Links Still Matter in SEO: 7 Signs They Remain Important
Links have played a crucial role in SEO since Google’s inception. However, recent remarks from Google’s Gary Illyes have spurred discussions suggesting that links might be losing their significance.
While links may not be the single most important ranking factor, they still hold value and should remain an essential component of a well-rounded SEO strategy.
Here are seven signs that links continue to play a significant role in SEO:
Are Links Losing Relevance in SEO?
Why do some believe that links are becoming irrelevant? Illyes recently commented on the overemphasis many place on link building.
“I think they are important, but I think people overestimate the importance of links. I don’t agree it’s in the top three [ranking signals]. It hasn’t been for some time.”
Illyes further mentioned that it’s possible to rank well without links. However, the case study he cited—where a website ranked highly on Google without any links—appears to be an exceptional scenario rather than the norm.
There has been considerable debate, with many questioning the ongoing relevance of links. Despite this, a significant number of SEOs continue to advocate for the power of quality backlinks. It seems improbable that a ranking signal as foundational as links would become obsolete, especially considering their importance pre-dates Google.
7 Signs Links Still Matter
While the narrative suggests a diminishing value of links, various indicators tell a different story. Google’s experiments, documentation, studies, and other sources show that links are here to stay.
1. Google’s AI-Powered Future Relies on Links and Mentions
Google’s public Search Generative Experience (SGE) documentation states:
“SGE places even more emphasis on producing informative responses corroborated by reliable sources.”
To ensure its AI-generated answers are trustworthy, Google relies on links from authoritative sources. This practice helps combat common AI issues such as hallucination, misinterpretation, bias, and duplication of existing Search features. Understanding the importance of links in this context is crucial as SGE evolves.
2. Google’s ‘Mentioned In’ SERP Feature
Google’s “Mentioned in” feature is one clear sign that links still matter. This new feature highlights publications where a brand has been mentioned or linked to, helping users quickly gauge a source’s credibility. It aligns with Google’s E-E-A-T focus, connecting back to expertise and authority in various subjects.
3. Agency Clients See Results from Links
At our agency, we continue to see positive results from quality backlinks. Clients in competitive verticals invest heavily in digital PR and backlinking campaigns as part of their earned media strategy. Despite occasional challenges in implementing content or other strategies, backlinks remain a reliable way to achieve ranking results.
4. Semrush 2024 Ranking Study: Backlink Importance
According to Semrush’s 2024 Ranking Signal Report, eight of the top 20 ranking factors are related to backlinks. This report underlines the ongoing importance of earning backlinks as part of an effective SEO program.
5. Google’s Commentary on Links
Illyes’s recent comments have been interpreted in various ways. However, he clearly states that “links are important.” While he emphasizes that links are not as crucial as some might think, their continued acknowledgment in different contexts suggests they still play a significant role.
6. Google Validates Link Importance in Documentation
Google’s documentation often reflects its evolving understanding of ranking factors. The “How Google Search Works” section explicitly highlights the significance of links from prominent websites as a marker of trustworthy information.
7. Google’s Efforts to Combat Spammy Links
Google’s ongoing efforts to fight fake or spammy backlinks indicate their importance in the search landscape. Many algorithm updates aim to protect the value of natural, high-quality links, demonstrating that links are far from being obsolete.
Backlinking as a Strategy
Given that links are still vital, here are some tips to make your content more link-worthy:
- Create original, helpful, and authoritative content that others want to link to. Focus on providing content experiences that align with your audience and surpass existing resources.
- Use unique and proprietary data to stand out. Conduct surveys, analyze your data, or present public data in a new, insightful way.
- Keep your content relevant by following current trends and news to capture attention on various levels.
In conclusion, links are alive and well. Despite the narrative suggesting their decline, evidence from industry leaders and our own experience points to the contrary. Until substantial data suggests otherwise, continue to focus on earning quality backlinks from reputable sources.
