SEO Marketing

Matt Cutts Confirms That Google Has Tried Search Without Links

By Elisa Gabbert February 19, 2014 Posted In: SEO Marketing Comments: 21

When I suggested last month that someday, search engines could work without links, a lot of people thought it was an interesting gedankenexperiment (they didn’t use that word but hey, it’s one of my favorite words) but didn’t believe Google is really moving in that direction. The future, by definition, remains to be seen, but today in his webmaster video, Matt Cutts revealed that Google has already experimented with a version of Google that doesn’t use links as a signal:

A user asked:

Does the big G have a version of the search engine that totally excludes any backlink relevancy? I’m wondering what search would look like and am curious to try it out.

And here’s Matt Cutts’ response (emphases mine):

We don't have a version like that that is exposed to the public, but we have run experiments like that internally, and the quality looks much much worse. It turns out that backlinks, even though there's some noise and certainly a lot of spam, for the most part are still a really really big win in terms of quality of search results. So we've played around with the idea of turning off backlink relevance and at least for now backlink relevance still really helps in terms of making sure that we return the best, most relevant, most topical search results.

As I said in my post on why guest blogging isn’t dead, it seems pretty obvious that Google’s algorithm is still hugely dependent on links. Further, Google can’t algorithmically tell the difference between a contributed article, a post on a multi-author blog, and a guest post if all the other quality signals are the same, so they’re trying to scare spammers into backing off a scalable tactic. But the fact is those links still help.

Here’s what I find interesting though:

  • Google recognizes that links are highly spammable, and if they knew how to filter out all the spam they wouldn’t have to scold and spook us so much. They’d just take care of it. (Email providers don’t spend their time telling marketers what not to put in emails – they just filter out the spam.) Google may be outpacing spammers for now, but spammers are catching up.
  • Google recognizes that there are other potential approaches to ranking results. They’ve already tried some out! Cutts doesn’t say what those internal experiments were based on, but we’re guessing the “Quality Score” style of algorithm as laid out here was where they started, looking at engagement metrics like expected click-through rate based on position.
  • Google doesn’t yet have a way to rank search results that is more effective than the link graph – but they have people working on it, and either way the door is open for other companies to find new ways to map the web.

I think Cutts' phrasing is telling, especially that "at least for now" and "still really helps" – the implication is that they want to move away from links or at least reduce their dependence on links as a ranking factor, but just haven't formalized a new system yet.

What do you think? I know I’m not the only one who would love to see that experiment!

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Comments

Thursday February 20, 2014

Jaydip Parikh (not verified) Said:

Now this is NEWS, If this turned up then many SEO will be in touble. 

Thursday February 20, 2014

Jignesh (not verified) Said:

Interesting topic and really encouraged me to think in that direction too.

Today, most of the seach engines are really depending upon link quality and it plays an important role but in this scenario, when they

they stop considering links, there must be some importnat factors like social signals and other discussed in your blog will have good impact.

Nice article !

Thursday February 20, 2014

Elisa Gabbert Said:

Thanks Jignesh! I'm sure social signals and other engagement metrics will play a role in future algorithms. It just makes sense because most people don't bother linking, they just share.

Thursday February 20, 2014

Larry Kim Said:

Did you notice how matt cutts said that links still are still in "for now"??

the very fact that they're experimenting on what the system would look like without pagerank/links leads me to believe that the value of links can only go down from here. meaning, this is the golden area of links is starting to set on us.

Thursday February 20, 2014

Elisa Gabbert Said:

Yep, Larry, I totally agree!

Thursday February 20, 2014

Larry Kim Said:

why is google even telling us that they're working on a system without links. This should be confidential internal info. WordStream doesn't broadcast our future product plans like this.

are they trying to telegraph to SEO linkbuilders to cut the crap with all the link manipulation and demoralize them?

 

 

Thursday February 20, 2014

Elisa Gabbert Said:

LOL, I don't know! Maybe Matt thought he was dispelling the linkless rumors but instead he just confirmed them.

Thursday February 27, 2014

Serge (not verified) Said:

Thanks to your post "spammers" know that they have nothing to fear :)

Great insight though. Unfortunately I didn't catch that video, so it was interesting to listen and read.
So, if the "links strategy" still works, feel free to guest blog.
But the question remains, how Google is going to fight spammers afterall?

Wednesday February 26, 2014

Brendan (not verified) Said:

Nevermind backlink relevance, where do I get that shirt??

Wednesday March 12, 2014

Search Engine Optimization (not verified) Said:

This is great post. Links will always play a major role - but new ranking factor lke soial signals and CRO-Data from Google-Analytics will be taken into consideration in the future. This wont change. New factors wont take links away. The will combine alle factors togehter to paint a greater picture.

Saturday March 15, 2014

ClearPeach (not verified) Said:

I can't imagine big G turning off backlink relevancy. As Matt stated it really helps them give the best, relevant to search results so I think its really not possible, for now.

Friday April 04, 2014

Muneeb ur Rehman (not verified) Said:

Now blogging is more interesting with this. Now newbies can rank higher than the pro bloggers. Now we can drive traffic without backlinks

Friday April 04, 2014

Sohil Memon (not verified) Said:

If Google will really implement this, then World would be set on fire! So, what will be the new "Ranging Factor" then? No Keywords - No Backlinks, so what now???

Thursday July 31, 2014

Tom (not verified) Said:

Interesting video, the question is what would they replace the links with ? 

Thursday December 04, 2014

Gord Collins (not verified) Said:

SEO without links?  That's how documents are connected and get their relevance. It's literally impossible to do it any other way unless you're thinking of using Google pigeons , Precogs from the Tom Cruise movie :)   The only way a page or site can be validated or considered relevant is through outbound links pointing at the validated page or relevant resource. 

Thursday December 04, 2014

Elisa Gabbert Said:

Hey Gord, ads get ranked without links -- think about it!

Friday February 21, 2014

Rick Noel (not verified) Said:

Interesting post Elisa. Links will matter to Google and webmasters for a long time to come. How one goes about getting them will evolve.

That said, I thinki social signals/proof will become more important especially with Google+. I suspect authorship and information like SERP pogosticking where available to Google (i.e. GA tracked sites), information like pages/visit, time on site, etc. will also become more important.

Mobile rendering and pagespeed will also become more important as Google if focused on evolving user experience to align with the evolution of personal and business Internet communications.

Friday February 21, 2014

Elisa Gabbert Said:

Thanks Rick -- agreen on social, authorship, time on site etc. become signals as they figure out how to use them.

Sunday February 23, 2014

Wolf (not verified) Said:

Links will always play a major role - but new ranking factor lke soial signals and CRO-Data from Google-Analytics will be taken into consideration in the future. This wont change. New factors wont take links away. The will combine alle factors togehter to paint a greater picture. The will fight spam harder as ever. Also Social Signals can be faked easier than links. So too put away Links is not the solution. User Signals also can be faked easy. So Links are still rule the Algo. This wont ever change fundamental.

Monday February 24, 2014

Bryan Knowlton (not verified) Said:

Hey Elisa, I wanted to let you know that we talked about your post on the Daily Blogcast for internet marketing podcast.  You can find it on Episode 075 – Google Search Without Backlink Relevancy, Conference Notes Sell For Hundreds of Thousands, More BAD Internet Marketing Pick Up Lines

http://dailyblogcast.net/2014/02/21/075-google-search-without-backlink-relevancy-conference-notes-sell-for-hundreds-of-thousands-more-bad-internet-marketing-pick-up-lines/

Monday February 24, 2014

Elisa Gabbert Said:

Cool, thanks Bryan! I'll give it a listen.

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