Algorithm Updates

Google's Latest Algorithm Update: What Changed for Backlinks

Google's November 2024 core algorithm update brought significant changes to how backlinks influence rankings. After analyzing thousands of affected sites, clear patterns emerge about what works now and what's being devalued. Here's everything you need to know.

What Changed in the November 2024 Update

This update refined how Google evaluates link quality and relevance, with several major shifts:

1. Increased Weight on Topical Relevance

Google now places significantly more emphasis on whether linking sites are topically related to your content. A link from a relevant industry blog carries substantially more weight than a link from an unrelated high-authority site.

What we observed: Sites with diverse backlink portfolios spanning unrelated niches saw rankings drop by 15-30% on average. Meanwhile, sites with tightly focused, niche-relevant link profiles generally maintained or improved positions.

Example: A legal services site previously benefited from links on tech blogs and cooking sites. Post-update, those links appear devalued, while new links from legal publications and business blogs had outsized impact.

2. Stricter Detection of Link Schemes

Google's machine learning improved at identifying link schemes, particularly:

• Private Blog Networks (PBNs): Sites with footprints indicating common ownership saw links completely devalued
• Reciprocal link exchanges: Excessive reciprocal linking patterns triggered devaluation
• Low-quality guest post networks: Sites accepting any guest post with obvious monetization saw authority downgraded
• Directory link farms: Mass directory submissions with identical descriptions got filtered

Multiple SEO tool companies reported seeing 8-15% of backlinks in their databases get marked as "likely devalued" after the update.

3. Content Quality of Linking Pages Matters More

It's not just whether the linking domain is authoritative—Google now more heavily weights the quality of the specific page containing your link.

What this means:

• Links from comprehensive, well-researched articles (2,000+ words) carry more weight
• Links from thin content pages (300-500 words) appear significantly devalued
• Pages with 50+ outbound links pass less authority per link
• Guest posts on high-authority sites still work—if the content quality is genuinely high

4. Anchor Text Over-Optimization Penalties Strengthened

Sites with unnatural anchor text distributions—particularly excessive exact-match keyword anchors—saw targeted ranking drops for those specific keywords.

Data point: Sites with 30%+ exact-match anchors experienced an average 22-position drop for those exact keywords, while rankings for other keywords remained stable. This suggests algorithmic action targeted at over-optimized anchor text rather than sitewide penalties.

5. User Engagement Signals Interacting with Backlinks

Google appears to be evaluating not just that you have a backlink, but whether users actually click it and engage with your content.

Links from high-traffic pages where users actually click through carry more weight than links on pages nobody visits. This makes referral traffic a quality signal for backlink value.

Winners and Losers

Sites That Gained Rankings

Common characteristics of sites that improved after the update:

• Focused niche authority: Backlinks primarily from sites in the same industry or closely related niches
• Natural anchor text: 60-70% branded or generic anchors, minimal exact-match keywords
• Quality over quantity: Fewer total backlinks but higher average domain authority and relevance
• Editorial placements: Links earned through genuine relationships, original research, or exceptional content
• Strong user metrics: Pages with backlinks showed good dwell time and low bounce rates

Sites That Lost Rankings

Common patterns among sites that dropped:

• Low-quality guest post networks: Hundreds of thin guest posts across unrelated sites
• PBN backlinks: Links from networks with obvious footprints (shared hosting, similar templates, interlinked patterns)
• Directory overload: Thousands of low-quality directory backlinks
• Anchor text manipulation: Unnatural keyword anchor distributions
• Irrelevant link sources: Backlinks from topically unrelated sites

How to Protect Your Site from Future Updates

Audit Your Existing Backlink Profile

Review your current backlinks for vulnerability to algorithmic devaluation:

1. Export complete backlink data from Ahrefs, Semrush, or Google Search Console
2. Calculate topical relevance percentage: What % of linking domains are in your niche or closely related?
3. Assess anchor text distribution: Flag if exact-match anchors exceed 15%
4. Identify low-quality sources: PBNs, link farms, spam directories
5. Check linking page quality: Are links from comprehensive content or thin pages?

Disavow Toxic Backlinks

If you identify clearly manipulative or low-quality backlinks, consider disavowing them:

• Focus on obvious PBN links, spam comments, and known link farms
• Don't disavow legitimate links just because they're from low-DA sites
• Use domain-level disavow for entire spam networks
• Update your disavow file quarterly as you discover new toxic links

Diversify Your Link Building Tactics

Don't rely on a single link building method. Mix these approaches:

• Strategic guest posting: High-quality sites only (DA 40+, topically relevant)
• Digital PR: HARO responses, journalist outreach, press releases for newsworthy events
• Original research: Data studies that attract natural citations
• Resource link building: Curated resource pages and "best tools" lists
• Broken link building: Replacing dead links with your content

What Still Works: Strategies That Weathered the Update

Editorial Links From Industry Publications

Natural editorial links—earned through expertise, unique data, or newsworthy content—remain the gold standard. These links:

• Come from topically relevant, authoritative sources
• Use natural anchor text (often branded or generic)
• Appear in high-quality content with good user engagement
• Generate referral traffic, not just SEO value

How to earn them: Respond to HARO queries, pitch unique insights to journalists, create original research worth citing, and build relationships with industry editors.

Quality Guest Posting (Done Right)

Guest posting isn't dead—low-quality guest posting is. The strategy works when you:

• Target sites with engaged audiences, not just high DA
• Create genuinely valuable content (2,000+ words, original insights)
• Use natural anchor text (branded or partial-match, never exact-match)
• Limit to 1-2 contextual links maximum per post
• Build ongoing relationships, not one-off placements

Niche Edits on Relevant Content

Strategic niche edits—adding your link to existing, relevant content—continue to work effectively when:

• The existing content is high-quality and comprehensive
• Your link genuinely adds value to the article
• The linking site is topically relevant
• Anchor text is natural and contextually appropriate

Linkable Asset Creation

Creating content specifically designed to attract backlinks remains highly effective:

• Original research and surveys: Industry statistics others want to cite
• Ultimate guides: Comprehensive resources on specific topics
• Free tools and calculators: Useful utilities that solve real problems
• Infographics with data: Visual representations of valuable information
• Expert roundups: Curated insights from industry leaders

What to Avoid: Strategies That Got Hammered

• Mass guest posting on low-quality sites: Dozens of thin 500-word posts across unrelated blogs
• Private blog networks: Any PBN with detectable footprints is being devalued
• Directory spam: Submitting to hundreds of low-quality directories
• Exact-match anchor manipulation: Over-optimizing anchor text with keyword stuffing
• Forum signature links: Automated forum profiles with signature links
• Blog comment spam: Generic comments left solely for backlinks
• Reciprocal link schemes: Obvious "I'll link to you if you link to me" patterns

Recovery Strategies If You Got Hit

If your rankings dropped significantly after the update:

Step 1: Identify the Problem

• Compare your backlink profile to competitors who weren't hit
• Identify patterns in your backlinks that match known devaluation signals
• Check if specific keywords dropped (anchor text issue) or sitewide (link quality issue)

Step 2: Clean Up Your Profile

• Attempt to remove obviously toxic backlinks
• Disavow links you can't remove (PBNs, spam sites, irrelevant links)
• Wait 4-6 weeks for Google to recrawl and reprocess your disavow file

Step 3: Build Quality Links

• Focus on earning editorial links from relevant, authoritative sites
• Prioritize topical relevance over sheer domain authority
• Maintain natural anchor text distribution (heavy on branded/generic)
• Track recovery over 60-90 days—algorithmic recovery isn't instant

Looking Ahead: Future-Proofing Your Link Strategy

Google's algorithm will continue evolving toward rewarding genuinely earned, relevant backlinks while devaluing manipulation. Future-proof your strategy by:

• Prioritizing relevance over authority: A DA 40 industry blog beats a DA 70 unrelated site
• Creating truly linkable assets: Content so good people want to reference it
• Building real relationships: With editors, journalists, and industry influencers
• Earning traffic, not just links: Links that send visitors carry more weight
• Maintaining natural patterns: Link velocity, anchor text, and source diversity that looks organic

Key Takeaways

The November 2024 algorithm update reinforced several long-term trends:

1. Topical relevance matters more than ever—niche-focused link profiles outperform diverse ones
2. Quality of individual linking pages, not just domains, significantly impacts link value
3. Google's detection of link schemes continues improving—manipulative tactics have shorter lifespans
4. Natural anchor text distributions are essential—over-optimization triggers targeted devaluation
5. User engagement signals interact with backlink value—links from pages people actually visit count more

The fundamental strategy remains unchanged: earn genuine, relevant backlinks from authoritative sources through exceptional content and relationship building. Sites focused on this approach weathered the update successfully and will continue to thrive regardless of future algorithm changes.