Links from other sites in your field or industry to your web site are one of the most important indicators of authority within the search engine algorithms. They are votes for your site from other sites in your industry. Along with content on your site they tell the search engines what your site is about and therefor influence how you will rank.
Its not about quantity of links, but rather quality. Contextual links are highly effective if developed along with other types in a natural progression. This makes up you site’s linking footprint. If your site does not have an authoritative link footprint then the probability of ranking for any keyword term is slim.
Superior content attracts links from other websites. Thats why you often find sites with a ton of great content (text, photos, video, podcasts, webinars etc) at the top of the search engine rankings. People like that kind of content and link to it. Google puts value on these links and increases the authority of the site.
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