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.
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