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Link popularity and Google

Link popularity has seen search engines like Google re-write the standards in search engine optimization. Search Engine Optimisation techniques that worked a few years ago no longer work and in many cases are considered as spam. In fact, Google's approach to ranking web sites now relies heavily on link promotion and link quality. In describing their own Link Popularity system (PageRank), Google's web site states;

PageRank relies on the uniquely democratic nature of the web 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 the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important."

Link popularity is not as simple as arranging for hundreds of unrelated web pages to link to you, as this approach will not help you attain first page positions. For Link popularity to benefit your web site, you must be linked to established web sites that already have a search engine listing, and who have relevant content, related to your own web site. Links from relevant sites are considered to be 'more important' by search engines and will help your Rankings improve. On top of that, any visitors that follow a link from a relevant site are likely to be a more targeted and a better quality prospect.

If link promotion is carried out correctly it can have a significant effect on both search engine positioning and on the targeted Traffic visiting your site. Link promotion is not a difficult process, but it is time consuming. It is, however, worth investing the time to increase your link popularity.

An effective link campaign involves locating well ranked websites with a theme relevant to your site, contacting the webmaster in a professional manner and asking for a link.

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