Google's goal is to rank websites that provide the most relevant and useful information to users as fast as possible. Several Google algorithm updates like Panda and Penguin were implemented to improve search results quality by demoting websites with poor user experiences, like those with excessive ads or many unnatural inbound links. In the future, links will remain an important ranking factor, but earning natural links by creating high-quality content and engaging with online communities will become more important than tactics like unsolicited email campaigns or paid links.