In a recent discussion, Google’s John Mueller suggested that in the future, the importance of links in Google’s search ranking algorithm may diminish. He also mentioned that links do not carry as much weight as they did in the past.
What Was Said:
During a session around the 13:52 mark, John Mueller responded to a question about links, saying:
“Well, it’s something where I imagine, over time, the weight on the links. At some point, will drop off a little bit as we can figure out a little bit better how the content fits in within the context of the whole web. And to some extent, links will always be something that we care about because we have to find pages somehow. It’s like how do you find a page on the web without some reference to it?”
“But my guess is over time, it won’t be such a big factor as sometimes it is today. I think already, that’s something that’s been changing quite a bit.”
Links Less Important:
Not only did Mueller suggest that links might be weighted less in the future, but he also mentioned that this change has already begun. Hence, even currently, links do not hold as much significance as they once did in the ranking algorithm.
Let Me Listen:
To hear the complete context of Mueller’s comments, refer to the recording from a specific session, starting at the 13:06 minute mark, where the relevant question was posed.
Not New?:
This perspective isn’t entirely new. Matt Cutts, a former Google spam lead, conveyed a similar message several years ago in a video he shared.
Although studies indicate that links remain crucial for Google rankings and that Google has previously stated that links are among the top three ranking factors, they clarified that links are not the number one factor.
Why We Care:
In summary, rather than obsessing over links, it is better to concentrate on creating quality content. The trend has leaned towards valuing superior content, which naturally attracts links without needing extensive link-building efforts.
While links will remain a ranking factor, Google is becoming increasingly adept at understanding content, allowing it to rely less on links over time.
