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We can see the importance of links and how a critical role they play in Google’s ranking algorithm. Links are important factors in how Google’s search engine algorithm determines relevancy and importance from pages that are displayed in the first page. Therefore, links are still one of the most important factors used in its ranking algorithm. As the web evolves, new ranking factors will continue to be introduced, but links and how they are configured will also continue to play a critical role in the Google search engine. 2.3.4 Links: The Currency of the Internet As discussed, links pointing from one page to another can be considered as a “vote”, so a page receiving the most links will always rank higher. In theory, this is the case, but it’s not as simple as this because not all links have the same weight or value; some links have more weight (more PageRank) than others. For example, if a website with PageRank 6 places a link to your site, this single link has more value than if your page were to receive hundreds of links from sites with PageRank 1. In other words, what you’re looking for is not just thousands of votes, but votes from high authority websites with a high PageRank because getting links from high PageRank sites can be the determining factor of whether your site achieves top rankings in the search results or not. Getting thousands of links pointing to your web site doesn’t automatically guarantee that your site will rank higher and achieve top placements in the search results. As you will see later in Chapter 4, in order to influence search rankings into your favor by getting higher positions in the search results, links that point to your site need to be from relevant and authority web sites; this means that they must be related to what your site is about and should have a high PageRank. Figure 2.8 shows a visual presentation of backlinks; websites A and B are backlinks of C. In the same way, sites A and B have forward links to site C. 31PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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