Link prediction is a fundamental task in machine learning for graphs. Recently, Graph Neural Networks (GNNs) have gained in popularity and have become the default approach for solving this type of task. Despite the considerable interest for these methods, simple topological heuristics persistently emerge as competitive alternatives to GNNs. In this study, we show that this phenomenon is not an exception and that GNNs do not consistently establish a performance standard for link prediction on graphs. For this purpose, we identify several limitations in the current GNN evaluation methodology, such as the lack of variety in benchmark dataset characteristics and the limited use of diverse baselines outside of neural methods. In particular, we highlight that integrating feature information into topological heuristics remains a little-explored path. In line with this observation, we propose a simple non-neural model that leverages local structure, node feature, and graph feature information within a weighted combination. Experiments conducted on large variety of networks indicate that the proposed approach outperforms existing state-of-the-art GNNs and increases generalisation ability. Contrasting with GNNs, our approach does not rely on any learning process and therefore achieves superior results without sacrificing efficiency, showcasing a reduction of one to three orders of magnitude in computation time.