If pages with more links are more likely to rank well in Google, then one thing is clear: you need more links to rank higher. But beyond this basic fact, things get complicated.

Most of the complication stems from the ongoing war between man and machine. As people have learned how Google’s algorithm works, they have learned to game the system to cause some sites to appear higher in the rankings. At a high level, this is what the field of SEO is all about. We who work in this industry have developed the expertise that allows us to push websites higher in the search engine rankings.

When it comes to links, the battle between man and machine is at its hottest. Unlike on-page optimization factors (such as keyword placement and proper site architecture), links require the input of a third party (the linking website). This third party involvement is integral to Google’s philosophy that links are an indicator of value. Because of this, links are the primary factor that influences search engine rankings.