Google Says Links Aren’t That Important Anymore – Wait, What?

Introduction: Time to Panic? (Spoiler: Nope)

Recently I was talking to a client who had been told that they needed more links to their site to be able to get to the top of the search results, so remembering something I’d read over a year ago I dug out some advice from Google.  Following on from that I decided to write this blog post about links and their importance…

Once upon a time in the magical land of Search Engine Optimisation (SEO), links were everything. Getting a link from another website to yours was like being handed a golden ticket to Willy Wonka’s Chocolate Factory—Google would see it and say, “Wow, this site must be amazing!”

But now, Google has rocked the SEO boat with a new announcement: links are no longer that important.

Yes, you read that right. Links—the holy grail of SEO for decades—are now about as exciting to Google as last week’s leftover pizza. Still edible, but not exactly Michelin-star quality.

So what does this mean for your small business website? Should you stop begging bloggers for backlinks? Can you finally burn your link-building spreadsheets and dance on their ashes?

Let’s break it down.

What Did Google Actually Say?

Here’s the tea. In late 2023 , a Google search team member confirmed that links are no longer in the top three most important ranking factors.

Then after the March 2024 core update the documentation was changed from

“Google uses links as an important factor in determining the relevancy of web pages.”

to

“Google uses links as a factor in determining the relevancy of web pages.”

with a Google rep saying in a conference at the beginning of April 2024

“There are more important things for websites nowadays, and over-focusing on links will often result in you wasting your time doing things that don’t make your website better overall”

To be clear, they didn’t say links are completely useless. They’re still a signal—but they’re more of a polite nudge than a full-on shove up the rankings.

Apparently, Google’s algorithms have got a bit cleverer (no surprise there), and they now rely more on other signals, like content quality, page experience, and user intent.

In simple terms: Google’s less interested in who’s talking about you and more interested in what you’re actually saying.

The Glory Days of Link Building (A Brief, Nostalgic Cry)

Back in the day, SEO was like a high school popularity contest. The more people (or websites) who linked to you, the more important you seemed.

Small business owners were frantically emailing blog owners, swapping links, writing guest posts on obscure websites, and sneaking their URLs into forums like ninjas in the night.

And it worked! Links were one of the top ways to climb the Google ladder.

But like all good things—cheap Freddos, Blockbuster Video, and that one pair of jeans that fit perfectly—it couldn’t last forever.

Why Google’s Changing Things Up

Google’s ultimate goal is to help users find the best content as quickly as possible. And let’s be honest, the old link-focused system had its flaws.

Some websites were getting loads of links by being sneaky—paying for them, joining link farms, or making fake blog networks. Not exactly the kind of behaviour that screams “trustworthy”.

So, Google got wise. Their fancy machine-learning algorithms now look at a whole bunch of stuff to figure out which sites deserve to be at the top.

Links are still a piece of the puzzle, but not the biggest one anymore. They’re more like that one cousin who always shows up late to family dinners—still there, but no one’s waiting on them to start the meal.

So What Actually Does Matter Now?

Content Quality: The Big Cheese

Write good stuff. Seriously, that’s it.

Google wants your content to actually help people. Not just tick boxes for keywords or cram in fluff. If someone visits your site and gets a clear, helpful answer to their question, Google does a little happy dance.

So write like a human, not a robot trying to win at Scrabble.

User Experience: Stop Annoying Your Visitors

Ever been to a website that bombards you with pop-ups, loads like it’s powered by a hamster on a wheel, and rearranges itself every time you try to scroll?

Yeah, Google hates that too.

Your website should load fast, look good on phones, and be easy to use. If it’s confusing or ugly, people leave. And if people leave, Google notices and starts quietly backing away from your site like it just made an awkward joke at a party.

Search Intent: Are You Actually Answering the Question?

Let’s say someone Googles “best shoes for standing all day”. If your page is about the history of footwear and doesn’t mention comfy shoes until paragraph seven… you’re probably not getting that top spot.

Google’s now really good at figuring out what people mean when they search. So your content needs to match what they’re actually looking for.

It’s not just about keywords anymore. It’s about intent.

What This Means for Your Small Business

1. You Can Stop Obsessing Over Links (Mostly)

If you’ve spent the last few years chasing backlinks like they’re Pokémon, this news might feel like sweet, sweet relief.

You don’t need to completely ignore link-building—it still helps, especially for a new site —but it’s no longer the be-all and end-all. IN fact, I’ve not chased links for several years.

Focus on building great content and a great user experience first. If links happen naturally because your site’s useful and people love it, fab.

If not? Don’t stress.

2. Your Website Just Became Way More Important

Now’s the time to give your website some TLC.

Does it load quickly? Is it easy to navigate? Does it answer people’s questions in a clear, friendly way?

If you’re not sure, ask someone who doesn’t work with you to try using it and give honest feedback. (Bribe them with biscuits if necessary.)

3. You’ll Need to Get Better at Understanding Your Audience

This isn’t as scary as it sounds. You already know your customers—you talk to them every day!

Now you just need to think about what they’d be typing into Google. – note that not always what you would type into Google. What questions are they asking? What problems are they trying to solve?

Then write content that helps them. Simples.

But Wait—Should You Still Bother With Links at All?

Short answer: yes, just don’t lose sleep over them.

Good links from reputable sites still tell Google that your site is trustworthy. It’s like getting a thumbs-up from someone respectable. (Think David Attenborough, not your mate Dave who once tried to microwave a tin of beans.)

But dodgy links from random spammy sites? Those could actually hurt you.

So if someone offers to sell you 5,000 backlinks for £20… run.

Practical Tips for Thriving in a Post-Link SEO World

1. Create Helpful Blog Content

Write blog posts that answer common customer questions. For example:

• “How to choose the right size for your [product]”
• “5 common mistakes people make with [service]”
• “What to do if [industry-specific problem] happens”

Use your real voice. Make it chatty. You’re not writing a legal document, you’re writing to humans.

2. Optimise Your Website Speed

Nobody likes a slow website. If your homepage takes longer to load than boiling a kettle, it’s time for a speed boost.

Use tools like PageSpeed Insights or GTmetrix to find out what’s slowing things down.

Spoiler alert: it’s probably giant images. Or that one plugin you forgot you installed in 2018.

3. Make Sure Your Site Works on Mobile

More than half of web browsing happens on phones. If your site looks like a scrambled Rubik’s cube on mobile, Google’s going to give it the side-eye.

Responsive design is your friend. Test your site on your phone, your mum’s phone, and your cousin’s weird old tablet. Make sure it’s clear and clickable everywhere.

4. Add FAQs and Clear Navigation

People love quick answers. So do search engines.

Adding a short FAQ section or clear headings makes it easier for users (and Google) to figure out what your page is about.

Also, a clear navigation menu helps users find what they need without getting lost in the digital void.

5. Track What’s Working

Use Google Search Console and Google Analytics to see which pages are performing well.

Are people finding you through a blog post? Great—write more like that. Are they bouncing away after two seconds? Maybe that page needs a rewrite or a better title.

The Silver Lining for Small Businesses

Here’s the good news: this shift actually helps small businesses.

Why? Because you don’t need a massive budget or a huge PR team to succeed anymore. You just need:

• A good website
• Helpful, clear content
• A little bit of effort in keeping things tidy and user-friendly

In fact, you might even find you’ve got a head start. Big companies often move slowly, like SEO dinosaurs. You, on the other hand, can adapt quickly—like a nimble SEO meerkat.

Final Thoughts: SEO Is Dead! (Just Kidding)

No, SEO isn’t dead. It’s just grown up a bit.

The days of obsessing over backlinks and keyword stuffing are over. Now it’s about quality, trust, and being genuinely helpful.

So if you’ve been feeling overwhelmed by all the SEO jargon and endless advice about link building—relax. Google’s made it easier to win by simply being good at what you do and showing it on your website.

Now go forth and be brilliant. And maybe, just maybe, throw a cheeky link in there too. Old habits die hard.