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Referring domains vs backlinks so you track the right metric for SEO

Referring domains vs backlinks, what matters and why

Q: Is it better to have more referring domains or more backlinks?

In most cases, growth in unique referring domains is the cleaner sign because it shows link diversity. Backlinks can inflate from sitewide links or repeated placements. Progress should be judged by new domains, topical fit, and which URLs are gaining those links.

Q: Why do I see thousands of backlinks from one website?

This is usually a sitewide link in a footer, sidebar, navigation, or a template element. It can be natural, but it rarely replaces the value of earning new unique referring domains.

Q: Can a single referring domain be stronger than many backlinks?

Yes. A single editorial link from a relevant, indexed domain with strong context can beat many low-quality links. Context, relevance, and trust signals matter.

If you have ever asked “Do I need more backlinks?”, the cleaner question is usually “Do I need more referring domains?” Backlinks are the total links pointing to your site. Referring domains are the number of unique websites linking to you. Search engines tend to value diversity and relevance, so one strong site linking once can matter more than one site linking 50 times.

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Simple definitions you can trust

These terms get mixed up a lot in SEO reports, Ahrefs, Semrush, Majestic, Moz, and Google Search Console exports. The math is simple, the interpretation is where people get stuck.

Backlinks

Total links pointing to your domain or a specific URL
One referring domain can create many backlinks (sitewide links, blogroll, footer, navigation)
Useful for spotting link spikes, sitewide patterns, and spammy repetition

Referring domains

Count of unique websites linking to you (unique domains)
Better proxy for link diversity, topical coverage, and brand citations
Useful for judging whether a backlink services plan is building real breadth

What you should track (and what you should ignore)

Counting backlinks alone is how people get fooled by sitewide links and repeat placements. Track these instead if you want a link profile that supports rankings and stays calmer over time.

New referring domains Fresh unique sites linking to you each month, separated by topic and link type. Entity signals: link diversity, topical relevance, referring domains growth.

Referring domains to the target URL Not just to the homepage. Service pages need their own domain-level support. Entity signals: URL-level authority, page relevance, internal links support.

Anchor text distribution Brand, URL, topical, partial match, exact match, tracked as a mix. Entity signals: anchor ratios, over-optimization patterns, readable anchors.

Scenario	Looks like	What it usually means	Best next step
Backlinks up, domains flat	Backlinks jump, referring domains barely move	Sitewide links, repeated placements, footer/sidebar links, or one network site	Shift to outreach and new unique domains, see manual outreach
Domains up, rankings flat	New domains appear, target page does not move	Low topical fit, weak internal linking, wrong target URLs, or thin content	Recheck targets and anchor intent, then link to the right pages
Big spike, then drop	Short burst of links and a visibility dip	Pacing issue, off-topic placements, or aggressive anchors	Slow link velocity, improve relevance, review quality checks
Few domains, strong traffic	Low count but links from real publishers	Editorial weight and context are doing the heavy lifting	Keep the same type, add a steady flow of similar domains

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How this changes the way you buy backlink services

When you hire link building, ask how many new referring domains you are getting, where those domains sit in your niche, and which pages receive the links. If the answer is mostly “we will send you X backlinks,” push for a referring domain plan. It keeps the work grounded in unique sites, relevance, and sensible link profile growth.

Best for growing referring domains

Best for strengthening a URL already ranking

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If you are cleaning up your reporting, these pages pair well with this topic.

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Checklist for relevance, link context, index status, and risk signals.

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Plan anchors by intent, balance brand and topical anchors, and avoid repetitive patterns.

Anchor text

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FAQ

Is it better to have more referring domains or more backlinks?

In most cases, growth in unique referring domains is the better sign because it shows link diversity. Backlinks can inflate from sitewide links or repeated placements. We like both, but we judge progress by new domains, topical fit, and which URLs are gaining those links.

Why do I see thousands of backlinks from one website?

That is usually a sitewide link in a footer, sidebar, navigation, or a template element. It can be fine when it is natural and relevant, but it rarely replaces the value of earning new unique referring domains.

Can a single referring domain be stronger than many backlinks?

Yes. If the domain is topically relevant, indexed, and the link sits inside a real page with context, one editorial link can beat dozens of low-quality links. Context, relevance, and trust signals matter.

Get a backlink profile review Quality and safety hub