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This post is part of an ongoing series: How Search Really Works.
Last week: Meta Keywords.

A web page can only have a limited number of words — but can receive an unlimited number of links.

 thousands of links

It's not rare for web pages to have more words about them than on them.

Because links are formulated by people whom generally don't benefit from lying about your web page, search engines put an awful lot of trust and faith in them.

Keywords in links trump keywords in content.

links trump content

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16 magnificent comments

A good analogy for beginers.

David Hopkins  #

Simple explanation, easy to understand!

Matt Ridout  #

Ruud, as usual you are wonderful.
I think it's great that you consider all those who may be interested in your material (Newbies as well as Professionals of all types) knowing that getting 'back to the basics' is never a beaten horse.
I hope you don't mind if I also include this with todays post which I am presently writing.
There's a 'Sphinner' that that has expressed a 'question mark' about this post being submitted to Sphinn and I think I'd like to address it.
Thank you again Rudd.
Kimberly B

SpostareDuro  #

@David @Matt – thanks for your comments. You inspire me to drop a note here and there more often myself because seriously, seeing a comment on a post is a real boost. Thanks for taking the time!

Kim, your comment is like my 1st coffee of the day (compliments don't come much better than this, OK ;) ). Thanks!
I do understand Brian's point but had hoped that he would've found the clear & concise presentation merit enough.

Ruud Hein  #

[...] there was a new post by Ruud Hein over at "Search Engine People" entitled "How Search Really Works: Keyword Links". (It's a follow-up to "How Search Really Works: Meta Keywords" that I [...]

Reply to "Where's that desphinn button when you need it?!" | Learning SEO Basics  #

Great post, simple to understand for newbies and oldies :-) I'm going to share this post on my blog's team reading list for 1/22.

Rob Woods  #

[...] above link is to the first post, the second can be found here at Keyword Links. That is an aspect of SEO that the beginner often misses; focusing on the elements on the web page [...]

Web Empire » Keywords and Linking  #

[...] How Search Really Works: Keyword Links [...]

(EMP) E-Marketing Performance » : » Team Reading List 1.22.08  #

Thanks for this insight.

I suspect that this is why article marketing is effective.

Matt  #

[...] How Search Really Works: Keyword Links A web page can only have a limited number of words — but can receive an unlimited number of links. (tags: Keyword Links) [...]

links for 2008-01-23  #

[...] SEO: Keyword Links submit_url = "http://learningseobasics.com/archives/163"; How Search Really Works: Keyword Links Ruud Hein, writer for Search Engine People is at it [...]

Learn SEO: Keyword Links  #

I am really starting to love Ruud's post on "How Search Really Works". Once of the post are complete in this series, this would be a great downloadable ebook for people new to seo.

Mike  #

[...] the first parts of the series we have been educated in META keywords, keyword links, keyword stuffing, keyword density myth, and now we have "How Search Really Works: [...]

Learn SEO: Search Indexing  #

[...] will aquire and adversely be able to pass. Authority equals higher SERP placement and of course anchor text plays a big role in what search terms pages rank [...]

Duplicate Content – It May Not be so Bad  #

[...] How Search Really Works: Keyword Links [...]

(EMP) E-Marketing Performance » Blog Archive » Team Reading List 1.22.08  #

[...] Links is what makes search really work the way it does: effectively. [...]

Make The Links Come To You | Search Engine People Blog  #

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