There are certain truths when it comes to what helps a website rank in search. Google wants to see: Mobile-first design Fast page speeds Top-notch security User-friendly navigation Trustworthiness and expertise … among other things. It also wants to see high-authority websites link back to your website. And if your clients aren’t obsessed with getting backlinks right now, just wait and see. They’re highly coveted and some businesses will go to great lengths to get them.

https://www.smashingmagazine.com/2020/08/clients-backlinks-design/