{"id":2368,"date":"2025-04-16T07:15:56","date_gmt":"2025-04-16T06:15:56","guid":{"rendered":"https:\/\/www.forestsoftware.co.uk\/blog\/?p=2368"},"modified":"2025-04-15T10:33:33","modified_gmt":"2025-04-15T09:33:33","slug":"google-says-links-arent-that-important-anymore","status":"publish","type":"post","link":"https:\/\/www.forestsoftware.co.uk\/blog\/2025\/04\/google-says-links-arent-that-important-anymore\/","title":{"rendered":"Google Says Links Aren\u2019t That Important Anymore"},"content":{"rendered":"Reading Time: <\/span> 6<\/span> minutes : <\/span><\/span>

Google Says Links Aren\u2019t That Important Anymore \u2013 Wait, What?<\/strong><\/h1>\n

Introduction: Time to Panic? (Spoiler: Nope)<\/h2>\n

Recently I was talking to a client who had been told that they needed more links to their site to be able to get to the top of the search results, so remembering something I’d read over a year ago I dug out some advice from Google.\u00a0 Following on from that I decided to write this blog post about links and their importance…<\/p>\n

Once upon a time in the magical land of Search Engine Optimisation (SEO), links were everything. Getting a link from another website to yours was like being handed a golden ticket to Willy Wonka\u2019s Chocolate Factory\u2014Google would see it and say, \u201cWow, this site must be amazing!\u201d<\/p>\n

But now, Google has rocked the SEO boat with a new announcement: links are no longer that<\/em> important.<\/p>\n

Yes, you read that right. Links\u2014the holy grail of SEO for decades\u2014are now about as exciting to Google as last week\u2019s leftover pizza. Still edible, but not exactly Michelin-star quality.<\/p>\n

So what does this mean for your small business website? Should you stop begging bloggers for backlinks? Can you finally burn your link-building spreadsheets and dance on their ashes?<\/p>\n

Let\u2019s break it down.<\/p>\n

<\/p>\n

What Did Google Actually Say?<\/h2>\n

Here\u2019s the tea. In late 2023 , a Google search team member confirmed that links are no longer in the top three most important ranking factors.<\/p>\n

Then after the March 2024 core update the documentation was changed from<\/p>\n

\u201cGoogle uses links as an important factor in determining the relevancy of web pages.\u201d<\/p><\/blockquote>\n

to<\/p>\n

\u201cGoogle uses links as a factor in determining the relevancy of web pages.\u201d<\/p><\/blockquote>\n

with a Google rep saying in a conference at the beginning of April 2024<\/p>\n

\u201cThere are more important things for websites nowadays, and over-focusing on links will often result in you wasting your time doing things that don\u2019t make your website better overall\u201d<\/p><\/blockquote>\n

To be clear, they didn\u2019t say links are completely useless. They\u2019re still a signal\u2014but they\u2019re more of a polite nudge than a full-on shove up the rankings.<\/p>\n

Apparently, Google\u2019s algorithms have got a bit cleverer (no surprise there), and they now rely more on other signals, like content quality, page experience, and user intent.<\/p>\n

In simple terms: Google\u2019s less interested in who\u2019s talking about you<\/em> and more interested in what you\u2019re actually saying<\/em>.<\/p>\n

The Glory Days of Link Building (A Brief, Nostalgic Cry)<\/h2>\n

Back in the day, SEO was like a high school popularity contest. The more people (or websites) who linked to you, the more important you seemed.<\/p>\n

Small business owners were frantically emailing blog owners, swapping links, writing guest posts on obscure websites, and sneaking their URLs into forums like ninjas in the night.<\/p>\n

And it worked! Links were one of the top ways to climb the Google ladder.<\/p>\n

But like all good things\u2014cheap Freddos, Blockbuster Video, and that one pair of jeans that fit perfectly\u2014it couldn\u2019t last forever.<\/p>\n

Why Google\u2019s Changing Things Up<\/h2>\n

Google\u2019s ultimate goal is to help users find the best content as quickly as possible. And let\u2019s be honest, the old link-focused system had its flaws.<\/p>\n

Some websites were getting loads of links by being sneaky\u2014paying for them, joining link farms, or making fake blog networks. Not exactly the kind of behaviour that screams \u201ctrustworthy\u201d.<\/p>\n

So, Google got wise. Their fancy machine-learning algorithms now look at a whole bunch of stuff to figure out which sites deserve to be at the top.<\/p>\n

Links are still a piece of the puzzle, but not the biggest one anymore. They\u2019re more like that one cousin who always shows up late to family dinners\u2014still there, but no one\u2019s waiting on them to start the meal.<\/p>\n

So What Actually Does<\/em> Matter Now?<\/h2>\n

Content Quality: The Big Cheese<\/h3>\n

Write good stuff. Seriously, that\u2019s it.<\/p>\n

Google wants your content to actually help people. Not just tick boxes for keywords or cram in fluff. If someone visits your site and gets a clear, helpful answer to their question, Google does a little happy dance.<\/p>\n

So write like a human, not a robot trying to win at Scrabble.<\/p>\n

User Experience: Stop Annoying Your Visitors<\/h3>\n

Ever been to a website that bombards you with pop-ups, loads like it\u2019s powered by a hamster on a wheel, and rearranges itself every time you try to scroll?<\/p>\n

Yeah, Google hates that too.<\/p>\n

Your website should load fast, look good on phones, and be easy to use. If it\u2019s confusing or ugly, people leave. And if people leave, Google notices and starts quietly backing away from your site like it just made an awkward joke at a party.<\/p>\n

Search Intent: Are You Actually Answering the Question?<\/h3>\n

Let\u2019s say someone Googles \u201cbest shoes for standing all day\u201d. If your page is about the history of footwear and doesn\u2019t mention comfy shoes until paragraph seven\u2026 you\u2019re probably not getting that top spot.<\/p>\n

Google\u2019s now really good at figuring out what people mean<\/em> when they search. So your content needs to match what they\u2019re actually looking for.<\/p>\n

It\u2019s not just about keywords anymore. It\u2019s about intent<\/em>.<\/p>\n

What This Means for Your Small Business<\/h2>\n
    \n
  1. You Can Stop Obsessing Over Links (Mostly)<\/strong><\/li>\n<\/ol>\n

    If you\u2019ve spent the last few years chasing backlinks like they\u2019re Pok\u00e9mon, this news might feel like sweet, sweet relief.<\/p>\n

    You don\u2019t need to completely ignore link-building\u2014it still helps, especially for a new site \u2014but it\u2019s no longer the be-all and end-all. IN fact, I’ve not chased links for several years.<\/p>\n

    Focus on building great content and a great user experience first. If links happen naturally because your site\u2019s useful and people love it, fab.<\/p>\n

    If not? Don\u2019t stress.<\/p>\n

      \n
    1. Your Website Just Became Way More Important<\/strong><\/li>\n<\/ol>\n

      Now\u2019s the time to give your website some TLC.<\/p>\n

      Does it load quickly<\/a>? Is it easy to navigate<\/a>? Does it answer people\u2019s questions in a clear, friendly way?<\/p>\n

      If you\u2019re not sure, ask someone who doesn\u2019t work with you to try using it and give honest feedback. (Bribe them with biscuits if necessary.)<\/p>\n

        \n
      1. You\u2019ll Need to Get Better at Understanding Your Audience<\/strong><\/li>\n<\/ol>\n

        This isn\u2019t as scary as it sounds. You already know your customers\u2014you talk to them every day!<\/p>\n

        Now you just need to think about what they\u2019d be typing into Google. – note that not always what you would type into Google. What questions are they asking? What problems are they trying to solve?<\/p>\n

        Then write content that helps them. Simples.<\/p>\n

        But Wait\u2014Should You Still Bother With Links at All?<\/h3>\n

        Short answer: yes, just don\u2019t lose sleep over them.<\/p>\n

        Good links from reputable sites still tell Google that your site is trustworthy. It\u2019s like getting a thumbs-up from someone respectable. (Think David Attenborough, not your mate Dave who once tried to microwave a tin of beans.)<\/p>\n

        But dodgy links from random spammy sites? Those could actually hurt you.<\/p>\n

        So if someone offers to sell you 5,000 backlinks for \u00a320\u2026 run.<\/p>\n

        Practical Tips for Thriving in a Post-Link SEO World<\/h2>\n
          \n
        1. Create Helpful Blog Content<\/strong><\/li>\n<\/ol>\n

          Write blog posts that answer common customer questions. For example:<\/p>\n