 Being an effective way to increase website traffic and link popularity, link partnerships or link exchange holds great significance in the web world. An increase in traffic can be obtained not only through search engines but also through link partners, making link exchanges even more important.
Significance of Link Text and Inbound Links:
The text that is clicked on in order to access a web link after link exchange is called 'link text' and is uniquely the rank determining factor during searches conducted by search engines, for any given keyword or search term. The 'link popularity' more often known as 'PageRank value' as determined by Google, tells what position the site has acquired when compared to all o ther websites sharing a similar theme, ranked on the basis of relevance. The idea of Link exchange was aroused in order for sites to improve their link popularity and link acquisition. Inbound links play a major role in link exchange. A primary definition for inbound links would be, 'the number of web links coming into a page'. Before Google made its arrival in the web world, most search engines used only the concept of link popularity to determine the site ranking for a particular search term. The more the number of inbound links on the links page of a site, the more important that page is. This gives greater value to the link towards that website, thus giving greater significance to link exchange. Google took the idea a step further by giving more weight to inbound links from important pages than it does to inbound links from other pages. This is what determines the 'PageRank' of a site and can be improved by using the
technique of link exchange.
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