Backlinks for sure are a very good yardstick of your web popularity. It is akin to the way your real life popularity is measured by how many people know you in town. The key difference though is that backlinks can be faked. This small difference has proven to be a game spoiler. Google's recent update Panda 4.0 tries to address this issue, and puts more weight on the content, than the backlinks. Is this update going to prove suicidal for google, as I know some very bad websites are genuninely popular (that is - have genuine back links) because of the high quality service they provide. Is google overdoing it? Your thoughts please.