How Does Google Assign Value to on-Page Links? – With Bill Slawski

There have been two interesting articles on how Google may be measuring the value of (internal) links on the page:

1. In this article on whether the location of a link matters for SEO, Google’s John Mueller states:

…the location of internal links does not necessarily matter if they are in the body content, footer, header or other sections on the page. The content, the anchor text, of those links helps Google understand what the page is about but the links aren’t really used more than just for crawling your site.

He did note that this might be different for external links.

2. This article by Roger Monti offers a bid different perspective:

Google’s Martin Splitt made it clear that Google divides a web page into sections and that the main section where the important content exists is called the Centerpiece Annotation.

In the article, Martin explains that the main content section is what Google uses to understand what the page is about.

Moreover, Martin said that the different sections are “weighted” differently.”

So the question remains: How are links weighted when there are many of them on the same page?

To discuss this question, we invited Bill Slawski, the well known SEO expert with over 26 years of experience. Bill Slawski is the foremost expert on Google’s patents as related to SEO.

Takeaways from the video:

  • The reasonable surfer model is in place, and was updated about 4 years ago via continuation patent. The higher the probability that a link will get clicked, the more PageRank it will pass.
  • When link text is not informative (e.g. “click here”) Google takes into account surrounding text to assign meaning to that link (there’s nothing wrong from SEO standpoint in using those links)
  • Internal link equity is “limitless”: No need to “sculpt pagerank” by removing or nofollowing internal links on a page: There’s no limit to PageRank that can pass to all of them but Google will assign different amount of link equity based on how clickable it is (and the anchor text map Google creates). None of those links will be ignored even of there are many.


Find Out More

Marketing Tips You Need

Keep In Touch

Quick Subscribe

Client Reviews Tell The Tale.

Nicole NoblesApril 18, 2024
Dan was a delight to work with. I needed a few headshots taken for my LinkedIn profile and Dan provided the easiest and most comfortable experience using state-of-the art equipment in a very professional setting. Also, the turn-around time on results was quick and I felt completely engaged and satisfied during the entire process. I highly recommend his services.Donny RitcharoenDecember 19, 2023
I got headshots taken and they turned out so well! The lighting was amazing.Tessa ChanMay 30, 2023
We used Appture to build a lodging website, and they were awesome! Dan went above and beyond to show us the functions and make all of our changes. Appture is our go to for web design from now on!Abigail HaleOctober 26, 2022
Appture knows their business and will go the extra mile for their customers. They do high quality work and provide great ongoing support.Chris McCorkindaleMay 24, 2022
Anita CauthornMay 24, 2022
It’s so rare in these times to find one man with so much wow factor and more rare to find men with similar interest and passion in their life journey as myself . Dan Elliott has been introduced to many in what is now considered as the Terror Dome , a place where many dreams are not deferred they are detoured to routes that lead to dead ends , he comes in full of optimism so infectious that he, maybe with out knowing is energizing those who have ventured where others would fear going with just the right jolt to forge on in the way of helping fallen humanity … His various fields of expertise has helped many in my region and I can only imagine the number he has effected beyond those I know … from day one I knew “ this was a man of kindred spirit “ Dan Elliott is a Gem and adds glimmer to things he touches … I’m a Witness ….and eternally grateful….L.Rashaan RichMay 21, 2022
Dan and his group are highly capable and knowledgeable. They work fast and get the job done. I highly recommend Appture.Justin FrankMarch 26, 2022
They are highly specialized in their work and constantly seek innovation.Ismail YenigulMarch 14, 2022
Dan is a marketing wizard. Honest, Experienced and a read deal. I am blessed to have him in my journey online :) Highly recommended.Sabbir HasanMarch 7, 2022
So much to say. Creative, Intelligent, Talented, Limitless, Affordable. It's amazing what these guys can do.Hack mackMay 17, 2019
We'd used some other agencies before, but man, they simply knocked us all over. After being in business for 30 years, I wonder how much more business we'd be doing if we'd hired them earlier.Rebecca HoneaMay 17, 2019