So Google is testing out alternatives to using links in their algorithm?That raises an interesting question? How much should you invest in linking initiatives if Google is looking at ways to exclude links from their algorithm?Long term, it’s about building a reputation that gets you domain more and more links. A real reputation, an ‘earned’ reputation is what users are looking for. The problem with links, of course, is the ‘faux’ reputation created by spam. For Google, reputations (as built by links) have been their first key differentiator to become the dominant player in search.Reputation may always be a key mechanism for measuring the value of a domain or piece of content as changing. The way Google calculates that reputation will change.Therefore, link initiatives that are based on an earned reputation will provide other signals - real signals - to Google, that such content is valuable, even if they happen to make a major algorithm switch. Whether your content gets in-content mentions, social sharing, or PR blitzes - what matters is building your reputation in ways that show the true value of your site. So, I certainly think it is a good idea to continue pushing those link initiatives and continue to build that reputation!BTW – I originally posted this on LinkedIn and there is a bit of discussion over there if you’d like to comment.
