A Year of Significant Change

2024 was one of the more turbulent years in recent SEO history. Google rolled out multiple core updates and targeted spam updates that reshuffled rankings across virtually every niche. For link builders and SEOs, understanding what changed — and why — is essential for adapting strategy going forward.

The March 2024 Core Update and Spam Update

The March 2024 update was notable for arriving simultaneously with a targeted spam update, something Google hadn't done before. The combined rollout had a particularly strong effect on sites that had been relying on:

  • Scaled content abuse: Sites producing large volumes of low-quality AI-generated content purely for link insertion.
  • Site reputation abuse: High-DA sites hosting low-quality third-party content (often through partnerships or subdomains) to pass authority to unrelated sites.
  • Expired domain abuse: Buying expired domains with legacy authority and using them as link sources without genuinely rebuilding the site's editorial value.

Many sites that had benefited from these tactics saw significant ranking declines. The message from Google was clear: links must come from sites that have genuine editorial standards and real audiences.

What Google Said About Links in 2024

In a widely-circulated statement during 2024, Google's Search Relations team reiterated that while links remain a ranking factor, their relative weight has been gradually decreasing as Google's ability to understand content quality has improved.

Specifically, Google noted that:

  • Links from highly relevant, topically authoritative sources remain valuable.
  • Large quantities of low-quality links from irrelevant or thin sites provide little to no benefit.
  • The overall quality of linking domains matters more than the quantity of links.

The Rise of "Topical Authority" as a Ranking Signal

A significant theme emerging from 2024 updates is the increasing importance of topical authority — the idea that sites covering a specific subject in depth and breadth rank better for related queries than generalist sites with stronger overall DA.

For link builders, this reinforces the importance of acquiring links from sites that are genuinely relevant to your niche, rather than chasing high-DA links from unrelated domains.

What This Means for Your Link Building Strategy

1. Relevance Over Raw Authority

A DR 40 link from a site directly in your niche will likely outperform a DR 70 link from a general lifestyle blog. Audit your prospecting criteria and weight topical relevance more heavily than you may have in the past.

2. Avoid "Authority Laundering" Schemes

Purchasing links on high-DA sites that sell guest post placements at scale (often called "link farms dressed up as blogs") carries more risk than ever. Google's site reputation abuse policies are actively targeting these arrangements.

3. Diversify Beyond Traditional Backlinks

Brand mentions (even unlinked), co-citations, podcast appearances, and social signals are increasingly discussed as supporting signals. While links remain king, a multi-channel approach to authority building is more resilient.

4. Build Content That Earns Links Passively

Sites that weathered the 2024 updates best tended to have strong content ecosystems — original research, data studies, comprehensive guides — that earned links naturally over time. Outreach-driven link building remains important, but it works best as a complement to a content strategy that generates organic interest.

Looking Ahead to 2025

Industry analysts expect Google to continue refining its ability to distinguish earned editorial links from manufactured ones. The trend toward rewarding genuine topical expertise and real audience engagement is likely to accelerate.

The takeaway for link builders: strategies that prioritize quality, relevance, and genuine value creation are not just best practice — they're increasingly the only strategies that deliver durable results.

Staying Current

Algorithm updates happen frequently and without warning. The best way to stay ahead is to:

  • Follow Google's official Search Central Blog and @GoogleSearchC on Twitter/X.
  • Monitor SEO news sources like Search Engine Journal, Search Engine Land, and Semrush's blog.
  • Regularly audit your backlink profile for links that may now carry risk.
  • Track your rankings through updates to quickly identify if your site was impacted.