The most important factor that determines how well your site ranks in the search engines is link popularity. Link popularity is a term used to describe how many other web sites are linking to yours. Popular search engines like Google and MSN interpret a link to your site as a sign of its importance and relevance for certain keywords and topics. For this reason, link popularity is the single most important factor in determining your site's search engine ranking.
Over time, as your site receives "natural links" your link popularity will improve all by itself. However, unless you are running a million dollar ad campaign, natural links and your site's link popularity are going to increase at a glacial rate. By doing nothing and leaving your site's success and link popularity to the whim of webmasters you don't even know, you're guaranteed to get poor results. So what can you do? That's where the power of a good link exchange strategy comes in.
Increased link popularity = Increased search engine rankings
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