What if Google stopped relying on links to measure authority?
"So stick a fork in it: guest blogging...
What if Google stopped relying on links to measure authority?
"So stick a fork in it: guest blogging is done; it’s just gotten too spammy." - Matt Cutts
→ Read Matt's full rant here: http://goo.gl/aDwVON
I've read and re-read Matt's argument a few times. It's clear to me that he's focused squarely on link building activities more than a backlash for guest bloggers. But the implications are dire, as you'll read in the comments.
I'm wondering if this marks the end of the importance of links all together?
That would represent the single most radical shift in Google's business model, since their entire system is based on link authority. But it's been that way for a dozen years now. Clearly there will be a better way to measure authority and rank content. If you're Google, you'd damn well better be the one that invents that new way.
So... what other signals might indicate high-quality content beyond links?
* Social signals. Conversations, applause and amplification are already strong signals in Google's algorithm. But I'm betting against them getting too much stronger. Why? Because most people lurk, and never bother to like, comment or +1 anything. And with the trend of "anti" social networks, expect that to continue.
* Real usage metrics. Google Analytics is just one of many next-generation analytics packages. It would take some collaboration and serious work to obfuscate the data, but I'd not be surprised if actual usage metrics were used to suss out authority. To a degree, Google does this already, and content can be penalized if the bounce time back to a SERP is too quick.
* Authorship. Ok, this one is already in play. But it's just getting started, and extending authorship is on the rise. I'm a little concerned that an echo chamber could develop, but that already happens with counting links. So... maybe?
What do you think might replace links some day? Or am I just talking crazy?
Image via +Kreg Steppe, found on Flickr: http://flic.kr/p/4PrHf2
"So stick a fork in it: guest blogging is done; it’s just gotten too spammy." - Matt Cutts
→ Read Matt's full rant here: http://goo.gl/aDwVON
I've read and re-read Matt's argument a few times. It's clear to me that he's focused squarely on link building activities more than a backlash for guest bloggers. But the implications are dire, as you'll read in the comments.
I'm wondering if this marks the end of the importance of links all together?
That would represent the single most radical shift in Google's business model, since their entire system is based on link authority. But it's been that way for a dozen years now. Clearly there will be a better way to measure authority and rank content. If you're Google, you'd damn well better be the one that invents that new way.
So... what other signals might indicate high-quality content beyond links?
* Social signals. Conversations, applause and amplification are already strong signals in Google's algorithm. But I'm betting against them getting too much stronger. Why? Because most people lurk, and never bother to like, comment or +1 anything. And with the trend of "anti" social networks, expect that to continue.
* Real usage metrics. Google Analytics is just one of many next-generation analytics packages. It would take some collaboration and serious work to obfuscate the data, but I'd not be surprised if actual usage metrics were used to suss out authority. To a degree, Google does this already, and content can be penalized if the bounce time back to a SERP is too quick.
* Authorship. Ok, this one is already in play. But it's just getting started, and extending authorship is on the rise. I'm a little concerned that an echo chamber could develop, but that already happens with counting links. So... maybe?
What do you think might replace links some day? Or am I just talking crazy?
Image via +Kreg Steppe, found on Flickr: http://flic.kr/p/4PrHf2
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