Powerhouses controlling all the links

An interesting read from Rand Fishkin:

In the last five years, there has not been a single major website or dominant web property that has embraced, rewarded, or significantly grown their outlinking. We’ve reached an era of a less-connected web, a web focused on retaining users rather than sharing content. The blogosphere still holds on, clinging to its noble practices of sharing what’s share-worthy. And a few sites like Hacker NewsTechmemeMemeorandum, and SparkToro Trending, still prioritize and benefit from aggregation and sharing. But with the rise of voice answers and branded devices (Google Home, Alexa, etc), the future of referral traffic looks grim.

Marketers love links, all too much.  The trend of not rewarding links is not surprising, and one that I have personally noticed a downwards trend. It is getting harder and harder to get people to click on stuff.

Part of me thinks this is a good thing, perhaps, if it becomes so hard to get any results from inbound links then all the spammy marketeers will stop trying spamming us and perhaps make an attempt at being human. Maybe.