Inferred Links Will Replace the Link Graph

For 25 years, links have been core to how Google ranks web pages. But, today, I think most marketers dramatically overestimate their importance. There’s good evidence that over the long run, links won’t be all that crucial to Google’s…

For 25 years, links have been core to how Google ranks web pages. But, today, I think most marketers dramatically overestimate their importance. There’s good evidence that over the long run, links won’t be all that crucial to Google’s rankings, and will be replaced by lexical references that connect topics and keywords to a brand, website, or page—what I’ll call…