In a Google SEO workplace hours video, a Googler responded to a concern about backlinks and rankings and offered the interesting fact that backlinks have less effect as a ranking signal than it used to in the past.
Backlinks Ranking Signal
Hyperlinks and anchor text signals made Google a much better online search engine than the competition when it was initially introduced.
SEO used to mainly be about enhancing titles, headings, and content with keywords.
After Google ended up being important it was recognized that links were the secret to better rankings.
Whole markets rose to service the need for links, such as web directory sites and link selling brokers.
Different link building strategies also happened such as mutual connecting, comment spam, forum spam and so on.
Google mainly lost the war versus link spam. The turning point was 2012 with the introduction of the Penguin algorithm, in addition to other updates to Google’s facilities (Hummingbird) which enabled Google to do progressively enormous quantities of link associated ranking functions.
Today we are at a point where Google has the ability to rank links in such a way that low quality links are discarded.
Links continue to be an important ranking aspect however it has actually been a mystery regarding just how much impact links have today.
John Mueller hypothesized just recently that links may start playing a decreasing role in ranking, stating:
“… it’s something where I envision, in time, the weight on the links at some point will drop off a little bit as we can determine a little bit better how the material fits in within the context of the entire web.”
Backlinks Have Less Impact Today
It is intriguing to hear a Googler say that links have less impact today since it was comprehended that the decrease in value was something in the future.
But possibly the bottom line to keep in mind is that the strength of the link signal is being compared to when Google first started.
The remark about links happened from a concern about why Google still utilizes backlinks and if link building projects are not enabled.
This is the question:
“Why does Google keep utilizing backlinks as a ranking aspect if link building campaigns are not allowed?
Why can’t Google find other ranking aspects that can’t be easily controlled like backlinks?”
“There are a number of things to unload here.
Initially, backlinks as a signal has a lot less substantial impact compared to when Google Browse initially started many years back.
We have robust ranking signals, hundreds of them, to make sure that we have the ability to rank the most relevant and beneficial results for all questions.”
That is certainly real, links have a lot less effect today than when Google first began, generally since less type of links (like directory links, paid links) have the ability to impact search rankings.
It’s uncertain if the Googler was making a recommendation to more than simply the kinds of links that still have an impact.
The Googler continued:
“Second, full link structure projects, which are essentially link spam according to our spam policy.
We have many algorithms capable of spotting abnormal links at scale and nullify them.
This implies that spammers or SEOs spending money on links truly have no other way of knowing if the money they spent on link building is really worth it or not, given that it’s actually likely that they’re simply wasting cash developing all these spammy links and they were already nullified by our systems as quickly as we see them.”
Hyperlinks and Website Promotion Are Still Essential
Hyperlinks have a function that exceeds simply ranking. Google discovers webpages through links.
Google’s own documentation not just mentions links as how Google finds web pages, it encourages publishers to promote their websites.
The documents states:
“Google also finds pages through links from other pages. Learn how to motivate people to discover your site by Promoting your website.
… Chances are, there are a number of websites that cover topic locations comparable to yours. Opening up interaction with these websites is typically advantageous. Hot topics in your niche or neighborhood could spark additional concepts for content or developing an excellent neighborhood resource.”
The amount of links indicating a website still suggests how important a website is.
The connecting patterns that are developed from natural links assists Google to understand what a site is about too through the resulting link graph.
Follow Up Questions
The Googlers statements appear to need follow up questions.
- Did the Googler mean that links that Google uses for ranking have less effect than in the past?
- What about link structure campaigns that are fixated telling others about a site and asking for a link, are those thought about spam?
- When the Googler referenced “link building projects” were they talking about campaigns to pay for guest posts or link insertions into existing short articles?
The responses given are excellent starting points however this new format for the Google office hours is not carried out live.
That indicates there is no way to ask follow up questions, which makes some of the answers less beneficial.
Included image by Best SMM Panel/Asier Romero
Listen to the Google Workplace Hours at the 6:08 minute mark