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Does Google Still Need Links?
Off-Site Ranking Factors for 2017
MozCon, September 2016
@THCapper
http://dis.tl/RandTipping
@THCapper
http://dis.tl/RandTipping
@THCapper
PageRank & links were a proxy
for user behaviour
@THCapper
Google doesn’t need a proxy anymore
@THCapper
Google is a browser
@THCapper
Google is an ISP
@THCapper
Google is, of course,
a dominant search engine
@THCapper
& links have become a dirty signal
@THCapper
(Rand says) Build links that might
genuinely drive high quality traffic
@THCapper
Today, taking this further
@THCapper
I’m going to try to present both sides of
this argument
@THCapper
& I have some data to share with you
@THCapper
Don’t tweet this:
@THCapper
Do tweet this:
@THCapper
Over the next 30 minutes:
@THCapper
Has it already happened?
What could replace links?
What should you do next?
What could replace links?
What would you do?
@THCapper
Machine learning
@THCapper
http://dis.tl/LarryCTR
Brand
What if you could find a
way to measure brand?
We all struggle with this.
@THCapper
This is elementary for Google.
@THCapper
All of the above & much more besides
@THCapperhttp://dis.tl/CuttsPorn
All of these factors correlate
with each other, and links
@THCapper
Has it already happened?
What could replace links?
What should you do next?
Has it already happened?
What does Google say?
@THCapper
https://youtu.be/l8VnZCcl9J4
@THCapper
“And I can tell you what they are.
It is content. And it’s links pointing to your site.”
Andrey Lipattsev, Search Quality Senior Strategist, Google
https://youtu.be/l8VnZCcl9J4
@THCapper
Question: Are links already redundant?
● Google: No
End of talk?
Counterclaim:
Google is routinely wrong technically
correct about how Google works
@THCapper
Classic examples:
● HTTPS migrations pre-2016
● 302s are as good as 301s
● Subdomains are as good as sub-folders
● CCTLDs are as good as .com
@THCapper
@THCapper
http://bit.ly/GaryDA
@THCapper
Question: Are links already redundant?
● Google: No
Correlations
Lots of people have found correlations
@THCapper
@THCapper
http://dis.tl/MozCorrelations
@THCapper
http://dis.tl/MozCorrelations
We all know that correlation
does not imply causation
@THCapper
But causation & coincidence
are not the only possibilities
@THCapper
We’ve all enjoyed this
@THCapper
http://dis.tl/TylerVigen
And this
@THCapper
http://dis.tl/TylerVigen
@THCapper
But how do these happen?
@THCapper
Potential Mechanisms
1. Complete coincidence - Nicholas Cage and drownings are in fact unrelated
(!)
@THCapper
Potential Mechanisms
1. Complete coincidence - Nicholas Cage and drownings are in fact unrelated
(!)
2. Linearity - both cheese consumption and bedsheet-related deaths are
trending linearly, and thus loosely correlated
@THCapper
Potential Mechanisms
1. Complete coincidence - Nicholas Cage and drownings are in fact unrelated
(!)
2. Linearity - both cheese consumption and bedsheet-related deaths are
trending linearly , and thus loosely correlated
@THCapper
Potential Mechanisms
1. Complete coincidence - Nicholas Cage and drownings are in fact unrelated
(!)
2. Linearity - both cheese consumption and bedsheet-related deaths are
trending linearly, and thus loosely correlated
3. Reverse causation - it is in fact drownings that cause Nicholas Cage films,
not vice versa
@THCapper
Potential Mechanisms
1. Complete coincidence - Nicholas Cage and drownings are in fact unrelated
(!)
2. Linearity - both cheese consumption and bedsheet-related deaths are
trending linearly, and thus loosely correlated
3. Reverse causation - it is in fact drownings that cause Nicholas Cage films,
not vice versa
4. Joint causation - both cheese consumption and deaths in bedsheets are
related to increasing affluence (& effluence)
@THCapper
Affluence causes:
● Cheese consumption
● Bedsheet deaths
@THCapper
Brand awareness causes:
● Links
● Rankings?
@THCapper
@THCapper
Question: Are links already redundant?
● Google: No
● Correlation Studies: Inconclusive
So how does brand awareness compare?
@THCapper
@THCapper
http://dis.tl/MozCorrelations
@THCapper
Moz Study My Study
17,600 queries from KWP 4,900 queries from STAT
@THCapper
Moz Study My Study
17,600 queries from KWP 4,900 queries from STAT
Top 50 results Top 10 results
@THCapper
Moz Study My Study
17,600 queries from KWP 4,900 queries from STAT
Top 50 results Top 10 results
Desktop only (?) Desktop & Smartphone
@THCapper
Moz Study My Study
17,600 queries from KWP 4,900 queries from STAT
Top 50 results Top 10 results
Desktop only (?) Desktop & Smartphone
Mean Spearman correlations Mean Spearman correlations
Quantifying Brand Awareness
@THCapper
Branded Search Volume
@THCapper
@THCapper
@THCapper
Therefore:
If you care about DA, you should care
about Branded Search Volume
@THCapper
& here’s another interesting thing
@THCapper
For my main data set, both variables are
incredibly statistically significant
@THCapper
@THCapper
DA significance:
99.99999999999999999999999999999999
99999999999999999999999%
Log(branded search volume) significance:
99.99999999999999999999999999999999
9999999999999999999999999999999999
9999999999999999999999999999%
@THCapper
For some clients, including both in the
same model knocks DA out of statistical
significance
@THCapper
What does this mean?
@THCapper
Branded Search Volume explains most
of what can be explained with DA
@THCapper
The reverse is not true.
@THCapper
(Yes I will be publishing this data)
@THCapper
@THCapper
Question: Are links already redundant?
● Google: No
● Correlation Studies: Inconclusive
● My Data: Yes
@THCapper
http://dis.tl/MarcusTober
Counterclaim: This might have been true
in 1998
@THCapper
Qualitatively, what does
ranking flux look like?
Real World Example 1: Flowers
@THCapper
Keyword: Flowers
Market: GB-en
Period: May-Dec 2016
Device: Smartphone
@THCapper
@THCapper
What do we notice?
1. Highly erratic
@THCapper
@THCapper
What do we notice?
1. Highly erratic
2. Interflora collapsed
@THCapper
@THCapper
What do we notice?
1. Highly erratic
2. Interflora collapsed
3. DA 33 site overtakes DA 53 site(s)
@THCapper
Old-school ranking factors:
1. On-site
2. Algorithm updates
3. Links
@THCapper
Old-school ranking factors:
1. On-site
2. Algorithm updates
3. Links
@THCapper
http://dis.tl/2016algo
@THCapper
Old-school ranking factors:
1. On-site
2. Algorithm updates
3. Links
@THCapper
Interflora.co.uk
Flyingflowers.co.uk
@THCapper
Interflora.co.uk
Flyingflowers.co.uk
40 domains
40 domains
@THCapper
Old-school ranking factors:
1. On-site
2. Algorithm updates
3. Links
@THCapper
This is not unusual.
@THCapper
Takeaway 1:
Google is continuously iterating
@THCapper
Takeaway 2:
(Users like) Aesthetics & Price
@THCapper
@THCapper
@THCapper
Real World Example 2: Fleximize.com
@THCapper
@THCapper
@THCapper
@THCapper
@THCapper
Content piece gains 168 referring domains
@THCapper
Content piece gains 22 referring domains
@THCapper
Content piece gains 191 referring domains
Takeaway:
Links move the needle ...sometimes?
@THCapper
Question: Are links already redundant?
● Google: No
● Correlation Studies: Inconclusive
● My Data: Yes
● Anecdotal: Mixed
@THCapper
So: Are links dead yet?
There is quantitative and qualitative
evidence to suggest that links are not
always the most important off-site factor.
@THCapper
Bringing all this together
An explanation that is consistent
with all of this
@THCapper
There are now two tiers.
@THCapper
1. At the competitive, data-rich top end,
links mean increasingly little
@THCapper
@THCapper
1. At the competitive, data-rich top end,
links mean increasingly little
2. But, for now, links might be a big part
of what gets you into that shortlist.
Has it already happened?
What could replace links?
What should you do next?
What should you do next?
Win at user testing
User testing for SEO: Places to start
@THCapper
User testing for SEO: Places to start
1. Panda surveys
@THCapper
https://youtu.be/At51X-aZ4Y4
User testing for SEO: Places to start
1. Panda surveys
2. Click-through rate experiments
@THCapper
User testing for SEO: Places to start
1. Panda surveys
2. Click-through rate experiments
3. Plain old CRO - especially focusing on initial bounce
@THCapper
User testing for SEO: Places to start
1. Panda surveys
2. Click-through rate experiments
3. Plain old CRO - especially focusing on initial bounce
4. All of the above: Mobile first
@THCapper
User testing for SEO: Places to start
1. Panda surveys
2. Click-through rate experiments
3. Plain old CRO - especially focusing on initial bounce
4. All of the above: Mobile first
None of this is new!
@THCapper
Win at brand awareness & perception
(Content marketing, anyone?)
@THCapper
(& this has additional benefits
outside of digital)
@THCapper
Google is trying to think like a person
@THCapper
So cut out the middleman:
Optimize for people
@THCapper
If you want to build links, think:
Would Google value this tactic
in a world without links?
@THCapper
Closing thoughts
Has it already happened?
What could replace links?
What should you do next?
Thank You
@THCapper

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