Natural backlinks are generally good. Bad backlinks, on the other hand, can get you penalised. They could potentially ruin your website—namely, artificial backlinks. In recent years, as the fundamentals of Google have improved, many sites involved with artificial link building are getting penalised. To stay ahead of Google, one aspect of prioritising is the copy of the backlink content. It should be natural to the site, both in structure and language, the topic should be relevant to the site, and the tie-ins need to be natural—no cutting corners.