Link popularity refers to the number of links pointing to your site from other sites on the web. There are other terms used for link popularity, such as link building, in-bound links, back links and more. The search engines will consider your site important and rank it higher if other sites link to it.
Link building is a method of getting connected with other websites and internet resources. It is considered to be an important component of search engine optimization techniques, and major search engines incorporate this factor in their ‘relevancy’ algorithm. Link building is an off-page optimization technique and therefore focuses on the theme and content of the websites.
There are two types of links you can establish on the web. One type is to trade links (link exchange), where you give a link from the links page on your site to the partner sites. The second method is to establish only ‘incoming links’, also called ‘one-way links’ or ‘non-reciprocal links’. With non-reciprocal links, you do not need to link back.
Google uses a system called ‘Page Rank’ which relies on the democratic nature of the internet by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote by page A for page B.
But Google looks at more than just the sheer volume of votes, or links a page receives: it also analyses the pages that cast the votes. Votes cast by pages that are themselves important weigh more heavily and help to make other pages important.
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