During an AMA session at Pubcon Pro in Austin, Texas, on September 21st, 2023, Google’s Gary Illyes engaged in discussions covering various topics, ranging from Google ‘un-launches’ to AI content and algorithm updates, arousing significant interest among attendees.
However, Illyes’ statement regarding link-building has stirred intense speculation within the SEO community. Responding to a query from the audience about the significance of links as ranking factors, Illyes remarked, “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.”
This assertion isn’t entirely new; Illyes made a similar remark during a keynote speech at another Pubcon event in February, stating, “Links are important, but not as important as people think.” Moreover, Google has been gradually downplaying the significance of links for several years now. In November, Duy Nguyen from Google’s Search Quality Team stated that links hold less weight for SEO than they did initially. In 2020, John Mueller emphasized, “Links are not the most important SEO factor.”
The question arises: Why is Google, the pioneer of using links as citations to enhance search result quality, suddenly diminishing their importance? Does this mean backlinks are no longer as crucial or is another underlying factor at play? Delve further to uncover the intricacies of this evolving perspective.
The Dominance of Content and On-Page SEO in Google Rankings
There needs to be more contention regarding the paramount importance of content as the primary ranking factor on Google, closely followed by on-page SEO elements such as optimized metadata, headers, readability, and strategic keyword placement.
During the AMA session, Illyes underscored this point: “Without content, it is impossible to rank. You won’t rank for the page if you don’t have words on the page.”
This emphasis on content and on-page SEO could be more novel; they have consistently held greater significance as ranking factors than links. With substantive content to link to, the relevance of links increases significantly.
The Enduring Importance of On-Page SEO and Content Factors in Search Rankings
For website search rankings, the fundamental strategy remains to craft compelling, pertinent content that resonates with your audience. Concurrently, vital on-page factors demand attention, including:
- Strategic keyword placement throughout the content, including the initial 100 words, title tag, body copy, and H1 tag.
- Engaging headers that delineate subtopics in a logical structure (H1, H2, H3, etc.).
- Meta descriptions that succinctly summarize content and entice clicks with a compelling call-to-action.
- Metadata enriched with relevant keywords.
- Structured data to qualify for enriched search results.
- Thoughtful internal linking to pertinent pages within your site.
- Exceptional page content characterized by concise, readable sentences and paragraphs.
- Alt text for images containing relevant keywords to describe visuals.
Indeed, content and on-page SEO have historically been pivotal ranking factors for Google Search. However, does this imply that dominating SERP rankings within your niche is achievable solely through content and on-page SEO?
The answer is no.
While Google’s assertion that “For SEO as a whole, links are not in the top three factors” holds weight, it prompts a deeper inquiry into the subsequent significant factors. Although Gary Illyes doesn’t provide a specific list, hypothetical factors such as SSL, site speed, clear title tags, on-page content, and links could compose a noteworthy selection.
This statement aligns with conventional webmaster guidelines, where certain factors are assumed prerequisites. Nonetheless, our experience with numerous clients reveals a common scenario: impeccable content and on-page SEO alone don’t guarantee top rankings, significantly when competitors with less stellar content outperform them.
Why the discrepancy in rankings? How can the gap be bridged?
The answer lies in the strength of competitors’ backlink profiles, which confer greater authority in Google’s estimation. Only through strategic link-building endeavors can the competitive edge be reclaimed and superior rankings achieved in the search engine results pages (SERPs).
Deciphering Google’s Shift in Emphasis on Links in Search Results
As highlighted earlier, Google has been diminishing the significance of links in SEO strategies over an extended period.
However, despite this downplaying, it’s evident that link-building remains one of the most potent methods to surmount competition and ascend to prime positions in search engine rankings.
Google’s Measures to Combat Search Result Manipulation
PageRank, Google’s ranking algorithm based on user queries, was initially public in the company’s early days. However, Google recognized that site owners exploited PageRank data for manipulative tactics such as link spam and keyword stuffing.
Google’s overarching objective is to give users the most relevant and high-quality search results, motivating constant algorithm updates. Consequently, PageRank data is concealed, and Google’s webmaster guidelines discourage various SEO strategies.
Google maintains a nuanced relationship with search engine optimization. Ideally, they aspire to a scenario where search rankings reflect solely on merit and quality without deliberate interventions. However, recognizing the reality of the online landscape, Google endeavors to thwart spam through algorithmic adjustments, sometimes with limited transparency to the public.
While only some of what Google communicates about SEO is intentionally misleading, their approach can be elusive, reflecting the complexity of navigating the search engine ecosystem.
Effective Strategies for Building High-Quality Links
In our extensive experience working with clients, we have consistently observed the impressive results that stem from effective link-building strategies. These outcomes are not arbitrary; instead, they are the fruits of years of practice and continuous adaptation to evolving tactics.
Here are some of the link-building strategies we currently employ:
- Link Outreach (formerly Guest Posts): This classic technique remains influential today. The key is to focus on contributing content to trusted, high-quality websites that align with your target audience’s interests.
- Link Insertions: A newer approach requiring less outreach than guest posting, link insertions involve placing your backlinks within existing content on authoritative websites, yielding excellent results.
- Press Releases: Leveraging our extensive network of over 300+ media and news outlets, we disseminate information about new developments within your business while securing valuable backlinks.
- Article Syndication: Similar to syndicating your favorite sitcom, our syndication service involves sharing your top-performing content across relevant websites, amplifying your online presence and link profile.
Maximizing SEO Benefits through Strategic Link-Building
Despite potential misconceptions stemming from Illyes’ remarks suggesting that links may not hold the topmost importance for SEO, it’s crucial to remember his acknowledgment of their significance, albeit not necessarily ranking within the top 3 factors.
An intriguing insight from Illyes was his assertion that “There’s no universal top 3. Every site will have something different as the top 2 or 3 ranking factors.”
While this statement may appear perplexing, it underscores the complexity and variability inherent in SEO ranking factors.
If navigating these intricacies feels daunting, fear not—it’s a common sentiment. Consider exploring our monthly SEO packages where our team of experts can offer invaluable guidance and assistance tailored to your specific needs.
