Popularity has become increasingly important among the search engines. A web site's popularity component provides the search engines with feedback about a site's usefulness to a target audience. In other words, sites that more users find useful are more relevant to a particular search.

If two web sites have similar text and spider-friendly link architectures, the site with greater popularity consistently ranks higher over time because of the following reasons:

· Credible web sites usually link to pages with valuable information.

· A site's end users tend to use the same web site over and over again because the information is relevant.

Therefore, building a site that appeals to both directory editors and your target audience is very important for getting and maintaining maximum search engine visibility.