SEO Tip #15: What’s the preferred way to check for links to my site?
Matt Cutts: The “link:” operator is accurate. It only shows you a sub-sample of your links. My preferred way would be to log-in to Google Webmaster’s Tools and we will show you a very exhaustive list of all your backlinks, pretty much all the backlinks that we know of in Google’s Webmaster console.
The nice thing is other people can’t spy on that, so your competitor can’t look at your backlinks.
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