As you can see from the previous section, many factors influencing the ranking process are under the control of webmasters. If these were the only factors then it would be impossible for search engines to distinguish between a genuine high-quality document and a page created specifically to achieve high search ranking but containing no useful information. For this reason, an analysis of inbound links to the page being evaluated is one of the key factors in page ranking. This is the only factor that is not controlled by the site owner.
It makes sense to assume that interesting sites will have more inbound links. This is because owners of other sites on the Internet will tend to have published links to a site if they think it is a worthwhile resource. The search engine will use this inbound link criterion in its evaluation of document significance.
Therefore, two main factors influence how pages are stored by the search engine and sorted for display in search results:
- Relevance, as described in the previous section on internal ranking factors.
- Number and quality of inbound links, also known as link citation, link popularity or citation index. This will be described in the next section.
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