Why are Links so Important?

A Google “Crawler, Robot or Spider” is a program  used to automatically discover and scan websites by following links from one webpage to another. Google’s main crawler is called Googlebot.

Links help Google crawlers find your website and determine your rank in the Google Search Results. Google uses text-matching techniques to display pages that are both important and relevant to each search.

Google interprets a link from site A to site B as a vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages also “important.”

The Google Algorithm can distinguish natural links from unnatural links. Natural links to your site develop as part of the dynamic nature of the web when other sites find your content valuable and think it would be helpful for their visitors.

Unnatural links to your site are placed there specifically to make your site look more popular to Google. Some of these types of links (such as link schemes and doorway pages) are covered in the Google Webmaster Guidelines.