Value of links to a web site
The web search engines have many different ways of determining the popularity of a page to rank then in the search results. Most of these methods are based on the number of links to a page from other web sites. Usually, the more links to a page the more popular it is considered and the higher it should rank. In recent years the search engines have become more sophisticated in response to spam link building and the link juice passed by each link is not equal any more. Some links pass more benefit or link juice than others do. It is assumed that the easily gained selfpromotional links carry less weight or link juice and the harder gained editorially gained links carry much more weight.
Google has it Pagerank (PR) score that it patented and gives each page which is supposed to represent the link popularity of a page. The issue with PageRank is that, while they update it daily internally, they only update it externally every 3 months, so its out-of-date data. The PR also a global link score and does not indicate the how good the link is, its strengths or its link juice. Google also penalise sites and filters the PR that we see, so it cannot be considered that reliable for many sites, especially if questionable.
We also can see Bing’s Page Score, which is a score that Bing give a page fo own site. But it is not clear what it is that makes up the score and Bing have not been very forthcoming as to its make up.
SEOMOZ have developed mozRank and mozTrust and use their Linkscape database to calculate the metrics of pages and links. The mozRank, similar to Google PR, but is not affected by the any of teh Google penalties and artificial manipulation that Google do, so can give you a different picture than the Google PR. The mozTrust which is a measure of the authority of a web site, based on authority links coming into a page. Links from authority pages are the most sort after as part of the link building.
More on: Ways of measuring link popularity
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