Backlinking: An SEO classic has come to an end - backlinks have mutated into a commodity

The area of ​​search engine optimization (SEO) is a dynamic field that is constantly evolving. A central aspect of this field was and is backlinking. But the role and importance of backlinks has changed significantly in recent years, especially looking back to 2024. While backlinks were often viewed as the ultimate in SEO in the past, a more complex and nuanced picture emerges today.

The commercialization of backlinks and its effects

One of the most striking trends in recent years is the increasing commercialization of backlinks. In the early days of the Internet and search engine optimization, backlinks were a kind of “currency” for relevance and authority. A website that received many high-quality backlinks from other relevant sites was considered important and trustworthy by search engines. This led to a relatively organic system in which websites were linked primarily based on the quality of their content.

But over time, the online world realized the monetary value of backlinks. Major magazines, news portals and influential publications began to increasingly consider setting backlinks as a business model. The focus shifted from the relevance and quality of the linked content to financial incentives. This led to a veritable “market” for backlinks where they were bought and sold, often without regard to the context or actual value of the link.

The consequences of this development are far-reaching

Invalidation of the backlink

The sheer volume of links bought and sold reduces the actual value of a single backlink. Search engine algorithms are becoming increasingly sophisticated in order to detect and punish manipulated link profiles.

Disadvantaging smaller websites and experts

While large publications benefit from commercialization, smaller websites and independent experts often lose out. Your content or ideas are adopted without appropriate linking or attribution, depriving them of the recognition and reach they deserve. This phenomenon is known as “content theft” and is unfortunately widespread online.

Distortion of search results

If backlinks are set primarily for financial reasons, the ranking in search results no longer necessarily reflects the actual quality or relevance of a website. This leads to a distortion of the search landscape and can negatively impact the user experience.

The neglect of expert knowledge and the “alibi mention”

Another worrying phenomenon is the lack of recognition of expertise online. Large publications and media companies often rely on the expertise and ideas of independent experts, be it through interviews, specialist articles or studies, without giving them appropriate credit. Instead of setting a clear backlink to the original source, you are often limited to simply naming someone by name, which looks more like a superficial justification than a genuine appreciation.

This practice undermines the credibility and visibility of experts, who often invest a lot of time and effort in creating and disseminating their knowledge. They are robbed of the recognition they deserve and the opportunity to expand their own reach and authority through link building. In the online age, where reputation and visibility are crucial, this type of “alibi mention” can have a significant negative impact on the careers and influence of experts.

Reactions from the SEO community and the change in backlink strategies

The SEO community has not stood idly by and accepted these developments. In response to increasing commercialization and the problems associated with it, various countertrends are emerging:

Reluctance to set backlinks

More and more website operators and SEO experts are becoming more careful when setting external links. They carefully consider whether a link actually offers added value for their readers and contributes to the quality of their own website.

Increased use of “nofollow” links

The “nofollow” attribute is a way to indicate to search engines that a particular link should not be included in calculating the ranking of the linked website. By increasing the use of “nofollow,” website operators are trying to minimize the influence of purchased or low-quality links. However, the use of this attribute is now understood more as a “hint” by search engines such as Google and is interpreted less strictly.

Focus on alternative SEO strategies

Given the susceptibility of backlinks to manipulation, other SEO strategies are becoming increasingly important. These include, for example, optimizing website structure and speed, improving user experience (UX) and creating high-quality content that is naturally shared and linked to.

Quality over quantity: The new benchmark for backlinks

Despite the challenges described, it is important to emphasize that backlinks still play a certain role in search engine optimization. However, the focus has shifted significantly: quality is more important than ever. Search engines, especially Google, are placing increasing emphasis on the quality and relevance of links. A single backlink from a relevant and trustworthy website can now be worth more than dozens of low-quality links from irrelevant sources.

The following aspects are crucial when assessing the quality of a backlink:

relevance

The linking and linked content should fit together thematically. For example, a backlink from a website about gardening to a website about car repairs wouldn't make much sense.

authority

The linking website should itself have a certain level of authority and credibility in its subject area. A link from a reputable news website is usually more valuable than a link from an unknown blog.

trustworthiness

The linking website should be trustworthy and safe. Links from websites with questionable content or spam nature can have a negative impact on the ranking.

context

The backlink should be placed in a meaningful context and offer added value for the reader. A link that is simply inserted somewhere in the text without any apparent connection to the topic is less valuable.

Suitable for:

• Content is king, but context is emperor

Anchor text

The anchor text, i.e. the visible, clickable text of the link, should precisely describe the topic of the linked page.

The future of backlinking: EEAT, content quality and natural links

The future of backlinking lies in a more holistic approach that goes far beyond just the number of links. Google introduced the concept of EEAT (Experience, Expertise, Authoritativeness, Trustworthiness), which underlines the importance of these factors in evaluating websites. Websites that excel in these areas are more likely to be rewarded with good rankings and receive more natural backlinks.

Suitable for:

• Is EEAT the solution of the future for search engine results and rankings because of AI development?
• Marketing crisis – advertising overload: Is EEAT the key to better business models?

Content quality

High-quality, informative and unique content is the key to successful backlinking in the future. Content that offers real added value, solves problems and answers questions is more likely to be shared and linked. The days when you could be successful with low-quality content and aggressive link building are finally over.

Suitable for:

• Content is king, but context is emperor

Natural links

Building relationships with other website owners, influencers and opinion leaders in your industry is an important factor in obtaining natural backlinks. By participating in discussions, sharing content and collaborating with other stakeholders, you can increase the visibility of your website and promote organic links.

Adapting to a changing SEO landscape

Backlinks have not completely lost their importance as an SEO factor, but their role has fundamentally changed. The trend is moving away from purely quantitative approaches that only focus on the number of links, towards qualitative strategies that focus on relevance, authority and user-friendliness. Businesses and SEO professionals must adapt to this changing landscape and adopt more holistic approaches that emphasize EEAT, content quality and relationship building.

In a world where information overload is constantly increasing, it is more important than ever to stand out with quality content and a strong online presence. Only those who are able to build trust, demonstrate authority and offer real added value will be successful in search engine optimization and online marketing in the long term. The future of backlinking lies in quality, not quantity, and the ability to adapt to the ever-changing needs of search engines and users.

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Backlinks have long been a cornerstone of search engine optimization (SEO). They were considered an important signal for search engines like Google to assess the relevance and authority of a website. But in recent years there has been an increasing number of voices predicting the end of backlinks as an SEO factor. Studies show that major magazines seem to “steal” topic ideas from experts and no longer provide backlinks as a thank you for the inspiration. Instead, if at all, they only link to the name of the expert, which seems more like an alibi and a guilty conscience.

So is the backlink really at the end? In this article, we analyze the development of backlinks as an SEO factor, highlight the opinions of SEO experts and discuss alternative strategies that are gaining importance.

The development of backlinks as an SEO factor

Backlinks have played a crucial role in search engine optimization since the early days of Google. The founders of Google, Sergey Brin and Larry Page, were guided by the principle of citation in scientific works: the more a work is cited, the more important and relevant it is. They transferred this principle to the Internet: the more backlinks a website receives, the more trustworthy and relevant it appears to search engines.

Another important aspect of backlinks is the anchoring of the link, i.e. the text that is linked to the target page. Search engines use anchor text to understand the context of the linked page. Relevant and descriptive anchor text can therefore help increase the relevance of the landing page for specific search terms.

However, it is important to note that not only the number of backlinks but also their quality plays a role. A backlink from a thematically relevant and trustworthy website with high domain authority is significantly more valuable than many backlinks from inferior sites. In addition, too many backlinks from irrelevant or dubious sources can even have a negative impact on the ranking, as search engines can interpret this as spam.

Another factor that has often been overlooked in the past is the time required to build backlinks. It takes time and effort to get quality backlinks from relevant websites. Therefore, it is important to carefully plan and prioritize link building resources.

It is also important to note that internal links are a significant part of SEO. Internal links not only help users find their way around the website, but they also help strengthen the website's link structure and make it easier for search engine crawlers to index the pages. A well-thought-out internal linking strategy can complement the effectiveness of backlinks and improve overall SEO performance.

Over time, Google's algorithm has evolved. Today, the focus is increasingly on the user experience and the relevance of the content. While backlinks continue to be an important factor, it is no longer just the quantity that counts, but above all the quality. A backlink from a relevant and trustworthy website is significantly more valuable than many backlinks from inferior sites.

This development shows that while backlinks are still relevant, their importance has changed over time. It is no longer enough to simply collect as many backlinks as possible. Instead, website operators should rely on a qualitative link building strategy that focuses on relevant and trustworthy sources.

“Backlinks at the end” – What do SEO experts say?

Given these changes in SEO, it is not surprising that the role of backlinks is controversial in the professional world.

Ato Herzig, SEO expert at Beyondweb, emphasizes that backlinks are still relevant in 2024 because they serve as a sign of trust and recommendation. However, he acknowledges that their meaning and functionality have changed over time.

The experts at DieWebag.de also continue to see backlinks as an important ranking factor. They refer to their own experiences in which websites have increased in ranking by building high-quality backlinks.

Claneo, an SEO agency, emphasizes the importance of backlinks in the context of the EEAT concept (Experience, Expertise, Authoritativeness, Trustworthiness). High-quality backlinks from trustworthy websites signal to Google that the linked website is also trustworthy and relevant and therefore has expertise, experience and authority. This increases the credibility of the website in the eyes of Google and can lead to better rankings.

Risks of Backlink Trading

Backlink trading is a widespread phenomenon. Many website operators try to improve their ranking by purchasing backlinks. But this practice is risky and can lead to search engine penalties.

Google penalizes manipulative link building practices that aim to trick the algorithm. This includes purchasing backlinks from link farms, participating in link exchange programs, or hiding links in footers or inconspicuous areas of the website.

In addition, trading in follow links is in most cases prohibited under the German law against unfair competition (UWG). Anyone who violates these regulations risks warnings and legal action.

If you want to be on the safe side when building backlinks, you should use natural link building strategies. These include, for example:

• Create high-quality content that people like to link to.
• Publish guest posts on relevant websites.
• Register in business directories and relevant online portals.
• Cooperate with other website operators.
• An alternative to buying “normal” backlinks are so-called “premium backlinks”. These are provided by reputable providers who pay attention to quality and relevance. Premium backlinks are generally more expensive, but offer lower risk than purchasing inferior backlinks from dubious sources.

Nofollow links: curse or blessing?

Nofollow links are links marked with the “rel=nofollow” attribute. This attribute signals to search engines that they should not follow the link and not pass on “link equity”. Link equity refers to the value or authority that a backlink passes on to the linked site. Dofollow links, i.e. links without the “nofollow” attribute, pass on link equity and help improve the ranking of the linked page.

For a long time, nofollow links were considered worthless for SEO. However, it is now known that Google also takes nofollow links into account when crawling websites. They contribute to the naturalness of the link profile and can indirectly influence the ranking. For example, a nofollow link from a well-known website like Wikipedia can increase traffic and brand awareness.

In 2020, Google introduced two new link attributes: “sponsored” and “ugc”. The “sponsored” attribute indicates paid links, while “ugc” stands for links in user-generated content, for example in blog comments or forum posts. These new attributes give search engines additional information about the type of link and help them better assess the link's relevance and value.

While dofollow links are the stars of the SEO show, nofollow links play a crucial supporting role. They help build a natural and balanced link profile and can have indirect positive effects on SEO.

Alternative SEO strategies

In addition to backlinks, there are a variety of other SEO strategies that are becoming increasingly important. This includes:

High quality content

High-quality content is the foundation of every successful SEO strategy. They offer the user added value and help them stay on the website longer. Search engines recognize this as a positive signal and reward the website with a better ranking. High-quality content can also help generate natural backlinks, as other websites like to link to informative and relevant content.

Technical optimization

Technical optimization of a website includes measures such as improving loading speed, mobile optimization and ensuring an error-free website structure. A technically optimized website offers a better user experience and is viewed more positively by search engines. This can also indirectly increase the effectiveness of backlinks, as search engines consider links from technically optimized websites to be more valuable.

On-page optimization

On-page optimization refers to optimizing the content and code of a website. This includes using relevant keywords, optimizing meta tags and structuring the content. Good on-page optimization ensures that search engines understand the content of a website better and can rank the page for relevant search terms.

Content marketing

Content marketing aims to address the target group and build a long-term relationship with them by creating and distributing relevant content. Content marketing can help increase brand awareness, drive traffic to the website, and build trust with potential customers. This can also indirectly lead to more backlinks, as interesting and relevant content is often shared and linked to.

Social media marketing

Social media marketing uses social networks to increase brand awareness, drive traffic to the website and interact with the target group. Social media can help increase the reach of content and improve the visibility of a website. Even though links from social media platforms often come with the “nofollow” attribute, they can still generate valuable traffic and increase brand awareness.

From Links to Experience: What Really Makes Modern SEO

Backlinks are not over, but their importance has changed. High-quality content, good technical optimization and a natural link profile are more important than ever today. The focus is on the user experience and the relevance of the content.

If you want to be successful in the long term, you should rely on a holistic SEO strategy that takes various factors into account. Buying backlinks is not a sustainable solution and, in the worst case, can lead to penalties from search engines.

The future of backlinks will likely also be influenced by the further development of AI and machine learning. Search engines are getting better at assessing the quality and relevance of backlinks and detecting manipulative practices.

In order to continue to be successful in the future, website operators and SEO experts should heed the following recommendations:

• Focus on creating high-quality content that provides real value to users.
• Build a natural link profile by relying on relevant and trustworthy sources.
• Use a variety of link building strategies to maintain a balanced link profile.
• Monitor developments in the SEO area and adapt your strategy to current requirements.

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