Expert Search Engine Optimization Link Sourcing
While you may hear the idea that content is king being bandied around some SEO forums, that is only true insofar as viewers are concerned.
The explosive proliferation of web pages that has taken place in the past few years means that there are billions of web pages (Google alone indexes more than 8 billion web pages, or more than one web page for every person on earth) has resulted in search engines having to find more and better ways to rank the relevancy of web pages. One of the most practical of these improved ranking methods is to use human opinions expressed as links to other sites.
Google was among the first to use this as a major component in their ranking algorithm, developing the patented concept of PageRank right from the start and placing a high importance on anchor text links. Today PageRank is not so much important to Google rankings as it has been, but anchor text links are arguably the most important single factor in Google rankings. Anchor text links are so important to Google that you can find pages which rank well for competitive phrases without ever using the word on their visible web page, The miserable failure search on Google still returns the biography of George Bush as its first result and is an example of how anchor text can be used to affect search results.
Other examples are Google searches for pizza which returns Pizza Hut as the #1 result and computers which returns Dell as the #1 result. These are important results in very competitive searches which are results of the use of anchor text links.
Reciprocal linking will sometimes result in anchor text links being exchanged, but that is the exception rather than the rule, and the same is true of directory links most of which will use your URL as the link text.
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