Linkbuilding For 2015: Express Links vs Implied Links 101

Linkbuilding For 2015: Express Links vs Implied Links 101

Link building


Hi Folks,

It’s been recently discovered that Google has submitted a patent that should change the way linkbuilding is done in a drastic manner. We’ve all been aware of the linkbuilding penalties that Google has been handing out for the abuse and misuse of links, so it’s no surprise to see them taking action. In fact, this has been coming for a while, it’s just unclear how many people truly expected this kind of superb fix.


Implied links.

Under our current understanding of linkbuilding, ‘express links’ are the only types of links that are beneficial to a site’s ranking. An express link is your standard link that leads back to the webpage by embedding (or just plain pasting) the URL on a page. For example, is an express link. These are the links that are being used in negative SEO and link building schemes, as well as by honest internet marketers like you and me.


Enter the Implied Link

But now, Google is poised to swing the emphasis from express links to what are being called ‘implied links.’ Implied links do not actually have to include the URL to the website, they are simply implied by the mere mention of the website (or brand, product, service, etc.). This means that mentions and citations are going to be the next wave of linkbuilding, mostly because they are much harder to manipulate in order to score higher rankings in the SERPs.

This isn’t to say anything of nofollow links, we expect these to stay pretty heavy in the algorithm, but just to say that implied links are going to weigh a lot more than express links. Granted, this is mostly educated speculation right now, but the patent filed by Google certainly makes it clear that implied links are a real thing and will matter.


Reference Queries and Brand Mentions

But the changes aren’t stopping there. Not only does the Panda patent talk about express and implied links, but authority calculation will now also be affected by reference queries. This is essentially a road map that starts with a very specific query that ends up in a very specific location. In other words, if 80% of all queries into “soda pop” end up on Coca Cola’s page and not Pepsi’s, Coca Cola will benefit from the reference query weight of “soda pop.”

This helps ensure that Google is directing searchers to the right pages by sending them to the places that others have found success. This determines popularity of the page by query entry, thus adding to the authority of the site. Basically, this is just another way to improve the visitor experience so keep focusing on making sure you are giving your audience exactly what they want. The better you answer their questions and meet their needs, the better your reference query scores will be.

As for brand mentions, this is just another term for implied links. They are also called mentions and if you want your brand to carry authority, you simply need other sites to talk about your brand and/or website. This is going to change the outlook on blogging since now you don’t really need anyone to place an express link in their blog, only talk about you as an authority or in some similar form.

If you want to do link building the right way (that won’t get your website banned or penalized by Google), you’ll want to follow the Advanced Link Building Course.

Check it out now.


Thanks for reading and I look forward to staying in touch with you.



By |2017-01-13T22:23:45+00:00January 13th, 2017|Marketing, Websites|2 Comments

About the Author:

Dale Reardon is blind and an experienced internet and online small business marketer living in Hobart Tasmania, Australia. Apart from marketing services Dale and his wife Jo help people relocating to Tasmania and share the great lifestyle of Tasmania. Please get in touch if you want to discuss how Dale or Jo can help you.


  1. Richard Hale July 27, 2015 at 11:52 pm

    Dale, way to go staying on top of the patent. Very interesting. I would of never thought to do that. I’ve seen brand mentions, social signals and user metrics carry more weight and value this year in terms of ranking value. More than previous years. So I couldn’t agree with you more on what you call implied links. Google is going to more trusted rank factors. From the cases I’ve seen, great high quality content still ranks supreme. And I’ve noticed even more value to pages that mention authority brands, names. I hate the do follow and no follow metric. I think if you link to a site, all value should be passed. Too many no follows running around and nothing worse than getting such a link on quality content. Google scared everyone and now many sites no follow all links. I found your article on Twitter, my first trip here. Enjoyed reading your article Dave.

  2. Dale July 28, 2015 at 5:11 pm

    Hi Richard,

    Thanks for dropping by and glad we could provide you with some useful information.

    Look forward to your further contributions.


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