You probably realize that the search engines aim to provide the best related possible results for any search term. That way, they also rank sites and pages on them.
Ideally, the search engines would assess the content on a page and the site with the best information for a term would be placed higher in the search results. They may be aiming to do this more and more precisely. However, some marketers then would have their site have the appearance of having more information about a subject than other sites.
This can put many sites at a disadvantage.
Therefore, search engines look to the number of links are pointing to a site or page. Preferably these should be from high quality and relevant sites. The more you have going to your site the more popular it is seen to be.
But then some marketers find ways of using collections of blogs, or create software to generate links automatically. Those involved in such practices then are the ones to get the higher search rankings for a term, and others lose out.
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