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Every Internet Marketer is focused like a hungry shark on increasing their page rank and improving their Search Engine Optimization (SEO) and, if you are a serious marketer, you might be, too. Your attention will be sharply focused on "backlinks," their individual quality and how those backlinks appear to Google's army of robot spiders when compared in their current algorithm.
Let's start with "backlinks." They are links on other websites directed back to your website. Both the popularity and the importance of your website is gauged by how many other website owners consider a link to your site worthwhile. All of this is done in the name of Search Engine Optimization...or getting Google and other search engines to love your website.
But, don't run off gathering up as many links as you can from other marketers. Google is more interested in "quality" backlinks to your website than any others.
Those quality backlinks would be backlinks from websites with similar content to yours. It's all a game of relevancy, from Google's point of view, and has a lot to do with the success of your website and marketing efforts.
A search engine calculates the keyword relevancy for a site and that calculation is strictly based on the percentage of related content found at either end of the link.
For example, if your content is all about writing and selling ebooks, and the links from other sites have nothing to do with writing and selling ebooks, they will not be considered important to your relevancy and you will lose page rank or be totally ignored by the spiders.
There's several ways to accomplish this balancing act with the search engines and to stay out of SEO trouble while you're doing it. More than one seedy webmaster has been banished to Google Hell for trying to manipulate links to get a higher ranking, which is why Google tightened the criteria in the first place.