Google and SEO: “Social Signals are For the Long Haul”

“There is no longer any value in serving up generic or commodity information. With Hummingbird and semantic search, Google is getting better at using machine learning to understand the world’s knowledge base. The main reason for Google Search to exist, from Google’s point of view, is for people to be exposed to AdWords ads, the source of most of Google’s income.”

From Matt Cutts at Pubcon 2013: Authorship, Authority and the Future of Search.