SEO Pros Rank Backlinks Second Most Important Google Ranking Factor

Relevance was identified as the most crucial Google ranking factor by 57.1% of 131 SEO professionals surveyed by Zyppy, with backlinks ranking a close second at 54.8%. This finding contrasts with statements from Google's Gary Illyes, who has indicated that links are not among the search engine's top three ranking signals. The survey respondents emphasized the importance of links originating from trusted, topically relevant domains and pages that attract genuine visitors, while spammy backlinks were identified as strong negative signals. Cyrus Shepard, in the report, stated that "the rumor of the death of backlinks has been greatly exaggerated." Search intent was also highlighted as a primary factor, with "search intent match" receiving the highest rating among individual ranking factors. Many SEO professionals believe that success hinges on fulfilling the searcher's underlying goal rather than merely matching keywords. The concept of "information gain" was also noted as important when multiple pages effectively satisfy the same search intent. Content quality was ranked third overall, with original research and first-party data receiving particularly high ratings within this category. AI-generated content was viewed more favorably when it underwent significant human review and provided unique value; conversely, AI-generated content published at scale with minimal added value received negative ratings. Brand and user signals, including branded search volume, online reputation, and user satisfaction, also scored highly within their respective categories. Among user signals, satisfaction and task completion were rated highest, while the act of quickly returning to Google's search results was considered a negative signal. Technical SEO factors consistently received positive ratings from respondents, who generally described them as foundational to search engine optimization. Meta descriptions, however, were ranked near the bottom, with most respondents indicating they have little to no direct impact on search rankings. The survey involved 131 SEO professionals, and its findings were compiled and reported by Zyppy, aiming to provide actionable insights into Google's evolving ranking algorithms. The emphasis on relevance and search intent suggests a continued focus by Google on understanding and serving user needs effectively, while the persistent importance of backlinks underscores their role in establishing authority and trust within the search ecosystem. The nuanced view on AI-generated content indicates a growing awareness of the need for human oversight and unique value addition in content creation.