The theory goes something like this: The search engine Powers That Be have decided that if other sites are linking to your site, it must be a winner; therefore, it deserves a boost in rankings (when all else is equal). If you think about it, this makes a lot of sense. People link to good sites, not bad ones.All major search engines place some emphasis on link popularity in their ranking algorithms.It's important to note that Google Page Rank is not the same thing as link popularity. PR is actually a subset of link popularity. Whereas PR focuses strictly on the quantity and popularity of links, link popularity adds a "quality factor" into the equation. Unfortunately, many people mistakenly use the terms "link popularity" and "PageRank " interchangeably, which has served to confuse the issue further.

Reciprocal Links and Link Popularity is your key to high search engine ranking. As search engines have become more sophisticated they have developed systems not to look just at the individual pages, keywords, meta tags but also link popularity as a part of their ranking algorithms. If your site is linked to many other popular sites then your web site possibly will get a higher ranking on search engines.

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