The relationship between link stability and its influence on search rankings has been a subject of debate ever since the emergence of a patent discussing “link churn” in 2006.
Some individuals contend that the longevity of links on a website, or how long they remain unchanged on a page, may generate signals that Google’s algorithms take into account.
In this exploration, we will examine the assertions regarding link stability as a potential ranking factor, their origins, and whether any substantiating evidence exists.
What is Link Stability
Link stability, in the context of Google ranking, refers to the durability or persistence of links pointing to a particular web page or website. It pertains to how long these links remain unchanged or active without being edited, removed, or redirected to other URLs.
The concept suggests that search engines, like Google, may consider the stability of links as a potential factor when determining the credibility and authority of a webpage or website. The idea behind this is that if a webpage’s links remain stable over time, it may indicate a certain level of reliability and trustworthiness. Conversely, frequent changes or “churn” in links might be seen as a potential indicator of lower quality or manipulation.
It’s important to note that while link stability may be a consideration in Google’s ranking algorithm, it is just one of many factors. Google uses a complex set of criteria to determine the relevance and authority of web pages, including factors like the quality and quantity of inbound links, the content’s quality and relevance, user engagement, and more. Link stability alone is unlikely to have a significant impact on rankings, and it should be considered alongside other SEO best practices.
Is Link Stability A Ranking Factor?
A link is considered stable when it remains unchanged on a webpage for an extended duration. Actions that can disrupt the stability of a link involve altering the URL or modifying the anchor text associated with it.
A website is characterized as having high “link churn” when it frequently modifies the outbound links on its webpages.
In 2005, Google filed a patent outlining a potential update to its search algorithm in which link churn could serve as a factor influencing rankings.
Here are simplified excerpts from the 2006 patent:
- In claim 54, there’s a method that involves determining link churn for a linking document that supplies linkage data. Based on this link churn, the ranking of the linked document is adjusted.
- Claim 61 specifies that the indication of link churn is calculated based on how much one or more links provided by the linking document change over time.
- Claim 62 outlines that the ranking can be penalized if the link churn surpasses a certain threshold.
Here’s a simplified summary of the three points:
- The algorithm update will assess a website’s link churn to determine how much importance is given to outbound links.
- Link churn is determined by how frequently links and/or anchor text change on a specific website.
- There are claims that maintaining link stability is a factor in search rankings, leading to questions about whether one should be cautious when making changes to outbound links.
Is there a valid reason to be concerned about link churn and link stability? Let’s examine the evidence.
The Proof for Link Stability as a Ranking Factor
Google’s patent concerning link churn was initially filed in 2005. An archived version of this patent is still accessible on the web, but it has undergone multiple revisions over time.
The current iteration of the patent no longer contains any mention of link churn or related concepts. This strongly suggests that if link stability ever held significance as a ranking factor, it likely hasn’t been relevant for several years.
Moreover, it’s essential to remember that a patent is merely a document outlining an idea or concept. Companies frequently file patents for various ideas that may never see implementation in practice.
Google has also clarified on occasion that not everything it patents ultimately influences its search results.
No, Link Stability Is Not A Ranking Factor
While the initial patent that alluded to link churn offers indirect hints about the importance of link stability, the absence of clear and direct confirmation raises doubts about its relevance in the present context.
Google has not officially provided guidance or statements indicating that link stability or churn plays a significant role in its primary ranking algorithms. In fact, Google has a history of openly disclosing major ranking factors through comments, documentation, and webmaster videos. Yet, there has been a conspicuous silence for over 15 years regarding any ongoing use of link stability as a ranking factor.
This silence carries substantial weight. If link churn truly influenced rankings, Google’s search representatives would likely have reiterated this in their public communications by now. While there may be potential reasons for not doing so, it appears unlikely.
Furthermore, the original patent that mentioned link churn has undergone multiple revisions, with any references to these concepts removed.
Considering the age of the original patent and the lack of supporting evidence from Google, it’s reasonable to conclude that link stability is not a significant ranking factor. Both large and small websites routinely update their outbound links without facing penalties. Therefore, feel free to edit links as necessary without concerns about potential impacts on rankings.
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