1. Link Popularity

This rule of popularity is based on how many other websites have links on their page that point to yours. Because popular sites with well-written and unique content should naturally attract incoming links, this is a factor the search engines take into account when ranking a website. A page with more quality inbound links will more than likely have stronger influences on the search engines than a page with no back links to it.

2. Link Reputation

Not all incoming links are created equally and it's vital to obtain back-links from quality sources. Based on relevance, the link reputation determines the quality of one's links. This is defined in part by how closely related the sites are that link to one another. For example, a general sports website may include links to other website pages that are on lacrosse or football. These are considered relevant links and will likely have more of a positive impact in the search engines algorithms. However, if the same sports page linked to a site for pets or household goods, the search engines wouldn't consider it as relevant and would provide less importance on that link.

3. Anchor Text

Relevance (and ranking) in the search engines is also done through anchor text. These are words or phrases that are clickable hypertext to your web page. As both human viewers and search engines see this text, anchor text defines the web page it links to and therefore should be relevant to your website. Before visiting the website, people should know what the website is about by having relevant, descriptive text.