here is how to make it useful:
✅ 1. Analyze High-Performing Pages
If some pages have received many backlinks, look at what made them work well:
Was it a blog post?
A tool or a helpful guide?
A graphic that people would want to share?
Then create more content in that style or topic.
✅ 2. Identify Spammy or Low-Quality Links
If you see many backlinks from sketchy or unhelpful sites, it may be time to think about:
Removing links using Google’s disavow tool (only if they are really bad)
Making your content better so you attract good backlinks
✅ 3. Fix Internal Link Gaps
Is your latest product page not getting many internal links? You can add links from your popular pages. This will help:
Crawlability
User engagement
✅ 4. Monitor Anchor Text Patterns
Ensure that your anchor text is:
Natural
Descriptive
Contains keywords (but not too many)
If many backlinks are using the wrong text or none at all, think about contacting site owners to change it. This is especially important for key pages.
Conclusion: Think of Links as Relationships
Links from other sites or your own are not just blue text. They show trust, authority, and importance.
The Links Report in Google Search Console helps you check those connections. Are trustworthy sources mentioning you? Are you linking to other pages on your site for a reason?
Regularly checking this report helps you manage how people see, organize, and rank your site.
Next time you wonder why a page is ranking or not, remember to check the links behind the scenes.
FAQs
Q1. How often should I look at the Links Report in Google Search Console?
You should look at it every month. However, if you have just started a link-building effort or put out new content, check it every week for updates.
Q2. Do all backlinks help SEO?
No. Only good and relevant backlinks help. Links from spammy or irrelevant sites can hurt your rankings.
Q3. What should I do if I see spammy links in my report?
If you see spammy backlinks that might hurt your rankings, use Google’s Disavow Tool.
Q4. How do internal links help SEO?
They help Google see how your site is organized, share link strength, and help users navigate. A good internal linking plan can improve how your site gets indexed and ranked.
Q5. Can I download my backlinks from Google Search Console?
Yes, you can save your link information into a spreadsheet. This allows you to look at it more closely or use it for a report.
Q6. What is the ideal mixture of internal and external links?
The ideal mixture of external and internal links depends on your website's goals, but a balanced approach is key for SEO success. Here’s a general guideline:
Internal Links
Purpose: Help users navigate your site, improve engagement, and distribute ranking power.
Best Practice: Aim for 2-5 internal links per page, ensuring they are relevant and naturally placed.
Example: Linking to related blog posts, product pages, or service descriptions.
External Links
Purpose: Provide credibility, reference authoritative sources, and improve trustworthiness.
Best Practice: Include 1-3 high-quality external links per page, preferably from reputable sources.
Example: Linking to research studies, industry reports, or trusted news articles.
Balancing Both
User Experience First: Ensure links enhance readability and navigation.
Avoid Overlinking: Too many links can overwhelm users and dilute SEO benefits.
Strategic Placement: Use internal links to guide users deeper into your site, and external links to support claims or provide additional insights.
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