Google states that most ranking factors fall into two categories for Search Engine Optimization; Content and Backlinks.

Since search engines crawl every page on the web they can find, they found over the years it was useful to pick up other signals and information while they were categorizing this content. When a web page creates a clickable link to another page, especially a page on another website, it allows the algorithm to attribute a certain amount of value to both pages based upon the link itself.

Simply put, the link in this text – SEO Marketing – provides a signal to the search engine concerning context, and authority.

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