Blog » What Makes One Link Better Than Another for SEO? What Makes One Link Better Than Another for SEO? As more companies turn to search engine marketing as a means to increase business exposure, they are turning to SEO as a way to establish themselves within the rankings of the search engines. A high ranking in Google can often be the difference between a successful business and one that struggles. Just a quick search of opinions on search engine optimization will show that the key to a successful SEO campaign is the amount and quality of a website’s inbound links. However, how does Google differentiate what makes one link better than another? Years ago, Google made determining a link’s value from a certain page pretty cut and dry. They used an algorithm to calculate a site’s “Pagerank”. While their exact algorithm used to determine a site’s Pagerank has never been released, it is widely thought and theorized to be a mix of the quantity and quality of backlinks pointing to a particular website. Factors such as number of quality links, age of domain, and freshness of content are among the aspects taken into consideration. Websites are assigned a Pagerank number from zero to ten. The higher the number, the more important Google’s ranking system considered that website to be. While there are literally hundreds of millions of sites with a Pagerank of zero or one, there are only a small number of Pagerank ten sites across the entire internet. Shortly there after, Google began minimizing the importance of Pagerank in determining a website’s importance. While Pagerank still plays a role, it just isn’t as large factored when compared to Google’s latest measure of site value, Trustrank. A backlink from a site with a high Trustrank is incredibly valuable for search engine optimization purposes. Just a few of these high Trustrank links can boost a site to the top of the rankings for the keywords and phrases contained within its content. Savvy search engine marketers spend countless hours trying to decipher and decode what factors Google uses to determine a website’s Trustrank. It is safe to assume that the sites on Google’s first pages are considered trusted.