Everything over Internet can be abstracted to one word: link. Search engine is just a big link directory! What’s is link? Let’s review the definition from wikipedia: “In computing, a hyperlink (or link) is a reference to a document that the reader can directly follow, or that is followed automatically”. From this definition, we got two important information: *document*, means information, what are u linking to? *Information*!. *reference*, it means authority in some way, let’s begin the disucssion from *reference*.
Imagine you have a page in siteA to introduce internet marketing, there are 10 links in the page to redirect to your other pages, the link texts all have less relevence with email marketing. But, you have one link to another siteB about Internet marketing, please tell me, which site is more authoritive about Internet marketing. Absolutely, siteB, and the more links are pointed to siteB, siteB is more important, your page gets less importance for this keyword. siteB will get more PR from your page! That’s why you should have orginal article, orginal content. When more people reference your page and article, more PR you will get for your page for certain keywords! I believe PR is also associated with keywords, it doesn’t mean a PR5 page about Internet marketing can get better place than a PR2 shoe site in search engine when people search shoe. The simple rule you should follow when creating backlinks is to make sure all link texts of backlinks have your desired keyword and the keyword should have high relevence with your page. Internet marketing tools is better than http://www.articleplus.com/index.php/internet-marketing-tools/. So when you ask link exchange with other site, please make sure your keywords are included in link text, and ask the site owner to put your link to a relative page. Relevance is so important, since your site is being referenced, web owner should reference relative information unless it’s a spam site.
