Capterra and G2 Backlinks: How SaaS Companies Use Review Sites

Most SaaS buyers check a review site before they book a demo. Capterra and G2 backlinks come from the product profiles you hold on those sites, and they work differently from normal editorial links. This post explains what these links are, what the platforms themselves say about them, and where their real value sits.

What are Capterra and G2 backlinks?

Capterra and G2 backlinks are links that point from your software’s profile page on those review platforms to your own website. They sit alongside your reviews, screenshots, pricing details and category placement.

A few terms help here:

• Review platform: a site where real users rate and review software, such as Capterra or G2.
• Product profile: the page about your tool on that platform. Both sites let vendors claim and edit it.
• Sponsored profile: a paid placement. Capterra says sponsored profiles “represent providers who pay us a referral fee for redirecting traffic to their websites.”
• Link attribute: a rel value such as sponsored, nofollow or ugc that tells Google what kind of link it is.
• Grid: G2’s category chart. G2 says that with a profile and 10 reviews you are “automatically eligible to secure a spot on the Grid.”

These platforms are also getting closer. On 29 January 2026, G2 announced it had “formally agreed to acquire” Capterra, Software Advice and GetApp from Gartner. Check each platform’s current vendor pages before you plan around them, since programmes may change.

Are Capterra and G2 links free or paid?

A basic profile is free on both sites, but a clickable link to your website is tied to paid options on both. That is the most important fact for link planning.

On G2, the change was announced in August 2023. G2 wrote that “Linking directly to your website is now exclusively available on upgraded profiles.” The same update moved call to action buttons and lead capture to upgraded plans. G2 also says setting up a profile is free and that “G2 is not pay to play” for rankings.

On Capterra, the disclosure page says it lists all software providers, not only those that pay. The “Visit Website”, “Try for Free” or “Book Demo” buttons appear on sponsored profiles, and Capterra explains that clicking one “takes buyers to the provider’s website.” Capterra earns money from these clicks through referral fees.

Are Capterra and G2 links nofollow or sponsored?

Neither Capterra nor G2 states the link attribute in the official pages I checked, so I will not claim one. You can check the live link yourself in a minute.

What Google’s rules say is clear. Its guide on qualifying outbound links asks sites to mark links that are “advertisements or paid placements” with rel=”sponsored”, and says nofollow is still acceptable for them. Since these website links come from paid plans or paid referrals, you should not plan on them as ranking links. Treat them as paid traffic links.

To check a link yourself:

1. Open your profile page in a browser.
2. Right click the website button and choose Inspect.
3. Look for rel=”nofollow”, rel=”sponsored” or a redirect URL in the link code.
4. Note the date, since platforms change their code.

If the button goes through a tracking redirect, the link points to the platform first, not straight to your site. My guide to dofollow vs nofollow links explains why that matters.

What is the real value of review site profiles?

The real value is trust and visibility with buyers, not link equity. A strong profile helps buyers shortlist you, sends qualified visits and gives search systems consistent facts about your product.

• Brand searches: review site pages often appear when people search your brand name plus “reviews”. A complete profile shapes that first impression.
• Referral traffic: visitors from a category or comparison page are already comparing tools.
• Social proof: reviews and badges can be reused on your site. G2 says republished badges must include “a backlink to the G2 page” for your product.
• Entity data: the same product name, category, features and pricing across platforms helps search systems understand what your product is.

For AI search, this consistency is useful. G2’s own acquisition announcement says its combined data aims to be a “source of truth for the LLMs and agents.” That is the platform’s stated goal, not a promise of results, but it shows why accurate profile data matters. Google says there are “no additional requirements to appear in AI Overviews or AI Mode,” so the basics of clear, consistent information still apply. I cover the wider picture in brand mentions vs backlinks.

How should a SaaS company use Capterra and G2?

Use them in five steps: claim the profiles, complete every field, collect genuine reviews, decide whether paid traffic is worth it, then earn editorial links elsewhere. Each step supports the others.

1. Claim both profiles: use the official vendor pages. G2 says it reviews a claim and gives final approval within 1 to 3 business days.
2. Complete every field: features, screenshots, pricing, integrations and category. Match the wording on your own site.
3. Collect genuine reviews: ask real customers. Never write, buy or swap reviews.
4. Test paid options carefully: judge sponsored profiles or upgrades by demos and sign ups, not by the link.
5. Earn ranking links elsewhere: guest posts, integration partners and original data. My post on link building for AI tools covers these sources.

If you want help connecting review site work to a full search plan, see my SaaS SEO services.

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