Simplifying Google’s Backlink Policy in 2024

The updated SEO starter guide (2024 version) vouched for links. The key takeaways are as follows:

• Google discovers new pages through links.
• They evaluate the worth of your content through links.

Regarding This, Google Mentioned That:

“links can also add value by connecting users (and Google) to another resource that corroborates what you’re writing about.”

So, how do links work? Why do links come into the picture? What to prioritize? Things to avoid?

Well, there are a hell of a lot of questions to answer. So, let’s start with the basics.

1. PageRank – The Historical Backbone Of Google’s Algorithm

What is PageRank? An algorithm. It marked a departure from the then-prevalent methods of indexing and ranking web pages. These are primarily focused on keywords within the content.

PageRank introduced a novel idea: assessing a page’s importance and relevance through analyzing the backlinks leading to it. 

But how does it work? The Mechanics of PageRank 

Alright, the more high-quality backlinks a page has, the more important it will likely be. Links from authoritative and relevant sites carry more weight.

The algorithm uses a numerical scale, with each page assigned a PageRank score based on the number and quality of links pointing to it. This score is then used as one of the many factors in determining a page’s position in Google’s search results.

(i) Evolution And Current Relevance

Google has changed the way it ranks search results over the years. In addition to backlinks, other factors like content quality, user engagement, and website speed are now considered.

However, backlinks are still key to ranking. 

(Even though Google’s algorithm is not completely transparent. But SEOs agree that backlinks are one of the top factors).

(ii) PageRank’s Legacy And SEO Strategies 

PageRank’s legacy extends beyond its technical contribution to Google’s search algorithms. It has fundamentally shaped how SEO professionals and webmasters approach website promotion and visibility.

The quest for high-quality backlinks has spurred a variety of SEO strategies, from content marketing and guest blogging to social media engagement and influencer collaborations.

These efforts aim to create content that naturally attracts backlinks, leveraging the core principle of PageRank to improve search visibility. 

(iii) Challenges And Criticisms 

While PageRank was groundbreaking, it also faced challenges and criticisms, particularly related to the gaming system.

The early days of SEO saw various manipulative practices aimed at artificially inflating PageRank scores, such as link farms and private blog networks.

Google has since introduced numerous updates to combat these practices, emphasizing the need for natural, organic link acquisition.

2. A History Of Google Algorithm Updates Related To Backlinks

Over the years, Google has rolled out numerous algorithm updates to refine its search results.

These updates have significantly impacted SEO strategies – emphasizing the importance of quality, relevance, and natural link acquisition.

Below is an overview of key algorithm updates related to backlinks, illustrating Google’s evolving approach to ensuring the quality and integrity of its search results. 

(i) Google Panda (February 2011) 

Although primarily focused on content quality, the Panda update indirectly impacted backlinks? But how? strategies by reducing the prevalence of low-quality content sites in search results.

Sites with thin, duplicate, or plagiarized content and those with high ad-to-content ratios were penalized.

Impact On Backlinks: By demoting low-quality content sites, Panda devalued links coming from these sources, further emphasizing the importance of linking from and to high-quality, relevant content. 

(ii) Google Penguin (April 2012) 

Goal? Punishing the manipulative link schemes to boost their rankings artificially. This included practices like keyword stuffing, participating in link farms, and deliberate creation of duplicate content.

Penguin aimed to decrease the search engine rankings of websites that engaged in these practices. Thus, rewarding websites with natural link profiles and high-quality content. 

Impact on Backlinks: Sites with unnatural backlink profiles (a high volume of low-quality or irrelevant links) saw significant drops in rankings. This update underscored the importance of acquiring backlinks organically and discouraged black-hat SEO tactics. 

(iii) Hummingbird (August 2013) 

While not directly targeting backlinks, Hummingbird’s emphasis is on content relevance. Plus, natural language processing influenced how backlinks were evaluated in terms of content context and quality. 

Impact on Backlinks: Links from contextually relevant and semantically rich content began to carry more weight. It encourages webmasters to focus on content quality and relevance in their link-building strategies.

(iv) Google Penguin 4.0 (Real-Time) (September 2016) 

Penguin 4.0 was a significant update to the original Penguin algorithm. This meant penalties and recoveries from manipulative link practices would occur faster, often in real-time, as Google crawled and indexed pages.

Impact on Backlinks: The real-time nature of Penguin 4.0 puts continuous pressure on webmasters to maintain a clean, natural backlink profile. Hence, the consequences of manipulative links could be felt almost immediately.

3. The Hallmarks Of Quality Backlinks

What separates quality backlinks from ordinary backlinks? Usually, these three things:

• Relevance: Links from sites within the same or a closely related industry or niche signal to Google that your content is relevant to the field, enhancing your site’s authority on the subject matter. 

• Authority and Trustworthiness: Links from established, reputable sites strongly endorse the quality of your content. Google’s algorithm pays particular attention to the authority of linking sites, with links from educational institutions (.edu), government sites (.gov), and high-ranking industry leaders carrying significant weight.

• Natural Link Profile: Google favours links that are earned organically through the natural dissemination of content. This means that the links are given freely by other site owners who found your content valuable or informative rather than through schemes or manipulative tactics.

4. So, What To Avoid?

Low-quality backlinks are detrimental to a site’s SEO health.

These backlinks often exhibit characteristics such as: 

• Irrelevance: Links from sites without a logical connection to your content can signal to Google that the links are not based on genuine endorsement. 

• Spammy Practices: Links embedded in spammy content or obtained from link farms and directories with no editorial standards are typically viewed unfavourably by search engines. 

• Manipulative Acquisition: Practices such as buying links, excessive link exchanges, or using automated programs to generate links are against Google’s guidelines and can result in penalties. 

You want long-term results, right? Even if these practices sound so cool (maybe an instant dopamine rush). But, hello, no. These are strict for good website health.

5. The Nuances Of Link Attributes

Google introduced link attributes to allow webmasters to classify the nature of links and provide context about their origin and purpose. Understanding these attributes is crucial for SEO: 

• DoFollow: This default setting allows the link to pass on link equity or “juice,” contributing to the linked page’s ranking in search engines. 

• NoFollow: Introduced to combat spam, this attribute tells search engines not to follow the link or pass on link equity. However, NoFollow links can still drive traffic and increase visibility. 

• Sponsored: This attribute is used for links that are advertisements or paid placements, ensuring transparency about the nature of the link. 

• UGC: Short for User-Generated Content, this attribute is used for links within comments, forums, and other user-contributed content.

6. The Importance Of Link Velocity

At its core, link velocity is about the pace of growth in a site’s backlink profile. This metric is not just about the number of backlinks acquired but also their acquisition rate relative to the site’s history and the norms of its niche.

(i) Natural vs. Unnatural Link Velocity 

There are two types of link velocity – natural and unnatural. Natural link velocity reflects the gradual and consistent increase in backlinks due to the website’s high-quality content that naturally attracts links over time.

On the other hand, unnatural link velocity is a sudden increase in backlinks that is not in line with the website’s content quality or quantity. Search engines consider it a black-hat SEO practice intended to manipulate the site’s link profile. 

(ii) Implications Of Link Velocity For SEO 

A natural and healthy pace of link building can help establish the website’s relevance and authority in the eyes of Google’s algorithms. Hence, it could lead to higher search engine rankings. Additionally, obtaining diverse, high-quality backlinks can increase the site’s domain authority and improve its visibility.

However, if a website builds links unnaturally fast, it could draw negative attention from Google, which may result in algorithmic filters or manual penalties. This could lead to lower visibility, decreased rankings, or removal from search results altogether. Recovering from such penalties can be difficult and time-consuming. Because it requires a thorough link audit and disavowal of spammy or low-quality backlinks. 

(iii) Strategies For Managing Link Velocity 

• Content is King: Focus on creating and promoting high-quality, engaging content that naturally attracts backlinks. Content that offers unique value, insights, or resources is more likely to earn links organically. 

• Diversify Link Sources: Aim for backlinks from a wide range of sources across different domains, industries, and geographies. This diversity helps create a more natural-looking link profile that reflects genuine interest and endorsement from the broader web community. 

• Monitor Your Link Profile: Regularly review your backlink profile using SEO tools to understand your link velocity and identify any unusual patterns. Sudden spikes or drops in link acquisition rates warrant closer investigation to ensure they align with your content marketing activities. 

• Avoid Shortcuts: Steer clear of practices that promise rapid gains in backlinks, such as participating in link schemes or purchasing links. These shortcuts can lead to short-term spikes in link velocity that may harm your site’s long-term SEO health. 

7. Deep Linking: Spreading The SEO Wealth

While many link-building efforts focus on the homepage… 

But deep linking, or linking to internal pages, can significantly enhance a site’s SEO profile.

This practice helps distribute page authority throughout the site. Hence, it improves the visibility and ranking of individual pages and offers a more comprehensive user experience. 

8. Local SEO And TLDs: The Geographic Connection

If a business wants to attract customers from a specific location, use country-specific website domains. So, getting links from local websites can help Google recognize the site’s relevance for that location. This can improve the site’s visibility in local search results. 

9. Ethical Strategies For Earning Quality Backlinks

Building a robust portfolio of quality backlinks requires a focus on creating valuable, engaging content that naturally attracts links.

So, Strategies For Ethical Link-Building Include: 

• Content Creation: High-quality, informative, and useful content is more likely to be linked to other websites. 

• Networking And Collaboration: Building relationships with other webmasters and participating in community discussions can lead to organic link opportunities. 

• Guest Blogging: Writing for reputable sites in your industry can provide valuable backlinks and increase your site’s visibility. 

10. Using Google’s Disavow Tool Wisely

The Disavow Tool allows website owners to submit a list of URLs or domains from which they wish to disassociate their site. Essentially, they’re telling Google’s algorithm to ignore these links when evaluating a site’s backlink profile. 

This can be particularly useful in mitigating the impact of negative SEO attacks, where malicious parties create harmful backlinks to damage a competitor’s search rankings, or in cleaning up the remnants of past black-hat SEO tactics. 

How To Disavow The Right Way?

When To Use The Disavow Tool? 

The decision to use the Disavow Tool should not be taken lightly. Google advises that the tool be used cautiously and only in specific circumstances.

Here Are Scenarios Where Disavowing Links Might Be Necessary: 

• Penalty Recovery: If your site has been penalized due to a high volume of spammy backlinks and you’ve received a manual action notice in Google Search Console, disavowing those links can be a step towards recovery. 

• Negative SEO: If you’ve identified a clear pattern of malicious backlinking intended to harm your site’s rankings, disavowing those links can help protect your site. 

• Unable to Remove Links: Before resorting to disavowal, you should attempt to remove the links directly by contacting the webmaster hosting sites. If these efforts fail, then disavowing becomes a viable option. 

How To Use The Disavow Tool Effectively 

To improve your website’s ranking, you must conduct a link audit and remove any spammy or low-quality links.

Contact the webmasters of those sites and ask them to remove the unwanted links. If they don’t respond or refuse, create a list of those links and submit it to Google to ignore them.

So, keep monitoring your backlink profile and update your list periodically.

Caution And Considerations

Be careful when disavowing links as it can harm your website’s SEO if done excessively. The disavow tool is not a quick fix and should be used as part of a larger strategy for maintaining a healthy backlink profile. It’s best to seek expert advice before using the tool to avoid any mistakes.

Final Takeaway

You already know the takeaway. It’s simple:

• Quality > quantity.
• Relevance is the mantra.
• Patience = results.

We hope that sums up the results.

And if you are looking for a reliable SEO partner, look no further than BloggerOutreach!

Read Also:

• Stop Building PBN Backlinks – Here Is Why?
• 4 Less-Known Secrets Of Local Link Building
• Contextual Link Building – Ultimate Guide (2024)