In simple words, SEO or Search Engine Optimization denotes to any activity performed for the improvement of Search Engine rankings of websites, products, services or other content. It shows unpaid results which is also referred to as “free”, “organic”, “natural” or “earned” results.
The importance of SEO starts with the desire of the companies to gain more traffic for their websites. The ranking over search engines matter because users pay more heed to the first 5 searches on Google. Moreover, the users tend to trust Google’s refined search results because they consider these searches to be more authentic and specific.
Backlinks are also called incoming links that help users to shift from one web page to the other web pages. These links play an important part in SEO.
When Google search engine views multiple quality backlinks to a page, it considers the page to be more relevant to the search query, which helps in its indexing process and improves its organic ranking on SERPs.
From the perspective of SEO, there is a difference between backlinks and quality backlinks.
For Google search, random backlinks do not offer any help. Google assesses the quality of the backlinks present on a webpage with the relevancy found in the content of both the web pages.
The higher is the relevance between the original content and backlink content, the greater becomes the quality of the backlinks.
Google Sandbox is a filter placed on new websites as a result of which, a site does not receive good rankings for its most important keywords or phrases. Even with good content, a site is may still significantly affected by the Sandbox effect.
A site is sandboxed when it is new and does not rank for the keyword phrases that are not incredibly competitive in Google.
A Google Penalty is the negative effect on a website’s search rankings based on the updates to Google’s search algorithms and/or manual review.
It can be an unfortunate malfunction of an algorithm update or an intentional penalization for various black-hat SEO techniques.