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Link popularity is an off-site process of promoting website rankings. It is assessed by the number and quality of external incoming links to your site. External incoming links are links on other sites that point to yours.

Search engines consider link popularity important because they see links from other sites to yours as a kind of recommendation or guarantee of the worth or valueof your site.

Link popularity arose as a ranking factor because so many people used spamming techniques to position their site higher in the rankings. Engines started to use link popularity as a means of dampening that impact. Assigning a link popularity value to a website based on number of incoming quality links pointing to it was deemed an effective way to determine whether a site had useful content or not because if other people think it does, then surely it must.

Page Rank

The above text mentions that link popularity involves both the number and the quality of inbound links to your site. The term PageRank refers to the quantification of these factors. PageRank or PR is a measure of how important a page is. Note that I said ‘page’, not ‘site’. A page has PR, not a site. The quality of a link has great influence on PageRank. A quality link is a link coming into your site from a site that itself has a good page rank (PR4 or above). In other words, if a popular site links to your site it really helps your popularity.

PageRank is the “second” part of a two part search engine algorithm. Part one pertains to ‘on the page’ ranking criteria like the title tag, the metatags, keyword position on the page and so on (standard optimization variables). The second factor involves link popularity meaning 1) the number of relevant inbound links from other sites, 2) where the links come from (i.e. high PageRank pages) and 3) that the Anchor Tag Text contains your keywords (more on this below). Simply put, if all else is equal or near equal, then the page determined to have the best Page Rank will rank higher.

How Link Popularity is Built

One-Way Links

One-way links are just what it says. You get a link without having to give a link back. One-way links count a lot more than swapping links. They appear to be a truer endorsement of your site, an endorsement that says your site must really be good because there was no quid pro quo (i.e. no reciprocation).

About the Author: Learn more about Leland B. Smith at: PR 6 Links for ? Yes!