Essentially, back in the late ’90s, links were a much bigger part of how we experienced the web — think of hubs like Excite, AOL, and Yahoo. Google’s big innovation was to realize that, because people navigated the web by clicking on links, they could approximate the relative popularity of pages by looking at those links.
So many links, such little time.
Rand pointed out that, given all the information at their disposal in the present day — as an Internet Service Provider, a search engine, a browser, an operating system, and so on — Google could now far more accurately model whether a link drives traffic, so you shouldn’t aim to build links that don’t drive traffic. This is a pretty big step forward from the link-building tactics of old, but it occurred to me that it it probably doesn’t go far enough.
If Google has enough data to figure out which links are genuinely driving traffic, why bother with links at all? The whole point was to figure out which sites and pages were popular, and they can now answer that question directly. (It’s worth noting that there’s a dichotomy between “popular” and “trustworthy” that I don’t want to …read more