What the data tells us about reevaluating the role of links in SEO

The ongoing debate on the importance of links in SEO has once again resurfaced thanks to Google’s Gary Illyes. Illyes recently stated that the significance of links has been overestimated and that it hasn’t been one of the top three ranking factors for quite some time. This statement has led SEO professionals and businesses to reevaluate their strategies and question the role of links in today’s SEO landscape.

To gain a better understanding of the current importance of links, I conducted an analysis of 100 random keywords across various categories. This comprehensive analysis included data on the top 100 ranking websites and their corresponding referring domains and backlinks. The dataset consisted of over 10,000 rows of URL ranking data, providing valuable insights into the correlation between links and rankings.

It’s important to note that correlation does not imply causation, especially considering Google’s ever-evolving stance on ranking factors. However, analyzing the data can give us a sense of where links hold more importance as a category.

Data analysis and key findings

Contrary to popular belief, the data I collected aligned with Illyes’s statement. There was a moderate link between backlinks and rankings, but it did not suggest that links were the key factor in improving rankings.

During the analysis, I categorized the 100 keywords into specific categories such as Electronics, Health and Beauty, Entertainment, and more. By utilizing correlation analysis, I was able to determine the strength of the relationship between backlinks and rankings. An ideal correlation score for achieving the top rank is -1. This means that as the number of backlinks increases, the ranking “decreases” or moves closer to the number one position.

Here are the key takeaways from the data:

• No keyword grouping or individual keyword had a correlation greater than -0.4.
• Some keywords and groups showed a positive correlation, indicating that as the number of backlinks increased, rankings actually decreased. However, these correlations were still below 0.4.
• The highest correlation groupings were Outdoor and Sports and Health and Wellness, indicating that in these categories, links played a more significant role in rankings.
• The groupings where links drove a decrease in rank were Home and Kitchen and Ecommerce and Online Services.

At an individual keyword level, “fisherman beanie” and “oat milk” showed the greatest correlation, whereas “MLB fitted hats” and “acrylic nails” displayed the lowest correlation.

The importance of links today: 3 key takeaways

Based on the correlation coefficient and Google’s stance, it’s essential to understand how this information can impact your SEO strategy. Here are three takeaways and recommendations:

1. Links are a great signal that users value your content

While links may not have the same level of influence on rankings as before, they still serve as a valuable signal. Consider them as indications of user and website endorsement for your content and products. If a specific blog post or product receives a significant increase in links, it’s a sign of user appreciation. Redirect your efforts accordingly by creating more content or products in that area or intensifying your promotion. These links provide crucial intent-based data for optimizing your strategy, even if they don’t always translate into higher rankings.

2. You should always be evaluating your competition and specific data sets

Although the dataset I analyzed contains valuable insights, it’s important to remember that it may not be specifically tailored to your brand or industry. Use this article as a guide to analyze your own data for more personalized insights. Examining your top 100 keywords will give you a clearer view of your competitive landscape, enabling you to develop a more focused strategy. If other brands in your space have significantly more links, it may present a challenge. However, remember that links are not the sole driver of rankings. Instead of feeling overwhelmed, use this data to inform and refine your overall strategy.

3. The fundamentals have been, and will always be, the North Star for organic search

While the emphasis on links may have shifted in recent years, the core fundamentals of SEO remain unchanged. The goal of SEO is to boost brand rankings, and that objective still holds true today. However, the focus has shifted towards delivering a great user experience, as highlighted in Google’s E-A-T framework: Experience, Expertise, Authoritativeness, and Trustworthiness. This framework underscores the importance of user experience and values. Instead of solely focusing on link acquisition, prioritize building a website that enhances the value of your goods or services for end-users. This user-centric approach should guide your SEO strategy.

Reassess the role of links in your SEO efforts

The data I analyzed from various industries consistently suggests that while links do matter, they are not the sole determinant for rankings. As the SEO landscape continues to evolve with the incorporation of large language models and more links, it will be interesting to see how link values and website visibility change. It’s an exciting time for search, marked by innovation, and data will serve as our compass to navigate the evolving landscape. If you need assistance navigating the intricacies of SEO and optimizing your website, be sure to check out Bridgewell Marketing’s SEO services.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.