Google’s Fresh Link Filter – About Time!

By Scott

Since the speculation began about Google’s use of a “fresh link filter” that dampens the power of new inbound links, I’ve read a lot of disturbing comments on blogs and message boards.

To give you some quick background, one of the keys to attaining high rankings in the search engines is having a high number of relevant in-bound links leading to your website. The speculation here is that if your site gets 50 new links tomorrow, Google won’t immediately give you credit for these links. Instead, they will watch to see if these links remain over a period of time, at which point you’ll get credit, and your rankings may go up.

The concern I’ve been hearing in the SEO community is that this changes the nature of search engine optimization and linking techniques.

I couldn’t disagree more!

I didn’t have to read these patents to know Google would like to do this, because it seems so logical.

It’s all about the searcher

Google’s top priority: Linking to the best, most relevant websites.

It stands to reason that they would give priority to sites that have always performed well (and had a high number of in-bound links) over the long-term, because those links have a better chance at being valuable to the searcher. It’s not surprising to me that it may take a long time for a website to actually get credit for their new in-bound links, because Google wants to see if they last over time.

Search Engine Optimization (SEO) takes time period.

The idea that you can get worthwhile, long-term positioning in search engines if you have a short-term focus is long-gone. Sure, there are still a few short-term tricks you can play, but Google is actively closing those loops.

I’ve said for years, and I say it now, search engine optimization should be viewed as a long-term process. Google builds algorithms to find the best websites, and those algorithms tend to give weight to websites that have proven their worth over a long period of time. If you need high SEO results tomorrow, forget about it, and try pay per click. Sure, you may get lucky, or find a good short-term trick, but if you do not take a long-term approach, you’ll be out of step with the Google filters (and the best interest of searchers at large).

Google’s new link dampening filter and any effort they put in place to demand consistent performance over time means a better Internet for users, and forces firms that do search engine optimization to focus on improving site quality and content in order to get good inbound links, and get higher rankings.