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The more popular and important a site is, the more links from that site matter. To earn trust and authority with the engines, you'll need the help of other link partners. The more popular, the better.

Since the late 1990's search engines have used links as votes - representing the democracy of the web's opinion about what pages are important and popular. The engines themselves have refined the use of link data to a fine art, and complex algorithms create nuance evaluations of sites and pages based on this information.

For search engines that crawl the web, links are the streets between pages. Using sophisticated link analysis, the engines can discover how pages are related to each other and in what ways.

Carl William Brown

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