many webmasters have wondered what is wrong with Google. They see Yahoo may have 6500 back links to their site while Google may show only 6. Many have speculated (wrongly) that Google only counts one way links, or that maybe because Google does not see the links page on a site that links to them. The truth is Google does see a lot more links than what it shows in a www.site;links search. If you log in to webmaster central you will be able to see all of the back links Google knows about. But why does google only show only a fraction of these on a link search? Simple, it is to be fair and protect your sites ranking from spammers and other web masters trying to get the same links as you to increase their PR. Matt cuff explains it in his video that can be found on Google's web master central YouTube page, (yes they actually have one). Here is the video for you to watch for yourself. In this video Matt also answers questions on "How do I optimise an e-commerce web page"?, Blogs and more, just use the arrows to scroll through different questions.