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Do Backlinks Impact Rankings on Google?
A common question in the Search Engine Optimization (SEO) world is, “Do links really impact rankings?”. Most SEOs would say they do, but statements from Google saying they ignore these links can cause doubt. I’ve done a ton of testing on this in the last few years, and the simple answer is: Yes, links can significantly influence organic rankings, but their effect on local pack rankings is minimal.
What Is the Difference Between Organic and Local Pack Rankings?
Organic rankings refer to the main search results on Google, while local pack rankings involve the small map and local business listings that appear for searches that have local intent. These are typically displayed as three businesses alongside a map at the top of the search results.
How Do Links Impact Organic Rankings?
From extensive testing, it’s clear that building links can lead to a substantial boost in organic rankings. For instance, in one test, a single high-quality link from a topically relevant site caused a notable increase in organic search rankings. The improvement was dramatic, pushing the site from a low position to within the top three results.
This shows that links remain a powerful factor in organic SEO.
Do Links Impact Local Pack Rankings?
Interestingly, while links had a substantial impact on organic rankings, their effect on local pack rankings was much less pronounced. In the same test, the site’s local ranking only improved by one position, despite the significant organic boost. This suggests that while links can contribute to local rankings, they are not as critical as they are for organic rankings.
Should I Focus on Link Building for Local SEO?
The answer depends on your business type and goals. For businesses like law firms that rely heavily on organic search traffic, investing in link building makes sense. However, for businesses such as locksmiths, which get most leads from their Google Business Profile, focusing on other local SEO tactics might be more effective than link building.
Conclusion
In summary, links play a crucial role in boosting organic search rankings, but their impact on local pack rankings is limited. Tailor your SEO strategy based on your business needs: focus on link building for organic growth and other local SEO tactics for local pack visibility.
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