Thursday, 24 April 2025
30.6 C
Singapore
35.3 C
Thailand
27.8 C
Indonesia
28.8 C
Philippines

Google confirms links are less critical for search rankings

Google's Gary Illyes reveals that links are now less critical for SEO, highlighting a shift towards more comprehensive ranking factors.

During a recent search marketing conference, Google’s Gary Illyes sparked discussion by stating that Google now requires very few links to rank pages, suggesting a significant shift in how search engines assess website authority. This statement aligns with the evolving understanding that other factors may be more crucial for publishers to consider.

Historically, links have been integral to search engine algorithms since the late 1990s, initially serving as a strong indicator of a website’s authority. This concept was significantly shaped by Jon M. Kleinberg’s research in his 1998 paper, “Authoritative Sources in a Hyperlinked Environment.” Kleinberg’s work highlighted the challenge of filtering through vast numbers of web pages to determine their relevance and authority based on links.

Google founders Larry Page and Sergey Brin further developed this idea, utilising anchor text in links as a way to gauge the subjective relevance of web pages based on human opinions across the internet. This approach effectively used the vast link structure of the web as a crowdsourcing tool for ranking pages.

At the 2024 search conference in Bulgaria, Illyes commented on the diminishing importance of links in Google’s algorithm, a sentiment he later echoed on Twitter, albeit with some reservations about his forthrightness. This statement was further confirmed by other industry professionals, including Patrick Stox, who highlighted Illyes’s remarks about Google’s reduced reliance on links over the years.

Google’s journey with links has seen significant changes, especially in response to manipulative practices that emerged as SEO tactics evolved. Early link-based ranking was non-spammy and effective, but over time, Google had to adjust its approach as tactics like comment spam and manipulative link placements became more common. Notably, in 2012, Google’s Penguin update targeted and penalised such practices severely.

Google confirms links are less critical for search rankings

By 2019, Google had begun to selectively use nofollow links in ranking, a move away from their previous stance on the link signal, reflecting a broader shift in their ranking factors. By 2023, links were no longer considered top-tier ranking factors, and the March 2024 Core Algorithm Update further de-emphasised their importance.

John Mueller of Google also advised that there are more significant SEO activities to focus on than link-building, suggesting that overemphasis on links could lead to inefficiencies and missed opportunities for improving website quality overall.

The reduced dependency on links can be attributed to advancements in AI and natural language processing technologies, which allow Google to understand content with remarkable accuracy without heavily relying on link-based signals. This technological evolution suggests a shift towards a more sophisticated and nuanced approach to search rankings, where the quality of content and user engagement metrics play increasingly pivotal roles.

Overall, while links once formed the backbone of SEO, their importance has waned as Google’s algorithms have become more advanced and capable of assessing a website’s relevance and authority through more holistic and sophisticated means.

Hot this week

Famed AI researcher starts bold new company aiming to replace human jobs

AI expert launches Mechanize, a startup aiming to replace all human jobs with AI, sparking backlash and deep concern across the tech world.

Veeam introduces data resilience maturity model to address gap in organisational preparedness

Veeam launches a global data resilience model to help businesses address the growing gap between perceived and actual IT preparedness.

Intel’s new CEO reshapes leadership, promotes AI chief and plans closer work with engineers

Intel CEO Lip-Bu Tan is reshaping leadership, promoting a new AI chief, and aiming for a leaner, more engineering-driven company.

Mark Zuckerberg says TikTok slowed Meta’s growth and changed its direction

Zuckerberg says TikTok slowed Meta’s growth and forced a shift in strategy, as revealed in the FTC antitrust trial on June 5.

Tenable uncovers critical privilege escalation flaw in Google Cloud Composer

Tenable exposes a GCP vulnerability in Cloud Composer that allows privilege escalation through interdependent cloud services.

POCO launches entry-level C71 smartphone in Singapore with premium features

POCO launches the budget-friendly C71 smartphone in Singapore, offering premium design, enhanced cameras, and smooth performance at S$109.

NVIDIA uses AI to address climate, wildlife and disaster risks

NVIDIA’s AI tools support climate action, wildlife monitoring, and disaster risk mitigation, with uses spanning sea, land, sky and space.

Netflix raises subscription prices in Singapore again

Netflix again raises subscription prices in Singapore, with new rates for all plans and extra member slots.

GameMax unveils Blade Concept ATX case with bold design and powerful features

GameMax launches the Blade Concept ATX case, which features a striking blade design, RGB lighting, and support for high-end liquid-cooled PC builds.

Related Articles

Popular Categories