Google’s Matt Cutts: Over Time Backlinks Will Become Less Important

Google’s head of search spam, Matt Cutts, said in a video that backlinks, over time, will become a little less important. Matt did say that backlinks in the Google ranking algorithm still have many years left in them.

Matt explained that Google is focusing a lot now on working on ways to determine if a web page is meets the expectations of an expert user. They do this currently by looking at the links to the page, the reputation of the site and pages and the quality of the content on that particular page.

When Google is better at understanding actual language, natural language, which you see with their conversational search efforts. Google will be better to understand expert user’s queries and match them better to a better answer.

If they can tell a story is written by an expert in a specific field, then it is easier. Google said they are working on an expert author boost for their rankings. But without that, that is where using natural languages comes in to help determine if the author is an expert on the subject query on a page by page basis.

Matt Cutts added that for the “next few years” links aren’t going anyway and will still be used for determining reputation. But overtime, Google will rely a little bit less on links for reputation purposes.

Here is the video:

Related Topics: Channel: SEO | Google: SEO | Top News

Sponsored


About The Author: is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



SearchCap:

Get all the top search stories emailed daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

 


 

Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide