Links are the backbone of SEO. They connect pages, build authority, and signal trust to Google. Without them, even the best-written content may struggle to rank. Yet many businesses in Australia overlook one of the simplest tools available to understand and manage their links: the Google Search Console Links Report.

This free report doesn’t just list who’s linking to you; it shows how Google interprets your site’s entire link structure, both internal and external. It highlights where authority is flowing, which pages are performing strongly, and where gaps may be holding you back.

By ignoring it, businesses risk missing opportunities to strengthen rankings, fix weak internal structures, or identify toxic backlinks. But by using it consistently, you gain a roadmap for smarter SEO decisions.

What Is the Google Search Console Links Report and Why Does It Matter?

If you’re serious about SEO in Australia, you’ve likely heard of Google Search Console. It’s Google’s free tool for monitoring site performance, but one of its most valuable, and often overlooked, features is the Links Report.

This report provides unique insights into how Google views your site’s link profile, both internally and externally. By understanding it, you can spot opportunities, strengthen your SEO strategy, and resolve issues before they affect rankings.

So what exactly does the Links Report reveal, and how can you use it to improve your SEO performance? Let’s explore.

What does the Links Report reveal?

At its core, the Links Report shows how your website is connected through links. It’s broken into four main sections:

External links: Websites linking to yours.
Internal links: How your own pages connect.
Top linking sites: The external domains providing backlinks.
Top linking text (anchor text): The words used to link to your site.

These four sections are crucial because links remain one of the strongest signals in Google’s algorithm. They show authority, context, and site structure.

Example 1: If your “SEO services in Brisbane” page is one of your most externally linked pages, Google is more likely to see you as an authority in that niche.
Example 2: If your top internally linked pages are blogs rather than service pages, it may signal your navigation is not directing authority where it’s most needed.

Wrap-up: The Links Report is more than just data; it’s Google showing you how it interprets your site’s connectivity.

What are external links?

External links, or backlinks, are links from other websites pointing to your content. The Links Report lists:

Which of your pages receives the most backlinks?.
The top websites provide those links.
The most common anchor text is used.

Backlinks are vital because they act as “votes of confidence.” A healthy profile of high-quality backlinks signals authority, which translates into higher rankings.

Example 1: A Melbourne café featured in a “Top 10 Coffee Spots” list by a travel magazine gains a backlink that boosts both search visibility and foot traffic.
Example 2: A B2B SaaS business included in an industry report benefits from ongoing referral traffic and stronger domain authority.

Wrap-up: Backlinks are proof that your site is trusted. The Links Report tells you where that trust is coming from, and where it might be lacking.

What are internal links?

Internal links connect pages within your own site. They distribute link equity, improve navigation, and help Google understand content hierarchy.

The Links Report shows which pages are most internally linked. If critical service or product pages don’t appear, it’s a sign that internal linking needs improvement.

Example 1: An online clothing store links blog posts about “Summer Fashion Trends” directly to product pages, boosting conversions and rankings.
Example 2: A law firm realises through the report that its “Family Law Services” page has minimal internal links. By fixing this, enquiries increase within months.

Wrap-up: Internal linking is one of the easiest yet most powerful SEO improvements. The Links Report shows whether you’re distributing authority effectively.

Why are backlinks important in SEO?

Backlinks remain one of Google’s strongest ranking signals. They act like digital recommendations: the more credible sites that link to you, the more trustworthy you appear.

But not all backlinks are created equal. A single high-quality link can outweigh hundreds of low-quality ones.

Example 1: A Sydney tech start-up gains one backlink from the ABC News website; this boosts its authority more than 50 links from small, unrelated blogs.
Example 2: A local plumber with dozens of spammy directory backlinks fails to rank, while a competitor with just a handful of industry-relevant backlinks outranks them.

Wrap-up: The Links Report helps you separate valuable endorsements from potentially harmful ones.

How do internal links influence ranking?

Internal links tell Google which pages matter most. They also improve user experience by guiding visitors logically through your site.

Example 1: A blog post on “Camping Essentials” links to “Buy Sleeping Bags” and “Buy Tents,” directing both Google and users toward key product pages.
Example 2: A digital marketing agency links beginner SEO guides to advanced service pages, funnelling traffic into the conversion journey.

Wrap-up: Internal links strengthen rankings and conversions by connecting content meaningfully.

What can anchor text reveal?

Anchor text is the clickable text in a hyperlink. The Links Report shows what words other sites use to link to you.

Why it matters:

Branded anchors (e.g., “Company X”) build awareness.
Descriptive anchors (e.g., “SEO services in Melbourne”) boost keyword relevance.
Over-optimised anchors (e.g., dozens of “cheap SEO Sydney” links) can appear spammy.

Example 1: If most anchors are branded, it’s a sign you may need more descriptive ones for SEO variety.
Example 2: A sudden surge of exact-match keyword anchors could signal manipulative link-building and risk penalties.

Wrap-up: Anchor text diversity shows Google a natural, trustworthy link profile.

How can you spot issues with your links?

The Links Report helps identify weaknesses before they damage rankings. Common issues include:

Key service pages are missing from the top-linked lists.
Heavy reliance on one domain for external backlinks.
Pages with few or no internal links.

Example 1: A tourism business realises its booking page has no backlinks despite being crucial for conversions.
Example 2: A blog post with 50 backlinks from the same site suggests unnatural link-building.

Wrap-up: Spotting red flags in the Links Report lets you adjust before Google does.

How do you improve your backlink profile?

Improving your backlink profile is about quality, not quantity. Effective tactics include:

Creating original, shareable content like research reports or guides.
Building relationships with journalists, bloggers, and industry partners.
Guest posting on reputable Australian websites.
Using digital PR campaigns to earn natural coverage.

Example 1: A Brisbane retailer publishes a “State of Retail 2025” report that earns media coverage and backlinks.
Example 2: A small accounting firm contributes expert commentary to a finance blog, earning both credibility and traffic.

Wrap-up: Strong backlinks come from valuable content and strategic relationships, not shortcuts.

How do you optimise internal linking?

Effective internal linking requires planning. Best practices include:

Linking to high-value pages from menus and sidebars.
Adding contextual links within blog content.
Using descriptive anchors (e.g., “digital marketing services”) instead of “click here.”
Ensuring orphan pages are connected.

Example 1: A news website creates a hub page for “Housing Market Insights” and links all related articles to it, boosting its authority.
Example 2: A dentist links blog posts on oral health tips directly to “Book an Appointment” pages, improving both user experience and SEO.

Wrap-up: Internal linking ensures authority flows where it matters most, your key service and conversion pages.

What real-world example shows the Links Report in action?

Consider an Australian law firm with dozens of blogs about legal advice. Their Links Report revealed the “Family Law Services” page had very few internal links.

By systematically linking blog posts back to this page, they saw a 25% increase in organic traffic and a surge in enquiries within three months.

Wrap-up: Small, data-driven tweaks from the Links Report can deliver measurable business results.

How often should you check the Links Report?

SEO is ongoing, not “set and forget.” Regular reviews ensure you stay ahead.

Monthly checks: Best for active websites or competitive industries.
Quarterly checks: Suitable for smaller sites with slower growth.

Example 1: A retailer reviews monthly to track holiday backlinks and seasonal trends.
Example 2: A small consultancy checks quarterly but runs extra audits during campaign launches.

Wrap-up: Frequent monitoring means fewer surprises and more opportunities to improve.

FAQ

1. How do I access the Links Report?
Log in to Google Search Console, choose your property, and click “Links” on the left-hand menu.

2. What’s the difference between “Top linked pages” and “Top linking sites”?
“Top linked pages” shows your most-linked pages. “Top linking sites” shows which external websites link to you the most.

3. Can I disavow toxic backlinks from this report?
No. The report helps identify toxic links, but disavowing must be done with Google’s Disavow Tool.

4. Does the report include every backlink?
Not all. Google provides a sample, but it’s accurate enough for spotting trends.

5. Should I worry if my site has only a few backlinks?
Not always. A handful of high-quality links can outperform hundreds of poor-quality ones.

6. How often should I run a backlink audit?
At least quarterly, but monthly is recommended for larger sites or competitive industries.

Why should you care about the Links Report?

The Links Report is more than a data table; it’s a roadmap to stronger SEO. It reveals:

Which pages attract attention?
How your internal structure distributes authority.
Whether your backlink profile is strong or risky.

For Australian businesses, ignoring it means missing opportunities to grow visibility, credibility, and customers.

Final thought: Treat the Links Report like your site’s health check. Used consistently, it highlights where your strategy is working and where improvements will deliver the biggest impact.

How does the Links Report in GSC help your SEO?