What is one of the biggest worries for an online start-up? Other than the fact that the business becomes successful, it also has to find its market and quickly. That’s why online start-ups try as hard as they can to get their websites listed on the top 2 pages on various important search engines like Google, Bing, and Yahoo!, besides others like AltaVista etc.
According to Google, Pagerank is a way of leveraging the “uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value.”
Let’s explain with an example. Take two pages, page X and page Y. Now according to Google, when X links to Y, it is counted as a vote of approval by page X for page Y. However, there’s more. Google doesn’t limit pageranking to just the volume of votes (links) a webpage receives. The search engine also analyses the webpage that voted for the other webpage. So, if a heavyweight webpage casts a vote for your webpage, then it counts more and makes your webpage “important”
With the pressure being on webmaster to improve the pagerank of their websites, link building has become an integral part of a website’s SEO campaign. When you ask a quality website that has a theme similar to yours or same as yours to allow you to link (connect) to it, you are building a link. If the website agrees to your request and asks you for permission to link to your website as well, you are exchanging a link.