Google: Links Do Not Expire But They May Become Less Important Over Time

Oct 7, 2019 - 7:40 am 26 by

Google Expired

Google's John Mueller said that links do not expire, but it may be the case that links can become less important over time as the pages that link to you become less relevant over time.

John said this at around the 49:43 mark into a video hangout last week when he was asked "Do links expire after a while? I mean the signals that they're passing."

John Mueller immediately said "no, they don't expire." But he added that links can become less important to Google over time as the page that has the link on it goes deeper and deeper into the site that is linking to you. The example he gave is that when CNN links to you, when the link is off the home page, it is more important, but two years later, if that article is somewhere in the CNN archives, that link may become less and less important.

Here is the video embed:

Here is the transcript:

Question: Do links expire after a while? I mean the signals that they're passing.

Answer:: No, No. They don't expire.

What does happen though is that, especially if you're talking about a large website that's growing regularly, then the pages that links are on over time they get like even deeper and deeper within this website.

So for example, if you have a link from CNN and it's in an article that's linked on the homepage, then that's something that's really important for us. On the other hand, if this article is maybe a year or two later, is somewhere in the archive at CNN, then that article itself is not something that we would find that important anymore.

So it's not that the link expires after a certain period of time. But just often that the page where that link is on that becomes less and less relevant over time, if it's on a site that is growing fairly regularly.

Forum discussion at YouTube.

 

Popular Categories

The Pulse of the search community

Search Video Recaps

 
Video Details More Videos Subscribe to Videos

Most Recent Articles

Google Updates

Google March 2025 Core Update Impact Multiple Poll Results

Mar 31, 2025 - 7:51 am
Google News

Google To Pay $100 Million To Settle Old Ad Lawsuit On Clicks Outside Geo Target

Mar 31, 2025 - 7:41 am
Google Ads

Google To Allow Double Serving Ads In Different Ad Locations On Same Page

Mar 31, 2025 - 7:31 am
Google Search Engine Optimization

Google News Fully Transitioned To Automatically Generated Publication Pages

Mar 31, 2025 - 7:21 am
Google Maps

Google Business Profiles Bug Resurfacing Old Fake Removed Reviews

Mar 31, 2025 - 7:11 am
Google Maps

Google Business Profiles Your Edit Was Not Approved Glitch

Mar 31, 2025 - 7:05 am
Previous Story: Google Has A Graveyard For Dead Products