emember when marketers raced to get as many backlinks as possible because each one was a golden ticket to the top of search results? It was considered backlinks ranking factor for a long time. Those days might be over now, especially since Google experts like Gary Ilyes have stated that it is no longer a top three ranking criterion.
Organic search engine optimization (SEO) is difficult since yesterday’s finest techniques can quickly become yesterday’s obsolete methods. Many in the business need clarification on Google’s latest attitude on backlinks.
So, backlinks as a ranking factor are less effective than they once were? Is this again another conflict between search engines and SEOs?
Let’s look at Google’s latest statements and find out what this means for your SEO strategy.
The Importance of Backlinks in SEO
First, let’s define links and backlinks.
Backlinks are links on other sites that transfer traffic to your website. They are also known as inbound or external links, and they have long been the foundation of organic search engine optimization tactics. They act as endorsements, informing search engines that a specific website is reliable and authoritative.
They’re like positive reviews you get online instead of from people talking.
Backlinks (still) contribute value by establishing authority, aiding discovery, providing votes for competitive keywords, and sculpting internal PageRank flow.
Over the years, backlinks have become so important as ranking factor that a whole business has sprung up around them. Search marketing experts spend a substantial amount of time and money gaining these desired links in the hopes of improving their local ranking criteria on search engine results pages (SERPs).
The theory behind these SEO trends was simple: the more high-quality links pointing to your site, the better your chances of ranking highly for your target keywords.
Links from reputable sites still suggest trust and authority, help pages get indexed, act as endorsements for competitive terms, and distribute authority internally.
Google's Backlink Policy over the Time
In 2016, Andrey Lipattsev, a senior Google search quality strategist, cited backlinks as one of the top three Google Search website ranking variables.
Google has altered its mind since 2023. Here are some remarks from Google’s in-house specialists that indicate shifting SEO trends.
Gary Illyes at a Pubcon Pro in Austin in September 2023:
I think they are important, but I think people overestimate the importance of links. I don’t agree it’s in the top three. It hasn’t been for some time.
“Backlinks as a signal has a lot less significant impact compared to when Google Search first started many years ago,” says Duy Nguyen in Google’s November 2022 SEO Office Hours episode. We have hundreds of ranking signals to ensure we can rank the most relevant and useful results for all searches.
Mueller, John in Google’s Search of the Record Podcast from November 2022:
It's something where I imagine, over time, the weight on the links... won't be as much of a factor as it is now.
That, I believe, has already begun to change significantly.
Gruspe shares these thoughts.
“It could be a case that links have become less crucial for ranking highly, though they are still important and remain part of a balanced SEO approach.”
While links are still valuable, Google’s Search team feels they are no longer as significant as they once were as a Google ranking criterion.
Should We Put Our Trust in Google Right Now?
In several cases, Google’s public comments did not necessarily correspond with observed page rank algorithm actions. A notable example is the controversy over the role of clicks in ranking, with some organic search optimization pros accusing Google of concealing the reality.
In a hearing, Eric Lehman, a former Google Software Engineer, stated:
Pretty much everyone knows we’re using clicks in rankings. That’s the debate: ‘Why are you trying to obscure this issue if everyone knows?
However, it’s important to remember that Google’s primary purpose is to give the greatest user experience possible and that it’s tweaking its ranking algorithm to better understand human behavior. This entails providing the most relevant and high-quality search results possible. “It implies that enhancing search rankings shouldn’t hinge solely on the strategy of constructing links.”
Instead, it is suggested that we should use a more comprehensive strategy that focuses on:
- Quality content
- User experience
- Other new considerations that Google introduces with each algorithm update
While they may not share every ranking algorithm element, their advice frequently matches this goal.
Four More SEO Factors to Understand if Backlinks Ranking Factors: Expert Advice
You may optimize for additional local search ranking variables instead of concentrating just on links. While Taripe still advises creating relationships “in a strategic manner,” she also advises focusing on other important factors, which we’ll examine below:
1. Concentrate on Content Quality
Search engines strive to deliver the best possible responses to users’ queries, and well-researched, carefully created material is more likely to achieve this goal.
But it’s not just about the amount. These three organic search engine optimization factors are more important for both the reader and Google’s ranking algorithms, and they are as follows:
- Depth: Google’s ranking algorithms include research-based, reputable, and expert-level information that covers extensive topics. Make an additional effort to give readers useful information and value.
- Relevance: Always write about the problems users are searching for. Do you generate information that provides unnecessary answers to problems? Your material should always be relevant to the query to appeal to Google as a ranking factor.
- Value: Avoid repeating what everyone else is saying. Your material should be unique, interesting, and useful to the reader. Google analytics and data-driven SEO content techniques can assist you in improving your position in Google’s algorithm.
Create valuable, shareable content that naturally attracts links and promote it through outreach to industry influencers and bloggers.
It is also suggested that you “diversify your anchor text and avoid spam tactics to maintain a natural link profile.”
And, because of improvements such as Google’s BERT and MUM, the search engine’s capacity to analyze and evaluate content quality has greatly increased. Because these ranking algorithms can better understand the context and subtleties of information, it is even more important for websites to create meaningful and contextually relevant content.
2. Put mobile first.
Google’s mobile-first indexing strategy means that the search engine primarily indexes and ranks mobile versions of websites.
A site that isn’t mobile-friendly gives a bad user experience and may also suffer in search rankings.
Following organic search optimization elements are critical components of mobile optimization:
- Responsive design
- Quick loading times
- Simple navigation
As SEO trends evolve toward mobile-first, your priority should be to ensure that your website can be visited and read effortlessly on any device.
3. Consider Your Website Architecture
A well-structured website makes it easier for search engines to crawl and index your material. Here’s how it’s done:
- Logical site layout
- Simple navigation
- Consistent URL structure
All of these technical SEO components contribute to your website’s crawlability and indexability. When search engines can readily comprehend and browse your site, your content is more likely to be accurately indexed in Google’s page rank algorithm.
A solid website structure improves user experience and ranks high in local search ranking variables.
Visitors are more likely to stay longer, interact more, and convert when they can locate what they’re searching for and navigate your site without confusion. Positive user behavior can indirectly impact your site’s search rankings, making website structure a dual-benefit aspect for SEO and user experience.
4. The Evolution of Link Building
Should companies continue to invest time and money in expanding their website’s link portfolio, notwithstanding Google’s statements?
The answer is yes, and SEO trends support this.
Links continue to play an important function in increasing the exposure and trustworthiness of your website. According to HubSpot:
51% of marketers saw favorable results from link-building methods within one to three months of implementing them.
SERP emphasizes the importance of content pieces and backlinks in ranking on Google for desired keywords. Websites with more unique root domains outrank those with fewer, highlighting the significance of maintaining a diversified and healthy link profile.
Rank High on Search Engine Results Pages (SERPs) With a Data-Driven SEO Agency
While the relevance of backlinks and other website ranking indicators may change over time, the aim remains to rank high on search engine results pages.
Groww stays ahead of the curve, ensuring your plans align with the most recent SEO trends and insights. Whether it’s link building, content generation, or any other component of SEO, our data-driven SEO agency professionals can get your website to the top.
Don’t leave your online presence to chance; stay ahead of SEO developments.
Groww can help you rule the SERPs if you partner with us.
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