In 1990s one algorithm was invented by Larry Page and Sergey Brin that is PageRank. PageRank is an Google patent that take care of the popularity of a particular page, link equity as a ranking factor is implemented by PageRank concept.
Votes are the incoming links to that page, indicating importance.
A page that is arrived at more often is likely more important and has a higher PageRank, when a page with higher PageRank link to another page will increase the rank of that page more on that basis. You can also read about the PageRank at Http://en.wikipedia.org/wiki/PageRank
Without the links, the World Wide Web would just be a collection of unrelated documents of no use. links provide structure and provide both implicit and explicit information in the aggregate. For example, if a web page is linked from many web sites, it usually implies that it is a more important page than one that has fewer incoming links. Moreover, if the anchor text of those links contains the “Christmas†this indicates to search engine that the cited page is about Christmas.
Links assign value to web pages, and a result they have a fundamental role in search engine optimization. I just want to discuss a concept called URL equity or link equity. Link equity is defines as the equity, or value, transferred to another URL by a particular link, For clarity, I will use the term link equity when I refer to the assigning or transferring of equity, and URL equity when I refer to the actual equity contained by a given URL.
Disclaimer: Using Google to search the Internet will locate resources that are available to the public. While these resources are good for some purposes, serious research and academic work often requires access to databases, articles and books that, if they are available online, are only accessible by subscription. Fortunately, the UMass Library subscribes to most of these services. To access these resources online, go to the UMass Library Web site (library.umass.edu). For the best possible help finding information on any topic, talk to a reference librarian in person. They can help you find the resources you need and can teach you some fantastic techniques for doing your own searches.
From the search engines’ perspective, they want to understand some other things about a link, before they can decide the answers to your questions.
Why Does This Link Exist?
The primary question for search engines is why a given link exists at all. For your internal links, those that they find in the body copy, with a visible (blue and underlined) link, are most likely there to help your users.
What about links that are concealed (no visible indication that it’s a link), buried (tiny text in the footer of the page), or both? Isn’t it likely that you only put those links there to influence your rankings?
While most of your competitors are still trying to use a “sledgehammer†approach, and overwhelming the search engines with massive quantities of inbound links, you can gain a tremendous advantage by paying attention to how your site is linked together.
There are four primary goals in structuring, or restructuring, a web site:
- Improving the user experience is your first goal, because this leads to higher conversion rates, happy customers, etc. If I ever have to choose between creating a good user experience and an SEO objective, I will choose my site’s visitors every time.
- Improving the “crawlability” of the site and channeling “link juice” (Page Rank at Google, other search engines have their own formulas) into the most important pages – the ones that you’re trying to get ranked in search results. The method we use for this is called dynamic linking.
- Increasing the ranking of individual web pages within the site, and “broadening the profile†of our most important pages. By using the “anchor text†of our own internal links, and adding the right links in strategic places, we can boost our own search engine rankings.
- Getting more pages into the search engines’ index, also known as “index
penetration.†Every additional page that gets indexed adds to our ability to      improve our rankings, and in fact makes it easier to increase index penetration.
The goal of your keyword strategy is to get the best total quality return on your investment. If that sounds like a mouthful, it’s because there’s more involved here than just how many people visit your site.
If someone finds your site in search results, but they’re looking for something else, you didn’t do yourself any good. It’s far better to get 50 visitors who want what you have, than to get 1000 people who leave before the first page finishes loading. What your web site needs, more than anything, is targeted traffic.
