This interesting articles shows 13 SEO experts opinions on questions such as:
Do you see the link losing value over time?
How – if at all – should SEO’s change their content marketing and link building strategies in the coming years, given inevitable changes to the PageRank algorithm?
If Google search did work without links, what metrics would replace it?
Some interesting quotes:
Michelle Robbins: “Google wants their results to be valid and relevant – to mirror user expectations in the real world, and they will continue to evolve their system to get there. Links aren’t doing it, so they are working to adapt. Offline signals are valid, not easily manipulated, and can be captured. Thus I believe they will be used in the algo.”
Julie Joyce: “I think that links could lose some value but it’s not a doomsday scenario in my opinion. Considering links are how we move around on the web I cannot imagine a successful search engine that doesn’t take their importance into effect.”
Rand Fishkin: “the link has been losing value for almost a decade. That said, I don’t think that in the next decade, we’ll see a time when links are completely removed from ranking features. They provide a lot of context and value to search engines, and since the engines keep getting better at removing the influence of non-editorial links, the usefulness of link measurement will remain high.”
Glenn Gabe: “AuthorRank (or some form of it) once it officially rolls out. The model of ranking people versus websites is extremely intriguing. It makes a lot of sense and can tie rankings to authors versus the sites their content is written on.”
One thing I find funny about the article is talking about “social factors” (social websites) as if they were not links. Google currently claims to ignore social links that use the nofollow (and Google policies have driven companies scared of being punished to use nofollow). But Google using “social factors” is just Google using links it has been failing to use the last few years. I agree Google is foolish to be ignoring those indications today. So I agree Google should use more links (social and likely non-social) to provide better results.
I suppose one “social factor” people could mean is the number of likes something gets. I think that would be a lame measure to give any value to. The use of +1s data in Google+ may have some tiny benefit as their Google can know who gave what pluses (and devalue junk plus profiles, give extra value to authority that is plusing related good [using corroboration with other sources of Google has to gage quality] content).
I have long thought using traffic and interaction (comments, time on site…) with the sight are useful measures for Google. Google has various ways for getting this data. I am not sure to what extent they use it now. Not that it would be a huge factor but just another factor to throw in with the huge number they use already.
I agree trusted authorship is likely to play an increasingly important role. Partially this seems like an extension of pagerank to me (basically passing value to the link based on the link to the author – and the authorship stuff right now, is all link based, there has to be a link on the page tying the author to the Google+ page for the author).
Related: Very Simple Process to Claim Authorship of Pages with Google – Why Can’t Search Results Screen Better by Date? – Surprise Google Public PageRank Update – Use Multiple PageRank Site to Find PageRank of https Pages