Back links are essentially links on other websites that point back to your website. Google uses them to determine your site’s reach, authority and trust on the Internet. Basically, the links that point back to your site from trusted online sources pass on some of that trust and authority to your webpage. This, in turn, helps give your site the ability to rank better for the industry you’re marketing. Back links are the other 40% of what it takes to rank a business on the Google.