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