Social bookmarking

Google’s John Mueller on social bookmarking for links

Google’s John Mueller on a Webmaster Hangouts answered a question about social bookmarking for link tactics. Google’s Mueller gave an overview of how Google deals with low quality link building.

What is Social Bookmarking for Links?

Social Bookmarking is a variation of forum spam. The idea behind it is that social media websites contain ‘authority’ and by building links on social media sites a new site could get some of that ‘authority’ from those sites and start to rank.

The problem with this tactic is that there is no “authority” signal. There is no such thing.

A webpage can acquire multiple links from relevant and authoritative websites for a topic. But there is no real “authority” signal or metric.

There is no authority metric. Although links can be a measure of authority, there is no actual authority metric and effect links can be limited or enhanced by factors such as relevance.

In the diagram above, most SEOs would prefer the strong web page for a link. But the weak web page may be more desirable if it’s on topic. The “solid webpage” might be less desirable if it’s irrelevant.

A page with inbound links relevant to Topic A will make that page relevant to Topic A. But if your page is about Topic Z, that link probably won’t help you gain a ranking advantage.

A web page does not inherit authority, it only inherits links and those links only matter if they are also relevant.

Thus, getting links from social networks or bookmarking sites does not confer any particular advantage because they are inherently irrelevant and any incoming link is also irrelevant.

When considering how links are analyzed and ranked in a modern search engine, the idea of ​​gaining a ranking advantage from bookmarking sites is easily considered impossible.

For more information on link analysis, read:

Does social bookmarking for links affect rankings?

Here is the question the webmaster asked:

“I added a social bookmark to my site. After a week, I noticed that the site I bookmarked was marked as spam.

Do pages have an effect on my rankings? »

Here’s what John Mueller had to say about using social bookmarking sites for link building:

“I don’t think those pages would have an effect on your rankings because we probably also ignore those social bookmark sites, the links from there.

It’s a very, very old SEO strategy and we have a lot of practice recognizing these types of links and ignoring them.

The strategy of using “social bookmarking” for links to improve rankings is not recommended as it is ineffective. Using social bookmarking sites for links does not work to improve rankings. Google ignores these links.

Watch the Webmaster Hangout here.

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