Crawling and organizing the entire Web is a search engine’s first priority, and links help make that process manageable. If you visualize the Web as an enormous road map, links would be the streets that connect each and every point, from Web pages to files and images. In an effort to categorize the world’s information, search engines use links to get from Point A to Point B and beyond, as well as to gain an understanding of the relation and importance of the websites on each end of the link.
“Your site’s ranking in Google search results is partly based on analysis of those sites that link to you. The quantity, quality, and relevance of links influences your ranking. The sites that link to you can provide context about the subject matter of your site, and can indicate its quality and popularity . . .”
Beware of Link SchemesBe wary of SEO services that promise “X number” of links per month using questionable link placing tactics such as bookmarking, text link ads, a focus on anchor text, etc.
“Any links intended to manipulate a site’s ranking in Google search results may be considered part of a link scheme. This includes any behavior that manipulates links to your site, or outgoing links from your site. Manipulating these links may affect the quality of our search results, and as such is a violation of Google’s Webmaster Guidelines.”
Google recommends that you EARN your links.
“The best way to get other sites to create relevant links to yours is to create unique, relevant content that can quickly gain popularity in the Internet community. The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it.”