Why links are still the core authority signal in Google’s algorithm
Link metrics have been the foundation of Google’s ranking algorithm since the beginning, but could anything ever surpass links as a ranking signal? Columnist Jayson DeMers speculates.
It’s almost impossible to see any meaningful search engine optimization (SEO) results without spending some time building and honing your inbound link profile.
Of the two main deciding factors for site rankings (relevance and authority), one (authority) is largely dependent on the quantity and quality of links pointing to a given page or domain.
As most people know, Google’s undergone some major overhauls in the past decade, changing its SERP layout, offering advanced voice-search functionality and significantly revising its ranking processes. But even though its evaluation of link quality has changed, links have been the main point of authority determination for most of Google’s existence.
Why is Google so dependent on link metrics for its ranking calculations, and how much longer will links be so important?