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It is widely agreed that SEM (search engine marketing) is one of today’s most cost efficient and effective methods of marketing a web site. One of the most important aspects of SEM is obtaining link popularity. For example, if you expect to rank high in Google for the search term “search engine optimization” it is important to have other sites link to you with “search engine optimization” within the text of the link. This is called anchor text. Generally the more sites linking to you with your target keyword within the anchor text the better. However, it should be noted that not all links are of equal value. There are two primary factors to consider when assessing the value of a link.