In the distant past (in Web Terms that means just a few years) it was Google Page Rank that ruled the roost. It was that algorithm that controlled which page was ranked first for any key phrase. But nothing is constant but change, and it was not long before things like the Meta Keywords tag were in turn handled the chalice of power.
Later still it was the words on the page that had the main effect on SERP's rankings. Each of these changes were tracked by the Search Engine Optimisation experts of the day, who in turn then made changes to the pages they controlled to get the best results.
On the other side of this 'battle' were the Search Engines who were busily changing the 'rules' so that it was they and not others who would 'decide' what pages would get what rankings. It was thus the change in the rules that concentrated the 'power' in the number of links came about.
Sure getting rankings is more than just about links, but in 2010 at least, they represented the most powerful part of the ranking equation.
However as I mentioned above, 2011 is going to see yet another change and this one it seems is going to centre on Blogs, the links to these Blogs and the interaction with the Social Media networks. These links, the Blogs and the Social Media posts that point to them are often called 'Signal' and getting rankings is going it seems to be all about that this year.
So for 2011, you will need two things:-
1) A Blog (hosted in a folder on your site, or in a sub domain).
2) Some Social Media presence in the form of a Twitter account and perhaps a Facebook page.
3) The time to write the blogs and then alert the Engines to the changes on the Blog using Tweets and Social Media posts.
More on these changes (as they become clearer) over the next months
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