A natural link is a link that a site owner places on their own because the linked content seems useful to their readers. No payment and no arrangement are involved.
Two common definitions
SEO sources use the term in two ways. In the strict reading, a link is natural only if neither the linked site nor an agency working for it caused it. In the wider reading, it is enough that the link fits the surrounding content and helps readers, even if the site owner prompted it. Google gives no binding definition.
Google describes the other side. Links created mainly to influence rankings count as link spam, including bought and swapped links. Paid links should carry sponsored or nofollow.
Example
A specialist blog links to a study it uses as a source. The study’s author did not ask for the link. Both definitions treat this as a natural link.
FAQ
How many natural links does a page need? There is no documented number. What matters is that the link profile does not consist mostly of links that were obviously placed to steer rankings (assessment).
Sources
- Spam policies for Google web search (link spam) – Google Search Centraldevelopers.google.com
- Qualify your outbound links to Google – Google Search Centraldevelopers.google.com
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