Web Links from the Search Engine’s Perspective

Webmasters often try to raise their ratings in the search engines by using Web links. They are not always successful. In order to make this strategy work, you need to know what kind of weight the search engines give to various kinds of Web links. To understand that, it helps to know how a search engine views Web links in the first place. Barry Schwartz provides insight into what the search engines see as “natural” and “unnatural” linking.  
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