One of the main SEO factors that Google and other search engines take into account when ranking your website are backlinks. If there are plenty of links pointing from other, reputable websites to yours, that signals the search engines that your website offers valuable content, and that it can be trusted. As a result, your website would show up higher inside the search engine results for a particular keyword. But, as is the case with just about any other SEO practice, link building has been used and abused all over the map. Links are often exchanged or bought, but Google has gotten smarter about identifying this sort of practice, thanks to its advanced algorithms.
Also, there have been plenty of other things which have complicated things for SEO and link building specialists. The emergence of social media, voice search, and AI has changed the game, which means that links are no longer as important. That doesn't mean that they are on their way out. You should still aim to build quality links, but you should also focus on "linkless backlinks" or "linkless mentions", which are exactly what they sound like. Every time someone mentions your business or brand online, be it on social media, forums, or even inside comments or reviews, Google and Bing will pick up on it, and if the mention is relevant, they will use it as a ranking factor. |
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