Many folks I think ask wisely, “Are links still that important to Google? It seems like the search engine has grown in its understanding of the web and its capacities.” Well, there is some pretty solid evidence that links are still very powerful. I think the two most compelling to me are, one, the correlation of link metrics over time. 

So like Google, Moz itself produces an index of the web. It is billions and billions of pages. I think it’s actually trillions of pages, trillions of links across hundreds of billions of pages. Moz produces metrics like number of linking root domains to any given domain on the web or any given page on the web.

metric called Domain Authority or DA, which sort of tries to best replicate or best correlate to Google’s own rankings. So metrics like these, over time, have been shockingly stable. If it were the case someday that Google demoted the value of links in their ranking systems, basically said links are not worth that much, you would expect to see a rapid drop.