This has been the stance of Google for some time now. In November 2022, Duy Nguyen, a member of Google’s Search Quality team, said “backlinks as a signal has a lot less significant impact” than before.

In a November Search Off The Record podcast episode, Search Advocate John Mueller said “future links might be weighted less in the overall Google Search ranking algorithm.”

All these statements point to one thing: links are not as important today as they were in 2016. In fact, Illyes said that “it is possible to rank without links” if you have extremely good content and a sitemap that makes it easier to get discovered.

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