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Every major search engine uses Link Popularity as one of their primary algorithms. In fact, Google uses Link Popularity as its most important factor in ranking sites, so developing and maintaining Link Popularity is essential to your business's success. Both quality and quantity are important components of Link Popularity, but one great link can be more important and more valuable than dozens of bad links. Focus on what a referring link says about you, and that it emphasizes the keywords that are important to you so that search engines recognize the link.