1. For SEO, links are even more important than you think

    It's a rare business today that doesn't take at least some steps to optimize its website for search-engine rankings, but how best to do that remains an open question. A new study published Wednesday suggests that inbound links -- those leading from other websites into your own -- are even more critical than you may think.

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    1. We don't find that links can rescue poor-quality content, or cause low-relevance content to rank.
    2. The core thesis behind Google's original PageRank algorithm -- that links are the web's democratic way of identifying the best and most authoritative content -- appears to remain at the core of Google's ranking methodology, even in a time of vastly more signals.
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