In light of Google’s recent update de-emphasizing the role of backlinks, we’ve gathered insights from eight SEO experts, including Heads of SEO and SEO consultants, to forecast the future of search engine optimization. From shifting focus to content and user experience to embracing quality content and E-A-T principles, these professionals weigh in on how they plan to adapt their SEO strategies.
Table of Contents
Shift Focus to Content and User Experience
With Google’s recent update indicating that backlinks will be less important for SEO, our focus will shift towards enhancing content quality, user experience, and on-page optimization. We’ll prioritize creating high-quality, engaging content that directly addresses user needs, ensuring our site offers valuable insights and answers.
Improving site speed, mobile-friendliness, and navigation will become critical to enhancing user experience. Emphasizing on-page SEO elements like optimized title tags, meta descriptions, and headers will be key. This shift will lead to a more holistic SEO approach, centering on providing genuine value and positive user experiences.
Slavko Kovacevic, Head of SEO, Health Link SEO
Backlinks Still Signal Authority
Backlinks are still important because authority is still important, and backlinks are a strong indicator of authority. I believe Google makes certain “technically accurate” claims like this not to mislead us, but to draw attention and manipulation effort away from singular metrics and tactics like “acquiring backlinks” as a strategy. You should look at backlink generation in the same way as you think about PR—get your name out there, become a trusted expert, become an authority. The backlinks will flow.
Chris Burdick, SEO Consultant & Strategist
Prioritize Strong, Topic-Related Links
First, links will always be important for rankings and SEO—at least in some context. Links from more authoritative sites and strong newspapers will most likely play a role in the future. My approach will most likely involve links from fewer domains but stronger domains that are related to the topic to which I am trying to get links.
Magnus Strandberg, SEO Specialist, SEO Specialist Magnus Strandberg
Adapt to Emphasize Content and Technical SEO
As someone who’s been in the SEO trenches for years, I’ve got to say this Google update isn’t exactly a shock. We’ve been seeing a gradual shift away from backlinks as the be-all and end-all of SEO for a while now. But let’s break this down a bit.
So, how’s this going to impact our SEO efforts? Well, it’s time to double down on what we should’ve been focusing on all along: killer content and user experience.
Here’s my game plan:
Content Quality Over Quantity
We're going to invest more in creating in-depth, authoritative content that genuinely answers user queries. No more churning out thin articles just for the sake of link building.
User Intent Is King
We'll be diving deeper into under-standing what our users are really looking for when they type in a query. It's not just about keywords anymore; it's about context and meeting user needs.
On-Page SEO Renaissance
Time to revisit our on-page optimization strategies. We'll be looking at things like internal linking, content structure, and semantic relevance with fresh eyes.
User Engagement Metrics
Google's likely to put more weight on how users interact with our site. We'll be paying closer attention to things like bounce rate, time on site, and pages per session.
E-A-T Principles
Expertise, Authoritativeness, and Trustworthiness are going to be more important than ever. We'll be working on building our brand's authority in our niche.
Local SEO Focus
For businesses with a local presence, we'll be doubling down on local SEO efforts, which rely less on traditional backlinks anyway.
Now, don’t get me wrong. We’re not going to stop link building entirely. But we’ll be much more selective, focusing on high-quality, relevant links rather than trying to accumulate as many as possible.
The way I see it, this update is actually a good thing for those of us who’ve been doing SEO the right way all along. It levels the playing field and rewards sites that provide real value to users.
In the end, it all comes back to the fundamental principle of SEO: create great content that serves your audience, and the rankings will follow. This update just reinforces that principle.
Joey Lowery, Founder & Marketing Coach, Media Shark
Quality Backlinks Remain Essential
As we know, Google’s claims about their algorithm are not always true. That’s why backlinks are still necessary votes of confidence for search engines that your content is valuable, reliable, and trustworthy in 2024 and beyond. We should focus on quality backlinks from authoritative and relevant websites.
Iryna Podliesna, Marketer, Collaborator
Continue Data-Driven Link Strategy
We remain data-driven. Unless our measurements tell us that links have less of an impact on a site’s ability to rank, we will continue to assume that they’re a very important piece of the formula.
Scott Shrum, President & COO, Hennessey Digital
Balance High-Quality Content With Strategic Backlinks
Google’s recent algorithm updates have sparked discussion about the diminished importance of backlinks in SEO. Still, backlinks may not be the only factor influencing search rankings anymore, but they’re still crucial for building trust and authority.
In the months and years to come, this change will drive us to prioritize high-quality content even more. Google aims to highlight the most useful content and emphasize user experience, meaning creating engaging, valuable content that answers users’ queries will be crucial.
Backlinks from reputable websites serve as validations, signaling that your content is valuable to search engines. The crucial point? Prioritize quality over quantity. Acquire links from relevant and trustworthy sources, and your SEO strategy will hold up well into the future.
Embrace Quality Content and E-A-T Principles
While Google may be downplaying the direct impact of backlinks on ranking, they’re unlikely to disappear entirely. The emphasis seems to be shifting towards the quality of backlinks rather than just the quantity. High-quality backlinks from reputable websites that organically link to your content because it’s valuable will still carry weight.
With backlinks potentially playing a lesser role, other SEO factors will become even more critical. Here’s what to prioritize:
- Expertise, Authoritativeness, and Trustworthiness (E-A-T) – Google wants to see content written by experts on the topic you’re covering. Ensure your website and authors establish themselves as authorities in your niche. Cite credible sources and showcase your expertise.
- User Experience – Prioritize creating content that truly satisfies users’ needs. This means in-depth, informative content that answers their queries comprehensively. Keep users engaged on the page with clear structure, visuals, and a focus on readability.
- Technical SEO – Technical aspects like website speed, mobile-friendliness, and proper sitemap submission will continue to be crucial for search engines to effectively crawl and index your content.
Don’t abandon link building entirely. Here’s a new approach:
- Focus on earning links naturally. Create high-quality content that deserves to be linked to.
- Build relationships with influencers. Reach out to relevant websites and industry leaders for guest blogging opportunities or collaborations.
- Share your content on social media and relevant online communities to get it seen by potential linkers.
SEO is a constantly evolving landscape. Google’s algorithms are updated regularly, so staying adaptable is key. By focusing on high-quality content, user experience, and technical SEO, you’ll be well-positioned to succeed regardless of future algorithm changes.
In conclusion, while backlinks might not be the top SEO priority anymore, a quality backlink profile can still be a valuable asset. The key takeaway is to focus on creating exceptional content, building trust and expertise, and ensuring a great user experience. This will position your website for long-term SEO success in the evolving search landscape.
Winnie Chan, Creative Director, Heydaysss Limited
