The number and nature of the backlinks to a website is one of the most important ranking factors, that is still being used in today's user-oriented organic search results. It helps determining the popularity of a website. Rank metrics, such as Google PageRank and Moz Domain/Rank Authority use it for ranking websites. So the more backlinks you have (quality ones, not cheap and spammy ones that people often purchase), the better your site tends to perform in search results. Knowing what your backlinks are, and where they're coming from can provide you with useful insights, and can help you filter out the cheap links in favour of quality ones. Let's take a look at how you can look at your website's backlinks in Google Analytics.
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