Brands and agencies have chased domain authority (DA) as the benchmark for SEO link building. But the rules have shifted, and strategies that once delivered results are now falling short. In March 2024, Google revised its core spam policies and, for the first time, removed the word “important” from its official documentation about links, signaling a clear move away from link quantity and DA as primary ranking factors (Google Search Central Blog, 2024). Google’s AI-driven SpamBrain and new site reputation abuse policies are making it riskier than ever to rely on manipulative or context-free links.
For decision makers seeking sustainable SEO results, it’s no longer about collecting the most links or chasing the highest DA. It’s about earning editorial links that appear naturally within truly on-page relevance.
Brands that embrace relevance-first strategies not only avoid penalties but also build lasting authority. Learn how digital PR link building has become the new standard and why context is now the ultimate driver of SEO value.
What Editorial Links Really Mean for SEO in 2025
Editorial links—those earned organically by creating value, not purchased or requested—are widely viewed as the gold standard for SEO and brand credibility. These links are not paid for, nor are they obtained by request; instead, they result from content quality and relevance.
Unlike paid placements or directory submissions, editorial links are awarded by respected publishers who see your content as genuinely useful for their audience. Google’s documentation and industry experts confirm these links signal trust, authority, and organic relevance.
Editorial links aren’t just about boosting rankings; they build real trust with both search engines and users.
That’s why leading companies focus on securing editorial features and earned media coverage that align directly with their brand’s expertise. Google best practices advise against large-scale guest posting or solicited links, making genuine editorial mentions essential for long-term SEO value. In this new SEO environment, domain authority is just one factor—what matters more is the context and content surrounding each link.
Context vs. Authority: Why Relevance Outranks DA
The debate between on-page relevance and domain authority has never been more pressing. While DA measures a site’s general strength, recent updates show that relevance carries far more weight for both rankings and risk management.
| Domain Authority (DA) Focus | On-Page Relevance Focus | |
|---|---|---|
| What It Measures | Overall site strength (Moz metric) | Alignment of link/page to target |
| Google’s Stance | Deemphasized in 2024 updates | Favored in new policies |
| SEO Risk | High if links lack context | Low—aligns with user/search intent |
| User Value | Often overlooked | Central to link placement |
| Outcome | Short-term bumps, risk of penalties | Long-term trust, sustainable growth |
According to a recent Search Engine Journal report, Google’s March 2024 core update specifically reduced the emphasis on links as a ranking factor and highlighted the need for contextual, user-focused strategies. SEO consultant Cyrus Shepard noted, “Google can, and does, ignore low relevance links.”
Editorial links from industry-specific sites also enhance topical authority and support Google’s E-E-A-T standards, providing a significant advantage in search.
It’s no surprise that on-page relevance and contextual backlinks now form the foundation of any effective PR-first link building campaign.
How On-Page Relevance Supercharges Editorial Link Value
What makes on-page relevance so powerful? When a link to your site is embedded naturally in content that aligns with your expertise, both users and search engines view it as credible and valuable.
Contextual backlinks, placed within the main content body, are more valuable than those in sidebars, footers, or author bios. This is what sets editorial links apart from links buried in less visible locations.
A 2024 BuzzStream update noted that Google’s Link Spam Update specifically penalized low-quality, non-contextual link tactics, especially in the SaaS sector (BuzzStream, 2024). As a result, brands that prioritize editorial links within high-quality, relevant content see more reliable organic growth. Contextual relevance also increases the likelihood that users will click through, driving both referral traffic and conversions.
On-page relevance means your editorial links pass real value—helping with rankings, credibility, and engagement.
For brands ready to modernize their SEO, adopting digital PR strategies that emphasize on-page context is now essential.
FAQ: Is Domain Authority Still Relevant in 2025?
It’s a question many SEO decision makers face: does domain authority still matter now that Google is moving away from raw link metrics?
The answer is nuanced. DA remains a helpful third-party metric for comparing sites, but Google’s 2024 updates make it clear that search engines can disregard links lacking contextual fit. As SEO expert Rand Fishkin recently noted, “Domain Authority is a metric but should be looked at in the context of user experience and real-world engagement.” With Google’s AI-based spam systems now targeting manipulative link-building, on-page relevance is the deciding factor.
Over-optimizing anchor text for DA can now result in penalties. What matters most is building links that make sense to users, not just algorithms.
For more on current SEO best practices, focus on strategies that prioritize content quality and organic link placement.
Mini Case Study: When Relevance Beats Authority
Consider the impact of relevance versus authority in modern link building. In June 2024, Google’s Link Spam Update penalized numerous SaaS and marketing sites for relying on high-DA but irrelevant backlinks (BuzzStream, 2024). Google’s algorithms now routinely devalue or ignore links that lack contextual relevance, even if they come from high-authority domains.
Meanwhile, brands that shifted to earning contextual backlinks from industry-specific publications maintained or improved their rankings, even with fewer total links.
Industry experts agree: the quality and context of your editorial links now matter more than ever for both traffic and rankings. While specific traffic increases are hard to quantify, the consensus is clear—relevance is the most reliable signal for SEO success.
For more on how targeted media placements deliver lasting value, see our client successes.
The Risks of Chasing DA: Outdated Tactics and Google’s Policies
Many brands still focus on chasing domain authority, investing in link-building tactics that no longer deliver safe or sustainable results. Google’s March 2024 Core Update explicitly de-emphasized links as a ranking factor and introduced stricter policies against manipulative practices (Search Engine Journal, 2024). The June 2024 spam update continued this direction, penalizing sites for DA-focused, irrelevant link schemes (Search Engine Land, 2024).
Tactics such as buying links, automated link schemes, or private blog networks are now penalized by Google’s updated spam policies.
Key takeaway: Chasing DA at the expense of relevance now carries more risk than reward.
Making this shift can be transformational. By adopting SEO best practices and focusing on genuine on-page context, you protect your brand’s authority and search performance.
For more on avoiding Google penalties, review our best practices guide.
Step-by-Step: Building Editorial Links with On-Page Relevance
Here’s how a modern, context-focused editorial link-building process works:
- Identify Relevant Topics: Start by targeting subjects that align closely with your brand’s expertise and user intent.
- Create High-Value Content: Develop original, newsworthy stories or research that naturally attract attention.
- Target Industry Publications: Focus outreach on reputable, relevant outlets rather than just high-DA sites.
- Personalize Every Pitch: Reference recent articles and explain why your content adds unique value.
- Monitor and Measure Impact: Track both link placement and resulting referral or organic traffic for ongoing optimization.
Periodically auditing your backlink profile is essential—tools like Google Search Console can help.
Editorial links earned through this process deliver both authority and lasting SEO value.
For a deeper dive into our digital PR process, see our step-by-step service overview.
Conclusion & CTA: Why Relevance is the Future of SEO Link Building
The SEO field is changing. As Google’s algorithms and policies continue to prioritize on-page relevance and editorial links over traditional metrics like domain authority, brands that focus on context will consistently outperform those relying on outdated tactics.
As search engines grow more sophisticated, relevance is the new foundation for lasting authority. Responsible brands also increasingly use ‘nofollow’ and ‘sponsored’ attributes to meet Google’s standards.
Ready to see what digital PR link building can do for your brand? Or want to learn from proven client successes? Now is the time to prioritize context and quality in every link-building strategy.
References
- Google Search Central Blog. (2024, March). What web creators should know about our March 2024 core update and new spam policies. https://developers.google.com/search/blog/2024/03/core-update-spam-policies
- Montti, R. (2024, March 5). Google March 2024 Core Update: 4 Changes To Link Signal. Search Engine Journal. https://www.searchenginejournal.com/google-march-2024-update-4-changes-to-link-signal/510322/
- Nero, V. (2024, November 15). June 2024 Google Link Spam Update: What It Really Did to Sites. BuzzStream. https://www.buzzstream.com/blog/link-spam-update/
- Search Engine Land. (2024, June). Google unleashes June 2024 spam update. https://searchengineland.com/google-unleashes-june-2024-spam-update-443374