"In a general sense, link popularity is determined by the number and quality of websites that have linked to your
website (often referred to as ""backlinks""). The effects of link popularity are threefold: (1) links to your site give Web
users ways to find your site while visiting other sites; (2) links to your site give search engine spiders (robots) trails to
follow to find and index or re-index your site; (3) links to your site are essentially votes for your site in search engine
ranking algorithms, but not all votes are counted equally.
When two sites are equally well optimized for search engine performance on any given keyword phrase, the search engine will
generally rank the one with more link popularity above the other."
