I picked up a lot of interesting insights and got turned on to some cool niche sites, but my biggest takeaway was garnered during the Is Social Media & Search a Love Story or a War Story session on the social media track.
There’s need to call out specific individuals, but let’s just say that one of the panelists asserted to Google and the other search engines would soon move away from using inbound links to determine search results and would instead base results on social media factors.
In my opinion, this an extremely dangerous stance to take for several reasons:
1) Google’s algorithm is still based on citation ranking, and there are countless real-world case studies that confirm this reality
2) Due mostly to computing restraints (i.e. quantum computing doesn’t exist yet) the semantic web has not taken hold
3) Non-SEO savy marketers will often misunderstand this assertion and will take it to mean that link building is not that important anymore, which can lead to fundamental lapses in SEO efforts (I’ve already had one client approach us, saying that link-building didn’t matter anymore because she read somewhere that Google’s is devaluing inbound links…how frustrating is that!)
Now don’t get me wrong. I’m sure that this particular presenter meant well, and was simply trying to explain the shift to a more social-media driven search landscape, and I also understand that Google is taking steps to reduce the influence of inbound links and anchor text. I also have noticed that non-link based elements are having a significant impact on results, particular on universal search elements like local/maps search.
That said, I don’t feel that it’s wise to assert that links are on the way out. It’s only going to lead to misinformed marketers and frustrated SEO’s that have to resell their client on the value of link-building.
And nobody wants that.
*You can follow my twitter updates at http://twitter.com/hugoguzman11
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{ 8 comments… read them below or add one }
I agree, Hugo. It’s dangerous to put people, particularly those new to search marketing, under the impression that link building isn’t necessary or won’t be necessary at some point in the near future. They may get better at assessing quality links vs. lower quality links, but I don’t see them turning their backs on inbound links completely. Just my two cents.
Well said, Aly! Inbounds might be downplayed, but they’re unlikely to be phased out anytime soon, so making that kind of insinuation is very dangerous.
Especially in a room full of marketers that can (and will) misinterpret the message.
Hi Hugo,
I believe you are misquoting what I said in this panel.
What I said is that the search engines would be putting LESS emphasis on links and more on social, not that they would be getting rid of them. That’s a proper representation of what I said. Hope you can make sure to tell your audience that – I did not say Search Engines would be throwing links out of the equations – as that IS NOT what I said.
Thanks,
~Li
All I know is the Buying Links panel was packed as usuall. Changes are a coming but they are a few years down the road.
Firstly, it’s points like this from clients that make it all the more reason why Google should have clarified it’s stance on links a little more clearly in it’s SEO guidelines recently…
Secondly, I’m surprised that no one else has brought this up!
I guess this will be more of an algo move towards behavioural monitoring, TrustRank, or similar, but only time will tell…in the mean time, back to link-building!
Cheers Hugo, well challenged.
Ben
Thanks for all the feedback both here and over at Sphinn!
Sorry if I ruffled your feathers, Li. This wasn’t a personal attack. It was just a point of view and a critique based on experience with clients and prospects.
Trying to second guess google is a silly game to play… i find the whole concept laughable.
I agree Mark,
Trying to play Google at every turn they make is a fools game. This concept does not seem like a good use of time.