Search Engine Ranking - Matt Cutts Opinion On The Present Value Of Links



In regards to search engine ranking, a question came up last moth during a keynote address at the SMX conference in Seattle.

Danny Sullivan, Search Engine Land’s Editor In Chief, asked Matt Cutts, the Head of Google’s Web Spam team, whether or not he thought social signals would replace or have more importance than links?

After the panda and penguin updates, many marketers are suggesting that social signals will play a more important role in search engine ranking than links in the future.









































You want to have in place, the plan and strategy to find where your market hangs out online. Where do they hang out? What language do they speak? You want to make sure you find out what forums and groups they hang out in.

What social media sites are they on? You have to make sure the people you're trying to reach are even searching online for the products or services that you want to offer.

Once you find out they're online searching for a solution to certain problems your product can solve, make sure you know where to find them online and how to reach them.

So the best thing to do is just keep your visitor in mind. Make sure that the content you publish puts the visitor first and the search engines second. Don’t try to put too many of the same keyword phrases in your anchor text.

After Penguin, what Google is doing is looking at how natural your linking is, how many inbound links to your site are natural. Usually when you put content on another website where people link to you naturally, they don’t use a keyword phrase over and over again.

Sometimes it will say, “click here, to learn more” or simply “click here”. But most of the time when they link to you, they’ll use your url.com.

What Happens When You Over Optimize your Site?

So they’re really paying attention to what they call “over optimization”, where they see keyword stuffing in the anchor text of your links. Of course Penguin got rid of all the link farms.

So if you can clean up any of the bad links you had coming into your site as well as going out of your site to spam web pages, make sure you delete those because they’re definitely looking for bad links.

Finally …

Make sure you stay away from any kind of linking schemes, don’t allow anyone to publish anything on your site that would link to anything considered “spam”, and make sure you’re always in the know with Google’s T.O.S. (terms of service).

This is not the end of the algorithm updates with Google and the other search engines. So make sure that from now on, not only do you provide top quality content, also pay attention to your linking both inbound and outbound.


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