Linking Building and Popularity
 The number of inbound links or links pointing to your site from other sites is also important to your search rankings.
Google's ranking algorithm- PageRank™ which is the measure of importance Google assigns to a Web page, is highly influenced by the number of external links pointing to it.
Google’s founders, Sergey Brin and Larry Page, formulated a Search Engine algorithm that shifted the ranking weight to off-page factors. They developed a formula called PageRank, in which the algorithm counts the number of sites that link to a page and then assigns the page an importance score on a scale of 1-10. The higher the number and importance of sites that link to your page, the higher the PageRank of your Web site.
This algorithm has not only helped provide authentic and quality information, but also has made it very difficult for site owners and webmasters to cheat their way to top rank.
Building links through reciprocal link exchanges is a simple yet very powerful website promotional tool. If done correctly, increasing your linkage will:
- Increase your traffic significantly.
- Improve your visibility in the search engines.
- Provide an added resource to your website.
- Save you a lot of advertising money.
- Save you time.
Before you start, you need to know that the largest drawback with building one's link popularity properly is TIME. It takes time to:
- Find the websites to link with
- Make the link requests
- Wait on those link requests
- Process, organize, and manage the links
- Have the search engines find or "spider" your link partners
- Check to see if your links are still on your partner's websites
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