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:

“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:

“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:

“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.

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

— Gary 鯨理／경리 Illyes (so official, trust me) (@methode) April 19, 2024

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

A few years ago, I was an SEO Lead managing enterprise clients’ SEO campaigns. It’s a senior role and takes a lot of work to get there. So how can you do it, too?

In this article, I’ll share ten tips to help you climb the next rung in the SEO career ladder.

Helping new hires in the SEO team is important if you want to become an SEO Lead. It gives you the experience to develop your leadership skills, and you can also share your knowledge and help others learn and grow.

It demonstrates you can explain things well, provide helpful feedback, and improve the team’s standard of work. It shows you care about the team’s success, which is essential for leaders. Bosses look for someone who can do their work well and help everyone improve.

Here are some practical examples of things I did early in my career to help mentor junior members of the team that you can try as well:

• Hold “lunch and learn” sessions on topics related to SEO and share case studies of work you have done
• Create process documents for the junior members of the team to show them how to complete specific tasks related to your work
• Compile lists of your favorite tools and resources for junior members of the team
• Create onboarding documents for interns joining the company

Wouldn’t it be great if you could look at every single SEO Lead’s resume? Well, you already can. You can infer ~70% of any SEO’s resume by spying on their LinkedIn and social media channels.

Type “SEO Lead” into LinkedIn and see what you get.

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Look for common career patterns of the SEOs you admire in the industry.

I used this method to understand how my favorite SEOs and people at my company navigated their way from a junior role to a senior role.

For example, when the Head of SEO at the time Kirsty Hulse, joined my team, I added her on LinkedIn and realized that if I wanted to follow in her footsteps, I’d need to start by getting the role of SEO Manager to stand any possible chance of leading SEO campaigns like she was.

The progression in my company was from SEO Executive to Senior SEO Executive (Junior roles in London, UK), but as an outsider coming into the company, Kirsty showed me that it was possible to jump straight to SEO Manager given the right circumstances.

Using Kirsty’s and other SEOs’ profiles, I decided that the next step in my career needed to be SEO Manager, and at some point, I needed to get some experience with a bigger media agency so I could work my way up to leading an SEO campaign with bigger brands.

From this, I realized I lacked experience working with other teams—like PR, social, and development teams. As a junior SEO, your mind is focused 99% on doing SEO, but when you become more senior, your integration with other teams is important to your success.

For this reason, I’d suggest that aspiring SEO Leads should have a good working knowledge of how other teams outside of SEO operate. If you take the time to do this, it will pay dividends later in your career:

• If there are other teams in your company, ask if you can do some onboarding training with them.
• Get to know other team leads within your company and learn how they work.
• Take training courses to learn the fundamentals of other disciplines that complement SEO, such as Python, SQL, or content creation.

Sometimes, employers use skill gaps to pay you less, so it’s crucial to get the skills you need early on…

Examples of other skill gaps I’ve noticed include:

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If you think you have a lot of skill gaps, then you can brush up your skills with our SEO academy. Once you’ve completed that, you can fast-track your knowledge by taking a course like Tom Critchlow’s SEO MBA, or you can try to develop these skills through your job.

As a junior in any company, it can be hard to get your voice heard amongst the senior crowd. Ten years ago, I shared my wins with the team in a weekly group email in the office.

Here’s what you should be sharing:

• Praise from 3rd parties, e.g. “the client said they are impressed with the work this month.”
• Successful performance insights, e.g “following our SEO change, the client has seen X% more conversions this month.”
• Examples of the work you led, e.g. if your leadership and decision-making led to good results, then you need to share it.

At Ahrefs I keep a “wins” document. It’s just a simple spreadsheet that lists feedback on the blog posts I’ve written, the links I’ve earned and what newsletters my post was included in. It’s useful to have a document like this so you have a record of your achievements.

Sidenote.

Junior SEOs sometimes talk about the things “we” achieved as a team rather than what they achieved at the interview stage. If you want the SEO Lead role, remember to talk about what you achieved. While there’s no “I” in team, you also need to advocate for yourself.

One of my first big wins as an SEO was getting a link from an outreach campaign on Buzzfeed. When I went to Brighton SEO later that year and saw Matthew Howells-Barby sharing how he got a Buzzfeed link, I realized that this was not something everyone had done.

So when I did manage to become an SEO Lead, and my team won a prize in Publicis Groupe for our SEO performance, I made sure everyone knew about the work we did. I even wrote a case study on the work for Publicis Groupe’s intranet.

I’ve worked with some incredibly talented people, many of whom have helped me in my career.

I owe my big break to Tim Cripps, Laura Scott, and Kevin Mclaren. Without their support and encouragement, I wouldn’t be where I am today. Even before that, David Schulhof, Jodie Wheeler, and Carl Brooks let me mastermind some bonkers content campaigns that were lucky enough to succeed:

I wasn’t even an SEO Lead at that point, but they gave me the reins and trusted me.

So, how can you find your tribe?

• Speak to recruiters – they might hold the ticket to your next dream job. I spoke to many recruiters early in my career, but only two recruiters delivered for me—they were Natasha Woodford, and Amalia Gouta. Natasha helped me get a job that filled my skill gap, and Amalia helped me get my first SEO Lead role.
• Go to events and SEO conferences, and talk to speakers to build connections outside of your company.
• Use LinkedIn and other social media to interact with other companies or individuals that resonate with you.

Many senior SEO professionals spend most of their online lives on X and LinkedIn. If you’re not using them, you’re missing out on juicy opportunities.

Sharing your expertise on these platforms is one of the easiest ways to increase your chances of getting a senior SEO role. Because, believe it or not, sometimes a job offer can be just a DM away.

Here’s some specific ideas of what you can share:

• Share your thoughts on a trending topic – like the latest Google algorithm update.
• Share what you learned during the course of a campaign.
• Ask the community for their thoughts on a certain topic.

I’ve recently started posting on LinkedIn and am impressed by the reach you can get by posting infrequently on these topics.

Here’s an example of one of my posts where I asked the community for help researching an article I was writing:

And here is the content performance across the last year from posting these updates.

I’m clearly not a LinkedIn expert—far from it! But as you can see, with just a few months of posting, you can start to make these platforms work for you.

Godard Abel, co-founder of G2, talked on a podcast about conscious leadership. This struck a chord with me recently as I realized that I had practiced some of the principles of conscious leadership—unconsciously.

You can start practicing conscious leadership by asking yourself if your actions are above or below the line. Here are a few examples of above and below-the-line thinking:

If you want a senior SEO role, I’d suggest shifting your mindset to above-the-line thinking.

In the world of SEO, it’s easy to blame all your search engine woes on Google. We’ve all been there. But a lot of the time, simple changes to your website can make a huge difference—it just takes a bit of effort to find them and make the changes.

To become more persuasive, try incorporating Aristotle’s three persuasive techniques into your conversations.

• Pathos: use logical reasoning, facts, and data to present water-tight arguments.
• Ethos: establish your credibility and ethics through results.
• Logos: make your reports tell a story.

Then sprinkle in language that has a high level of modality:

Some people will be able to do this naturally without even realizing it, but for others, it can be an uphill struggle. It wasn’t easy for me, and I had to learn to adapt the way I talked to stakeholders early on.

The strongest way I found was to appeal to emotions and back up with data from a platform like Ahrefs. Highlight what competitors have done in terms of SEO and the results they’ve earned from doing it.

I once got stuck on a delayed train with a senior member of staff, and he told me he was really into Google Local Guides, and he was on a certain high level. He said it took him a few years to get there.

Local Guides is part of Google Maps that allows you submit reviews and other user generated content

When he showed me the app, I realized that you could easily game the levels by uploading lots of photos.

In a “hold my beer” moment, I mass downloaded a bunch of photos, uploaded them to Local Guides and equaled his Local Guide level on the train in about half an hour. He was seething.

One of the photos I uploaded was a half-eaten Subway. It still amazes me that 50,974 people have seen this photo:

This wasn’t exactly SEO, but the ability to find this ‘hack’ so quickly impressed him, and we struck up a friendship.

The next month that person moved to another company, and then another few months later, he offered me an SEO Lead job.

Final thoughts

Lastly, if you want any more guidance, you can always ping me on LinkedIn. 🙂

I spend most of my days sitting in front of a screen, buried in a Google Doc. (You probably do too.)

And while I enjoy deep work, a few times a year I get the urge to leave my desk and go socialize with other human beings—ideally on my employer’s dime 😉

Conferences are a great excuse to hang out with other content marketers, talk shop, learn some new tricks, and pretend that we’re all really excited about generative AI.

Without further ado, here are the biggest and best content marketing conferences happening throughout the rest of 2024.

Dates: May 5–7
Prices: from $795
Website: https://cex.events/
Location: Cleveland, OH
Speakers: B.J. Novak, Ann Handley, Alexis Grant, Justin Welsh, Mike King

CEX is designed with content entrepreneurs in mind (“contenpreneurs”? Did I just coin an awesome new word?)—people that care as much about the business of content as they do the craft.

In addition to veteran content marketers like Ann Handley and Joe Pulizi waxing lyrical about modern content strategy, you’ll find people like Justin Welsh and Alexis Grant exploring the practicalities of quitting your job and becoming a full-time content creator.

Here’s a trailer for last year’s event: