You have to think like a search engine. With millions of web sites out there, how are they to rank them? With thousands of car dealers, how do you pick which appears first? Well, the obvious answer is that the links on other web sites should be a good indication of what the target site is all about. If one-hundred thousand sites link to ABC.com as an authority on cancer, then it probably is an authority on cancer.

In this way, linking to a site is kind of like voting for it. The more "votes" your site gets for your keywords, the better it will rank for those words.

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