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FAQ Pages for SEO (+ Examples & Best Practices)

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FAQ Pages for SEO (+ Examples & Best Practices)

FAQ pages (when done well) can be a double win: They provide valuable content that users want to see and Google wants to rank.

However, when rushed, FAQs can easily become lazy data dumps of loosely linked questions and half-baked answers.

Don’t be the latter. Instead, create useful FAQ pages for humans and search engines.

In this guide, you will learn the following:

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What is an FAQ page (and why it’s useful for SEO)?

An FAQ (frequently asked questions) page is a place on a website where common questions related to your niche can be answered.

It often looks a little something like this:

Twitter's FAQ page

But they can also look like this:

FAQ in a blog postFAQ in a blog post

A good FAQ page can help people at different stages of the buyer’s journey and can act as the first point of contact for potential customers.

But what about SEO? Are FAQ pages beneficial?

I’m glad you asked.

Are FAQ pages good for SEO?

Like 90% of SEO questions, the answer is… it depends.

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A half-thought-out FAQ page that is essentially just a dump of questions exported from a keyword tool and quickly answered on a page may not be the best way to leverage FAQ pages for SEO.

However, when optimized for relevant keywords and well designed in terms of UX, FAQ pages can be great for SEO.

In fact, the goal of an FAQ page is the same as the core goal of SEO: to provide the best answer to a question.

There are actually quite a few ways to display your FAQ pages, although they all have the same goal: to answer common questions a user may have and present them clearly.

In terms of FAQ pages for SEO, I am going to split them into five different types:

  1. Homepage
  2. Product/service page
  3. Dedicated FAQ page
  4. Standalone blog post
  5. Within a blog post

Let’s take a brief look at each (along with examples):

1. Homepage FAQs

This is one of the most obvious ones: an FAQ section on the homepage—usually just above the footer:

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Not only does this add some contextual information to the homepage, but it also creates a useful place to add internal links:

Internal links in the answer to one of the FAQsInternal links in the answer to one of the FAQs

Clicking on the question accordion opens up the answer along with internal links to more in-depth answers (via blog posts).

2. Product/service page FAQs

This time, the FAQ section is added to a product/service page:

These questions are typically related to the offering and are designed to cut down on customer service requests.

3. Dedicated FAQ page

If you’ve got a lot of questions to cover or just want to keep FAQs separate, you may want to have a dedicated FAQ page:

If you’ve got the design skills, designing a good-looking page can be a good link building tactic, as the page can get referenced on design blogs:

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4. Standalone blog post with FAQs

You can keep it simple and display your FAQs in a blog post format, using subheadings for each question.

Do keyword research to find a list of questions on a topic (more on that later) and publish the questions as their own “FAQ” blog post.

If you drop that page into Ahrefs’ Site Explorer, you can see it is performing pretty well:

Site Explorer overview showing page is performing wellSite Explorer overview showing page is performing well

This method works better when you have a few questions. If you have a lot of content to cover, it may make more sense not to have a super long FAQ blog post answering everything.

5. Dedicated FAQ section at the end of a post

If you want to go the blog post route, you don’t have to create a new one. You can add the FAQ section to an existing article (if it makes sense to do so):

Speaking of topic clusters… this can also be a natural way of adding more internal links to related content.

Include an FAQ section in your article, answer the questions briefly, and then link out to supporting articles where you go into more detail.

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Boom! You’ve just built a useful FAQ page AND a topic cluster at the same time. Go you.

Three ways to find questions for your FAQ page

Before you start building your page, you need to know what questions to answer. The aim of an FAQ page is to provide the best answers to these questions.

Here are some methods to find FAQs to answer:

1. Research what questions users are asking

Some of the best sources of questions are NOT keyword tools—but people.

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And ideally, that’s people in your audience.

One of the most effective ways of researching what questions to include in an FAQ page is by simply asking your customers/users/audience.

Here are some things you can try:

  • Customer service – Check in with your customer support/sales teams and simply ask them about common questions customers keep asking
  • Site search – See if your site has an internal search function; if so, check what kind of things people are searching for
  • Google Search Console – Look at GSC queries to see what question-based phrases are getting clicks
  • People Also Ask – Check related PAA boxes on the SERPs
  • Quora and Reddit – See what common questions are being discussed in online communities in your niche

2. Find questions with Ahrefs’ Keywords Explorer

If you are building an FAQ page for SEO, you really can’t avoid doing keyword research.

Go to Ahrefs’ Keywords Explorer and drop in a seed keyword. Obviously, you want to pick a seed that relates to the topic you want to answer questions about.

Then go to the Matching terms report and turn on the Questions filter:

Questions filter turned on in Matching terms report; search term is "pizza"Questions filter turned on in Matching terms report; search term is "pizza"

From here, you’ll have a list of questions related to your seed term.

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If you use a broad seed like [pizza], you will generate a lot of potential questions:

List of keywords with corresponding data like KD, volume, etcList of keywords with corresponding data like KD, volume, etc

If you want to generate more specific questions, just use a more focused seed keyword. For example, if you follow the same method for “apple airpod,” you’ll get fewer results but more relevant questions:

List of keywords with corresponding data like KD, volume, etcList of keywords with corresponding data like KD, volume, etc

3. Reverse engineer competitors with Ahrefs’ Site Explorer

This time, we are going to use competitor sites as a source of questions.

Go to Ahrefs’ Site Explorer, drop in a competitor domain, and then go to the Organic keywords report:

Site Explorer's "Overview" page; notably, see "Organic keywords" in sidebarSite Explorer's "Overview" page; notably, see "Organic keywords" in sidebar

From here, you’ll want to filter out non-question keywords. Using Ahrefs’ built-in filters is pretty easy.

Inside the Organic keywords report, click on the Keyword filter and add in some modifiers.

Question modifiers: what, where, when, why, which, who, whose, how, etc. 

Make sure the filter is set to Contains and Any value. Then click “Apply.”

Options to customize Keyword filterOptions to customize Keyword filter

Now you’ll have a list of keywords containing the question modifiers from above:

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List of keywords with corresponding data like SF, volume, etcList of keywords with corresponding data like SF, volume, etc

Best practices for SEO-friendly FAQ pages

Building an SEO-friendly FAQ page is no different from building any content-heavy page.

It needs to be easy to navigate, be quick to load, nail on-page SEO, etc.

That said, here are a few points you should consider when creating your own FAQ page:

  • Group your questions – By organizing your questions into categories, you provide a better overall UX.
  • Avoid jargon – You should use language your audience will understand.
  • Use your brand personality/tone of voice/style guide – An FAQ page is no different from any other content on your site, so keep it consistent.
  • Answer questions clearly and concisely – Your FAQ page should answer questions quickly. If you want to go into more detail, save that for long-form blog posts.
  • Keep it updated – FAQs are not static pages, so be sure to add new questions and update older questions regularly.
  • Internal linking – It’s valuable to add internal links to any related content or resources that may lead the user down the conversion funnel.
  • Format for UX – Good UX makes it easy for users to find the answers they are looking for.
  • Optimize your title tags – You can make searchers aware of the FAQ.
  • Use FAQ schema – Adding schema markup to your page can help you earn additional SERP real estate.

Speaking of FAQ schema… it’s a point worth expanding on.

How to add FAQ schema (in three steps)

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FAQ schema markup is a type of structured data to make your pages eligible to have rich snippets on the SERPs.

These FAQ rich snippets can help increase click-through rates (source), help Google crawl your site, and claim more SERP real estate.

Adding FAQ schema markup to your site is pretty straightforward.

Step 1. Create your FAQs

First up, you need some actual questions to mark up.

Create a dedicated FAQ page or an FAQ section on one of your pages. Now populate it with questions and then answer them.

When marking up, be sure to follow Google’s guidelines:

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Step 2. Write and validate your FAQ schema

You can use JSON-LD or Microdata to create FAQ markup, but Google recommends JSON-LD.

If you want to keep things simple, use a free online FAQ schema generator:

Example of schema generator showing JSON-LD FAQ schema codeExample of schema generator showing JSON-LD FAQ schema code

Simply copy and paste your questions and answers into the generator, and the FAQ schema code will be automatically generated for you.

Learn from my (many) schema mistakes here: pay close attention to your code

The code on your page and the code in your script need to be the same. If they are different (even by one little misplaced comma), then your markup won’t work.

To check your FAQ schema, simply copy and paste the code and run it through Google’s Rich Results Testing Tool.

Step 3. Implement and validate (again)

Now you need to implement your markup onto your page. You’ve got a few options here:

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  1. Manually add the script into the <head> section of the page
  2. Add via a WordPress plugin (like Insert Headers and Footers or RankMath)
  3. Add via Google Tag Manager
  4. Add into your WordPress theme’s function.php file

Sidenote.

If you don’t know what you are doing here, save yourself some potential headaches and go for option #1 or #2.

The final step—once your FAQ schema has been added—is to test if it is working. Copy and paste the URL of your page and run it through Google’s Rich Results Testing Tool. Also, check your page in GSC to verify any errors/warnings.

PRO TIP

Two actionable FAQ schema tips

Firstly, a big thank you to Dave Ojeda for reviewing the above schema process and checking for errors.

And if that wasn’t already enough, Dave “Schema Wizard” Ojeda also gave me not one but two actionable FAQ schema tips:

  1. FAQ answers accept HTML – This means you can add internal links to your answers and send people to conversion-focused pages or key content pages.
  2. UTM tracking – When you hyperlink an answer with HTML, you can also add UTM tracking to see who clicks from the SERPs.

Common questions about FAQs

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Now it’s time to get meta. Here are some frequently asked questions about FAQs:

How many questions should an FAQ section have?

Enough to be useful.

Personally, I believe that your FAQs should try to answer every relevant question.

This is going to depend on a lot of factors, such as the niche you are in. But however many useful questions there are, you should aim to answer them all in your FAQ section.

What should be included on an FAQ page?

Questions—that are asked frequently… and then answered.

The definition (from the start of this article) is:

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An FAQ (frequently asked questions) page is a place on a website where common questions related to your niche can be answered.

So that’s what you should include on an FAQ page.

What are the benefits of FAQ pages?

Still not convinced? Here are some more benefits. An FAQ page:

  • Provides quick and concise answers (for users and Google).
  • May help push potential customers toward purchasing/converting.
  • Helps to build trust.
  • Decreases the load on customer support (hopefully).

What is the difference between an FAQ and knowledge base?

FAQ pages generally cover the common questions, whereas a knowledge base covers everything you need to know.

A knowledge base or help center provides resources for every possible question about your product, service, or website. Examples include billing, troubleshooting, walkthroughs, etc.

Final thoughts

When you take the time to research questions people are actually asking, map them to relevant keywords, and display them on a UX-focused FAQ page, you’ve got a recipe for SEO success.

That may sound like a lot, but it can be neatly summed up like this:

To create a useful FAQ page, answer relevant questions that humans and search engines can understand.

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Got a question about building FAQ pages for SEO? Tweet me.

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Measuring Content Impact Across The Customer Journey

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Measuring Content Impact Across The Customer Journey

Understanding the impact of your content at every touchpoint of the customer journey is essential – but that’s easier said than done. From attracting potential leads to nurturing them into loyal customers, there are many touchpoints to look into.

So how do you identify and take advantage of these opportunities for growth?

Watch this on-demand webinar and learn a comprehensive approach for measuring the value of your content initiatives, so you can optimize resource allocation for maximum impact.

You’ll learn:

  • Fresh methods for measuring your content’s impact.
  • Fascinating insights using first-touch attribution, and how it differs from the usual last-touch perspective.
  • Ways to persuade decision-makers to invest in more content by showcasing its value convincingly.

With Bill Franklin and Oliver Tani of DAC Group, we unravel the nuances of attribution modeling, emphasizing the significance of layering first-touch and last-touch attribution within your measurement strategy. 

Check out these insights to help you craft compelling content tailored to each stage, using an approach rooted in first-hand experience to ensure your content resonates.

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Whether you’re a seasoned marketer or new to content measurement, this webinar promises valuable insights and actionable tactics to elevate your SEO game and optimize your content initiatives for success. 

View the slides below or check out the full webinar for all the details.

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How to Find and Use Competitor Keywords

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How to Find and Use Competitor Keywords

Competitor keywords are the keywords your rivals rank for in Google’s search results. They may rank organically or pay for Google Ads to rank in the paid results.

Knowing your competitors’ keywords is the easiest form of keyword research. If your competitors rank for or target particular keywords, it might be worth it for you to target them, too.

There is no way to see your competitors’ keywords without a tool like Ahrefs, which has a database of keywords and the sites that rank for them. As far as we know, Ahrefs has the biggest database of these keywords.

How to find all the keywords your competitor ranks for

  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Go to the Organic keywords report

The report is sorted by traffic to show you the keywords sending your competitor the most visits. For example, Mailchimp gets most of its organic traffic from the keyword “mailchimp.”

Mailchimp gets most of its organic traffic from the keyword, “mailchimp”.Mailchimp gets most of its organic traffic from the keyword, “mailchimp”.

Since you’re unlikely to rank for your competitor’s brand, you might want to exclude branded keywords from the report. You can do this by adding a Keyword > Doesn’t contain filter. In this example, we’ll filter out keywords containing “mailchimp” or any potential misspellings:

Filtering out branded keywords in Organic keywords reportFiltering out branded keywords in Organic keywords report

If you’re a new brand competing with one that’s established, you might also want to look for popular low-difficulty keywords. You can do this by setting the Volume filter to a minimum of 500 and the KD filter to a maximum of 10.

Finding popular, low-difficulty keywords in Organic keywordsFinding popular, low-difficulty keywords in Organic keywords

How to find keywords your competitor ranks for, but you don’t

  1. Go to Competitive Analysis
  2. Enter your domain in the This target doesn’t rank for section
  3. Enter your competitor’s domain in the But these competitors do section
Competitive analysis reportCompetitive analysis report

Hit “Show keyword opportunities,” and you’ll see all the keywords your competitor ranks for, but you don’t.

Content gap reportContent gap report

You can also add a Volume and KD filter to find popular, low-difficulty keywords in this report.

Volume and KD filter in Content gapVolume and KD filter in Content gap

How to find keywords multiple competitors rank for, but you don’t

  1. Go to Competitive Analysis
  2. Enter your domain in the This target doesn’t rank for section
  3. Enter the domains of multiple competitors in the But these competitors do section
Competitive analysis report with multiple competitorsCompetitive analysis report with multiple competitors

You’ll see all the keywords that at least one of these competitors ranks for, but you don’t.

Content gap report with multiple competitorsContent gap report with multiple competitors

You can also narrow the list down to keywords that all competitors rank for. Click on the Competitors’ positions filter and choose All 3 competitors:

Selecting all 3 competitors to see keywords all 3 competitors rank forSelecting all 3 competitors to see keywords all 3 competitors rank for
  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Go to the Paid keywords report
Paid keywords reportPaid keywords report

This report shows you the keywords your competitors are targeting via Google Ads.

Since your competitor is paying for traffic from these keywords, it may indicate that they’re profitable for them—and could be for you, too.

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You know what keywords your competitors are ranking for or bidding on. But what do you do with them? There are basically three options.

1. Create pages to target these keywords

You can only rank for keywords if you have content about them. So, the most straightforward thing you can do for competitors’ keywords you want to rank for is to create pages to target them.

However, before you do this, it’s worth clustering your competitor’s keywords by Parent Topic. This will group keywords that mean the same or similar things so you can target them all with one page.

Here’s how to do that:

  1. Export your competitor’s keywords, either from the Organic Keywords or Content Gap report
  2. Paste them into Keywords Explorer
  3. Click the “Clusters by Parent Topic” tab
Clustering keywords by Parent TopicClustering keywords by Parent Topic

For example, MailChimp ranks for keywords like “what is digital marketing” and “digital marketing definition.” These and many others get clustered under the Parent Topic of “digital marketing” because people searching for them are all looking for the same thing: a definition of digital marketing. You only need to create one page to potentially rank for all these keywords.

Keywords under the cluster of "digital marketing"Keywords under the cluster of "digital marketing"

2. Optimize existing content by filling subtopics

You don’t always need to create new content to rank for competitors’ keywords. Sometimes, you can optimize the content you already have to rank for them.

How do you know which keywords you can do this for? Try this:

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  1. Export your competitor’s keywords
  2. Paste them into Keywords Explorer
  3. Click the “Clusters by Parent Topic” tab
  4. Look for Parent Topics you already have content about

For example, if we analyze our competitor, we can see that seven keywords they rank for fall under the Parent Topic of “press release template.”

Our competitor ranks for seven keywords that fall under the "press release template" clusterOur competitor ranks for seven keywords that fall under the "press release template" cluster

If we search our site, we see that we already have a page about this topic.

Site search finds that we already have a blog post on press release templatesSite search finds that we already have a blog post on press release templates

If we click the caret and check the keywords in the cluster, we see keywords like “press release example” and “press release format.”

Keywords under the cluster of "press release template"Keywords under the cluster of "press release template"

To rank for the keywords in the cluster, we can probably optimize the page we already have by adding sections about the subtopics of “press release examples” and “press release format.”

3. Target these keywords with Google Ads

Paid keywords are the simplest—look through the report and see if there are any relevant keywords you might want to target, too.

For example, Mailchimp is bidding for the keyword “how to create a newsletter.”

Mailchimp is bidding for the keyword “how to create a newsletter”Mailchimp is bidding for the keyword “how to create a newsletter”

If you’re ConvertKit, you may also want to target this keyword since it’s relevant.

If you decide to target the same keyword via Google Ads, you can hover over the magnifying glass to see the ads your competitor is using.

Mailchimp's Google Ad for the keyword “how to create a newsletter”Mailchimp's Google Ad for the keyword “how to create a newsletter”

You can also see the landing page your competitor directs ad traffic to under the URL column.

The landing page Mailchimp is directing traffic to for “how to create a newsletter”The landing page Mailchimp is directing traffic to for “how to create a newsletter”

Learn more

Check out more tutorials on how to do competitor keyword analysis:

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Google Confirms Links Are Not That Important

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Google confirms that links are not that important anymore

Google’s Gary Illyes confirmed at a recent search marketing conference that Google needs very few links, adding to the growing body of evidence that publishers need to focus on other factors. Gary tweeted confirmation that he indeed say those words.

Background Of Links For Ranking

Links were discovered in the late 1990’s to be a good signal for search engines to use for validating how authoritative a website is and then Google discovered soon after that anchor text could be used to provide semantic signals about what a webpage was about.

One of the most important research papers was Authoritative Sources in a Hyperlinked Environment by Jon M. Kleinberg, published around 1998 (link to research paper at the end of the article). The main discovery of this research paper is that there is too many web pages and there was no objective way to filter search results for quality in order to rank web pages for a subjective idea of relevance.

The author of the research paper discovered that links could be used as an objective filter for authoritativeness.

Kleinberg wrote:

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“To provide effective search methods under these conditions, one needs a way to filter, from among a huge collection of relevant pages, a small set of the most “authoritative” or ‘definitive’ ones.”

This is the most influential research paper on links because it kick-started more research on ways to use links beyond as an authority metric but as a subjective metric for relevance.

Objective is something factual. Subjective is something that’s closer to an opinion. The founders of Google discovered how to use the subjective opinions of the Internet as a relevance metric for what to rank in the search results.

What Larry Page and Sergey Brin discovered and shared in their research paper (The Anatomy of a Large-Scale Hypertextual Web Search Engine – link at end of this article) was that it was possible to harness the power of anchor text to determine the subjective opinion of relevance from actual humans. It was essentially crowdsourcing the opinions of millions of website expressed through the link structure between each webpage.

What Did Gary Illyes Say About Links In 2024?

At a recent search conference in Bulgaria, Google’s Gary Illyes made a comment about how Google doesn’t really need that many links and how Google has made links less important.

Patrick Stox tweeted about what he heard at the search conference:

” ‘We need very few links to rank pages… Over the years we’ve made links less important.’ @methode #serpconf2024″

Google’s Gary Illyes tweeted a confirmation of that statement:

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“I shouldn’t have said that… I definitely shouldn’t have said that”

Why Links Matter Less

The initial state of anchor text when Google first used links for ranking purposes was absolutely non-spammy, which is why it was so useful. Hyperlinks were primarily used as a way to send traffic from one website to another website.

But by 2004 or 2005 Google was using statistical analysis to detect manipulated links, then around 2004 “powered-by” links in website footers stopped passing anchor text value, and by 2006 links close to the words “advertising” stopped passing link value, links from directories stopped passing ranking value and by 2012 Google deployed a massive link algorithm called Penguin that destroyed the rankings of likely millions of websites, many of which were using guest posting.

The link signal eventually became so bad that Google decided in 2019 to selectively use nofollow links for ranking purposes. Google’s Gary Illyes confirmed that the change to nofollow was made because of the link signal.

Google Explicitly Confirms That Links Matter Less

In 2023 Google’s Gary Illyes shared at a PubCon Austin that links were not even in the top 3 of ranking factors. Then in March 2024, coinciding with the March 2024 Core Algorithm Update, Google updated their spam policies documentation to downplay the importance of links for ranking purposes.

Google March 2024 Core Update: 4 Changes To Link Signal

The documentation previously said:

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“Google uses links as an important factor in determining the relevancy of web pages.”

The update to the documentation that mentioned links was updated to remove the word important.

Links are not just listed as just another factor:

“Google uses links as a factor in determining the relevancy of web pages.”

At the beginning of April Google’s John Mueller advised that there are more useful SEO activities to engage on than links.

Mueller explained:

“There are more important things for websites nowadays, and over-focusing on links will often result in you wasting your time doing things that don’t make your website better overall”

Finally, Gary Illyes explicitly said that Google needs very few links to rank webpages and confirmed it.

Why Google Doesn’t Need Links

The reason why Google doesn’t need many links is likely because of the extent of AI and natural language undertanding that Google uses in their algorithms. Google must be highly confident in its algorithm to be able to explicitly say that they don’t need it.

Way back when Google implemented the nofollow into the algorithm there were many link builders who sold comment spam links who continued to lie that comment spam still worked. As someone who started link building at the very beginning of modern SEO (I was the moderator of the link building forum at the #1 SEO forum of that time), I can say with confidence that links have stopped playing much of a role in rankings beginning several years ago, which is why I stopped about five or six years ago.

Read the research papers

Authoritative Sources in a Hyperlinked Environment – Jon M. Kleinberg (PDF)

The Anatomy of a Large-Scale Hypertextual Web Search Engine

Featured Image by Shutterstock/RYO Alexandre

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