Importance of Link Equity in the No-Click Search Phenomenon

A new phenomenon gaining popularity in the SEO world is the rise of Google searches that end up without a single click.

Over 50% of all searches end up satisfied with answers directly delivered in the search engine results page (a study by SparkToro).

Business that might be ranking #1 for highly competitive keywords are starting to realise being on top doesn't always mean the floodgates are open.

As Google increasingly prioritises UX and the searcher’s need for answers provided within SERPs, the role of link equity is evolving.

To thrive post-2024, you need to rethink how link equity works in a no-click search world.

Link equity, once a traffic-driving powerhouse, is now more into proving your authority and relevance to search engines, earning visibility in featured snippets, knowledge panels, and other zero-click real estate.

Link Equity’s Role in a No-Click Search World

Link equity, often called “link juice”, used to be all about passing value from one webpage to another through backlinks and driving traffic to the website.

The more authoritative and relevant the linking page, the more equity it transferred to the linked page, helping it rank higher in search results.

In this model, the focus was on generating backlinks from high-quality, trustworthy sites to drive traffic and boost rankings. Link equity has always been a fundamental component of SEO, helping search engines evaluate the credibility and relevance of your content.

In a no-click search environment, link equity takes on a different role.

When Google determines which snippet to feature, it looks at the overall authority of the domain (beside other factors), often backed by strong link equity.

Even if users don’t click through, the visibility you gain by landing in these prime real estate spots can boost brand awareness and trust in Google's eyes.

Link equity in the no-click search world, serves as a signal that your content is credible without needing click through rates and driving traffic.

This shift means that SEOs should focus not just on driving traffic, but on establishing and maintaining authority through high-quality backlinks to gain top visibility in no-click search results.

In short, link equity in the no-click world still matters. But let’s see how.

Understanding the No-Click Search Phenomenon

The no-click search revolution is up and running.

According to a study by SparkToro, 65% of all Google searches in 2020 ended without a click to any website.

While users are getting their answers directly from SERPs, why would you spend time focusing on driving traffic from other big sites?

Featured snippets, Google’s knowledge panels, zero-click searches provide instant answers, convenient for users but problematic for websites focusing on bringing in more traffic.

Here’s the answer: despite the decline in clicks, link equity stays valuable in securing these no-click positions.

It’s just being used differently.

Google still relies heavily on backlinks to determine which content gets the top spot for snippets and instant answers, but the way that content is displayed means fewer users are visiting those pages.

In this no-click world, ranking doesn’t guarantee clicks anymore, but it guarantees visibility. And that’s where link equity's role is evolving.

The challenge transformed from driving clicks, to driving relevance, trust and authority in the eyes of search engines, so your brand secures the hot spots on the SERP.

Sustaining Link Equity Beyond 2024’s Algorithm Updates

In a nutshell, these 4 actions will solidify your link equity strategy.

To adapt your link equity strategies to the no-click search world, focus on earning high-quality, authoritative links that are relevant to the linked content.

Diversify your backlink profile but focus on quality and relevance over quantity.

Relying on a narrow set of links can make you vulnerable to penalties. Build backlinks from authoritative, diverse domains to spread your risk.

Target “snippetable” content by using backlinks for the content that answers questions quickly and clearly.

AI and Link Equity: Focus on Context and User Intent

AI-driven search engines, like Google’s advancements with BERT and MUM, are reshaping how link equity is evaluated.

These algorithms no longer rely on just keywords.

They focus on context and user intent, making the quality and relevance of your backlinks even more critical.

AI is now better at understanding the relationships between content and links, prioritizing links that align with the topic and context of the content.

This means your link-building strategy needs to focus on contextual relevance, not just high domain authority or keyword-heavy anchor texts.

As AI evolves, backlinks must be part of a larger, well-structured content strategy that enhances user experience and satisfies intent.

Evergreen Content

When possible, use backlinks to evergreen content: how-to guides, definitions, and evergreen tutorials. Those help you maintain visibility in SERPs, especially for long-tail keywords that tend to trigger featured snippets.

Focus on Content Relevance

Google’s AI-driven algorithms, like BERT and MUM, are prioritizing content relevance and intent. Your content and backlinks have to align with user queries to maintain your authority.

Prioritize High-Quality, Natural Links

Gone are the days of buying bulk links. Focus on earned, natural backlinks from reputable sources to sustain link equity. A small number of high-quality links will outperform thousands of low-value links.

Stay Agile with Algorithm Changes

As Google’s algorithms become more nuanced, staying updated with changes and quickly adapting your strategy will help you retain and build your link equity. Avoid tactics that may work in the short term but could lead to penalties or devaluation down the line.

Monitor Backlinks Quality

Monitor the quality and authority of your backlinks with Nightwatch. This will help you focus on high-value links that contribute to rankings in zero-click SERPs like featured snippets. Additionally, Nightwatch’s site audit and rank-tracking features will help ensure your site is optimized for search engines, allowing you to adapt as Google’s algorithms evolve post-2024.

To Move Forward Stay Looking Ahead

The lovely world of SEO is changing faster than it takes to write this article.

This is why, to build link equity that will last, it’s necessary to be forward-thinking.

Most robust strategy is focusing on relevance, quality, and authority to build a resilient link profile.

In this no-click, AI-driven world, SEO strategy built on a one-trick mindset will go nowhere fast.

Building and preserving link equity demands making sure everything works together well, sources of links, content linked and structure of the content that aligns with SERP features. Focusing on that will sustain your link equity long past 2024.

The digital landscape may be fluent, but with a smart, adaptable strategy, your link equity will keep your SEO game strong for the long haul.