For many businesses new to the world of search engine optimization (SEO), the idea of “links” can feel overwhelming. You might hear that links are crucial for ranking, and while they do still matter, the traditional approach of aggressively acquiring them is no longer the key to success. In fact, it’s often unnecessary and can even be detrimental.
Google’s ranking systems have evolved significantly. The reliance on links has lessened, with a greater emphasis now placed on the quality of your content and how users interact with your website.
Links Still Hold Value, But Differently
Let’s be clear: links are still part of Google’s algorithms and remain a ranking consideration. However, their prominence has steadily decreased over the past several years for compelling reasons. A major factor is the advancement of artificial intelligence (AI), including neural networks and machine learning, which allows Google to understand user queries and web content with far greater sophistication.
AI, Machine Learning, and Understanding Search
Systems like RankBrain, Neural Matching, BERT, and MUM all contribute to Google’s ability to grasp the nuances of search queries and the documents it finds on the web. This deeper understanding means Google can identify relevant and high-quality information even without a massive volume of traditional links pointing to it.
The Power of User Behavior Signals
Another pivotal shift is Google’s increasing reliance on external user behavior signals to gauge trustworthiness and relevance. These signals have been incorporated into Google’s ranking considerations since at least 2004, through systems like Navboost. While clicks aren’t a simple “rank higher” button, aggregated user interaction signals, especially at the scale of billions of clicks, reveal valuable patterns. In essence, these signals show Google how users are engaging with your content, indicating its usefulness and authority.
Back in 2012, Google even patented the use of branded navigational queries as ranking factors, often referred to as “implied links.” This illustrates how Google can understand connections and authority without a traditional hyperlink. The very foundation of Google’s original PageRank research paper describes PageRank as a model of user behavior, emphasizing how user interactions, including links, signify site value.
Clear Signs of Links’ Diminishing Importance
Googlers themselves have been transparent about the evolving role of links.
- In 2019, Google confirmed that its decision to treat nofollow links as a hint was an attempt to find more useful link signals. This signaled a recognition of the variable quality of links circulating on the web and Google’s ongoing quest for truly valuable connections.
- More recently, in 2024, a Google spokesperson affirmed that “very few links” are needed to rank web pages and stated, “Over the years we’ve made links less important.” This direct statement highlights a significant shift in Google’s ranking priorities.
A Brief History of Link Building
Google’s link algorithms have consistently improved over time. As far back as 2003, a Google engineer informed me that Google could discern “built by” links in footers and discount them for PageRank. This immediately impacted sites relying on such tactics.
By 2005, Google engineers publicly announced their use of statistical analysis to detect unnatural linking patterns. This was the birth of the concept of “natural-looking links” – the goal for those engaging in manipulative tactics was to make them appear organic, using varied anchor text and context.
The era of easy link tactics began to fade. By 2006, reciprocal links, traffic counter link building, and most link directories were neutralized.
The rise of platforms like WordPress, while generally positive for the web by making it easier for individuals and businesses to create websites, also inadvertently fueled the ease of acquiring links, sometimes through less-than-ideal methods. This led to the proliferation of paid link networks, which for a time generated substantial income for some.
However, the “paid links party” ended in the years leading up to 2012. Insiders knew these links were becoming less effective. Then came the infamous 2012 Penguin Update, which resulted in thousands of websites receiving manual actions for paid links and guest posting schemes.
Ranking Where You’re Meant to Be
The Penguin Algorithm marked a turning point. Google shifted its approach from strictly penalizing sites to, in many cases, simply down-ranking or ignoring the manipulative links, allowing sites to rank “where they’re supposed to rank” based on their true merit. While some link sellers still promote tactics like Private Blog Network (PBN) links, the temporary boosts these might provide are often short-lived, with sites inevitably returning to their natural ranking position.
For businesses that rely on consistent, strong rankings, this is a critical distinction. A site designed for a quick “churn and burn” might not mind a temporary dip, but for established businesses, a sudden loss of traffic and earnings due to ineffective or harmful link tactics can be catastrophic.
The Real Risks of Poor SEO Choices
Receiving a manual action from Google is a significant event. It can take a website out of contention until Google restores its rankings. Recovery is challenging, often requiring extensive effort to remove every single low-quality link you’re responsible for. Even after a manual action is lifted, publishers are often disappointed because their sites don’t fully recover to their previous high rankings – they’re simply ranking where they always should have been.
For this reason, buying links is simply not a viable option for B2B companies, law firms, large brands, or any business that depends heavily on consistent organic search visibility. The potential for a catastrophic loss in traffic and revenue is too great.
Consider local SEO, for instance, particularly for competitive niches like personal injury law. While links can play a role, local search algorithms are heavily influenced by other factors, such as local citations and user proximity, which can have a stronger impact on rankings. Even if a site avoids a penalty, links alone won’t carry it. The best-case scenario is ranking where you’re supposed to rank; the worst-case is a manual action for manipulative links. Having helped businesses navigate reconsideration requests to recover from manual actions, I can attest to the immense hassle and difficulty involved in today’s environment compared to years past.
The overarching point is this: if the consequences of a flawed SEO strategy are severe, then relying on link acquisition as a primary tactic is a dangerous gamble.
Smart Promotion Goes Beyond Links
Businesses can and should promote their websites without fixating on links. SEO professionals sometimes narrow their view of “promotion” to solely encompass link building. They might pass on an opportunity to publish an article that reaches thousands of potential North American customers through email or PDF distribution, simply because it doesn’t include a clickable link on a web page.
This narrow perspective misses the bigger picture. True promotion involves building brand awareness and fostering customer affinity. In my view, this is precisely the kind of activity that generates those powerful, “mysterious” external signals of trustworthiness that Google values.
Promotion is paramount, and it transcends the restrictive “get links” mindset. Any promotional effort a business undertakes outside the confines of traditional link-building strategies will likely go unnoticed by competitors still fixated on obsolete tactics. Rather than obsessing over links, now is a pivotal time for businesses to refocus on comprehensive promotional strategies. Links are less impactful than ever, while external signals of trust, expertise, and authority are arguably more critical to Google’s ranking systems today than at any other point in SEO history.
Key Takeaways:
- Link Building’s Changing Value: Links are still a factor, but their overall influence on rankings has significantly decreased.
- Google’s Advanced Algorithms: Google’s AI and machine learning systems are far more sophisticated, neutralizing outdated and manipulative link strategies.
- The Decline of Paid Links: Paid link networks are largely ineffective and carry high risks of penalties.
- True Ranking Reflects Quality: Google increasingly allows sites to rank based on their genuine quality and relevance, rather than being artificially boosted by links. Manual actions for manipulative links are still a very real threat.
- Risks Outweigh Rewards: The potential for a manual action and a devastating loss of traffic makes link buying a poor choice for most serious businesses.
- Local SEO Priorities: For localized industries, factors like local citations and user behavior often outweigh the impact of traditional links.
- Holistic Promotion Wins: Effective promotion builds brand awareness, trust, and customer engagement, generating valuable signals for Google even without direct links.
Contact me to discuss how to make your SEO work harder for you.
Do I still need any links for my website to rank on Google?
Yes, links still play a role in Google’s algorithms, particularly for discovery. However, the emphasis has shifted dramatically from the quantity of links to the quality and relevance of those links, as well as many other ranking factors.
If links are less important, what should I focus on for ranking?
Focus on creating exceptional, helpful content that directly addresses user needs and questions. Prioritize a great user experience on your website, ensuring it’s fast, mobile-friendly, and easy to navigate. Cultivate brand awareness and positive user interactions.
What are “user behavior signals” and how does Google use them?
User behavior signals include how users interact with your website from search results (e.g., click-through rate, time spent on page, whether they return to search results quickly). Google aggregates these signals to understand if users are finding your content helpful and trustworthy, which indirectly influences rankings.
Is it ever okay to pay for a link?
Google’s guidelines strictly prohibit paying for links that are intended to manipulate search rankings. If you engage in paid content or advertising that includes links, they must be properly disclosed with rel=”sponsored” or rel=”nofollow” attributes. Failing to do so can result in penalties.
How can I genuinely get high-quality links without buying them?
Focus on creating content that is genuinely valuable, authoritative, and unique. If your content is outstanding, others in your industry may naturally link to it as a resource. Think about digital PR, strong content partnerships, and building a reputable brand that earns mentions.
I have an older website that relied on link building. What should I do?
First, review your existing link profile. If you suspect you have manipulative or low-quality links, you may need to disavow them using Google’s Disavow Tool. More importantly, pivot your strategy to focus on creating high-quality content, improving user experience, and building your brand’s authority through ethical promotional activities.