Building links within the site

Links within your site serve two purposes, as far as search engines are concerned.…They help search engines find their way through your site, but they also, if…they contain the right information, tell the search engines what the…reference pages are about.…For the first year of Google's life, it was actually called BackRub. Perhaps you've…seen BackRub's beautiful and oh-so-sophisticated logo.…The system got its name from the term backlinks,…links pointing from one site back to another.…This is because the basic principle behind Google was that the system didn't…just index text within a web page to figure out what the page was about, as the…various search engines were doing in the late 1990s.…

But it also looked at the links pointing to the site to find…additional information.…One thing Google looked at, and still looks at, is the anchor text, the…keywords in the link.…Google assumes that if you have words in a link, there is a good chance that the…words relate in some way to the page being referenced by the link.…