Linking - The Ranking Factor

Linking is at the heart of internet traffic building and internet popularity, this is why we've devoted a whole section to it here.

The web creates new challenges for information retrieval. The amount of information on the web is growing exponentially, as well as the number of new users inexperienced in the art of web research.

People are likely to surf the web using its directories that are often high quality human maintained indices such as Yahoo! or with automated search engines like Google.

Human maintained directories cover popular topics effectively but are subjective, very limited, expensive to maintain, slow to improve, and cannot cover all topics effectively. Automated search engines surf the web through hyperlinks using crawlers that index all content found. They then rely on Heuristic Content Analysis, Linking Analysis and Keyword matching to return relevant results. 

Large-scale search engine like Google's, compete on delivering high quality relevant content to its users. This is at the core of their business model. In order to automate the process of delivering relevant content to users they make heavy use of linking structures that weave the web through hypertext linking. These linking structures allow search engines to provide much higher quality search results to it's users.

Since some advertisers attempt to gain people's attention by taking measures meant to mislead automated search engines indexes and search results (Spammers), search engines have evolved into very complex machines that very few people understand. 

It's critical to understand hyper linking and PageRank as an SEO strategy since they are the foundations of modern search engines algorithms.

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