The 2025 Guide to Link Building and Page Experience

So, how will Google’s focus on user-centric metrics like Page Experience affect your approach to building links?

It’s something I’ve been thinking about lately. My thoughts led me to this scenario: When was the last time you were frustrated by a poorly optimized website?

Don’t deny it—it happens to everyone who browses the web on a desktop, phone, or tablet. You tap on a link, maybe from a social media post, and arrive on a site that’s impossible to navigate. It’s littered with poorly-timed popups, “continue reading” buttons, and autoplay videos.

Browsing those sites is an exercise in annoyance.

But there’s something even worse. Have you ever been reading something on a site you trust, one that offers a carefree browsing experience, and tapped a link that ruins the whole venture?

One moment, you’re on a site you love, and the next moment you’re on a site that isn’t even mobile-friendly.

If you’ve had that experience and got burned once, you’re far less likely to follow a link from that site again.

And I trust you’ve seen the comments, too.

Popular ones include:

“That site is like a parasite on my copmuter.”
“I’m on my phone, and that link is unreadable.”
“Why link to something I can’t even read on my phone? It’s 2025!”

No one wants those comments on their website or social media profiles. And no one wants to follow those kinds of links.

Now, think about who’s behind the worst possible examples of link placement on the internet—the people who have no regard for anything but their link.

Link builders. Yeah, you guessed it!

Now, of course, I’m not talking about you or me. If you’re reading this article, you’re likely a link builder who puts in the effort to create good links that enhance the user experience.

But not everyone understands the intersection between UX and link building.

Many people want to take the easiest, cheapest route possible—future consequences be damned.

We don’t everything about how Google’s Page Experience algorithm effects your SEO rankings. Google’s very good at keeping secrets, after all.

But, I think it will help every link builder to be a little more mindful of the overall user experience on their sites.

The sky isn’t falling, but we might as well keep an eye on the weather.

Page Experience: A User-Centric Approach

Before we dive into how this affects link builders, it’s important to take a closer look at what we know about Google’s Page Experience algo and its emphasis on Core Web Vitals.

Google has continually emphasized the importance of user experience, and this focus has evolved significantly since the days of mobile-first indexing. Today, Google’s Page Experience algo plays a key role in shaping rankings, highlighting metrics like Core Web Vitals alongside factors such as mobile usability, HTTPS security, and the absence of intrusive interstitials.

From Google:

“A good page experience doesn’t override having great, relevant content. However, in cases where there are many pages that may be similar in relevance, page experience can be much more important for visibility in Search.”

This reflects how most Google searches now take place on mobile devices. Google’s ranking systems evaluate user interactions, ensuring a seamless experience across both desktop and mobile devices.

Key factors Google considers:

• Core Web Vitals: Metrics like loading speed (Largest Contentful Paint), interactivity (e.g., Interaction to Next Paint), and visual stability (Cumulative Layout Shift).
• Mobile Usability: Ensuring a site’s design and navigation work well across mobile devices.
• Content Consistency: Making sure content is equally accessible and engaging on both mobile and desktop versions of a site.

This shift toward prioritizing user experience has transformed how websites are evaluated, making it critical for webmasters to optimize for speed, responsiveness, and usability across all devices.

As mobile continues to dominate how people interact with the web, ensuring a seamless experience on these devices is no longer optional—it’s a necessity. Poor usability, inconsistent content, or intrusive popups can cost websites both users and rankings.

By aligning with these principles, Google aims to make browsing the web on any device more enjoyable and frustration-free.

Page Experience and Your Website

It’s no secret that it’s far harder to secure links to a poorly designed website than to a high-quality one. Today, with Google emphasizing UX, your site must deliver an exceptional user experience across both desktop and mobile devices.

Sites that are slow, difficult to navigate, or visually unstable simply won’t perform well in search rankings—no matter how many quality links you build. Standards like HTTPS and responsive design, once considered competitive advantages, are now basic requirements. Neglecting these can result in penalties rather than lost opportunities. This shift reflects Google’s commitment to rewarding websites that prioritize users’ needs and browsing experience.

There are several key areas you need to focus on to ensure your site performs well under modern ranking standards. These principles emphasize user experience across devices and the importance of consistent, accessible content.

Content

• Ensure that both desktop and mobile users can access the same information. Avoid hiding or limiting content on mobile that’s available on desktop.
• Deliver a consistent, high-quality user experience across devices. If either desktop or mobile experiences are lacking, prioritize improvements to the weaker version.
• Focus on user needs over short-term conversion tactics. For instance, minimize intrusive calls to action or heavy images that disrupt usability.

Site Speed

• Site speed remains a critical ranking factor, with Google’s Core Web Vitals putting even greater emphasis on fast load times. Test your site on mobile devices under real-world conditions, such as using mobile data instead of Wi-Fi.
• Use tools like Google PageSpeed Insights and Core Web Vitals report to identify and address performance issues. Optimize images, scripts, and server response times to improve your scores for performance metrics.

Site Structure

• Maintain a clear, logical site structure across both desktop and mobile versions. Use consistent titles, headers (H1s, H2s), and internal links to help users and search engines navigate your site.
• Make sure your navigation is intuitive and functional on all devices. Poor site structure can disrupt user experience and reduce rankings.
• Avoid intrusive overlays or interstitials that block users from accessing key content. Elements like newsletter pop-ups or regional redirects should not dominate the screen or hinder interaction, as Google penalizes such barriers to usability.

Internal Linking and Navigation

A common issue with sites using dynamic serving or separate URLs for their mobile site is that internal linking differs significantly from the desktop version. This inconsistency can confuse users and cause poor link equity distribution, ultimately impacting rankings.

Ensure that your mobile and desktop internal links are identical and properly structured to maintain link equity and user accessibility. Poorly distributed links or inconsistent navigation can harm your rankings and frustrate users.

Link Building and Page Experience

A quick disclaimer before we dive in—I don’t claim to know exactly how link building as an industry will evolve in the future, or how Google’s algorithms may further change the value of links.

No one knows for sure, except perhaps a few cloaked figures in a shadowy room at Google Headquarters.

That said, I can share some common-sense recommendations that will serve you well both now and in the future. These strategies will help you adapt to Google’s emphasis on Page Experience and establish good habits for building links in a user-first web ecosystem.

Prioritize consistent, high-quality linking practices that enhance user experience across all devices. Sites that are mobile-friendly, fast-loading, and free of intrusive elements are more likely to benefit in today’s SEO landscape.

Practical Tips for Link Building in a User-Centric Web

1. Evaluate Sites Before Outreach
   Target sites that are fast-loading, mobile-friendly, and free of intrusive elements like popups or autoplay videos. Test the site on a mobile device to ensure it offers a smooth browsing experience and aligns with Google’s Page Experience standards.
2. Prioritize Relevant and High-Quality Sites
   Look for sites with strong content and an engaged audience that aligns with your niche. The value of a link increases when it’s placed on a site with authority and relevance to your target audience.
3. Build Links That Add Value
   Focus on securing placements where your link naturally enhances the content and provides value to readers. Avoid overly promotional or forced placements, which can harm credibility and rankings.
4. Diversify Your Link Profile
   Don’t rely solely on one type of link (e.g., guest posts). Leverage various strategies like resource link building, content collaborations, and participating in niche directories to create a well-rounded link profile.
5. Verify Links After Placement
   After securing a link, ensure it is functional and accessible, and that the placement isn’t buried in content or surrounded by spammy links.
6. Foster Long-Term Relationships
   Develop connections with webmasters and content creators in your industry. Building rapport increases the likelihood of future collaborations and ongoing link opportunities.

Closing Thoughts

While the shift to Page Experience and Core Web Vitals has brought significant changes to how sites are ranked, it’s unlikely to cause dramatic upheaval for most well-maintained websites. Instead, we’ll likely see a gradual evolution where sites that prioritize user experience—both on mobile and desktop—gain a competitive edge.

This algorithm isn’t about penalties for desktop sites or mobile sites with minor issues; it’s about rewarding websites that deliver a seamless, user-first experience. The Page Experience algorithm also aligns closely with Google’s Helpful Content system, emphasizing the need to meet user intent and deliver value through well-structured, accessible content. Together, these initiatives underscore the importance of prioritizing users in every aspect of site design and optimization.

I wrote this article to help you stay ahead and avoid unnecessary worry. As link builders and SEO professionals, we must continue to prioritize the needs of users in everything we do. This means vetting target sites for usability, optimizing our own sites for speed and accessibility, and ensuring that every link we build adds value.

Google’s focus on user experience is here to stay. The dominance of mobile search has cemented its importance, and it’s clear that resisting this change is not an option. In today’s world, we can’t afford to put mobile users—or user experience in general—second. By adapting to these changes, we ensure our strategies remain relevant and effective in an ever-evolving SEO landscape.