How crucial are backlinks for SEO in 2024?

The significance of link SEO today can be understood by examining various perspectives within the industry, analyzing empirical evidence, and considering Google's recent statements and updates on the role of links in their ranking algorithms. While links still matter, the volume and quality of external links to a webpage can influence its search rankings. Factors such as link diversity, relevance, quality, and authority also play a role. However, opinions on the importance of links vary widely, and Google has made statements indicating that links are not as crucial as they once were.

Google has made several statements about the importance of links in SEO. Gary Illyes, a webmaster trends analyst at Google, mentioned that links are important but people overestimate their importance, stating that they are not in the top three ranking factors. In March, Google released a Spam Policy update, removing the word 'important' in reference to links as a ranking factor. John Mueller, a Google search advocate, also recommended not focusing too much on the absolute count of links, as there are more important things for websites nowadays. Despite these statements, some parts of Google's documentation still mention links and PageRank as core aspects of its ranking systems.

Studies from Ahrefs, Backlinko, and Monster Insights reveal the following about the role of backlinks in SEO:

• Ahrefs: Found a positive correlation between the number of sites linking to a page and that page’s ranking and SEO traffic performance. Most top-ranked pages gain between 5% and 14% more followed links per month.
• Backlinko: Found that a site's overall link authority strongly correlates with higher rankings. Pages with lots of backlinks rank above pages that don’t have as many backlinks. However, correlation doesn’t imply causation.
• Monster Insights: Concluded that backlinks have a huge influence on Google’s ranking algorithm. Sites with higher volumes of backlinks usually achieve higher Google ranking positions. Backlinks from high authority websites are more valuable and boost rankings more than links from lower-rated sites.

There is confusion about the importance of links in SEO today because opinions on their significance vary widely within the industry. Some believe that PageRank and links are crucial, while others think their importance has diminished. Google's mixed messages also contribute to the confusion. While some parts of Google's documentation still mention links and PageRank as core aspects of its ranking systems, recent statements from Google representatives suggest that links are not as important as they once were. This conflicting information leaves many unsure about the true role of links in SEO.

The future of link building in SEO, according to the article, suggests a shift away from traditional link building methods. While links still matter, traditional link building, which often produces poor-quality links, has been ineffective for some time. Success in the future will require creative ideas and real-world events that garner high-tier editorial coverage. The article emphasizes the importance of earning and attracting links rather than building them. Additionally, with Google's AI capabilities, there could be a shift towards evaluating content usefulness directly without relying on external links, making link building less relevant in the future.