Back links are vital to the traffic and page rankings of a web page. The idea behind is that when backlinked, your website is supposed to have gotten vote of confidence from fellow sites. So the more the links to your site, the more popular your website is - the more popular and significant it is. Or is it really? How do search engines weigh all the links to your site? First off, there are scores of web search engines out there - but the three most widely used are Google, Yahoo and Bing. For this article, let’s focus generally on the workings of the dominant search engine Google. How does Google make the decision that a certain website is more popular than the others? Specifically, how does Google weigh back links? Google indeed interprets backlinks as one of the most crucial factors in determining a website’s ranking. A website is deemed important or popular by Google, if when you type a certain â€keywordâ€, it shows up on top of the first page. The top of the first page is more popular (Google-wise) than the URLs below it and those on the second page, and so on and so forth. But is it enough to accumulate as much backlinks to be at the top of Google’s first page? The short answer is, not necessarily. There are certain factors, arbitrary rules (as they are constantly shifting and being updated) and perhaps a little bit of timing and art involved in the proper employment of back links. Let’s focus on the more manageable and important â€factors†on how Google weighs links. Google provides great value to links from authoritative websites on a given topic. In other words, if you are a website about movies and IMDB.com gives you a back link, then that would great improve your ranking. The links are considered relevant and believed to have strong influence on the rankings -- If both sites have content geared toward the keyword topic -- of the webpage granted the backlink. Anchor text is another factor being watched by Google in back links. Anchor text is defined as the descriptive labeling of the hyperlink as it appears on a webpage. The search engine’s bots (i.e., spiders, crawlers, etc.) will then examine the anchor text to evaluate how relevant it is to the content on your webpage. The â€congruency†of anchor text and your webpage content is highly weighted in the ranking of your page. Therefore, if you wish to improve the ranking of your page, you should not only promote your page through incoming links. More importantly, you should target on those two major factors that weigh heavily for your back links to be recognized by Google. Link spamming is never a good way to promote your site in the long run. It can even run you the risk of being penalized if caught by Google.
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