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Is It A Ranking Factor?

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Is It A Ranking Factor?


Quickly gaining a lot of links from other sites sounds like it should be a positive thing for any website.

But could it actually hurt, rather than help, your rankings?

Or does link velocity not matter at all to Google? Is it, in fact, just some made-up SEO term?

Read on as we investigate the origins of link velocity and whether it’s something you need to be genuinely concerned about in SEO.

The Claim: Link Velocity As A Ranking Factor

Link velocity refers to a theory that the speed at which a website gains links has the potential to impact rankings, either positively or negatively.

Link Velocity = Good

Years ago, having a high link velocity in a short period of time was viewed by some as a good thing in the SEO industry, one that could positively influence your Google rankings.

Link velocity was mentioned in articles and during conference sessions – because in those days link building was more about quantity than quality.

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But the idea of quantity over quality changed after Google launched the Penguin algorithm.

Link Velocity = Bad

The belief here is that gaining links too fast can cause a website to get penalized or demoted in search results.

It is based on the idea that Google will interpret a quick increase in inbound links as a sign that the website is trying to manipulate its search rankings.

Understandably, the idea of link velocity can be concerning for everyone who is averse to getting inadvertently penalized for acquiring links.

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The growth of a website’s link profile is largely out of its control.

If a site publishes a great piece of content, for example, many other sites may reference it within a short time frame, resulting in a number of links gained all at once.

Were link velocity to work as SEO experts claim, the website in the above example could receive a penalty because it gained an influx of inbound links through no fault of its own.

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The Evidence: Link Velocity As A Ranking Factor

The origins of link velocity in the SEO community can be dated back to the discovery of a Google patent that was filed in 2003.

The patent, Information Retrieval Based on Historical Data, includes ideas about how a search engine should treat a website based on the growth of its link profile.

In particular, the idea of link velocity can be traced back to this passage:

“While a spiky rate of growth in the number of backlinks may be a factor used by search engine 125 to score documents, it may also signal an attempt to spam search engine 125. Accordingly, in this situation, search engine 125 may actually lower the score of a document(s) to reduce the effect of spamming.”

Search Engine Journal’s Roger Montti has picked apart SEO experts’ interpretation of this patent, noting how they ignore parts of the patent which disprove their own theory.

For instance, the patent goes on to define what a “spiky rate of growth” is and how it can be the defining characteristic of unnatural link building.

The patent isn’t about penalizing websites that see a rapid increase in inbound links.

It’s about demoting websites that exhibit a pattern of unusual spikes in inbound links over extended periods.

According to Montti:

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“What that patent is really talking about is the smooth natural rate of growth versus a spiky and unnatural rate of growth.

A spiky rate of growth can manifest over the course of months. That’s a big difference from the link velocity idea that proposes that a large amount of links acquired in a short period will result in a penalty.”

The evidence doesn’t add up to what experts claim about link velocity.

Link Velocity As A Ranking Factor: Our Verdict

There is no evidence to suggest that Google uses a signal known as link velocity that can negatively impact rankings.

Link velocity is not a term Google officially recognizes.

When asked about it, Google search representatives say a website’s links are assessed on their own merits, not by how many are gained in which length of time.

Here’s an example of such a response from Google’s John Mueller:

“It’s not so much a matter of how many links you get in which time period. It’s really just… if these are links that are unnatural or from our point of view problematic then they would be problematic. It’s like it doesn’t really matter how many or in which time.”

Google’s Gary Illyes put it more bluntly in a Reddit AMA, calling link velocity a made-up term.

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Whether links are gained fast or slow, what really matters is the quality of the individual links and the manner in which they were acquired (naturally or unnaturally).


Featured Image: Paolo Bobita/Search Engine Journal





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SEO

How Data Is Reshaping The SEO & Digital Marketer’s Landscape

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How Data Is Reshaping The SEO & Digital Marketer's Landscape

There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.

To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.

SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.

Data has always been mission-critical to digital decision-making.

The Economist, back in 2017, declared it the world’s most valuable resource.

Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.

According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.

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Think about that for a second!

Flash drives, for example, were introduced in 2000.

This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!

The Data Revolution Means More Sources & Complexity For SEO

The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.

In the past, we thought only numbers mattered.

But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!

  • Machine-based and human-generated data are growing at a rate of 10x faster than conventional business data.
  • Machine-created data is increasing exponentially at a 50x the growth rate. This data revolution is primarily marketing-driven and consumer-oriented who are “always on.”
  • In just the last 18 months, the volume of site processing data we have been generating at BrightEdge has increased by 11x!
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As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.

Fortunately, SEO is well-positioned to take advantage of this new data revolution.

  • Increasing your keyword universe – More keywords mean more data points to look at with reporting and fuelling insights. While focusing on conversion rate metrics is very important, it wouldn’t be possible without opening the scope of your audience and getting more people in the door. SEO has drifted away from writing for a primary dedicated keyword and is now way more advanced with advancements in search engines like Google’s understanding of intent of searches through RankBrain and BERT.
  • Increasing your search footprint – will also help you discover unexplored of informing your future content strategy or ideate new keyword ideas. However, sometimes you might miss the boat, like the transition of Content Management Systems slowly turning into “Experience Platforms” as they offer more functionality to meet the needs of today’s webmaster or marketer.

Read More On SEJ

Data Is The Currency Of An Accelerated SEO & Digital Age

By 2025, Worldwide data will reach 175 zettabytes.

But unfortunately, the human brain can’t process, structure, and analyze all that data.

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So technology engines have to help, and digital marketers should be the driver.

There is a massive opportunity for companies that can utilize data to create more engaging experiences.

A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!

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Robust data analysis ensures decisions are evidence-based and have more accountability.

Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.

SEO began with data and has evolved.

From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.

As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.

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Technology & AI Are Helping SEO Evolve

Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.

This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.

Digital marketers can evolve, understand key trends, and learn in new areas such as:

  • Predictive modeling of future trends and forecasting based on multiple types of data.
  • Real-time identification of opportunities and intelligence.
  • Digital research at scale with both historical and real-time data.
  • Leveraging automated visualizations for various stakeholders.
  • Improved data security and compliance.
  • Market and business intelligence at a macro level.
  • Consumer behavior at the most granular level.

SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.

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AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.

What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.

Read More On SEJ

Data Analysis & Intelligence As Competitive Advantage

The application of technology will be the driving force behind the next generation of data analysis technology.

Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.

It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.

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The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.

The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.

SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.

Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.

Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.

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Featured Image: ra2 studio/Shutterstock

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