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Rethinking Linking - Link Exchange Back to Basics

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In the old days of the internet, links were the primary communication path between web sites. Search engines were not as sophisticated as today, and search results rather crude. Actually, even today links are reported to be more used than search engine results; but the latter are increasing their share. In a way, this began to change when Google entered the scene. In an effort to make search results more relevant, Google implemented an algoritm that judged the quality of a web site by the number of other sites linking to it. It seemed rather obvious that a popular, much linked-to, site should be of higher relevance than a site with few links pointing to it.
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