Search with Candour MUVERA and the future of backlinks | Egor Golovin from Serpzilla
Nov 3, 2025
Egor Golovin, Chief Commercial Officer at Serpzilla and a link-building expert, dives into the transformative impact of Google's MUVERA on SEO. He discusses the shift from sheer link volume to the critical importance of contextual relevance and trust. Egor highlights how AI-generated content can still thrive if it offers value. He emphasizes the rising significance of brand mentions and nofollow links as trust signals. Finally, he offers insights on refining backlink strategies and advises running relevance audits to align with the evolving digital landscape.
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Context Over Quantity
- MUVERA shifts Google's focus from raw link volume to context, relevance, and trust.
- This reframes authority as multi-dimensional rather than a simple link count.
Why A Link Matters
- MUVERA evaluates not just who links to you but why and in what context.
- It prioritises links that genuinely fit the conversation and user intent.
AI Content Still Works When Valuable
- Fully AI-generated content still ranks when it provides user value; MUVERA doesn't ban AI content.
- Human touch and relevance remain important to maximise quality and ranking potential.
