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In the past, links were the primary foundation of Google’s algorithm. Now that machine learning, AI, fresh content, and user experience are becoming more relevant to ranking, are backlinks still relevant to search engine optimization?
Search engines like Google are improving their indexing and ranking of websites based on these factors. With smartphones and other mobile devices available, Google is also basing its ranking on the most updated and shared content. After all, traffic is one of Google’s primary ranking signals, so highly shareable content means more traffic.
However, backlinks are still a significant factor in Google’s ranking algorithm. Although content should be your primary focus, backlinks carry substantial weight in influencing Google’s decision of where to rank your page.
What are backlinks?
Backlinks, also called inbound links, are created when one website links to your website. The links represent a vote from another site that your site is relevant and legitimate. Search engines take this as a signal that your content is valuable and useful.
If your website receives links from many sites, it has received many votes and is worth ranking on search results. Earning quality backlinks will positively impact your site’s ranking on search engines.
What is PageRank?
PageRank is an algorithm that Google’s Larry Page and Sergey Brin created in 1998. It’s a system of ranking pages based on scoring links. If your page received a “0” PageRank score, it’s deemed a low-quality site. On the other hand, a grade of “10” meant it was one of the most authoritative sites on the web.
This became a huge deal since a page’s score can be passed on to another if the website with a higher rank links to another. And so, a website can be authoritative if it’s linked to an authoritative site.
Google decided to upgrade and retire some parts of PageRank as SEOs became fixated with this ranking system, becoming more focused on the method rather than improving content. However, even though the algorithm has changed dramatically today, Google still uses some parts of PageRank.
Here are the factors that still affect today’s ranking signals:
- Internal links
- Nofollow links
- Anchor text (anchors should provide an accurate description of a page’s content)
- Clicks (links from the website should be clicked)
Earning Backlinks Through Link Building
To get the links you need from sites relevant to your industry, you should implement off-page SEO initiatives with solid link-building strategies.
Link building is a method of getting other websites to link to a page on your website. This can be done through content collaborations, guest blogging, mentions, and more.
However, not all links are valued the same way.
Some links are more powerful than others. For example, a link from a well-known website like entrepreneur.com or a government-owned site will have more value than a random blog. In return, Google will more likely trust and recommend your site if a well-known site links to you.
Authority and relevance are critical factors contributing to a link’s importance. This means that when choosing a website to link to, you must determine whether that website is both relevant and authoritative.
Website Relevance means the website should already be an expert in the industry. Google will prefer links coming from sites that already have a lot of traffic, users, and content related to your niche.</span
Website Authority refers to high-ranking websites. These heavyweights can influence your page’s rank because they are linked to you. You can check the domain authority using Moz’s free Domain Authority Tool. The scale goes from 1-100, with 1 being the lowest score and 100 being the highest score you can get. A domain rating of 50 may seem low, and anything above 65 will be good.
When earning backlinks, using only white hats or the best link-building practices is essential. Google penalizes websites that fail to adhere to its guidelines.
Are Backlinks Still Important to SEO in 2021?
Yes, backlinks are still important.
Links formed the foundation of Google’s original ranking algorithm, PageRank. Backlinks can be seen as votes from other websites saying that your website is “credible, valuable, and informative.”
In essence, backlinks represent what the web is — a connection of pages from one to another.
So even with Google’s thousands of algorithm changes and updates, backlinks will remain a key ranking signal.
But balance plays a huge part in the success of your backlink initiatives. If your content brings value to readers and is genuinely interesting, it will be shared. Websites will reference it and link to it.
Ultimately, it would be best to focus on producing relevant content writing to help people solve their issues or problems. Provide the user with high-value content and a good link-building strategy; quality backlinks will accumulate in your favor.