Google: Links Will Become Less Important

7th May 2014 Marketing 110
Google: Links Will Become Less Important

Links are becoming less important as Google gets better at understanding the natural language of users’ queries. That’s the message we’re getting from Google’s latest Webmaster Help video. It will be a while before links become completely irrelevant, but the signal that Google’s algorithm was basically based upon is going to play less and less of a role as time goes on.

In the video, Matt Cutts takes on this user-submitted question:

Google changed the search engine market in the 90s by evaluating a website’s backlinks instead of just the content, like others did. Updates like Panda and Penguin show a shift in importance towards content. Will backlinks lose their importance?

“Well, I think backlinks have many, many years left in them, but inevitably, what we’re trying to do is figure out how an expert user would say this particular page matched their information needs, and sometimes backlinks matter for that,” says Cutts. “It’s helpful to find out what the reputation of a site or of a page is, but for the most part, people care about the quality of the content on that particular page – the one that they landed on. So I think over time, backlinks will become a little less important. If we could really be able to tell, you know, Danny Sullivan wrote this article or Vanessa Fox wrote this article – something like that, that would help us understand, ‘Okay, this is something where it’s an expert – an expert in this particular field – and then even if we don’t know who actually wrote something, Google is getting better and better at understanding actual language.”

“One of the big areas that we’re investing in for the coming few months is trying to figure out more like how to do a Star Trek computer, so conversational search – the sort of search where you can talk to a machine, and it will be able to understand you, where you’re not just using keywords,” he adds.

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