A01 chaf6542 06 se fm indd

, 

), linking anchor text in hyperlinks and using a 

higher density towards the start of the document.

2 

Number of inbound links (page rank). The more links you have from  good-  quality 

sites, the better your ranking will be. Evaluation of inbound links or backlinks to deter-

mine ranking is one of the key reasons Google became popular. Google uses an assess-

ment called ‘

page rank

’ to deliver relevant results since it counts each link from another 

site as a vote. However, not all votes are equal – Google gives greater weight to links from 

pages which themselves have high page rank and which have the same context or topi-

cal content as the page they link to. Weighting is also given where hyperlink anchor text 

or adjacent text contains text relevant to the keyphrase, i.e. the linking page must have 

context.

Inclusion in directories such as Yahoo! or Business.com (for which a fee is payable) 

or the Open Directory (

www.dmoz.org

, which is currently free) is important since it can 

assist in boosting page rank. Another key aspect of linking is the architecture of inter-

nal links within the site. Keyphrases that occur within the hypertext of different forms of 

navigation are important to Google in indicating the context of a page.