Why Do Links Important

Hyperlinks were the main method of building the Internet and connecting sites through HTML, allowing people and bots to move around and find what they needed. They were like any other citations, methods of getting additional information by going somewhere else. Contrary to popular belief, Al Gore didn't invent the hyperlink. The term itself was first used in the 1960s, before most of you were born.

In 1998 there was the first on-paper mention of Page Rank, just before Larry Page and Sergei Brin actually founded Google. The theory behind Page Rank became part of the basis of the Google algorithm, and continues to be so today.

To greatly simplify the concept, Page Rank is a popularity contest wherein the pages with the most support behind them should be viewed as the most important ones. You could increase a page's importance simply by building as many links as possible to it.As anyone who deals with SEO knows though, it's a lot trickier than that.

Not All Links Are of Equal Importance

A link from the homepage of a powerful site like the BBC will be of a higher quality than a link from the links page of your high school's blog.

If a competitor that ranked above you in the SERPs had 100 more links than you, you couldn't just go grab 101 links and rank above him. Some links are simply more valuable than others, particularly links from authoritative sites and links from .edu and .gov domains. Like every other SEO tactic, this was abused, differing opinions abounded, and everyone tried to nail down the exact science of it.

In 2005, the no follow link attribute came along and ruined all our fun. No longer could we throw tons of links at sites in order to make them rank. That can still work as you'll see at times, but quick wins with links aren't as plentiful as they were pre-no follow.

In 2009, Page Rank was removed from Google's Webmaster Tools, mainly due to the fact that people didn't really understand that the number they saw wasn't a true representation of their sites’ importance.

The Pre Page Rank World 

What did we do before we had that pesky little toolbar indicator? Without that one commonly misunderstood metric to constantly monitor and agonize about, we used rankings and traffic as an indicator of our performance.

We could also rank a site without links, just by keyword stuffing and cloaking. Those were the good old days when you could get a link on a site and not get cussed out by your client because they wanted all PR 4s and up and you, stupidly, got a link on a new but very relevant and well-trafficked PR 0 site.

Link exchanges were very big. Having a page just devoted to outgoing links was huge. It was a softer, gentler time when link building as we know it today was innocent. The only people that I knew who built links were generalist SEOs, and looking back now, it's easy to see that we did it badly by today's standards.

There's a point that gets lost a lot, one that makes it obvious that actual Page Rank and visible Page Rank are two very different things.

The Page Rank that we can see represented in the bar, a number, from a Page Rank checker, etc., is updated infrequently and isn't the actual Page Rank that Google assigns to your site. The actual Page Rank calculation, if shown here, would make all of our heads spin. Let's just say that it's a lot more complicated than a number from 0 to 10.

Toolbar Page Rank

This is what you do see Toolbar Page Rank is one of many factors in how your site will rank but its importance is way overblown and oversimplified. You will see sites with a Toolbar Page Rank of 1 outranking sites with a Toolbar Page Rank of 5, due to various other considerations.

Page Rank Sculpting

Now here is where things get particularly interesting to me. Pages have their own specific Page Rank and through linking elsewhere, they can send link juice in the same way that they receive it.

If a page has 10 outgoing links on it and none are no followed, each page linked to should receive one-tenth of that page's link juice. If five links are no followed and five are not, each of those five followed links should receive 20 percent of that page's link juice and the five no followed links should receive none of it.

Due to this idea, people began to experiment with manipulation. We no followed certain links that went to other site pages, ones that weren't quite as important as the others but ones that we did link to in the navigation. Later, like with almost everything else, it got complicated. I won't bore you with the details here. Suffice it to say it's not a widely recommended practice anymore. Some still do it, some don't, but controlling link juice didn't work as we hoped it would. You'd think we would all learn our lessons but no, no we never do.

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