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Major search engines consider link popularity as one of the key factors in ranking a website. At least one major engine even claims they won't index sites that don't have at least one link pointing to them from another site. Many online marketing specialists believe that link popularity is simply obtaining as many links as possible. However, the quality of the link holds more weight than the quantity of links. You will get better results in the search engines if you have link popularity from sites that have considerable traffic.