Links Do Not Qualify for Top Three Ranking Factors, According to Google

Google Search team provided the clearest explanation yet, stating that they would not even put links into the top three ranking signals. Links are still important to ranking factors but there has been an overstatement of their importance for quite some time.

While Google previously cited backlinks as a top ranking factor, it is openly saying otherwise. As algorithms are refined, Google has become far more skilled and nuanced regarding its ability to grade. Google is evaluating based on a site's ability to answer questions, provide useful (and/or actionable) information, consistency, accuracy, and optimization. Google even confirmed that it is possible to competitively rank without links.