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An antiquated ranking system created by Google which is given far more hype and attention than it deserves. If you install the Google toolbar in your browser you can view the PageRank of any web page you visit by viewing the PageRank meter. It measures the 'popularity' of a web site in the eyes on Google. It is based on a 'democratic voting' mechanism whereby web sites linking to a site cast a 'vote' for the site i.e. add to the PageRank meter. The more PageRank the linking site has, the more PageRank the linked-to site receives. It is true that is does influence web site ranking i.e. the higher your PageRank the better ranking you will have, but there are other factors that affect ranking to a higher degree e.g. optimized anchor text, theme of the linking site.

The position within search engine results that a web site reaches for a particular search phrase. For example at time of writing this web site achieves a ranking of 1 with the Google search engine for the search phrase 'xsd viewer'.A reciprocal link occurs when a web site links to a site and in turn the linked-to site links back to the linking site i.e. the link is reciprocated by both parties. These types of links are normally created as a result of communication between two web site owners who both agree to link to each others sites. They are artificial in nature compared to natural links. They are created mainly to drive traffic to a web site rather than to add to a site's link popularity.

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