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When search engines give a w bsite a rank they also factor in how p pular that website is on the b sis of how many other websites l ke to it. Link popularity is b sically how many websites link to y ur website or a page in y ur website. This is a very mportant factor in search engine ranking. S arch engines routinely send out their sp ders, which are actually small programs, to cr wl through the links in indexed w bsites. These spiders follow all the l nks they see, even the ones g ing out of an indexed website. Th s has created the concept of r ciprocal linking. Websites will often have r ciprocal links pointing to each other. S ch an arrangement is reached through m tual consent and through link exchange s rvices. Over the years search engines h ve become smart and can now f gure out if such linking is b ing carried out for sheer page r nk achievement rather than any real r levance. Today, most link building exercises b gin with Yahoo and other web d rectories such as Joe Ant and Dm z. There is no clear criteria th t helps determine which directory is b tter than another and most of the t me it is just personal preference. One th ng to keep in mind is th t you should always establish reciprocal l nks with a website that enjoys b tter search engine ranking than your wn, otherwise it just does not m ke any sense. Toolbars like Google T olbar and Alexa can instantly give you the p ge rank of any website you v sit. Note that reciprocal link means th t your website will have to f ature the link of all websites w th whom you decide to exchange l nks.
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