YouTube Backlinks: Why They Matter and How to Build Them for SEO

Sydney Go

Dec 17, 20247 min read
YouTube Backlinks
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YouTube backlinks are external links that direct users from a YouTube video or its associated content to your website. 

For example, a YouTube channel may include a link to a related blog post in its video description.

YouTube backlinks added to the video description

Building backlinks from reputable sources is an essential part of any off-page search engine optimization (SEO) strategy. YouTube backlinks can increase search rankings and drive more organic traffic to your website.

When a reputable website links to another website, search engines view the linked site as a trustworthy source of information. Backlinks serve as votes of confidence, and search engines use them to determine organic search rankings.

YouTube has an Authority Score of 100, according to Semrush’s Authority Score metric. This metric rates domain authority on a scale from 0 to 100. A higher authority score indicates more valuable outbound links. 

Because YouTube’s domain authority is at the top of the scale, a backlink from YouTube can offer significant value.

youtube.com domain has 100 Authority Score.in Semrush

A backlink strategy (or a link-building strategy) refers to the tactics a website uses to secure high-value backlinks. 

YouTube backlinking is a strong option for businesses that already produce content for YouTube.

1. Enhance Your Search Engine Optimization

A Backlinko study suggests that high website authority correlates strongly with higher rankings.

Links from highly authoritative sites can improve your own authority score. YouTube’s domain authority ranks at the top level. Backlinks from this platform can help your site perform better on search engine results pages (SERPs).

Receiving links from YouTube, as well as social media platforms and other reputable websites, can improve your overall backlink profile. A backlink profile measures the number and quality of domains linking to a website. 

A diverse backlink profile signals credibility and relevance to search engines. This can boost your website’s organic rankings.

The Backlinko study also shows that backlinks from diverse domains support SEO. If you already operate a YouTube channel, creating links from there requires minimal effort. 

Starting with a YouTube backlink is an easy first step to diversify your link profile.

2. Get More Leads and Sales

YouTube ranks as the third-largest search engine, and many users begin their product research there. A Google survey showed that YouTube influenced 68% of platform users’ purchasing decisions. 

Another study revealed that more than 40% of global shoppers buy products they discover on YouTube.

Google survey's data showed that 68% of YouTube users used it to help them make purchase decisions

Image Source: Google

Traffic from a trusted source like YouTube often converts better. Adding YouTube backlinks to your product and service pages can increase leads and sales. 

A Talk Shoppe survey found that nearly eight out of 10 consumers feel more satisfied when making purchases based on YouTube recommendations. Buyers who make informed decisions through YouTube content are less likely to return items.

Satisfied customers are more likely to become repeat buyers. Thus, converting YouTube viewers can improve your revenue over time.

A Talk Shoppe survey on YouTube users - results

Image Source: Talk Shoppe

3. Connect with New Audiences

YouTube backlinks can direct new audiences to your site—even those unaware of your brand. 

Some users prefer video content to text-based information. YouTube’s video format may appeal to these visual learners, allowing you to reach users who don’t visit other platforms.

YouTube displays outbound links prominently, making capturing a viewer’s attention and driving them to your site easier. This can increase the likelihood of converting viewers into website visitors.

How does YouTube usage compare to other social media platforms for video consumption? A recent survey shows that YouTube is the preferred video platform for 82% of U.S. adults. This data confirms YouTube’s broad reach and potential impact.

Google survey's data showed that almost 4X as many people prefer watching video on YouTube as on social platforms that are less video-centric

Image Source: Google

4. Build Brand Awareness and Equity

YouTube backlinks can tap into an audience of 2.49 billion users. Directing these viewers to your website can increase brand awareness.

Linking from your YouTube channel to your website helps search engines recognize both as representing the same brand. This can improve your online visibility and help you rank higher for branded searches on both Google Search and YouTube.

Google's SERP for "Indie Folk Central" showing a YouTube channel and website results

In this example, branded SERPs and video results appear together, strengthening your brand presence. YouTube’s online video advertising statistics underscore the platform’s importance for building brand equity.

YouTube’s Online Video Advertising Campaign statistics

Image Source: Youtube

5. Increase Your Brand Value and Credibility

A backlink from a well-known or reputable source can increase trust in your business. Many users trust YouTube more than other platforms during their shopping journey.

When users arrive at your website from a YouTube backlink, they often associate your brand with a credible source. This can increase positive brand perception, recognition, and long-term value.

For example, DreamHost—a leader in web hosting—links to LezWatch.TV in its YouTube video descriptions. This strategy not only drives traffic but also transfers some of DreamHost’s credibility to LezWatch.TV.

DreamHost's YouTube video that links to LezWatch.TV in the description

6. Diversify Your Marketing

Linking from your YouTube videos to your website helps build a cross-platform audience. Google reports that an omnichannel strategy can increase incremental store visits by up to 80% for e-commerce brands.

Omnichannel marketing integrates multiple channels to offer a unified customer experience. Moving viewers seamlessly from YouTube videos to your website can have a direct positive impact on site traffic.

Cross-linking also protects against platform-specific setbacks. For example, Vine shut down in 2017. Many creators directed their Vine followers to YouTube, ensuring they maintained their audience elsewhere.

Similarly, if a Google algorithm update affects your site’s rankings, YouTube backlinks can still drive referral traffic. According to Statista, YouTube backlinks drive 24% of all e-commerce referral traffic—second only to Facebook.

Statista's data showing that YouTube backlinks drive 24% of all e-commerce referral traffic

This traffic can help preserve your brand’s equity if organic search traffic declines.

For more on recovering from Google Updates, see: How to Survive Google Updates: A Step-by-Step Guide.

Securing backlinks from high-authority websites (with scores of 60-100) often proves challenging. However, you can leverage your existing YouTube videos to create these valuable links easily.

Many SEO specialists spend between $5,000 and $10,000 per year on link building. YouTube backlinks are often more cost-effective because you can use existing content without extra production costs.

You also control where and when you link out from your own YouTube content. Other methods, such as guest posting, may limit your linking options due to host site guidelines.

In summary: YouTube backlinks can improve SEO, drive leads and sales, reach new audiences, build brand awareness, increase brand value, diversify marketing strategies, and provide an easier method for gaining high-authority links.

Your YouTube channel provides several ways to direct viewers to your business website. You can categorize YouTube backlinks based on their placement on the platform.

Video description links stand out because they appear directly below the video. They’re easy to create by simply including the URL in the description field when uploading the video.

Video description links on YouTube

Link to your homepage or another relevant page, but ensure your video content relates to the linked webpage so viewers understand the connection.

Insert the URL in the description field when uploading a video under "Details" tab

YouTube profile links appear below your channel’s banner.

You can add up to 14 profile links. Many brands link to Instagram, Facebook, or other platforms.

YouTube profile "Links" section

Use YouTube Studio to add these links. After logging in, click your avatar in the top right corner and select “YouTube Studio.”

Navigating to “YouTube Studio"

In the left-side navigation, choose “Customization” and then “Basic info.”

"Basic info" page under "Channel customisation" section

Click “+ ADD LINK,” name your link, and paste the URL.

"Spotify" and "myspotifylink.com" entered under "Links" section in “YouTube Studio

YouTube cards let you add interactive links during the video. These links usually point to other YouTube videos or playlists, but if you belong to the YouTube Partner Program (YPP), you can also add external links.

You can place up to five cards per video, guiding viewers toward specific website pages.

An info card in a YouTube video

To add a card link in YouTube Studio:

  1. Log in to YouTube Studio and select “Content” in the left menu
  2. Choose a video by clicking its title or thumbnail
  3. Click “Editor” from the left menu
  4. Go to “Info cards” and select “Link
  5. Add the desired external URL

Comment links can drive users to specific pages on your website. Some creators also use them to add affiliate links.

A comment link on YouTube

Use comment links sparingly. Overuse may trigger spam alerts and lead to account suspension. For more information on allowed comments, refer to the Google Support page.

End screens appear at the end of videos and often show suggested content. You can use them to guide viewers to your website. End-screen backlinks serve as calls to action (CTAs) that encourage viewers to take a next step.

End-screen link on YouTube video

If you are a YPP creator, you can add external links to end screens to increase referral traffic.

To add an end-screen link:

  1. Follow steps one and two from the card link instructions above
  2. Click “Editor” from the left menu
  3. Select “End screen
  4. Choose “Link” and add your webpage URL

Don’t use free YouTube backlink generators. These tools create unnatural links and can result in account suspension.

If YouTube already plays an important role in your marketing, use YouTube backlinks to boost brand awareness and website traffic.

Semrush tools can help identify and track YouTube backlinks and support other link-building efforts.

Run a Backlink Audit to assess your backlink profile’s health. Use Backlink Gap to compare your domain with competitors’ and find new link-building opportunities.

Explore the Link Building Tool to quickly discover sources for new links.

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Sydney has been creating content for over 10 years. She has been a writer, content manager and coordinator, editor, and strategist. At Semrush, she’s a blog editor who makes sure each article is as accurate, optimized, and helpful as possible.
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