Most people checking the backlinks to their sites have always wondered why Google is showing so few links when clearly there are hundreds or maybe thousands more on the world wide web. Google’s “link:” command hasn’t always been reliable but there is probably a very good reason why they haven’t invested much time and effort into this search function.

Reason 1
As SEO and search engine algorithms evolve, its very clear where there are loop holes, tricks, and other black hat seo methods to manipulate search engines. As we (the seo guys) begin to figure out how to do things, search engines begin to patch up certain aspects of calculating the validity of keyword searches. There is now such a strong focus on quality instead of quantity (number of links), Google probably finds this “link:” function irrelevant to their future plans.

Reason 2
If Google was to show every link pointing (or gathered by webmasters) to a particular website, people will be able to map out a plan and attempt to beat their competition. You can already do this through Yahoo site explorer. Going through each site one by one, emailing to ask for a link exchange etc etc. If those sites link to your competition there is a much higher chance for them to link to you as well instead of randomly emailing every site in your industry. What Google would prefer is for your site to grow its links naturally and gain links because it deserves it. Not because there is a “link exchange” deal going on in the background.

Reason 3
Google only showing quality links? This is another theory and not too far fetched either. I really do feel that the link popularity game might not be as relevant one day but if Google has selectively picked out a handful of links out of hundreds that exist, they must be worth something…surely.

Reason 4
Direct from the horses mouth, Adam Lasnik, “Google doesn’t improve the link: command because they don’t want spammy requests.” He’s got a point there as well. With so much competition and so many webmasters using Google to boost their traffic, of course we want to know how Google’s algorithm thinks.

If you really want to find our how many incoming links you have, use the Yahoo Site explorer tool. But just keep in mind that obtaining quality links is the key. I’ll write a post soon on what is classified as a “quality link”.