What is The Google’s Shift on Backlinks

For years, backlinks have been considered one of the most crucial factors for ranking high in search engine results. SEO experts emphasized building a strong backlink profile as the key to climbing up the ranks in Google’s algorithm. However, this narrative has shifted dramatically over the past few years, culminating in the March 2024 core algorithm update. Not only did Google tweak its spam policy, but the importance of backlinks as a ranking factor was also questioned at various industry events. Google's search representatives, including John Mueller and Gary Illyes, have repeatedly hinted that backlinks may no longer play the same critical role in rankings as they once did.

"People Overestimate the Importance of Links"

Gary Illyes, one of Google’s key voices on search and ranking, surprised the SEO community when he said, “I think [links] 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 statement, made before Google’s March 2024 core update, set the stage for a major shift in how SEO professionals view backlinks. For years, backlinks have been regarded as one of the top three ranking factors. But Illyes’ comment marks a clear divergence from this long-held belief. Google has gradually downplayed the significance of links, and Illyes’ statement confirms that links are no longer in the top tier of ranking factors.

The March 2024 Core Algorithm Update: A Turning Point

Google’s March 2024 update brought an important change to its spam policy, specifically in how backlinks are treated. The word “important” was removed from the context of backlinks as a ranking factor. This was a clear indication that Google is starting to shift away from its reliance on backlinks as a dominant ranking signal. This update was followed by widespread speculation within the SEO community. While Google didn’t explicitly say backlinks no longer matter, the change in language, combined with Illyes’ and Mueller’s statements, strongly suggests that other factors are gaining precedence in the ranking algorithm.

“Links Are Less Important”

In April 2024, at a prominent search conference, Illyes doubled down on his earlier comments by stating, “We need very few links to rank pages… Over the years we’ve made links less important.” This was a seismic statement for the SEO world, where building links has been a foundational strategy for years. This declaration wasn’t just about the quantity of backlinks but also their overall importance in ranking decisions. Over time, Google has adjusted its algorithm to de-emphasize the weight of backlinks, shifting toward more holistic factors like user experience, content quality, and site performance.

John Mueller on Link Focus: "Don't Waste Your Time"

Further adding to the conversation, John Mueller, a well-known Google search advocate, has consistently downplayed the focus on links. His advice to SEOs is clear: “My recommendation would be not to focus so much on the absolute count of links. There are many ways that search engines can discover websites, such as with sitemaps. There are more important things for websites nowadays, and over-focusing on links will often result in you wasting your time doing things that don’t make your website better overall.” Mueller’s comments further solidify the reduced importance of backlinks in the ranking algorithm. Google is increasingly placing emphasis on other aspects of SEO that can improve the user experience and the overall quality of websites.

What is Replacing Backlinks as a Ranking Factor?

With backlinks losing some of their importance, the SEO landscape is changing. Here are some of the factors that are taking the place of backlinks as critical ranking elements:

1. Content Quality and Relevance Google has placed a greater emphasis on the quality and relevance of content. This includes ensuring that content answers user queries in a clear, concise, and comprehensive manner. Google’s natural language processing abilities have improved, allowing it to better understand the context and meaning behind content.
2. User Experience (UX) Metrics Core Web Vitals, which measure site performance, loading speed, interactivity, and visual stability, are now key ranking factors. Sites that deliver fast, responsive, and smooth experiences are favored by Google. User engagement signals such as bounce rate, dwell time, and pages per session are also playing a more prominent role in determining rankings.
3. Mobile-First Indexing With the majority of users accessing the web via mobile devices, mobile-friendliness has become a critical ranking factor. Sites that perform well on mobile devices and offer seamless navigation will have an edge over those that don’t.
4. E-A-T (Expertise, Authoritativeness, Trustworthiness) Google continues to refine its ability to assess a website’s expertise, authoritativeness, and trustworthiness (E-A-T). Pages that demonstrate authority in their field, provide expert-level information, and are trustworthy are increasingly rewarded in rankings.
5. Structured Data and Semantic Search Leveraging structured data allows Google to better understand the content on a webpage. This enhances how your site appears in search results and can improve rankings, especially with rich snippets and featured snippets becoming more prominent.
6. Internal Linking and Site Architecture While external backlinks may have been downgraded, internal linking and a well-structured site architecture still matter. Internal links help search engines understand the hierarchy of your content and distribute ranking signals effectively throughout your website.

Backlinks Aren’t Gone—But They Aren’t Everything

It’s important to note that backlinks still hold value in SEO. They continue to be a trust signal, indicating that other websites vouch for your content. However, their overall influence has diminished, and relying solely on backlinks is no longer a viable strategy for achieving top rankings. In the post-March 2024 update world, focusing on building high-quality content, improving user experience, and staying up to date with Google’s evolving guidelines will be far more impactful than focusing solely on backlinks.

The Future of SEO Without Backlink Dominance

The March 2024 core algorithm update marked a critical turning point for SEO strategies. As Google continues to refine its ranking algorithms, backlinks will remain a part of the equation, but their importance will likely continue to decrease. To succeed in 2024 and beyond, SEO professionals must adapt to a more holistic approach that focuses on delivering value to users through content, site performance, and overall user experience.