Backlinks Getting Replaced by Social Shares?

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Backlinks as a ranking
factor is fighting hard to keep its value in the overall ranking algorithm of
Google. User engagement 
factors like social
shares and comments are giving a hard fight to it. Although, Matt Cutts clearly
indicated in a recent 
video that Google is
not ready to drop the link factor from its search ranking algorithm at least
for now! But, there are 
strong indications
that Google is constantly testing results without counting backlinks as a
ranking factor. As a smart 
inbound marketer, it
is time to be prepared for the day when user engagement on the resource will
hold a greater value as 
compared to the
backlinks. This may sound strange to some but certainly we are fast moving
towards a web that rests more on 
user engagement. 

Increased Importance
on Social Value of a Webpage 

Social value of any
resource is receiving a greater attention from Google’s algorithm simply
because it is an accurate 
measure of a content
loved by its users. Backlinks were included in the ranking algorithm because it
helped Google correctly 
analyze the value of a
relevant resource and now the same can be analyzed with the help of social
shares. But, Google can’t 
ignore the value of
backlinks completely. The algorithms needs to be sophistically designed in
order to tackle the relevancy 
of social shares and
comments.